---
title: "Baby formula brands in New Zealand: Which brands are most popular in search?"
description: "Compare the infant formula brands New Zealand parents buy. Share of Search among S-26, Aptamil, Karicare, Bellamy's Organic, Kendamil, a2 Platinum, NAN and Oli6, the baby formula brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-baby-formula-brands"
publisher: "Brandwave"
---

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

Compare the infant formula brands New Zealand parents buy. Share of Search among S-26, Aptamil, Karicare, Bellamy's Organic, Kendamil, a2 Platinum, NAN and Oli6, the baby formula brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Baby formula brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Aug 2026
- **Highest Share of Search**: S-26, 40.9%

## 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.
- 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.

## Compare search popularity between leading brands

- [S-26 vs Aptamil: compare search popularity](/demand/nz/compare/aptamil-vs-s-26): 40.9% against 26.9% Share of Search.
- [S-26 vs Karicare: compare search popularity](/demand/nz/compare/karicare-vs-s-26): 40.9% against 26.3% Share of Search.
- [S-26 vs Bellamy's Organic: compare search popularity](/demand/nz/compare/bellamys-organic-vs-s-26): 40.9% against 3.2% Share of Search.
- [Aptamil vs Karicare: compare search popularity](/demand/nz/compare/aptamil-vs-karicare): 26.9% against 26.3% Share of Search.
- [Aptamil vs Bellamy's Organic: compare search popularity](/demand/nz/compare/aptamil-vs-bellamys-organic): 26.9% against 3.2% Share of Search.
- [Karicare vs Bellamy's Organic: compare search popularity](/demand/nz/compare/bellamys-organic-vs-karicare): 26.3% against 3.2% Share of Search.

