Haakaa vs Willow:Which is more popular by branded search in New Zealand?
In August 2026, Haakaa had more branded searches than Willow among breast pump brands in New Zealand. Haakaa was estimated to have 2.4K branded searches compared to Willow’s 0, and held a 47.2% Share of Search versus Willow’s 0%.
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Which is more popular in search, Haakaa or Willow?
Compare the breast pump brands New Zealand parents use. 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 by month for Haakaa, Willow. The figures are in the table below the chart.
View monthly share of search table
| Month | Haakaa | Medela | Spectra | Elvie | Willow |
|---|---|---|---|---|---|
| Oct 2025 | 44.9% | 46.3% | 5% | 3.8% | 0% |
| Nov 2025 | 48.7% | 42.4% | 5.6% | 3% | 0.25% |
| Dec 2025 | 48.8% | 43.3% | 4.7% | 3.2% | 0% |
| Jan 2026 | 49.1% | 43.4% | 4.5% | 3% | 0% |
| Feb 2026 | 42.6% | 51.8% | 3.3% | 2.4% | 0% |
| Mar 2026 | 46.8% | 46.1% | 4.7% | 2.5% | 0% |
| Apr 2026 | 48.2% | 43% | 5.4% | 3.4% | 0% |
| May 2026 | 47.3% | 45.4% | 4.7% | 2.5% | 0% |
| Jun 2026 | 47.9% | 44.1% | 5.2% | 2.7% | 0% |
| Jul 2026 | 44.8% | 47% | 6.3% | 1.9% | 0% |
| Aug 2026 | 47.2% | 45.4% | 5.6% | 1.8% | 0% |
| Sep 2026 | — | — | — | — | — |
How has the Haakaa and Willow comparison changed over the last 12 months?
3 findings
- Haakaa was ahead of Willow in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Haakaa’s estimated Share of Search among breast pump brands in New Zealand moved from 44.9% to 47.2%, and its estimated monthly branded searches moved from 1.9K to 2.4K.
- Across the 11 months ending August 2026, Willow’s estimated Share of Search among breast pump brands in New Zealand held steady at 0%, and its estimated monthly branded searches held steady at 0.
How did search popularity change for New Zealand breast pump brands in August 2026?
1 change
In August 2026, Haakaa overtook Medela to take the highest estimated Share of Search among breast pump brands in New Zealand, at 47.2%.
How each brand is measured
Brandwave collects information about searches that people make online using Haakaa’s and Willow’s 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.
Haakaa
18 branded 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
- ladybug haakaa
Willow
1 branded search term
- willow breastfeeding
Put your own brand in this comparison
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