---
title: "Breast pump brands in New Zealand: Which brands are most popular in search?"
description: "Compare the breast pump brands New Zealand parents use. Share of Search among Haakaa, Medela, Spectra, Elvie and Willow, the breast pump 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-breast-pump-brands"
publisher: "Brandwave"
---

# Breast pump brands in New Zealand: Which brands are most popular in search?

Compare the breast pump brands New Zealand parents use. Share of Search among Haakaa, Medela, Spectra, Elvie and Willow, the breast pump 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**: Breast pump brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Haakaa, 47.2%

## Which brand is most popular in search among breast pump brands in New Zealand?

- In August 2026, Haakaa was the most searched among breast pump brands in New Zealand, with an estimated 2.4K branded searches and 47.2% estimated Share of Search within this set.
- Medela is in 2nd place, 1.8 percentage points behind at 45.4% Share of Search.
- Across the 11 months ending August 2026, Haakaa’s estimated Share of Search among breast pump brands in New Zealand increased from 44.9% to 47.2%.
- Across the 11 months ending August 2026, Medela’s estimated Share of Search among breast pump brands in New Zealand decreased from 46.3% to 45.4%.
- Across the 11 months ending August 2026, Spectra’s estimated Share of Search among breast pump brands in New Zealand increased from 5% to 5.6%.
- Across the 11 months ending August 2026, Elvie’s estimated Share of Search among breast pump brands in New Zealand decreased from 3.8% to 1.8%.
- Across the 11 months ending August 2026, Haakaa’s estimated Share of Search among breast pump brands in New Zealand peaked at 49.1% in January 2026 and was lowest at 42.6% in February 2026.
- Across the 11 months ending August 2026, Medela’s estimated Share of Search among breast pump brands in New Zealand peaked at 51.8% in February 2026 and was lowest at 42.4% in November 2025.
- Across the 11 months ending August 2026, Spectra’s estimated Share of Search among breast pump brands in New Zealand peaked at 6.3% in July 2026 and was lowest at 3.3% in February 2026.
- Across the 11 months ending August 2026, Haakaa rose from 2nd to 1st among breast pump brands in New Zealand.
- Across the 11 months ending August 2026, Medela fell from 1st to 2nd among breast pump brands in New Zealand.
- Across the 11 months ending August 2026, Willow held steady: its estimated Share of Search among breast pump brands in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Haakaa vs Medela: compare search popularity](/demand/nz/compare/haakaa-vs-medela): 47.2% against 45.4% Share of Search.
- [Haakaa vs Spectra: compare search popularity](/demand/nz/compare/haakaa-vs-spectra): 47.2% against 5.6% Share of Search.
- [Medela vs Spectra: compare search popularity](/demand/nz/compare/medela-vs-spectra): 45.4% against 5.6% Share of Search.

