Brandwave

How popular isHaakaa?

In September 2026, people searched for Haakaa by name about 1,950 times in New Zealand, a 12.7% increase from the previous year. These searches made up 41.2% of all New Zealand breast pump brand searches, placing Haakaa first out of seven brands. When we asked both ChatGPT and Google AI Overviews about breast pump brands, Haakaa appeared in two of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Haakaa is the most searched of 7 competitors and the fifth most recommended in AI answers.

  1. HaakaaShare of searches 41.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. MedelaShare of searches 31.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. MomcozyShare of searches 15.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. Philips AventShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. ElvieShare of searches 1.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

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Top breast pump brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Haakaa was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Haakaa is the fifth most recommended of the seven.

Most recommended by AI

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

  1. Spectra1st
  2. Medela2nd
  3. Momcozy3rd
  4. Philips Avent4th
  5. Haakaa5th
  6. Elvie–
  7. Willow–

Mentioned by AI

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

  • Medela5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Momcozy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spectra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips Avent3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Haakaa2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Elvie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Willow0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about breast pump brands

5 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 breast pump brands compete with Haakaa?

Haakaa against breast pump brands in New Zealand, by month

Share of searches by month for Haakaa, Medela, Momcozy, Philips Avent. The figures are in the table below the chart.

View monthly share of searches table
MonthHaakaaMedelaMomcozyPhilips AventElvieWillowSpectra
Oct 202538.4%38.4%10.8%8.6%3.4%0.23%0.23%
Nov 202541.7%34.5%11.6%9.2%2.7%0.48%0%
Dec 202540.2%34.2%10.5%12.1%2.7%0.27%0%
Jan 202639.2%34%13.3%10.6%2.5%0.45%0%
Feb 202634.8%42.6%10.8%9.4%2%0.45%0%
Mar 202637.3%36.9%13.6%9.9%2.1%0.23%0%
Apr 202638.4%33.8%13.6%11%2.8%0.23%0.23%
May 202638.3%36.8%12.6%9.4%2.4%0.21%0.21%
Jun 202638.2%35.7%12.3%10.9%2.5%0.21%0.21%
Jul 202634.8%39.4%13.6%10%1.7%0.56%0%
Aug 202639%34.6%13.8%10.7%1.5%0.19%0.19%
Sep 202641.2%31.8%15.4%9.8%1.7%0.21%0%

  1. 1.Haakaa

    41.2%

    Held 1st. 1.9K estimated branded searches, -5.4% vs prior month. Share +2.1 points.

  2. 2.Medela

    31.8%

    Held 2nd. 1.5K estimated branded searches, -17.7% vs prior month. Share -2.8 points.

  3. 3.Momcozy

    15.4%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Philips Avent

    9.8%

    Held 4th. 460 estimated branded searches, -17.9% vs prior month. Share -0.9 points.

  5. 5.Elvie

    1.7%

    Held 5th. 80 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Willow

    0.21%

    Moved from 7th to 6th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Spectra

    0%

    Moved from 6th to 7th. 0 estimated branded searches, -100% vs prior month. Share -0.2 points.

Compare popularity between Haakaa and its closest rivals

Every comparison with Haakaa

9 comparisons

How has branded search demand for Haakaa changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Haakaa in New Zealand rose from 1.7K to 1.9K.
  • Across the 12 months ending September 2026, Haakaa’s share of searches among breast pump brands in New Zealand increased from 38.4% to 41.2%.
  • Across the 12 months ending September 2026, Haakaa’s share of searches among breast pump brands in New Zealand peaked at 41.7% in November 2025 and was lowest at 34.8% in February 2026.

How did search popularity change for New Zealand breast pump brands in September 2026?

6 changes

  1. In September 2026, Haakaa gained share of searches among breast pump brands in New Zealand, from 39% to 41.2%.

  2. In September 2026, Momcozy gained share of searches among breast pump brands in New Zealand, from 13.8% to 15.4%.

  3. In September 2026, Medela lost share of searches among breast pump brands in New Zealand, from 34.6% to 31.8%.

  4. In September 2026, Philips Avent lost share of searches among breast pump brands in New Zealand, from 10.7% to 9.8%.

  5. In September 2026, Willow rose from 7th to 6th among breast pump brands in New Zealand.

  6. In September 2026, Spectra fell from 6th to 7th among breast pump brands in New Zealand.

How are Haakaa’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Haakaa’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.

  • haakaa
  • haakaa breastfeeding
  • haakaa colostrum collector
  • haakaa dummy
  • haakaa feeder
  • haakaa ladybug
  • haakaa nail file
  • haakaa nipple shield
  • haakaa oral syringe
  • haakaa syringe
  • ladybug haakaa

Do you work for Haakaa? 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 Haakaa compete?

Haakaa 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 dummy brands3rd of 723.5%Show ranking
Breast pump brands1st of 741.2%Shown above
Creator with pink hair and a pink jacket

Is Haakaa your brand?

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