Brandwave

How popular isMustela in search?

In August 2026, there were an estimated 2.9K branded searches for Mustela in New Zealand which is up 48.4% over the last 11 months. Mustela holds 26.5% estimated Share of Search among New Zealand baby skincare brands and is ranked 2nd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Weleda71.7%
  2. Mustela26.5%
  3. Aveeno Baby1.5%
  4. Gaia Skin Naturals0.19%
  5. Johnson's Baby0.09%
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Which baby skincare brands compete with Mustela?

Mustela against baby skincare brands in New Zealand, by month

Share of Search by month for Weleda, Mustela. The figures are in the table below the chart.

View monthly share of search table
MonthWeledaMustelaAveeno BabyGaia Skin NaturalsJohnson's Baby
Oct 202574.7%23.7%1.5%0.12%0%
Nov 202576%22.2%1.4%0.25%0.13%
Dec 202575.8%22.4%1.7%0.13%0%
Jan 202676%22.5%1.4%0.13%0%
Feb 202673.6%24.6%1.6%0.14%0%
Mar 202670.2%27.6%1.8%0.26%0.13%
Apr 202672.4%26%1.4%0.25%0%
May 202673.5%23.3%3%0.11%0.11%
Jun 202672.2%25.4%2.1%0.19%0.09%
Jul 202671.1%26.3%2.3%0.18%0.09%
Aug 202671.7%26.5%1.5%0.19%0.09%
Sep 2026—————

  1. 1.Weleda

    71.7%

    held 1st · 7.7K estimated branded searches · -3.9% vs prior month · +0.6 points

  2. 2.Mustela

    26.5%

    held 2nd · 2.9K estimated branded searches · -4% vs prior month · +0.2 points

  3. 3.Aveeno Baby

    1.5%

    held 3rd · 160 estimated branded searches · -38.5% vs prior month · -0.8 points

  4. 4.Gaia Skin Naturals

    0.19%

    held 4th · 20 estimated branded searches · 0% vs prior month · 0 points

  5. 5.Johnson's Baby

    0.09%

    held 5th · 10 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between Mustela and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Mustela in New Zealand rose from 1.9K to 2.9K.
  • Across the 11 months ending August 2026, Mustela’s estimated Share of Search among baby skincare brands in New Zealand increased from 23.7% to 26.5%.
  • Across the 11 months ending August 2026, Mustela’s estimated Share of Search among baby skincare brands in New Zealand peaked at 27.6% in March 2026 and was lowest at 22.2% in November 2025.

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

  1. In August 2026, Weleda gained estimated Share of Search among baby skincare brands in New Zealand, from 71.1% to 71.7%.

  2. In August 2026, Aveeno Baby lost estimated Share of Search among baby skincare brands in New Zealand, from 2.3% to 1.5%.

  3. Mustela’s estimated Share of Search among baby skincare brands in New Zealand has gained ground for 3 months in a row, from 23.3% to 26.5% in August 2026.

  4. Estimated monthly branded searches for Gaia Skin Naturals in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

How is Mustela measured?

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

16 branded search terms

  • cleansing water mustela
  • cradle cap cream mustela
  • facial cream mustela
  • mustela
  • mustela baby
  • mustela cicastela
  • mustela cleansing gel
  • mustela cradle cap
  • mustela cradle cap shampoo
  • mustela gentle cleansing gel
  • mustela nappy cream
  • mustela near me
  • mustela nz
  • mustela online
  • mustela shampoo
  • mustela stelatopia

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How the Brand Demand Index is measured

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