Brandwave

How popular isWillow?

In September 2026, people searched for Willow by name about 10 times in New Zealand, about the same as the previous year. These searches made up 0.21% of all New Zealand breast pump brand searches, placing Willow sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about breast pump brands, Willow did not appear in any of the answers.

Search and AI answers in September 2026

Willow is the sixth most searched of 7 competitors and not listed in any AI answer.

  1. HaakaaShare of searches 41.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. MedelaShare of searches 31.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. MomcozyShare of searches 15.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. Philips AventShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. WillowShare of searches 0.21%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top breast pump brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Willow 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. Spectra1st
  2. Medela2nd
  3. Momcozy3rd
  4. Philips Avent4th
  5. Haakaa5th
  6. Elvie–
  7. Willow–

Mentioned by AI

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

  • Medela5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Momcozy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spectra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips Avent3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Haakaa2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Elvie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Willow0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about breast pump 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.

Which breast pump brands compete with Willow?

Willow against breast pump brands in New Zealand, by month

Share of searches by month for Haakaa, Medela, Momcozy, Philips Avent, Willow. The figures are in the table below the chart.

View monthly share of searches table
MonthHaakaaMedelaMomcozyPhilips AventElvieWillowSpectra
Oct 202538.4%38.4%10.8%8.6%3.4%0.23%0.23%
Nov 202541.7%34.5%11.6%9.2%2.7%0.48%0%
Dec 202540.2%34.2%10.5%12.1%2.7%0.27%0%
Jan 202639.2%34%13.3%10.6%2.5%0.45%0%
Feb 202634.8%42.6%10.8%9.4%2%0.45%0%
Mar 202637.3%36.9%13.6%9.9%2.1%0.23%0%
Apr 202638.4%33.8%13.6%11%2.8%0.23%0.23%
May 202638.3%36.8%12.6%9.4%2.4%0.21%0.21%
Jun 202638.2%35.7%12.3%10.9%2.5%0.21%0.21%
Jul 202634.8%39.4%13.6%10%1.7%0.56%0%
Aug 202639%34.6%13.8%10.7%1.5%0.19%0.19%
Sep 202641.2%31.8%15.4%9.8%1.7%0.21%0%

  1. 1.Haakaa

    41.2%

    Held 1st. 1.9K estimated branded searches, -5.4% vs prior month. Share +2.1 points.

  2. 2.Medela

    31.8%

    Held 2nd. 1.5K estimated branded searches, -17.7% vs prior month. Share -2.8 points.

  3. 3.Momcozy

    15.4%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Philips Avent

    9.8%

    Held 4th. 460 estimated branded searches, -17.9% vs prior month. Share -0.9 points.

  5. 5.Elvie

    1.7%

    Held 5th. 80 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Willow

    0.21%

    Moved from 7th to 6th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Spectra

    0%

    Moved from 6th to 7th. 0 estimated branded searches, -100% vs prior month. Share -0.2 points.

Compare popularity between Willow and its closest rivals

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Willow in New Zealand held steady at 10.
  • Across the 12 months ending September 2026, Willow rose from 7th to 6th among breast pump brands in New Zealand.

How did search popularity change for New Zealand breast pump brands in September 2026?

6 changes

  1. In September 2026, Haakaa gained share of searches among breast pump brands in New Zealand, from 39% to 41.2%.

  2. In September 2026, Momcozy gained share of searches among breast pump brands in New Zealand, from 13.8% to 15.4%.

  3. In September 2026, Medela lost share of searches among breast pump brands in New Zealand, from 34.6% to 31.8%.

  4. In September 2026, Philips Avent lost share of searches among breast pump brands in New Zealand, from 10.7% to 9.8%.

  5. In September 2026, Willow rose from 7th to 6th among breast pump brands in New Zealand.

  6. In September 2026, Spectra fell from 6th to 7th among breast pump brands in New Zealand.

How are Willow’s branded searches counted?

2 search terms

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

  • willow breastfeeding
  • willow pump

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

How the Brand Demand Index is measured

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