Brandwave

Nappy brands in New Zealand:Which brands are most popular in search?

In August 2026, Huggies was the most searched among nappy brands in New Zealand, with an estimated 28.8K branded searches and 82.8% estimated Share of Search within this set.

Share of Search, August 2026
  1. Huggies82.8%
  2. Rascals8.9%
  3. Pampers3.7%
  4. Treasures2.7%
  5. Babylove1.8%
  6. Ecoriginals0.2%

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Share of SearchLeaderboard

Compare the nappy 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 nappy brands in New Zealand, by month

Share of Search by month for Huggies, Rascals, Pampers, Treasures. The figures are in the table below the chart.

View monthly share of search table
MonthHuggiesRascalsPampersTreasuresBabyloveEcoriginals
Oct 202575.6%11%4.5%3.4%5.1%0.39%
Nov 202578.8%9.9%4%3%4%0.2%
Dec 202578.9%8.7%4.5%3.2%4.6%0.13%
Jan 202680%9.6%4%2.4%3.9%0.15%
Feb 202678.9%9.3%4.5%2.9%4.2%0.18%
Mar 202680.4%9%4.4%2.7%3.2%0.21%
Apr 202677.8%10.3%4.7%3.9%3.2%0.21%
May 202678.3%9.7%6.2%2.4%3.2%0.23%
Jun 202677.2%8.6%4.8%2.6%6.6%0.17%
Jul 202680.6%9.1%3.7%2.8%3.7%0.15%
Aug 202682.8%8.9%3.7%2.7%1.8%0.2%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Huggies

    82.8%

    held 1st · 28.8K estimated branded searches · +7.1% vs prior month · +2.2 points

  2. 2.Rascals

    8.9%

    held 2nd · 3.1K estimated branded searches · +1.7% vs prior month · -0.2 points

  3. 3.Pampers

    3.7%

    moved from 4th to 3rd · 1.3K estimated branded searches · +3.3% vs prior month · 0 points

  4. 4.Treasures

    2.7%

    moved from 5th to 4th · 940 estimated branded searches · +1.1% vs prior month · -0.1 points

  5. 5.Babylove

    1.8%

    moved from 3rd to 5th · 630 estimated branded searches · -49.2% vs prior month · -1.9 points

  6. 6.Ecoriginals

    0.2%

    held 6th · 70 estimated branded searches · +40% vs prior month · +0.1 points

Compare search popularity between leading brands

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

In August 2026, Huggies was the most searched among nappy brands in New Zealand, with an estimated 28.8K branded searches and 82.8% estimated Share of Search within this set. Rascals is in 2nd place, 73.9 percentage points behind at 8.9% Share of Search.

New Zealand nappy brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Huggies75.6% → 82.8%82.8%Aug 202675.6%Oct 20251st
Rascals11% → 8.9%11%Oct 20258.6%Jun 20262nd
Pampers4.5% → 3.7%6.2%May 20263.7%Aug 20264th → 3rd
Treasures3.4% → 2.7%3.9%Apr 20262.4%Jan 20265th → 4th
Babylove5.1% → 1.8%6.6%Jun 20261.8%Aug 20263rd → 5th
Ecoriginals0.39% → 0.2%0.39%Oct 20250.13%Dec 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Huggies’ estimated Share of Search among nappy brands in New Zealand increased from 75.6% to 82.8%.
  • Across the 11 months ending August 2026, Rascals’ estimated Share of Search among nappy brands in New Zealand decreased from 11% to 8.9%.
  • Across the 11 months ending August 2026, Pampers’ estimated Share of Search among nappy brands in New Zealand decreased from 4.5% to 3.7%.
  • Across the 11 months ending August 2026, Treasures’ estimated Share of Search among nappy brands in New Zealand decreased from 3.4% to 2.7%.
  • Across the 11 months ending August 2026, Babylove’s estimated Share of Search among nappy brands in New Zealand decreased from 5.1% to 1.8%.
  • Across the 11 months ending August 2026, Rascals’ estimated Share of Search among nappy brands in New Zealand peaked at 11% in October 2025 and was lowest at 8.6% in June 2026.
  • Across the 11 months ending August 2026, Pampers’ estimated Share of Search among nappy brands in New Zealand peaked at 6.2% in May 2026 and was lowest at 3.7% in August 2026.
  • Across the 11 months ending August 2026, Treasures’ estimated Share of Search among nappy brands in New Zealand peaked at 3.9% in April 2026 and was lowest at 2.4% in January 2026.
  • Across the 11 months ending August 2026, Babylove’s estimated Share of Search among nappy brands in New Zealand peaked at 6.6% in June 2026 and was lowest at 1.8% in August 2026.
  • Across the 11 months ending August 2026, Pampers rose from 4th to 3rd among nappy brands in New Zealand.
  • Across the 11 months ending August 2026, Treasures rose from 5th to 4th among nappy brands in New Zealand.
  • Across the 11 months ending August 2026, Babylove fell from 3rd to 5th among nappy brands in New Zealand.
  • Across the 11 months ending August 2026, Ecoriginals held steady: its estimated Share of Search among nappy brands in New Zealand moved less than 0.5 percentage points.

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

  1. In August 2026, Huggies gained estimated Share of Search among nappy brands in New Zealand, from 80.6% to 82.8%.

  2. In August 2026, Babylove lost estimated Share of Search among nappy brands in New Zealand, from 3.7% to 1.8%.

  3. Pampers’ estimated Share of Search among nappy brands in New Zealand has lost ground for 3 months in a row, from 6.2% to 3.7% in August 2026.

  4. In August 2026, Treasures rose from 5th to 4th among nappy brands in New Zealand.

  5. Estimated monthly branded searches for Rascals in New Zealand rose 20.3% over 11 measured months, from 2.6K to 3.1K in August 2026.

  6. Estimated monthly branded searches for Ecoriginals in New Zealand fell 22.2% over 11 measured months, from 90 to 70 in August 2026.

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