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 69.9% of all New Zealand water wipes brand searches, placing Huggies first out of four brands. When we asked both ChatGPT and Google AI Overviews about water wipes brands, Huggies appeared in all answers and was the second most recommended of the four.

Search and AI answers in October 2026

Huggies is the most searched of 4 competitors and the second most recommended in the AI answers we collected.

  1. HuggiesShare of searches 69.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. WaterWipesShare of searches 18.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. PampersShare of searches 9.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. CurashShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
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Top water wipes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huggies appeared in all five answers. Huggies is the second most recommended of the four.

Most recommended by AI

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

  1. WaterWipes1st
  2. Huggies2nd
  3. Pampers3rd
  4. Curash3rd

Mentioned by AI

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

  • Huggies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • WaterWipes5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pampers1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Curash1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about water wipes brands

5 answers

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 water wipes brands?

Huggies against water wipes brands in New Zealand, by month

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

View monthly share of searches table
MonthHuggiesWaterWipesPampersCurash
Nov 202564.7%15%18.7%1.5%
Dec 202562.8%15.8%20.1%1.3%
Jan 202668.6%14%15.6%1.8%
Feb 202663.3%15.9%19.2%1.6%
Mar 202666.8%13.7%18.5%1.1%
Apr 202662.4%15.7%19.4%2.5%
May 202663.3%13.9%21%1.7%
Jun 202667.8%13.9%16.1%2.2%
Jul 202668%16.1%13.8%2.1%
Aug 202673.5%12.3%12.5%1.7%
Sep 202673.2%12.2%12.1%2.6%
Oct 202669.9%18.2%9.5%2.5%

  1. 1.Huggies

    69.9%

    Held 1st. 7.3K estimated branded searches, +21.7% vs prior month. Share -3.3 points.

  2. 2.WaterWipes

    18.2%

    Held 2nd. 1.9K estimated branded searches, +90% vs prior month. Share +6 points.

  3. 3.Pampers

    9.5%

    Held 3rd. 990 estimated branded searches, 0% vs prior month. Share -2.6 points.

  4. 4.Curash

    2.5%

    Held 4th. 260 estimated branded searches, +23.8% vs prior month. Share -0.1 points.

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 water wipes brands in New Zealand increased from 64.7% to 69.9%.
  • Across the 12 months ending October 2026, Huggies’ share of searches among water wipes brands in New Zealand peaked at 73.5% in August 2026 and was lowest at 62.4% in April 2026.

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

4 changes

  1. In October 2026, WaterWipes gained share of searches among water wipes brands in New Zealand, from 12.2% to 18.2%.

  2. In October 2026, Huggies lost share of searches among water wipes brands in New Zealand, from 73.2% to 69.9%.

  3. In October 2026, Pampers lost share of searches among water wipes brands in New Zealand, from 12.1% to 9.5%.

  4. Estimated monthly branded searches for Curash in New Zealand rose 188.9% over 12 measured months, from 90 to 260 in October 2026.

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%Show ranking
Water wipes brands1st of 469.9%Shown above
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