Brandwave

Baby formula brands in New Zealand:Which brands are most popular in search?

In August 2026, S-26 was the most searched among baby formula brands in New Zealand, with an estimated 8.7K branded searches and 40.9% estimated Share of Search within this set.

Share of Search, August 2026
  1. S-2640.9%
  2. Aptamil26.9%
  3. Karicare26.3%
  4. Bellamy's Organic3.2%
  5. Kendamil1.8%
  6. a2 Platinum0.47%
  7. NAN0.23%
  8. Oli60.09%

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Share of SearchLeaderboard

Compare the infant formula brands New Zealand parents buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among baby formula brands in New Zealand, by month

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

View monthly share of search table
MonthS-26AptamilKaricareBellamy's OrganicKendamila2 PlatinumNANOli6
Oct 202530%32.3%27.1%8.7%0.74%0.43%0.43%0.25%
Nov 202530.9%33.1%24.9%9.2%1.1%0.46%0.27%0.13%
Dec 202531.6%31.5%26.1%8.8%0.93%0.5%0.43%0.12%
Jan 202634.1%32.4%24.7%7%0.9%0.6%0.35%0.1%
Feb 202652.5%20.6%20.2%5.1%0.85%0.45%0.18%0.09%
Mar 202649.8%20.6%21.4%6.3%0.93%0.53%0.27%0.09%
Apr 202643.9%22.6%24.1%7.7%0.77%0.57%0.26%0.1%
May 202642.7%23.2%23.7%7.3%2%0.7%0.3%0.1%
Jun 202644.5%23.9%24%4.8%1.9%0.42%0.31%0.1%
Jul 202639.1%26.8%27.8%3.1%2.1%0.67%0.31%0.1%
Aug 202640.9%26.9%26.3%3.2%1.8%0.47%0.23%0.09%
Sep 2026————————

This month’s ranking, August 2026

  1. 1.S-26

    40.9%

    held 1st · 8.7K estimated branded searches · +14.7% vs prior month · +1.9 points

  2. 2.Aptamil

    26.9%

    moved from 3rd to 2nd · 5.7K estimated branded searches · +9.8% vs prior month · +0.1 points

  3. 3.Karicare

    26.3%

    moved from 2nd to 3rd · 5.6K estimated branded searches · +3.7% vs prior month · -1.5 points

  4. 4.Bellamy's Organic

    3.2%

    held 4th · 690 estimated branded searches · +13.1% vs prior month · +0.1 points

  5. 5.Kendamil

    1.8%

    held 5th · 380 estimated branded searches · -7.3% vs prior month · -0.3 points

  6. 6.a2 Platinum

    0.47%

    held 6th · 100 estimated branded searches · -23.1% vs prior month · -0.2 points

  7. 7.NAN

    0.23%

    held 7th · 50 estimated branded searches · -16.7% vs prior month · -0.1 points

  8. 8.Oli6

    0.09%

    held 8th · 20 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among baby formula brands in New Zealand?

In August 2026, S-26 was the most searched among baby formula brands in New Zealand, with an estimated 8.7K branded searches and 40.9% estimated Share of Search within this set. Aptamil is in 2nd place, 14 percentage points behind at 26.9% Share of Search.

New Zealand baby formula brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
S-2630% → 40.9%52.5%Feb 202630%Oct 20252nd → 1st
Aptamil32.3% → 26.9%33.1%Nov 202520.6%Mar 20261st → 2nd
Karicare27.1% → 26.3%27.8%Jul 202620.2%Feb 20263rd
Bellamy's Organic8.7% → 3.2%9.2%Nov 20253.1%Jul 20264th
Kendamil0.74% → 1.8%2.1%Jul 20260.74%Oct 20255th
a2 Platinum0.43% → 0.47%0.7%May 20260.42%Jun 20266th
NAN0.43% → 0.23%0.43%Dec 20250.18%Feb 20267th
Oli60.25% → 0.09%0.25%Oct 20250.09%Mar 20268th

Each finding as a sentence

  • Across the 11 months ending August 2026, S-26’s estimated Share of Search among baby formula brands in New Zealand increased from 30% to 40.9%.
  • Across the 11 months ending August 2026, Aptamil’s estimated Share of Search among baby formula brands in New Zealand decreased from 32.3% to 26.9%.
  • Across the 11 months ending August 2026, Karicare’s estimated Share of Search among baby formula brands in New Zealand decreased from 27.1% to 26.3%.
  • Across the 11 months ending August 2026, Bellamy's Organic’s estimated Share of Search among baby formula brands in New Zealand decreased from 8.7% to 3.2%.
  • Across the 11 months ending August 2026, Kendamil’s estimated Share of Search among baby formula brands in New Zealand increased from 0.74% to 1.8%.
  • Across the 11 months ending August 2026, S-26’s estimated Share of Search among baby formula brands in New Zealand peaked at 52.5% in February 2026 and was lowest at 30% in October 2025.
  • Across the 11 months ending August 2026, Aptamil’s estimated Share of Search among baby formula brands in New Zealand peaked at 33.1% in November 2025 and was lowest at 20.6% in March 2026.
  • Across the 11 months ending August 2026, Karicare’s estimated Share of Search among baby formula brands in New Zealand peaked at 27.8% in July 2026 and was lowest at 20.2% in February 2026.
  • Across the 11 months ending August 2026, Bellamy's Organic’s estimated Share of Search among baby formula brands in New Zealand peaked at 9.2% in November 2025 and was lowest at 3.1% in July 2026.
  • Across the 11 months ending August 2026, Kendamil’s estimated Share of Search among baby formula brands in New Zealand peaked at 2.1% in July 2026 and was lowest at 0.74% in October 2025.
  • Across the 11 months ending August 2026, S-26 rose from 2nd to 1st among baby formula brands in New Zealand.
  • Across the 11 months ending August 2026, Aptamil fell from 1st to 2nd among baby formula brands in New Zealand.
  • Across the 11 months ending August 2026, a2 Platinum, NAN and Oli6 held steady: their estimated Share of Search among baby formula brands in New Zealand each moved less than 0.5 percentage points.

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

  1. In August 2026, S-26 gained estimated Share of Search among baby formula brands in New Zealand, from 39.1% to 40.9%.

  2. In August 2026, Karicare lost estimated Share of Search among baby formula brands in New Zealand, from 27.8% to 26.3%.

  3. Aptamil’s estimated Share of Search among baby formula brands in New Zealand has gained ground for 3 months in a row, from 23.2% to 26.9% in August 2026.

  4. Estimated monthly branded searches for Kendamil in New Zealand rose 216.7% over 11 measured months, from 120 to 380 in August 2026.

  5. Estimated monthly branded searches for a2 Platinum in New Zealand rose 42.9% over 11 measured months, from 70 to 100 in August 2026.

  6. Estimated monthly branded searches for Bellamy's Organic in New Zealand fell 51.4% over 11 measured months, from 1.4K to 690 in August 2026.

  7. Estimated monthly branded searches for Oli6 in New Zealand fell 50% over 11 measured months, from 40 to 20 in August 2026.

  8. Estimated monthly branded searches for NAN in New Zealand fell 28.6% over 11 measured months, from 70 to 50 in August 2026.

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