Brandwave

How popular isBellamy's Organic?

In September 2026, people searched for Bellamy's Organic by name about 600 times in New Zealand, a 57.1% decrease from the previous year. These searches made up 9.7% of all New Zealand baby food brand searches, placing Bellamy's Organic third out of eight brands. When we asked both ChatGPT and Google AI Overviews about baby food brands, Bellamy's Organic did not appear in any of the answers.

Search and AI answers in September 2026

Bellamy's Organic is the third most searched of 8 competitors and not listed in any AI answer.

  1. Wattie'sShare of searches 51%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. FarexShare of searches 14.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. Bellamy's OrganicShare of searches 9.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Only OrganicShare of searches 9.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. Little BelliesShare of searches 6.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top baby food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bellamy's Organic did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Only Organic1st
  2. Wattie's2nd
  3. Farex3rd
  4. Little Bellies4th
  5. Kiddylicious5th
  6. Bellamy's Organic–
  7. Gerber–
  8. Rafferty's Garden–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Wattie's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Only Organic4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Farex2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Little Bellies2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kiddylicious1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bellamy's Organic0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Gerber0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Rafferty's Garden0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby food brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which baby food brands compete with Bellamy's Organic?

Bellamy's Organic against baby food brands in New Zealand, by month

Share of searches by month for Wattie's, Farex, Bellamy's Organic, Only Organic, Little Bellies, Gerber, Rafferty's Garden. The figures are in the table below the chart.

View monthly share of searches table
MonthWattie'sFarexBellamy's OrganicOnly OrganicLittle BelliesGerberRafferty's GardenKiddylicious
Oct 202557.9%4.8%20.8%6.6%3%4.8%1.5%0.45%
Nov 202553.1%5.4%23.1%7.3%3.6%5.4%1.4%0.68%
Dec 202545.4%6.4%27.7%7.8%4%6.4%1.6%0.6%
Jan 202652.5%7.8%22.3%6.7%3.3%5.2%1.6%0.65%
Feb 202654.5%8.4%19.1%8.4%3.7%3.7%1.7%0.52%
Mar 202689.2%2%4.7%2%0.71%0.88%0.34%0.14%
Apr 202656%8%19.6%6.2%3.4%4.3%2%0.41%
May 202657.2%11.6%16.4%6.4%3%3.7%1.4%0.35%
Jun 202648.8%14.9%14.7%10%4.6%4.4%2%0.68%
Jul 202652.1%15.1%9.8%10.1%3.8%5.5%3.1%0.68%
Aug 202655%13.7%8.5%10%4.5%4.4%2.7%1.2%
Sep 202651%14.5%9.7%9.7%6.1%5.3%3%0.82%

  1. 1.Wattie's

    51%

    Held 1st. 3.1K estimated branded searches, -22.9% vs prior month. Share -4 points.

  2. 2.Farex

    14.5%

    Held 2nd. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.

  3. 3.Bellamy's Organic

    9.7%

    Moved from 4th to 3rd. 590 estimated branded searches, -4.8% vs prior month. Share +1.2 points.

  4. 4.Only Organic

    9.7%

    Moved from 3rd to 4th. 590 estimated branded searches, -19.2% vs prior month. Share -0.3 points.

  5. 5.Little Bellies

    6.1%

    Held 5th. 370 estimated branded searches, +12.1% vs prior month. Share +1.6 points.

  6. 6.Gerber

    5.3%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.9 points.

  7. 7.Rafferty's Garden

    3%

    Held 7th. 180 estimated branded searches, -10% vs prior month. Share +0.2 points.

  8. 8.Kiddylicious

    0.82%

    Held 8th. 50 estimated branded searches, -44.4% vs prior month. Share -0.4 points.

Compare popularity between Bellamy's Organic and its closest rivals

Every comparison with Bellamy's Organic

12 comparisons

How has branded search demand for Bellamy's Organic changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bellamy's Organic in New Zealand fell from 1.4K to 600.
  • Across the 12 months ending September 2026, Bellamy's Organic’s share of searches among baby food brands in New Zealand decreased from 20.8% to 9.7%.
  • Across the 12 months ending September 2026, Bellamy's Organic’s share of searches among baby food brands in New Zealand peaked at 27.7% in December 2025 and was lowest at 4.7% in March 2026.
  • Across the 12 months ending September 2026, Bellamy's Organic fell from 2nd to 3rd among baby food brands in New Zealand.

How did search popularity change for New Zealand baby food brands in September 2026?

6 changes

  1. In September 2026, Bellamy's Organic overtook Only Organic to rank 3rd among baby food brands in New Zealand, with 9.7% of the searches.

  2. In September 2026, Little Bellies gained share of searches among baby food brands in New Zealand, from 4.5% to 6.1%.

  3. In September 2026, Gerber gained share of searches among baby food brands in New Zealand, from 4.4% to 5.3%.

  4. In September 2026, Farex gained share of searches among baby food brands in New Zealand, from 13.7% to 14.5%.

  5. In September 2026, Wattie's lost share of searches among baby food brands in New Zealand, from 55% to 51%.

  6. Estimated monthly branded searches for Rafferty's Garden in New Zealand rose 80% over 12 measured months, from 100 to 180 in September 2026.

How are Bellamy's Organic’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Bellamy's Organic’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bellamys
  • bellamys organic
  • bellamys organic formula
  • bellamys organic infant formula
  • bellamysorganic

Do you work for Bellamy's Organic? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Bellamy's Organic compete?

Bellamy's Organic is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Baby formula brands4th of 84%Show ranking
Baby food brands3rd of 89.7%Shown above
Creator with pink hair and a pink jacket

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