Brandwave

How popular isPampers?

In October 2026, people searched for Pampers by name about 1,170 times in New Zealand, about the same as the previous year. These searches made up 8.6% of all New Zealand baby wipe brand searches, placing Pampers third out of five brands. When we asked both ChatGPT and Google AI Overviews about baby wipe brands, Pampers did not appear in any of the answers.

Search and AI answers in October 2026

Pampers is the third most searched of 5 competitors and not named 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, Pampers did not appear in any of the five answers.

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 Pampers compared with other New Zealand baby wipe brands?

Pampers 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 Pampers and its closest rivals

Every comparison with Pampers

9 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Pampers in New Zealand held steady at 1.2K.
  • Across the 12 months ending October 2026, Pampers’ share of searches among baby wipe brands in New Zealand decreased from 18.4% to 8.6%.
  • Across the 12 months ending October 2026, Pampers’ share of searches among baby wipe brands in New Zealand peaked at 18.8% in December 2025 and was lowest at 8.6% in October 2026.

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 Pampers’ branded searches counted?

7 search terms

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

  • pampers
  • pampers diapers
  • pampers nappies
  • pampers pull ups
  • pampers sensitive wipes
  • pampers swaddlers diapers
  • pampers swaddlers newborn

How the Brand Demand Index is measured

Who owns Pampers?

Pampers is owned by Procter & Gamble. Brandwave also tracks Native, Ambi Pur, Braun, Braun Silk-expert, Fairy, Gillette, Head & Shoulders, Old Spice, Oral-B, Pantene and Tide, owned by the same company, in New Zealand.

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

Where does Pampers compete?

Pampers is ranked by how often people search for it in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Nappy brands4th of 75.9%Show ranking
Water wipes brands3rd of 49.5%Show ranking
Baby wipe brands3rd of 58.6%Shown above
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Is Pampers your brand?

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