Brandwave

How popular isHuggies Wipes?

In October 2026, people searched for Huggies Wipes by name about 5,120 times in New Zealand, a 125.6% increase from the previous year. These searches made up 49.3% of all New Zealand baby wipe brand searches, placing Huggies Wipes first out of five brands. When we asked both ChatGPT and Google AI Overviews about baby wipe brands, Huggies Wipes appeared in two of the five answers and was the third most recommended of the five.

Search and AI answers in October 2026

Huggies Wipes is the most searched of 5 competitors and the third most recommended in the AI answers we collected.

  1. Huggies WipesShare of searches 49.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. WaterWipesShare of searches 36.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. PampersShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. CurashShare of searches 3.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. Rascal + FriendsShare of searches 1.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top baby wipe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huggies Wipes was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Huggies Wipes is the third most recommended of the five.

Most recommended by AI

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

  1. WaterWipes1st
  2. Curash2nd
  3. Huggies Wipes3rd
  4. Pampers–
  5. Rascal + Friends–

Mentioned by AI

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

  • WaterWipes5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huggies Wipes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Curash2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pampers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rascal + Friends0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby wipe 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.

How often do people search for Huggies Wipes compared with other New Zealand baby wipe brands?

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

Share of searches by month for Huggies Wipes, WaterWipes, Pampers, Curash. The figures are in the table below the chart.

View monthly share of searches table
MonthHuggies WipesWaterWipesPampersCurashRascal + Friends
Nov 202541%31.8%18.4%2.9%5.8%
Dec 202541.9%32.4%18.8%2.2%4.8%
Jan 202647.9%29.7%15.2%3%4.2%
Feb 202643.4%32.7%17.4%3%3.5%
Mar 202648.2%29.4%16%2.3%4%
Apr 202642.4%32.6%17.2%3.3%4.4%
May 202647.7%28.3%18%2.6%3.4%
Jun 202649.1%29.9%13.8%3.2%4.1%
Jul 202651.6%32.1%10.4%3%3%
Aug 202656.2%27.1%10.6%3.1%3%
Sep 202655.1%26.3%11.7%3.9%3%
Oct 202649.3%36.6%8.6%3.6%1.9%

  1. 1.Huggies Wipes

    49.3%

    Held 1st. 5.1K estimated branded searches, +22.2% vs prior month. Share -5.7 points.

  2. 2.WaterWipes

    36.6%

    Held 2nd. 3.8K estimated branded searches, +90% vs prior month. Share +10.3 points.

  3. 3.Pampers

    8.6%

    Held 3rd. 890 estimated branded searches, 0% vs prior month. Share -3.1 points.

  4. 4.Curash

    3.6%

    Held 4th. 370 estimated branded searches, +23.3% vs prior month. Share -0.4 points.

  5. 5.Rascal + Friends

    1.9%

    Held 5th. 200 estimated branded searches, -13% vs prior month. Share -1.1 points.

Compare popularity between Huggies Wipes and its closest rivals

Every comparison with Huggies Wipes

4 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Huggies Wipes in New Zealand rose from 2.3K to 5.1K.
  • Across the 12 months ending October 2026, Huggies Wipes’ share of searches among baby wipe brands in New Zealand increased from 41% to 49.3%.
  • Across the 12 months ending October 2026, Huggies Wipes’ share of searches among baby wipe brands in New Zealand peaked at 56.2% in August 2026 and was lowest at 41% in November 2025.

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

5 changes

  1. In October 2026, WaterWipes gained share of searches among baby wipe brands in New Zealand, from 26.3% to 36.6%.

  2. In October 2026, Huggies Wipes lost share of searches among baby wipe brands in New Zealand, from 55.1% to 49.3%.

  3. In October 2026, Pampers lost share of searches among baby wipe brands in New Zealand, from 11.7% to 8.6%.

  4. In October 2026, Rascal + Friends lost share of searches among baby wipe brands in New Zealand, from 3% to 1.9%.

  5. Estimated monthly branded searches for Curash in New Zealand rose 131.3% over 12 measured months, from 160 to 370 in October 2026.

How are Huggies Wipes’ branded searches counted?

6 search terms

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.

  • countdown huggies wipes
  • huggies wipes box
  • huggies wipes coconut
  • huggies wipes refill
  • huggies wipes tubs
  • huggieswipes

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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