Brandwave

How popular isS-26?

In September 2026, people searched for S-26 by name about 6,280 times in New Zealand, a 153.2% increase from the previous year. These searches made up 41.5% of all New Zealand baby formula brand searches, placing S-26 first out of eight brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, S-26 appeared in all answers and was the second most recommended of the eight.

Search and AI answers in September 2026

S-26 is the most searched of 8 competitors and the second most recommended in AI answers.

  1. S-26Share of searches 41.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. KaricareShare of searches 27.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. AptamilShare of searches 25.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  4. Bellamy's OrganicShare of searches 4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. KendamilShare of searches 0.99%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, S-26 appeared in all four answers. S-26 is the second most recommended of the eight.

Most recommended by AI

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

  1. Karicare1st
  2. S-262nd
  3. Aptamil3rd
  4. NAN4th
  5. Bellamy's Organic–
  6. Kendamil–
  7. a2 Platinum–
  8. Oli6–

Mentioned by AI

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

  • S-264 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Karicare4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Aptamil4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NAN3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bellamy's Organic0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kendamil0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • a2 Platinum0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oli60 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby formula brands

4 answers

  • Asked ChatGPT

    “Which baby formula brand should I buy in New Zealand?”

    1. 1Karicare
    2. 2S-26
    3. 3Aptamil

  • Asked ChatGPT

    “What are the best baby formula brands in New Zealand?”

    1. 1Karicare
    2. 2Aptamil
    3. 3S-26
    4. 4NAN

  • Asked ChatGPT

    “What's the best baby formula brand in New Zealand for infant feeding?”

    1. 1Karicare
    2. 2S-26
    3. 3NAN
    4. 4Aptamil

  • Searched Google, AI Overview

    “best baby formula”

    1. 1Aptamil
    2. 2S-26
    3. 3Karicare
    4. 4NAN

  • Searched Google, AI Overview

    “infant formula nz”

    Google showed no AI Overview for this search.

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.

Which baby formula brands compete with S-26?

S-26 against baby formula brands in New Zealand, by month

Share of searches by month for S-26, Karicare, Aptamil, Bellamy's Organic. The figures are in the table below the chart.

View monthly share of searches table
MonthS-26KaricareAptamilBellamy's OrganicKendamila2 PlatinumNANOli6
Oct 202521.9%29.7%33.7%12.4%0.79%0.62%0.62%0.35%
Nov 202522.3%28.1%34%13.2%1.2%0.58%0.38%0.19%
Dec 202523.6%29.4%31.7%12.7%1.1%0.63%0.63%0.18%
Jan 202626.9%27.1%33.7%9.9%1.1%0.71%0.5%0.14%
Feb 202652.3%19.8%19.5%6.7%0.84%0.48%0.24%0.12%
Mar 202647%22.1%19.7%9.1%1%0.58%0.39%0.13%
Apr 202639.6%25.7%21.3%11.4%0.93%0.62%0.39%0.15%
May 202638.7%25.4%22.4%10.8%1.3%0.76%0.45%0.15%
Jun 202641.5%26.5%22.4%7.2%1.2%0.57%0.41%0.16%
Jul 202635.2%31.2%25.6%4.6%1.9%0.87%0.39%0.16%
Aug 202638.5%29.7%24.6%4.7%1.4%0.58%0.36%0.15%
Sep 202641.5%27.4%25.2%4%0.99%0.53%0.33%0.13%

  1. 1.S-26

    41.5%

    Held 1st. 6.3K estimated branded searches, +18.9% vs prior month. Share +3 points.

  2. 2.Karicare

    27.4%

    Held 2nd. 4.2K estimated branded searches, +2% vs prior month. Share -2.3 points.

  3. 3.Aptamil

    25.2%

    Held 3rd. 3.8K estimated branded searches, +13% vs prior month. Share +0.6 points.

  4. 4.Bellamy's Organic

    4%

    Held 4th. 600 estimated branded searches, -7.7% vs prior month. Share -0.8 points.

  5. 5.Kendamil

    0.99%

    Held 5th. 150 estimated branded searches, -21.1% vs prior month. Share -0.4 points.

  6. 6.a2 Platinum

    0.53%

    Held 6th. 80 estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.NAN

    0.33%

    Held 7th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Oli6

    0.13%

    Held 8th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between S-26 and its closest rivals

Every comparison with S-26

6 comparisons

How has branded search demand for S-26 changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for S-26 in New Zealand rose from 2.5K to 6.3K.
  • Across the 12 months ending September 2026, S-26’s share of searches among baby formula brands in New Zealand increased from 21.9% to 41.5%.
  • Across the 12 months ending September 2026, S-26’s share of searches among baby formula brands in New Zealand peaked at 52.3% in February 2026 and was lowest at 21.9% in October 2025.
  • Across the 12 months ending September 2026, S-26 rose from 3rd to 1st among baby formula brands in New Zealand.

How did search popularity change for New Zealand baby formula brands in September 2026?

6 changes

  1. In September 2026, S-26 gained share of searches among baby formula brands in New Zealand, from 38.5% to 41.5%.

  2. In September 2026, Aptamil gained share of searches among baby formula brands in New Zealand, from 24.6% to 25.2%.

  3. In September 2026, Karicare lost share of searches among baby formula brands in New Zealand, from 29.7% to 27.4%.

  4. In September 2026, Bellamy's Organic lost share of searches among baby formula brands in New Zealand, from 4.7% to 4%.

  5. Estimated monthly branded searches for Kendamil in New Zealand rose 66.7% over 12 measured months, from 90 to 150 in September 2026.

  6. Estimated monthly branded searches for a2 Platinum in New Zealand rose 14.3% over 12 measured months, from 70 to 80 in September 2026.

How are S-26’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using S-26’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.

  • s 26
  • s 26 formula
  • s26
  • s26 formula

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How the Brand Demand Index is measured

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