Brandwave

How popular isHuggies?

In October 2026, people searched for Huggies by name about 17,000 times in New Zealand, an 81% increase from the previous year. These searches made up 63.9% of all New Zealand nappy brand searches, placing Huggies first out of seven brands. When we asked both ChatGPT and Google AI Overviews about nappy brands, Huggies appeared in four of the five answers and was the most recommended of the seven.

Search and AI answers in October 2026

Huggies is the most searched of 7 competitors and the most recommended in the AI answers we collected.

  1. HuggiesShare of searches 63.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. RascalsShare of searches 19.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. TreasuresShare of searches 6.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  4. PampersShare of searches 5.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. BabyloveShare of searches 2.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top nappy brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Huggies1st
  2. Rascal + Friends2nd
  3. Rascals3rd
  4. Pampers4th
  5. Treasures–
  6. Babylove–
  7. Ecoriginals–

Mentioned by AI

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

  • Huggies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rascals3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rascal + Friends3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pampers2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Treasures1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Babylove0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecoriginals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about nappy 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 21, 2026.

How often do people search for Huggies compared with other New Zealand nappy brands?

Huggies against nappy brands in New Zealand, by month

Share of searches by month for Huggies, Rascals, Treasures, Pampers, Babylove. The figures are in the table below the chart.

View monthly share of searches table
MonthHuggiesRascalsTreasuresPampersBabyloveRascal + FriendsEcoriginals
Nov 202557.1%19.4%5.6%9.3%3.7%4.7%0.31%
Dec 202558.5%17%6.1%10.2%4%4.1%0.17%
Jan 202659.3%19.3%4.6%8.3%3.7%4.6%0.23%
Feb 202655.9%18.4%5.4%10.5%4%5.4%0.27%
Mar 202659.9%18%5.2%9.2%3.2%4.2%0.35%
Apr 202657.2%20%7.1%9.6%2.6%3.2%0.32%
May 202656.9%20.2%4.8%11.4%3.1%3.2%0.4%
Jun 202659.3%17.8%5.1%7.9%6.7%2.9%0.28%
Jul 202661.8%18.8%5.5%7.8%3.2%2.5%0.25%
Aug 202663.1%18.5%5.3%7.1%2.6%3%0.36%
Sep 202663.1%18.5%5.3%6.8%3.4%2.4%0.48%
Oct 202663.9%19.2%6.7%5.9%2.6%1.4%0.31%

  1. 1.Huggies

    63.9%

    Held 1st. 12.6K estimated branded searches, +19.5% vs prior month. Share +0.8 points.

  2. 2.Rascals

    19.2%

    Held 2nd. 3.8K estimated branded searches, +22.7% vs prior month. Share +0.7 points.

  3. 3.Treasures

    6.7%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +47.2% vs prior month. Share +1.3 points.

  4. 4.Pampers

    5.9%

    Moved from 3rd to 4th. 1.2K estimated branded searches, +1.8% vs prior month. Share -0.9 points.

  5. 5.Babylove

    2.6%

    Held 5th. 520 estimated branded searches, -7.1% vs prior month. Share -0.7 points.

  6. 6.Rascal + Friends

    1.4%

    Held 6th. 270 estimated branded searches, -32.5% vs prior month. Share -1 points.

  7. 7.Ecoriginals

    0.31%

    Held 7th. 60 estimated branded searches, -25% vs prior month. Share -0.2 points.

Rascal + Friends sells other things too, so only its searches that name this product count here, like “rascal friends nappies”.

Compare popularity between Huggies and its closest rivals

Every comparison with Huggies

8 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Huggies in New Zealand rose from 9.4K to 17K.
  • Across the 12 months ending October 2026, Huggies’ share of searches among nappy brands in New Zealand increased from 57.1% to 63.9%.
  • Across the 12 months ending October 2026, Huggies’ share of searches among nappy brands in New Zealand peaked at 63.9% in October 2026 and was lowest at 55.9% in February 2026.

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

6 changes

  1. In October 2026, Treasures overtook Pampers to rank 3rd among nappy brands in New Zealand, with 6.7% of the searches.

  2. In October 2026, Huggies gained share of searches among nappy brands in New Zealand, from 63.1% to 63.9%.

  3. In October 2026, Rascals gained share of searches among nappy brands in New Zealand, from 18.5% to 19.2%.

  4. In October 2026, Rascal + Friends lost share of searches among nappy brands in New Zealand, from 2.4% to 1.4%.

  5. In October 2026, Pampers lost share of searches among nappy brands in New Zealand, from 6.8% to 5.9%.

  6. In October 2026, Babylove lost share of searches among nappy brands in New Zealand, from 3.4% to 2.6%.

How are Huggies’ branded searches counted?

5 search terms

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

  • huggies
  • huggies infant nappies
  • huggies nappies
  • huggies pull ups
  • huggies wipes

Do you work for Huggies? 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 Huggies compete?

Huggies is ranked by how often people search for it 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
Nappy brands1st of 763.9%Shown above
Water wipes brands1st of 469.9%Show ranking
Creator with pink hair and a pink jacket

Is Huggies your brand?

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