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

- In August 2026, S-26 gained estimated Share of Search among baby formula brands in New Zealand, from 39.1% to 40.9%.
- In August 2026, Karicare lost estimated Share of Search among baby formula brands in New Zealand, from 27.8% to 26.3%.
- 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.
- Estimated monthly branded searches for Kendamil in New Zealand rose 216.7% over 11 measured months, from 120 to 380 in August 2026.
- Estimated monthly branded searches for a2 Platinum in New Zealand rose 42.9% over 11 measured months, from 70 to 100 in August 2026.
- 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.
- Estimated monthly branded searches for Oli6 in New Zealand fell 50% over 11 measured months, from 40 to 20 in August 2026.
- Estimated monthly branded searches for NAN in New Zealand fell 28.6% over 11 measured months, from 70 to 50 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | S-26 | 40.9% | 8.7K | +14.7% | S-26 |
| 2 | Aptamil | 26.9% | 5.7K | +9.8% | Nutricia |
| 3 | Karicare | 26.3% | 5.6K | +3.7% | Nutricia |
| 4 | Bellamy's Organic | 3.2% | 690 | +13.1% | Bellamy's Organic |
| 5 | Kendamil | 1.8% | 380 | -7.3% | Kendamil |
| 6 | a2 Platinum | 0.47% | 100 | -23.1% | a2 Platinum |
| 7 | NAN | 0.23% | 50 | -16.7% | Nestlé |
| 8 | Oli6 | 0.09% | 20 | 0.0% | Oli6 |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Aptamil | 5.3K | 32.3% | 1 |
| Oct 2025 | S-26 | 4.9K | 30% | 2 |
| Oct 2025 | Karicare | 4.4K | 27.1% | 3 |
| Oct 2025 | Bellamy's Organic | 1.4K | 8.7% | 4 |
| Oct 2025 | Kendamil | 120 | 0.74% | 5 |
| Oct 2025 | a2 Platinum | 70 | 0.43% | 6 |
| Oct 2025 | NAN | 70 | 0.43% | 7 |
| Oct 2025 | Oli6 | 40 | 0.25% | 8 |
| Nov 2025 | Aptamil | 5K | 33.1% | 1 |
| Nov 2025 | S-26 | 4.7K | 30.9% | 2 |
| Nov 2025 | Karicare | 3.8K | 24.9% | 3 |
| Nov 2025 | Bellamy's Organic | 1.4K | 9.2% | 4 |
| Nov 2025 | Kendamil | 170 | 1.1% | 5 |
| Nov 2025 | a2 Platinum | 70 | 0.46% | 6 |
| Nov 2025 | NAN | 40 | 0.27% | 7 |
| Nov 2025 | Oli6 | 20 | 0.13% | 8 |
| Dec 2025 | S-26 | 5.1K | 31.6% | 1 |
| Dec 2025 | Aptamil | 5.1K | 31.5% | 2 |
| Dec 2025 | Karicare | 4.2K | 26.1% | 3 |
| Dec 2025 | Bellamy's Organic | 1.4K | 8.8% | 4 |
| Dec 2025 | Kendamil | 150 | 0.93% | 5 |
| Dec 2025 | a2 Platinum | 80 | 0.5% | 6 |
| Dec 2025 | NAN | 70 | 0.43% | 7 |
| Dec 2025 | Oli6 | 20 | 0.12% | 8 |
| Jan 2026 | S-26 | 6.8K | 34.1% | 1 |
| Jan 2026 | Aptamil | 6.5K | 32.4% | 2 |
| Jan 2026 | Karicare | 5K | 24.7% | 3 |
| Jan 2026 | Bellamy's Organic | 1.4K | 7% | 4 |
| Jan 2026 | Kendamil | 180 | 0.9% | 5 |
| Jan 2026 | a2 Platinum | 120 | 0.6% | 6 |
| Jan 2026 | NAN | 70 | 0.35% | 7 |
| Jan 2026 | Oli6 | 20 | 0.1% | 8 |
| Feb 2026 | S-26 | 11.7K | 52.5% | 1 |
| Feb 2026 | Aptamil | 4.6K | 20.6% | 2 |
| Feb 2026 | Karicare | 4.5K | 20.2% | 3 |
| Feb 2026 | Bellamy's Organic | 1.1K | 5.1% | 4 |
| Feb 2026 | Kendamil | 190 | 0.85% | 5 |
| Feb 2026 | a2 Platinum | 100 | 0.45% | 6 |
| Feb 2026 | NAN | 40 | 0.18% | 7 |
| Feb 2026 | Oli6 | 20 | 0.09% | 8 |
| Mar 2026 | S-26 | 11.3K | 49.8% | 1 |
| Mar 2026 | Karicare | 4.8K | 21.4% | 2 |
| Mar 2026 | Aptamil | 4.7K | 20.6% | 3 |
| Mar 2026 | Bellamy's Organic | 1.4K | 6.3% | 4 |
| Mar 2026 | Kendamil | 210 | 0.93% | 5 |
| Mar 2026 | a2 Platinum | 120 | 0.53% | 6 |
| Mar 2026 | NAN | 60 | 0.27% | 7 |
| Mar 2026 | Oli6 | 20 | 0.09% | 8 |
| Apr 2026 | S-26 | 8.5K | 43.9% | 1 |
| Apr 2026 | Karicare | 4.7K | 24.1% | 2 |
| Apr 2026 | Aptamil | 4.4K | 22.6% | 3 |
| Apr 2026 | Bellamy's Organic | 1.5K | 7.7% | 4 |
| Apr 2026 | Kendamil | 150 | 0.77% | 5 |
| Apr 2026 | a2 Platinum | 110 | 0.57% | 6 |
| Apr 2026 | NAN | 50 | 0.26% | 7 |
| Apr 2026 | Oli6 | 20 | 0.1% | 8 |
| May 2026 | S-26 | 8.6K | 42.7% | 1 |
| May 2026 | Karicare | 4.8K | 23.7% | 2 |
| May 2026 | Aptamil | 4.7K | 23.2% | 3 |
| May 2026 | Bellamy's Organic | 1.5K | 7.3% | 4 |
| May 2026 | Kendamil | 410 | 2% | 5 |
| May 2026 | a2 Platinum | 140 | 0.7% | 6 |
| May 2026 | NAN | 60 | 0.3% | 7 |
| May 2026 | Oli6 | 20 | 0.1% | 8 |
| Jun 2026 | S-26 | 8.6K | 44.5% | 1 |
| Jun 2026 | Karicare | 4.6K | 24% | 2 |
| Jun 2026 | Aptamil | 4.6K | 23.9% | 3 |
| Jun 2026 | Bellamy's Organic | 920 | 4.8% | 4 |
| Jun 2026 | Kendamil | 370 | 1.9% | 5 |
| Jun 2026 | a2 Platinum | 80 | 0.42% | 6 |
| Jun 2026 | NAN | 60 | 0.31% | 7 |
| Jun 2026 | Oli6 | 20 | 0.1% | 8 |
| Jul 2026 | S-26 | 7.6K | 39.1% | 1 |
| Jul 2026 | Karicare | 5.4K | 27.8% | 2 |
| Jul 2026 | Aptamil | 5.2K | 26.8% | 3 |
| Jul 2026 | Bellamy's Organic | 610 | 3.1% | 4 |
| Jul 2026 | Kendamil | 410 | 2.1% | 5 |
| Jul 2026 | a2 Platinum | 130 | 0.67% | 6 |
| Jul 2026 | NAN | 60 | 0.31% | 7 |
| Jul 2026 | Oli6 | 20 | 0.1% | 8 |
| Aug 2026 | S-26 | 8.7K | 40.9% | 1 |
| Aug 2026 | Aptamil | 5.7K | 26.9% | 2 |
| Aug 2026 | Karicare | 5.6K | 26.3% | 3 |
| Aug 2026 | Bellamy's Organic | 690 | 3.2% | 4 |
| Aug 2026 | Kendamil | 380 | 1.8% | 5 |
| Aug 2026 | a2 Platinum | 100 | 0.47% | 6 |
| Aug 2026 | NAN | 50 | 0.23% | 7 |
| Aug 2026 | Oli6 | 20 | 0.09% | 8 |
| Sep 2026 | a2 Platinum | — | — | — |
| Sep 2026 | Aptamil | — | — | — |
| Sep 2026 | Bellamy's Organic | — | — | — |
| Sep 2026 | Karicare | — | — | — |
| Sep 2026 | Kendamil | — | — | — |
| Sep 2026 | NAN | — | — | — |
| Sep 2026 | Oli6 | — | — | — |
| Sep 2026 | S-26 | — | — | — |

