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 9.5% of all New Zealand water wipes brand searches, placing Pampers third out of four brands. When we asked both ChatGPT and Google AI Overviews about water wipes brands, Pampers appeared in one of the five answers and was the joint third most recommended of the four.

Search and AI answers in October 2026

Pampers is the third most searched of 4 competitors and the joint third 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, Pampers was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Pampers is the joint third 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 Pampers compared with other New Zealand water wipes brands?

Pampers 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 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?

4 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 water wipes brands in New Zealand decreased from 18.7% to 9.5%.
  • Across the 12 months ending October 2026, Pampers’ share of searches among water wipes brands in New Zealand peaked at 21% in May 2026 and was lowest at 9.5% in October 2026.
  • Across the 12 months ending October 2026, Pampers fell from 2nd to 3rd among water wipes brands in New Zealand.

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 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%Shown above
Baby wipe brands3rd of 58.6%Show ranking
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Is Pampers your brand?

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