---
title: "Baby wipe brands in New Zealand: Which brands are most popular in search?"
description: "Compare the baby wipe brands New Zealand parents buy. Share of Search among Huggies Wipes, WaterWipes, Rascal + Friends and Curash, the baby wipe 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-wipe-brands"
publisher: "Brandwave"
---

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

Compare the baby wipe brands New Zealand parents buy. Share of Search among Huggies Wipes, WaterWipes, Rascal + Friends and Curash, the baby wipe 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 wipe brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: Huggies Wipes, 66.4%

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

- 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.
- 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.

## Compare search popularity between leading brands

- [Huggies Wipes vs WaterWipes: compare search popularity](/demand/nz/compare/huggies-wipes-vs-waterwipes): 66.4% against 16.5% Share of Search.
- [Huggies Wipes vs Rascal + Friends: compare search popularity](/demand/nz/compare/huggies-wipes-vs-rascal-friends): 66.4% against 13.8% Share of Search.
- [Huggies Wipes vs Curash: compare search popularity](/demand/nz/compare/curash-vs-huggies-wipes): 66.4% against 3.3% Share of Search.
- [WaterWipes vs Rascal + Friends: compare search popularity](/demand/nz/compare/rascal-friends-vs-waterwipes): 16.5% against 13.8% Share of Search.
- [WaterWipes vs Curash: compare search popularity](/demand/nz/compare/curash-vs-waterwipes): 16.5% against 3.3% Share of Search.
- [Rascal + Friends vs Curash: compare search popularity](/demand/nz/compare/curash-vs-rascal-friends): 13.8% against 3.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Huggies Wipes | 66.4% | 4.6K | +18.0% | Kimberly-Clark |
| 2 | WaterWipes | 16.5% | 1.1K | -10.9% | WaterWipes |
| 3 | Rascal + Friends | 13.8% | 950 | -1.0% | Rascal + Friends |
| 4 | Curash | 3.3% | 230 | -4.2% | Curash |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Huggies Wipes | 2.3K | 47.7% | 1 |
| Oct 2025 | Rascal + Friends | 1.5K | 32.1% | 2 |
| Oct 2025 | WaterWipes | 810 | 16.9% | 3 |
| Oct 2025 | Curash | 160 | 3.3% | 4 |
| Nov 2025 | Huggies Wipes | 2.6K | 50.6% | 1 |
| Nov 2025 | Rascal + Friends | 1.5K | 29.3% | 2 |
| Nov 2025 | WaterWipes | 890 | 17% | 3 |
| Nov 2025 | Curash | 160 | 3.1% | 4 |
| Dec 2025 | Huggies Wipes | 2.6K | 54.4% | 1 |
| Dec 2025 | Rascal + Friends | 1.2K | 24.3% | 2 |
| Dec 2025 | WaterWipes | 900 | 18.8% | 3 |
| Dec 2025 | Curash | 120 | 2.5% | 4 |
| Jan 2026 | Huggies Wipes | 3.3K | 57.2% | 1 |
| Jan 2026 | Rascal + Friends | 1.3K | 22.7% | 2 |
| Jan 2026 | WaterWipes | 960 | 16.9% | 3 |
| Jan 2026 | Curash | 180 | 3.2% | 4 |
| Feb 2026 | Huggies Wipes | 2.7K | 54.9% | 1 |
| Feb 2026 | Rascal + Friends | 1.1K | 22.9% | 2 |
| Feb 2026 | WaterWipes | 960 | 19.4% | 3 |
| Feb 2026 | Curash | 140 | 2.8% | 4 |
| Mar 2026 | Huggies Wipes | 3.3K | 59% | 1 |
| Mar 2026 | Rascal + Friends | 1.2K | 21.5% | 2 |
| Mar 2026 | WaterWipes | 940 | 17% | 3 |
| Mar 2026 | Curash | 140 | 2.5% | 4 |
| Apr 2026 | Huggies Wipes | 2.6K | 56% | 1 |
| Apr 2026 | WaterWipes | 940 | 20.5% | 2 |
| Apr 2026 | Rascal + Friends | 900 | 19.6% | 3 |
| Apr 2026 | Curash | 180 | 3.9% | 4 |
| May 2026 | Huggies Wipes | 3.3K | 61.1% | 1 |
| May 2026 | WaterWipes | 1.1K | 19.6% | 2 |
| May 2026 | Rascal + Friends | 890 | 16.4% | 3 |
| May 2026 | Curash | 160 | 3% | 4 |
| Jun 2026 | Huggies Wipes | 3.2K | 58.7% | 1 |
| Jun 2026 | WaterWipes | 1.1K | 20.2% | 2 |
| Jun 2026 | Rascal + Friends | 970 | 17.7% | 3 |
| Jun 2026 | Curash | 190 | 3.5% | 4 |
| Jul 2026 | Huggies Wipes | 3.9K | 61% | 1 |
| Jul 2026 | WaterWipes | 1.3K | 20.1% | 2 |
| Jul 2026 | Rascal + Friends | 960 | 15.1% | 3 |
| Jul 2026 | Curash | 240 | 3.8% | 4 |
| Aug 2026 | Huggies Wipes | 4.6K | 66.4% | 1 |
| Aug 2026 | WaterWipes | 1.1K | 16.5% | 2 |
| Aug 2026 | Rascal + Friends | 950 | 13.8% | 3 |
| Aug 2026 | Curash | 230 | 3.3% | 4 |
| Sep 2026 | Curash | — | — | — |
| Sep 2026 | Huggies Wipes | — | — | — |
| Sep 2026 | Rascal + Friends | — | — | — |
| Sep 2026 | WaterWipes | — | — | — |

## What is being compared

- **Curash**: Measured on the search terms “curash water wipes” and “curash wipes”, summed into one figure.
- **Huggies Wipes**: Measured on the search terms “countdown huggies wipes”, “fragrance free huggies wipes”, “huggies wipes 400”, “huggies wipes 400 pack”, “huggies wipes box”, “huggies wipes bulk”, “huggies wipes coconut”, “huggies wipes pak n save”, “huggies wipes refill”, “huggies wipes tubs” and “huggies wipes wipes”, summed into one figure.
- **Rascal + Friends**: Measured on the search terms “rascal and friends”, “rascal and friends nappies”, “rascal and friends nappies size 1”, “rascal and friends nappies size 2”, “rascal and friends nappies size 3”, “rascal and friends nappies size 4”, “rascal and friends nappies size 5”, “rascal and friends nappy pants”, “rascal and friends pants”, “rascal and friends wipes”, “rascal friends” and “rascal friends wipes”, summed into one figure.
- **WaterWipes**: Measured on the search terms “waterwipes”, “waterwipes com”, “waterwipes nz” and “waterwipes wipes”, summed into one figure.

- [Curash](/demand/nz/brands/curash)
- [Huggies Wipes](/demand/nz/brands/huggies-wipes)
- [Rascal + Friends](/demand/nz/brands/rascal-friends)
- [WaterWipes](/demand/nz/brands/waterwipes)

## 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 wipe brands in New Zealand?

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.

## Cite this page

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

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