---
title: "Nappy brands in New Zealand: Which brands are most popular in search?"
description: "Compare the nappy brands New Zealand parents buy. Share of Search among Huggies, Rascals, Pampers, Treasures, Babylove and Ecoriginals, the nappy 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-nappy-brands"
publisher: "Brandwave"
---

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

Compare the nappy brands New Zealand parents buy. Share of Search among Huggies, Rascals, Pampers, Treasures, Babylove and Ecoriginals, the nappy 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**: Nappy brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Huggies, 82.8%

## 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.
- 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.

## Compare search popularity between leading brands

- [Huggies vs Rascals: compare search popularity](/demand/nz/compare/huggies-vs-rascals): 82.8% against 8.9% Share of Search.
- [Huggies vs Pampers: compare search popularity](/demand/nz/compare/huggies-vs-pampers): 82.8% against 3.7% Share of Search.
- [Huggies vs Treasures: compare search popularity](/demand/nz/compare/huggies-vs-treasures): 82.8% against 2.7% Share of Search.
- [Rascals vs Pampers: compare search popularity](/demand/nz/compare/pampers-vs-rascals): 8.9% against 3.7% Share of Search.
- [Rascals vs Treasures: compare search popularity](/demand/nz/compare/rascals-vs-treasures): 8.9% against 2.7% Share of Search.
- [Pampers vs Treasures: compare search popularity](/demand/nz/compare/pampers-vs-treasures): 3.7% against 2.7% Share of Search.

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

- In August 2026, Huggies gained estimated Share of Search among nappy brands in New Zealand, from 80.6% to 82.8%.
- In August 2026, Babylove lost estimated Share of Search among nappy brands in New Zealand, from 3.7% to 1.8%.
- 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.
- In August 2026, Treasures rose from 5th to 4th among nappy brands in New Zealand.
- 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.
- Estimated monthly branded searches for Ecoriginals in New Zealand fell 22.2% over 11 measured months, from 90 to 70 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Huggies | 82.8% | 28.8K | +7.1% | Huggies |
| 2 | Rascals | 8.9% | 3.1K | +1.7% | Rascals |
| 3 | Pampers | 3.7% | 1.3K | +3.3% | Procter & Gamble |
| 4 | Treasures | 2.7% | 940 | +1.1% | Treasures |
| 5 | Babylove | 1.8% | 630 | -49.2% | Babylove |
| 6 | Ecoriginals | 0.2% | 70 | +40.0% | Ecoriginals |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Huggies | 17.7K | 75.6% | 1 |
| Oct 2025 | Rascals | 2.6K | 11% | 2 |
| Oct 2025 | Babylove | 1.2K | 5.1% | 3 |
| Oct 2025 | Pampers | 1.1K | 4.5% | 4 |
| Oct 2025 | Treasures | 800 | 3.4% | 5 |
| Oct 2025 | Ecoriginals | 90 | 0.39% | 6 |
| Nov 2025 | Huggies | 20.2K | 78.8% | 1 |
| Nov 2025 | Rascals | 2.5K | 9.9% | 2 |
| Nov 2025 | Babylove | 1K | 4% | 3 |
| Nov 2025 | Pampers | 1K | 4% | 4 |
| Nov 2025 | Treasures | 770 | 3% | 5 |
| Nov 2025 | Ecoriginals | 50 | 0.2% | 6 |
| Dec 2025 | Huggies | 18.5K | 78.9% | 1 |
| Dec 2025 | Rascals | 2K | 8.7% | 2 |
| Dec 2025 | Babylove | 1.1K | 4.6% | 3 |
| Dec 2025 | Pampers | 1.1K | 4.5% | 4 |
| Dec 2025 | Treasures | 760 | 3.2% | 5 |
| Dec 2025 | Ecoriginals | 30 | 0.13% | 6 |
| Jan 2026 | Huggies | 21.2K | 80% | 1 |
| Jan 2026 | Rascals | 2.5K | 9.6% | 2 |
| Jan 2026 | Pampers | 1.1K | 4% | 3 |
| Jan 2026 | Babylove | 1K | 3.9% | 4 |
| Jan 2026 | Treasures | 640 | 2.4% | 5 |
| Jan 2026 | Ecoriginals | 40 | 0.15% | 6 |
| Feb 2026 | Huggies | 17.3K | 78.9% | 1 |
| Feb 2026 | Rascals | 2K | 9.3% | 2 |
| Feb 2026 | Pampers | 990 | 4.5% | 3 |
| Feb 2026 | Babylove | 930 | 4.2% | 4 |
| Feb 2026 | Treasures | 640 | 2.9% | 5 |
| Feb 2026 | Ecoriginals | 40 | 0.18% | 6 |
| Mar 2026 | Huggies | 22.6K | 80.4% | 1 |
| Mar 2026 | Rascals | 2.5K | 9% | 2 |
| Mar 2026 | Pampers | 1.3K | 4.4% | 3 |
| Mar 2026 | Babylove | 900 | 3.2% | 4 |
| Mar 2026 | Treasures | 770 | 2.7% | 5 |
| Mar 2026 | Ecoriginals | 60 | 0.21% | 6 |
| Apr 2026 | Huggies | 19K | 77.8% | 1 |
| Apr 2026 | Rascals | 2.5K | 10.3% | 2 |
| Apr 2026 | Pampers | 1.1K | 4.7% | 3 |
| Apr 2026 | Treasures | 940 | 3.9% | 4 |
| Apr 2026 | Babylove | 780 | 3.2% | 5 |
| Apr 2026 | Ecoriginals | 50 | 0.21% | 6 |
| May 2026 | Huggies | 20.6K | 78.3% | 1 |
| May 2026 | Rascals | 2.5K | 9.7% | 2 |
| May 2026 | Pampers | 1.6K | 6.2% | 3 |
| May 2026 | Babylove | 850 | 3.2% | 4 |
| May 2026 | Treasures | 640 | 2.4% | 5 |
| May 2026 | Ecoriginals | 60 | 0.23% | 6 |
| Jun 2026 | Huggies | 22.8K | 77.2% | 1 |
| Jun 2026 | Rascals | 2.5K | 8.6% | 2 |
| Jun 2026 | Babylove | 1.9K | 6.6% | 3 |
| Jun 2026 | Pampers | 1.4K | 4.8% | 4 |
| Jun 2026 | Treasures | 770 | 2.6% | 5 |
| Jun 2026 | Ecoriginals | 50 | 0.17% | 6 |
| Jul 2026 | Huggies | 26.9K | 80.6% | 1 |
| Jul 2026 | Rascals | 3K | 9.1% | 2 |
| Jul 2026 | Babylove | 1.2K | 3.7% | 3 |
| Jul 2026 | Pampers | 1.2K | 3.7% | 4 |
| Jul 2026 | Treasures | 930 | 2.8% | 5 |
| Jul 2026 | Ecoriginals | 50 | 0.15% | 6 |
| Aug 2026 | Huggies | 28.8K | 82.8% | 1 |
| Aug 2026 | Rascals | 3.1K | 8.9% | 2 |
| Aug 2026 | Pampers | 1.3K | 3.7% | 3 |
| Aug 2026 | Treasures | 940 | 2.7% | 4 |
| Aug 2026 | Babylove | 630 | 1.8% | 5 |
| Aug 2026 | Ecoriginals | 70 | 0.2% | 6 |
| Sep 2026 | Babylove | — | — | — |
| Sep 2026 | Ecoriginals | — | — | — |
| Sep 2026 | Huggies | — | — | — |
| Sep 2026 | Pampers | — | — | — |
| Sep 2026 | Rascals | — | — | — |
| Sep 2026 | Treasures | — | — | — |

