Huggies vs Treasures:Which is more popular in New Zealand?
In October 2026, Huggies had more branded searches than Treasures among nappy brands in New Zealand. Huggies had about 12,600 branded searches, while Treasures had 1,310. Huggies made up 63.9% of all nappy brand searches we track, and Treasures accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about nappy brands, Huggies appeared in four of the five answers and Treasures in one. Huggies was mentioned before Treasures in every answer.
Who do people search for more?
Huggies, about 10 searches for every 1 for Treasures
Who does AI mention more?
Huggies, mentioned in 4 of 5 answers, Treasures in 1
Who does AI recommend more?
Huggies, named ahead of Treasures in every answer
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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. Treasures was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Huggies was listed before Treasures in every answer.
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 Huggies or Treasures more popular in search?
This chart shows how often people search Google for Huggies and Treasures 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, Treasures. 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 Huggies and Treasures changed in New Zealand over the last 12 months?
3 findings
- Huggies was ahead of Treasures in every measured month of the 12 months ending October 2026.
- 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.
- Across the 12 months ending October 2026, Treasures’ share of searches among nappy brands in New Zealand moved from 5.6% to 6.7%, and its estimated monthly branded searches moved from 730 to 1.3K.
How did search popularity change for New Zealand nappy brands in October 2026?
2 changes
In October 2026, Treasures overtook Pampers to rank 3rd among nappy brands in New Zealand, with 6.7% of the searches.
In October 2026, Huggies gained share of searches among nappy brands in New Zealand, from 63.1% to 63.9%.
How are Huggies’ and Treasures’ branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Huggies’ and Treasures’ 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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