How popular isTreasures in search?
In August 2026, there were an estimated 940 branded searches for Treasures in New Zealand which is up 17.5% over the last 11 months. Treasures holds 2.7% estimated Share of Search among New Zealand nappy brands and is ranked 4th of 6 competitors for search popularity.
Huggies82.8%
Rascals8.9%
Pampers3.7%
Treasures2.7%
Babylove1.8%
Ecoriginals0.2%
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Which nappy brands compete with Treasures?
Share of Search by month for Huggies, Rascals, Pampers, Treasures. The figures are in the table below the chart.
View monthly share of search table
| Month | Huggies | Rascals | Pampers | Treasures | Babylove | Ecoriginals |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.6% | 11% | 4.5% | 3.4% | 5.1% | 0.39% |
| Nov 2025 | 78.8% | 9.9% | 4% | 3% | 4% | 0.2% |
| Dec 2025 | 78.9% | 8.7% | 4.5% | 3.2% | 4.6% | 0.13% |
| Jan 2026 | 80% | 9.6% | 4% | 2.4% | 3.9% | 0.15% |
| Feb 2026 | 78.9% | 9.3% | 4.5% | 2.9% | 4.2% | 0.18% |
| Mar 2026 | 80.4% | 9% | 4.4% | 2.7% | 3.2% | 0.21% |
| Apr 2026 | 77.8% | 10.3% | 4.7% | 3.9% | 3.2% | 0.21% |
| May 2026 | 78.3% | 9.7% | 6.2% | 2.4% | 3.2% | 0.23% |
| Jun 2026 | 77.2% | 8.6% | 4.8% | 2.6% | 6.6% | 0.17% |
| Jul 2026 | 80.6% | 9.1% | 3.7% | 2.8% | 3.7% | 0.15% |
| Aug 2026 | 82.8% | 8.9% | 3.7% | 2.7% | 1.8% | 0.2% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 82.8% | 28.8K | +7.1% | +2.2 points | |
| 2, held 2nd | 8.9% | 3.1K | +1.7% | -0.2 points | |
| 3, moved from 4th to 3rd | 3.7% | 1.3K | +3.3% | 0 pointsmoved from 4th to 3rd | |
| 4, moved from 5th to 4th | 2.7% | 940 | +1.1% | -0.1 pointsmoved from 5th to 4th | |
| 5, moved from 3rd to 5th | 1.8% | 630 | -49.2% | -1.9 pointsmoved from 3rd to 5th | |
| 6, held 6th | 0.2% | 70 | +40% | +0.1 points |
1.
Huggies82.8%
held 1st · 28.8K estimated branded searches · +7.1% vs prior month · +2.2 points
2.
Rascals8.9%
held 2nd · 3.1K estimated branded searches · +1.7% vs prior month · -0.2 points
3.
Pampers3.7%
moved from 4th to 3rd · 1.3K estimated branded searches · +3.3% vs prior month · 0 points
2.7%
moved from 5th to 4th · 940 estimated branded searches · +1.1% vs prior month · -0.1 points
5.
Babylove1.8%
moved from 3rd to 5th · 630 estimated branded searches · -49.2% vs prior month · -1.9 points
0.2%
held 6th · 70 estimated branded searches · +40% vs prior month · +0.1 points
Compare search popularity between Treasures and its closest rivals
How has branded search demand for Treasures changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Treasures in New Zealand rose from 800 to 940.
- Across the 11 months ending August 2026, Treasures’ estimated Share of Search among nappy brands in New Zealand decreased from 3.4% to 2.7%.
- Across the 11 months ending August 2026, Treasures’ estimated Share of Search among nappy brands in New Zealand peaked at 3.9% in April 2026 and was lowest at 2.4% in January 2026.
- Across the 11 months ending August 2026, Treasures rose from 5th to 4th among nappy brands in New Zealand.
How did search popularity change for New Zealand nappy brands in August 2026?
6 changes
In August 2026, Huggies gained estimated Share of Search among nappy brands in New Zealand, from 80.6% to 82.8%.
In August 2026, Babylove lost estimated Share of Search among nappy brands in New Zealand, from 3.7% to 1.8%.
Pampers’ estimated Share of Search among nappy brands in New Zealand has lost ground for 3 months in a row, from 6.2% to 3.7% in August 2026.
In August 2026, Treasures rose from 5th to 4th among nappy brands in New Zealand.
Estimated monthly branded searches for Rascals in New Zealand rose 20.3% over 11 measured months, from 2.6K to 3.1K in August 2026.
Estimated monthly branded searches for Ecoriginals in New Zealand fell 22.2% over 11 measured months, from 90 to 70 in August 2026.
How is Treasures measured?
Brandwave collects information about searches that people make online using Treasures’ 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.
3 branded search terms
- treasures nappies
- treasures nappies size 3
- treasures pull ups
Do you work for Treasures? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Treasures your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.