## What is being compared

- **Babylove**: Measured on the search terms “babylove”, “babylove ezygrow”, “babylove nappies”, “babylove nappy pants”, “babylove near me”, “babylove nz”, “babylove online” and “babylove pull ups”, summed into one figure.
- **Ecoriginals**: Measured on the search terms “ecoriginals”, “ecoriginals nappies” and “ecoriginals nz”, summed into one figure.
- **Huggies**: Measured on the search terms “huggies”, “huggies co nz”, “huggies infant nappies”, “huggies nappies”, “huggies nappies size 2”, “huggies nappies size 3”, “huggies nappies size 4”, “huggies nappies size 5”, “huggies nappies size 6”, “huggies near me”, “huggies nz”, “huggies online”, “huggies pull ups”, “huggies size 2”, “huggies size 3”, “huggies size 4”, “huggies size 5”, “huggies size 6” and “huggies wipes”, summed into one figure.
- **Pampers**: Measured on the search terms “pampers”, “pampers com”, “pampers diapers”, “pampers nappies”, “pampers near me”, “pampers nz”, “pampers online”, “pampers pull ups”, “pampers sensitive wipes”, “pampers swaddlers diapers” and “pampers swaddlers newborn”, summed into one figure.
- **Rascals**: Measured on the search terms “little rascals nappies”, “rascals nappies” and “rascals pull ups”, summed into one figure.
- **Treasures**: Measured on the search terms “treasures nappies”, “treasures nappies size 3” and “treasures pull ups”, summed into one figure.

- [Babylove](/demand/nz/brands/babylove)
- [Ecoriginals](/demand/nz/brands/ecoriginals)
- [Huggies](/demand/nz/brands/huggies)
- [Pampers](/demand/nz/brands/pampers)
- [Rascals](/demand/nz/brands/rascals)
- [Treasures](/demand/nz/brands/treasures)

## 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 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.

## Cite this page

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

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