Babylove vs Huggies:Which is more popular in New Zealand?
In October 2026, Huggies had more branded searches than Babylove among nappy brands in New Zealand. Huggies had about 12,600 branded searches, while Babylove had 520. Huggies made up 63.9% of all nappy brand searches we track, and Babylove accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about nappy brands, Huggies appeared in four of the five answers and Babylove in none.
Who do people search for more?
Huggies, about 24 searches for every 1 for Babylove
Who does AI mention more?
Huggies, mentioned in 4 of 5 answers, Babylove in 0
Who does AI recommend more?
Huggies, the only one of the two named
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Top nappy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Huggies was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Babylove did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Huggies4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rascals3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rascal + Friends3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pampers2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Treasures1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Babylove0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ecoriginals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about nappy brands
5 answers
Asked ChatGPT
“Which nappy brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best nappy brands in New Zealand?”
Asked ChatGPT
“What's the best nappy brand in New Zealand for babies and toddlers?”
Searched Google, AI Overview
“newborn nappies”
Searched Google, AI Overview
“cheap nappies”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Babylove or Huggies more popular in search?
This chart shows how often people search Google for Babylove and Huggies by name. Each line represents a brand's share of searches for all seven nappy brands we track, month by month, from searches in New Zealand.
Share of searches by month for Huggies, Babylove. The figures are in the table below the chart.
View monthly share of searches table
| Month | Huggies | Rascals | Treasures | Pampers | Babylove | Rascal + Friends | Ecoriginals |
|---|---|---|---|---|---|---|---|
| Nov 2025 | 57.1% | 19.4% | 5.6% | 9.3% | 3.7% | 4.7% | 0.31% |
| Dec 2025 | 58.5% | 17% | 6.1% | 10.2% | 4% | 4.1% | 0.17% |
| Jan 2026 | 59.3% | 19.3% | 4.6% | 8.3% | 3.7% | 4.6% | 0.23% |
| Feb 2026 | 55.9% | 18.4% | 5.4% | 10.5% | 4% | 5.4% | 0.27% |
| Mar 2026 | 59.9% | 18% | 5.2% | 9.2% | 3.2% | 4.2% | 0.35% |
| Apr 2026 | 57.2% | 20% | 7.1% | 9.6% | 2.6% | 3.2% | 0.32% |
| May 2026 | 56.9% | 20.2% | 4.8% | 11.4% | 3.1% | 3.2% | 0.4% |
| Jun 2026 | 59.3% | 17.8% | 5.1% | 7.9% | 6.7% | 2.9% | 0.28% |
| Jul 2026 | 61.8% | 18.8% | 5.5% | 7.8% | 3.2% | 2.5% | 0.25% |
| Aug 2026 | 63.1% | 18.5% | 5.3% | 7.1% | 2.6% | 3% | 0.36% |
| Sep 2026 | 63.1% | 18.5% | 5.3% | 6.8% | 3.4% | 2.4% | 0.48% |
| Oct 2026 | 63.9% | 19.2% | 6.7% | 5.9% | 2.6% | 1.4% | 0.31% |
How has branded search for Babylove and Huggies changed in New Zealand over the last 12 months?
3 findings
- Huggies was ahead of Babylove in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Babylove’s share of searches among nappy brands in New Zealand moved from 3.7% to 2.6%, and its estimated monthly branded searches moved from 480 to 520.
- Across the 12 months ending October 2026, Huggies’ share of searches among nappy brands in New Zealand moved from 57.1% to 63.9%, and its estimated monthly branded searches moved from 7.5K to 12.6K.
How did search popularity change for New Zealand nappy brands in October 2026?
2 changes
In October 2026, Huggies gained share of searches among nappy brands in New Zealand, from 63.1% to 63.9%.
In October 2026, Babylove lost share of searches among nappy brands in New Zealand, from 3.4% to 2.6%.
How are Babylove’s and Huggies’ branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Babylove’s and Huggies’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among nappy brands
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