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

- In August 2026, Haakaa overtook Medela to take the highest estimated Share of Search among breast pump brands in New Zealand, at 47.2%.
- In August 2026, Medela lost estimated Share of Search among breast pump brands in New Zealand, from 47% to 45.4%.
- In August 2026, Spectra lost estimated Share of Search among breast pump brands in New Zealand, from 6.3% to 5.6%.
- Estimated monthly branded searches for Elvie in New Zealand fell 43.8% over 11 measured months, from 160 to 90 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Haakaa | 47.2% | 2.4K | +0.4% | Haakaa |
| 2 | Medela | 45.4% | 2.3K | -8.1% | Medela |
| 3 | Spectra | 5.6% | 280 | -15.2% | Spectra |
| 4 | Elvie | 1.8% | 90 | -10.0% | Elvie |
| 5 | Willow | 0% | 0 | — | Willow |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Medela | 2K | 46.3% | 1 |
| Oct 2025 | Haakaa | 1.9K | 44.9% | 2 |
| Oct 2025 | Spectra | 210 | 5% | 3 |
| Oct 2025 | Elvie | 160 | 3.8% | 4 |
| Oct 2025 | Willow | 0 | 0% | 5 |
| Nov 2025 | Haakaa | 1.9K | 48.7% | 1 |
| Nov 2025 | Medela | 1.7K | 42.4% | 2 |
| Nov 2025 | Spectra | 220 | 5.6% | 3 |
| Nov 2025 | Elvie | 120 | 3% | 4 |
| Nov 2025 | Willow | 10 | 0.25% | 5 |
| Dec 2025 | Haakaa | 1.7K | 48.8% | 1 |
| Dec 2025 | Medela | 1.5K | 43.3% | 2 |
| Dec 2025 | Spectra | 160 | 4.7% | 3 |
| Dec 2025 | Elvie | 110 | 3.2% | 4 |
| Dec 2025 | Willow | 0 | 0% | 5 |
| Jan 2026 | Haakaa | 2K | 49.1% | 1 |
| Jan 2026 | Medela | 1.8K | 43.4% | 2 |
| Jan 2026 | Spectra | 180 | 4.5% | 3 |
| Jan 2026 | Elvie | 120 | 3% | 4 |
| Jan 2026 | Willow | 0 | 0% | 5 |
| Feb 2026 | Medela | 2.2K | 51.8% | 1 |
| Feb 2026 | Haakaa | 1.8K | 42.6% | 2 |
| Feb 2026 | Spectra | 140 | 3.3% | 3 |
| Feb 2026 | Elvie | 100 | 2.4% | 4 |
| Feb 2026 | Willow | 0 | 0% | 5 |
| Mar 2026 | Haakaa | 1.9K | 46.8% | 1 |
| Mar 2026 | Medela | 1.9K | 46.1% | 2 |
| Mar 2026 | Spectra | 190 | 4.7% | 3 |
| Mar 2026 | Elvie | 100 | 2.5% | 4 |
| Mar 2026 | Willow | 0 | 0% | 5 |
| Apr 2026 | Haakaa | 2K | 48.2% | 1 |
| Apr 2026 | Medela | 1.8K | 43% | 2 |
| Apr 2026 | Spectra | 220 | 5.4% | 3 |
| Apr 2026 | Elvie | 140 | 3.4% | 4 |
| Apr 2026 | Willow | 0 | 0% | 5 |
| May 2026 | Haakaa | 2.2K | 47.3% | 1 |
| May 2026 | Medela | 2.1K | 45.4% | 2 |
| May 2026 | Spectra | 220 | 4.7% | 3 |
| May 2026 | Elvie | 120 | 2.5% | 4 |
| May 2026 | Willow | 0 | 0% | 5 |
| Jun 2026 | Haakaa | 2.3K | 47.9% | 1 |
| Jun 2026 | Medela | 2.1K | 44.1% | 2 |
| Jun 2026 | Spectra | 250 | 5.2% | 3 |
| Jun 2026 | Elvie | 130 | 2.7% | 4 |
| Jun 2026 | Willow | 0 | 0% | 5 |
| Jul 2026 | Medela | 2.5K | 47% | 1 |
| Jul 2026 | Haakaa | 2.4K | 44.8% | 2 |
| Jul 2026 | Spectra | 330 | 6.3% | 3 |
| Jul 2026 | Elvie | 100 | 1.9% | 4 |
| Jul 2026 | Willow | 0 | 0% | 5 |
| Aug 2026 | Haakaa | 2.4K | 47.2% | 1 |
| Aug 2026 | Medela | 2.3K | 45.4% | 2 |
| Aug 2026 | Spectra | 280 | 5.6% | 3 |
| Aug 2026 | Elvie | 90 | 1.8% | 4 |
| Aug 2026 | Willow | 0 | 0% | 5 |
| Sep 2026 | Elvie | — | — | — |
| Sep 2026 | Haakaa | — | — | — |
| Sep 2026 | Medela | — | — | — |
| Sep 2026 | Spectra | — | — | — |
| Sep 2026 | Willow | — | — | — |

## What is being compared

- **Elvie**: Measured on the search terms “elvie”, “elvie breastfeeding”, “elvie breastpump”, “elvie com”, “elvie near me” and “elvie nz”, summed into one figure.
- **Haakaa**: Measured on the search terms “haakaa”, “haakaa breastfeeding”, “haakaa co nz”, “haakaa colostrum collector”, “haakaa dummy”, “haakaa feeder”, “haakaa fresh food feeder”, “haakaa ladybug”, “haakaa nail care kit”, “haakaa nail file”, “haakaa near me”, “haakaa nipple shield”, “haakaa nz”, “haakaa oral syringe”, “haakaa silicone colostrum collector”, “haakaa silicone colostrum collector set”, “haakaa syringe” and “ladybug haakaa”, summed into one figure.
- **Medela**: Measured on the search terms “medela”, “medela bottles”, “medela breastfeeding”, “medela contact nipple shield”, “medela cream nipple”, “medela near me”, “medela nipple shield”, “medela nz”, “medela online”, “medela swing”, “medela swing maxi”, “medela symphony” and “renting medela symphony”, summed into one figure.
- **Spectra**: Measured on the search terms “spectra breastfeeding”, “spectra s1”, “spectra s1 plus” and “spectra s2”, summed into one figure.
- **Willow**: Measured on the search term “willow breastfeeding”.

- [Elvie](/demand/nz/brands/elvie)
- [Haakaa](/demand/nz/brands/haakaa)
- [Medela](/demand/nz/brands/medela)
- [Spectra](/demand/nz/brands/spectra)
- [Willow](/demand/nz/brands/willow-pump)

## 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 breast pump brands in New Zealand?

In August 2026, Haakaa was the most searched among breast pump brands in New Zealand, with an estimated 2.4K branded searches and 47.2% estimated Share of Search within this set.

## Cite this page

Brandwave. "Breast pump brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-breast-pump-brands

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