Baby wipe brands in New Zealand:Which brands are most popular in search?
In August 2026, Huggies Wipes was the most searched among baby wipe brands in New Zealand, with an estimated 4.6K branded searches and 66.4% estimated Share of Search within this set.
Huggies Wipes66.4%WaterWipes16.5%
Rascal + Friends13.8%
Curash3.3%
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Share of SearchLeaderboard
Compare the baby wipe 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 by month for Huggies Wipes, WaterWipes, Rascal + Friends, Curash. The figures are in the table below the chart.
View monthly share of search table
| Month | Huggies Wipes | WaterWipes | Rascal + Friends | Curash |
|---|---|---|---|---|
| Oct 2025 | 47.7% | 16.9% | 32.1% | 3.3% |
| Nov 2025 | 50.6% | 17% | 29.3% | 3.1% |
| Dec 2025 | 54.4% | 18.8% | 24.3% | 2.5% |
| Jan 2026 | 57.2% | 16.9% | 22.7% | 3.2% |
| Feb 2026 | 54.9% | 19.4% | 22.9% | 2.8% |
| Mar 2026 | 59% | 17% | 21.5% | 2.5% |
| Apr 2026 | 56% | 20.5% | 19.6% | 3.9% |
| May 2026 | 61.1% | 19.6% | 16.4% | 3% |
| Jun 2026 | 58.7% | 20.2% | 17.7% | 3.5% |
| Jul 2026 | 61% | 20.1% | 15.1% | 3.8% |
| Aug 2026 | 66.4% | 16.5% | 13.8% | 3.3% |
| Sep 2026 | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.4% | 4.6K | +18% | +5.4 points | |
| 2, held 2nd | 16.5% | 1.1K | -10.9% | -3.6 points | |
| 3, held 3rd | 13.8% | 950 | -1% | -1.3 points | |
| 4, held 4th | 3.3% | 230 | -4.2% | -0.4 points |
66.4%
held 1st · 4.6K estimated branded searches · +18% vs prior month · +5.4 points
16.5%
held 2nd · 1.1K estimated branded searches · -10.9% vs prior month · -3.6 points
13.8%
held 3rd · 950 estimated branded searches · -1% vs prior month · -1.3 points
4.
Curash3.3%
held 4th · 230 estimated branded searches · -4.2% vs prior month · -0.4 points
Compare search popularity between leading brands
- Huggies Wipes vs Curash: compare search popularity
- WaterWipes vs Curash: compare search popularity
- Rascal + Friends vs Curash: compare search popularity
- Compare any of these brands
Which brand is most popular in search among baby wipe brands in New Zealand?
4 brands
In August 2026, Huggies Wipes was the most searched among baby wipe brands in New Zealand, with an estimated 4.6K branded searches and 66.4% estimated Share of Search within this set. WaterWipes is in 2nd place, 49.9 percentage points behind at 16.5% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Huggies Wipes | 47.7% → 66.4% | 66.4%Aug 2026 | 47.7%Oct 2025 | 1st |
| WaterWipes | 16.9% → 16.5% | 20.5%Apr 2026 | 16.5%Aug 2026 | 3rd → 2nd |
| Rascal + Friends | 32.1% → 13.8% | 32.1%Oct 2025 | 13.8%Aug 2026 | 2nd → 3rd |
| Curash | 3.3% | 3.9%Apr 2026 | 2.5%Dec 2025 | 4th |
Each finding as a sentence
- Across the 11 months ending August 2026, Huggies Wipes’ estimated Share of Search among baby wipe brands in New Zealand increased from 47.7% to 66.4%.
- Across the 11 months ending August 2026, Rascal + Friends’ estimated Share of Search among baby wipe brands in New Zealand decreased from 32.1% to 13.8%.
- Across the 11 months ending August 2026, WaterWipes’ estimated Share of Search among baby wipe brands in New Zealand peaked at 20.5% in April 2026 and was lowest at 16.5% in August 2026.
- Across the 11 months ending August 2026, Curash’s estimated Share of Search among baby wipe brands in New Zealand peaked at 3.9% in April 2026 and was lowest at 2.5% in December 2025.
- Across the 11 months ending August 2026, WaterWipes rose from 3rd to 2nd among baby wipe brands in New Zealand.
- Across the 11 months ending August 2026, Rascal + Friends fell from 2nd to 3rd among baby wipe brands in New Zealand.
- Across the 11 months ending August 2026, Curash held steady: its estimated Share of Search among baby wipe brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand baby wipe brands in August 2026?
4 changes
In August 2026, Huggies Wipes gained estimated Share of Search among baby wipe brands in New Zealand, from 61% to 66.4%.
In August 2026, WaterWipes lost estimated Share of Search among baby wipe brands in New Zealand, from 20.1% to 16.5%.
In August 2026, Rascal + Friends lost estimated Share of Search among baby wipe brands in New Zealand, from 15.1% to 13.8%.
Estimated monthly branded searches for Curash in New Zealand rose 43.8% over 11 measured months, from 160 to 230 in August 2026.
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