## What is being compared

- **a2 Platinum**: Measured on the search terms “a2 platinum formula”, “a2 platinum infant formula”, “a2 platinum new zealand”, “a2 platinum nz” and “a2platinum”, summed into one figure.
- **Aptamil**: Measured on the search terms “aptamil”, “aptamil 2”, “aptamil allerpro”, “aptamil allerpro syneo”, “aptamil baby formula”, “aptamil colic and constipation”, “aptamil essensis”, “aptamil formula”, “aptamil gold”, “aptamil gold 1”, “aptamil gold 2”, “aptamil gold 3”, “aptamil near me”, “aptamil nz”, “aptamil online”, “aptamil pepti junior”, “aptamil profutra 1”, “aptamil profutura 2”, “aptamil reflux” and “aptamil sensitive”, summed into one figure.
- **Bellamy's Organic**: Measured on the search terms “bellamys”, “bellamys organic”, “bellamys organic formula”, “bellamys organic infant formula”, “bellamys organic near me”, “bellamys organic nz” and “bellamysorganic”, summed into one figure.
- **Karicare**: Measured on the search terms “karicare”, “karicare 0 6 months”, “karicare 6 12 months”, “karicare a2”, “karicare formula”, “karicare formula milk”, “karicare formula pak n save”, “karicare formula soy”, “karicare goat”, “karicare goat milk”, “karicare goat milk stage 1”, “karicare goat milk stage 2”, “karicare goats milk formula”, “karicare gold”, “karicare gold plus”, “karicare gold plus a2”, “karicare gold stage 1”, “karicare near me”, “karicare nz”, “karicare online”, “karicare sachet”, “karicare soy”, “karicare stage 1” and “karicare stage 2”, summed into one figure.
- **Kendamil**: Measured on the search terms “kendamil”, “kendamil formula”, “kendamil goat formula”, “kendamil goat infant formula”, “kendamil goat milk formula”, “kendamil infant formula” and “kendamil nz”, summed into one figure.
- **NAN**: Measured on the search terms “nan baby formula”, “nan formula” and “nan optipro”, summed into one figure.
- **Oli6**: Measured on the search terms “oli6” and “oli6 formula”, summed into one figure.
- **S-26**: Measured on the search terms “s 26”, “s 26 formula”, “s 26 near me”, “s 26 online”, “s26”, “s26 formula”, “s26 formula milk”, “s26 formula stage 1”, “s26 gold”, “s26 gold formula”, “s26 gold infant”, “s26 gold stage 1”, “s26 gold stage 2”, “s26 gold stage 3”, “s26 gold stage 4”, “s26 infant”, “s26 milk”, “s26 milk powder”, “s26 newborn formula”, “s26 nz”, “s26 price”, “s26 stage 1”, “s26 stage 2”, “s26 stage 2 formula” and “s26 stage 3”, summed into one figure.

- [a2 Platinum](/demand/nz/brands/a2-platinum)
- [Aptamil](/demand/nz/brands/aptamil)
- [Bellamy's Organic](/demand/nz/brands/bellamys-organic)
- [Karicare](/demand/nz/brands/karicare)
- [Kendamil](/demand/nz/brands/kendamil)
- [NAN](/demand/nz/brands/nan)
- [Oli6](/demand/nz/brands/oli6)
- [S-26](/demand/nz/brands/s-26)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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.

## Cite this page

Brandwave. "Baby formula brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-baby-formula-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-baby-formula-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.