Brandwave

How popular isHuggies Wipes in search?

In August 2026, there were an estimated 4.6K branded searches for Huggies Wipes in New Zealand which is up 100% over the last 11 months. Huggies Wipes holds 66.4% estimated Share of Search among New Zealand baby wipe brands and is ranked 1st of 4 competitors for search popularity.

Share of Search, August 2026
  1. Huggies Wipes66.4%
  2. WaterWipes16.5%
  3. Rascal + Friends13.8%
  4. Curash3.3%
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Which baby wipe brands compete with Huggies Wipes?

Huggies Wipes against baby wipe brands in New Zealand, by month

Share of Search by month for Huggies Wipes, WaterWipes, Rascal + Friends, Curash. The figures are in the table below the chart.

View monthly share of search table
MonthHuggies WipesWaterWipesRascal + FriendsCurash
Oct 202547.7%16.9%32.1%3.3%
Nov 202550.6%17%29.3%3.1%
Dec 202554.4%18.8%24.3%2.5%
Jan 202657.2%16.9%22.7%3.2%
Feb 202654.9%19.4%22.9%2.8%
Mar 202659%17%21.5%2.5%
Apr 202656%20.5%19.6%3.9%
May 202661.1%19.6%16.4%3%
Jun 202658.7%20.2%17.7%3.5%
Jul 202661%20.1%15.1%3.8%
Aug 202666.4%16.5%13.8%3.3%
Sep 2026————

  1. 1.Huggies Wipes

    66.4%

    held 1st · 4.6K estimated branded searches · +18% vs prior month · +5.4 points

  2. 2.WaterWipes

    16.5%

    held 2nd · 1.1K estimated branded searches · -10.9% vs prior month · -3.6 points

  3. 3.Rascal + Friends

    13.8%

    held 3rd · 950 estimated branded searches · -1% vs prior month · -1.3 points

  4. 4.Curash

    3.3%

    held 4th · 230 estimated branded searches · -4.2% vs prior month · -0.4 points

Compare search popularity between Huggies Wipes and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Huggies Wipes in New Zealand rose from 2.3K to 4.6K.
  • Across the 11 months ending August 2026, Huggies Wipes’ estimated Share of Search among baby wipe brands in New Zealand increased from 47.7% to 66.4%.

How did search popularity change for New Zealand baby wipe brands in August 2026?

  1. In August 2026, Huggies Wipes gained estimated Share of Search among baby wipe brands in New Zealand, from 61% to 66.4%.

  2. In August 2026, WaterWipes lost estimated Share of Search among baby wipe brands in New Zealand, from 20.1% to 16.5%.

  3. In August 2026, Rascal + Friends lost estimated Share of Search among baby wipe brands in New Zealand, from 15.1% to 13.8%.

  4. Estimated monthly branded searches for Curash in New Zealand rose 43.8% over 11 measured months, from 160 to 230 in August 2026.

How is Huggies Wipes measured?

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

11 branded search terms

  • countdown huggies wipes
  • fragrance free huggies wipes
  • huggies wipes 400
  • huggies wipes 400 pack
  • huggies wipes box
  • huggies wipes bulk
  • huggies wipes coconut
  • huggies wipes pak n save
  • huggies wipes refill
  • huggies wipes tubs
  • huggies wipes wipes

How the Brand Demand Index is measured

Who owns Huggies Wipes?

Huggies Wipes is owned by Kimberly-Clark. Brandwave also tracks Thinx, Kleenex and U by Kotex, owned by the same company, in New Zealand.

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

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