Brandwave

How popular isAptamil?

In September 2026, people searched for Aptamil by name about 22,500 times in the United Kingdom, a 12.8% decrease from the previous year. These searches made up 23.2% of all United Kingdom baby formula brand searches, placing Aptamil second out of five brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Aptamil appeared in all answers.

Search and AI answers in September 2026

Aptamil is the second most searched of 5 competitors.

  1. KendamilShare of searches 57%Mentioned in 2 of 3 AI answers
  2. AptamilShare of searches 23.2%Mentioned in 3 of 3 AI answers
  3. Cow & GateShare of searches 13.6%Mentioned in 1 of 3 AI answers
  4. SMAShare of searches 4.9%Mentioned in 2 of 3 AI answers
  5. HiPPShare of searches 1.3%Mentioned in 0 of 3 AI answers
Aptamil website (opens in a new tab)

Follow Aptamil and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Aptamil appeared in all three answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aptamil3 of 3Named in 3 of 3 ChatGPT answers
  • Kendamil2 of 3Named in 2 of 3 ChatGPT answers
  • SMA2 of 3Named in 2 of 3 ChatGPT answers
  • Cow & Gate1 of 3Named in 1 of 3 ChatGPT answers
  • HiPP0 of 3Named in 0 of 3 ChatGPT answers

See every answer about baby formula brands

3 answers

  • Asked ChatGPT

    “What's the best first infant milk in the UK?”

    1. 1Cow & Gate
    2. 2Kendamil
    3. 3Aptamil
    4. 4SMA

  • Asked ChatGPT

    “Which baby formula is best for colic?”

    1. 1Aptamil
    2. 2SMA

  • Asked ChatGPT

    “Is expensive baby formula better than supermarket formula?”

    1. 1Aptamil
    2. 2Kendamil

  • Searched Google, AI Overview

    “baby formula”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which baby formula brands compete with Aptamil?

Aptamil against baby formula brands in the United Kingdom, by month

Share of searches by month for Kendamil, Aptamil, Cow & Gate, SMA. The figures are in the table below the chart.

View monthly share of searches table
MonthKendamilAptamilCow & GateSMAHiPP
Oct 202544.6%29.4%16.7%7.7%1.5%
Nov 202544.8%29.5%16.8%7.8%1.1%
Dec 202546.7%28.8%16.4%7%1.1%
Jan 202637.2%28%16%17.9%0.95%
Feb 202644.5%24.2%25.8%4%1.6%
Mar 202653.2%24.1%17.3%3.8%1.5%
Apr 202661.4%20.5%12.9%3.6%1.6%
May 202658.2%23.9%12.3%4.2%1.5%
Jun 202657.6%23.6%13.5%4.2%1.1%
Jul 202656.9%24.9%11.6%5.3%1.2%
Aug 202655.7%23.6%14.4%5.2%1.1%
Sep 202657%23.2%13.6%4.9%1.3%

  1. 1.Kendamil

    57%

    Held 1st. 55.3K estimated branded searches, +8% vs prior month. Share +1.2 points.

  2. 2.Aptamil

    23.2%

    Held 2nd. 22.5K estimated branded searches, +3.7% vs prior month. Share -0.4 points.

  3. 3.Cow & Gate

    13.6%

    Held 3rd. 13.2K estimated branded searches, 0% vs prior month. Share -0.8 points.

  4. 4.SMA

    4.9%

    Held 4th. 4.8K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.HiPP

    1.3%

    Held 5th. 1.3K estimated branded searches, +30% vs prior month. Share +0.3 points.

Compare popularity between Aptamil and its closest rivals

Every comparison with Aptamil

4 comparisons

How has branded search demand for Aptamil changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aptamil in the United Kingdom fell from 25.8K to 22.5K.
  • Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in the United Kingdom decreased from 29.4% to 23.2%.
  • Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in the United Kingdom peaked at 29.5% in November 2025 and was lowest at 20.5% in April 2026.

How did search popularity change for United Kingdom baby formula brands in September 2026?

4 changes

  1. In September 2026, Kendamil gained share of searches among baby formula brands in the United Kingdom, from 55.7% to 57%.

  2. In September 2026, Cow & Gate lost share of searches among baby formula brands in the United Kingdom, from 14.4% to 13.6%.

  3. Estimated monthly branded searches for SMA in the United Kingdom fell 29.4% over 12 measured months, from 6.8K to 4.8K in September 2026.

  4. Estimated monthly branded searches for Aptamil in the United Kingdom fell 12.8% over 12 measured months, from 25.8K to 22.5K in September 2026.

How are Aptamil’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Aptamil’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aptamil
  • aptamil formula

How the Brand Demand Index is measured

Who owns Aptamil?

Aptamil is owned by Nutricia. Brandwave also tracks Cow & Gate, owned by the same company, in the United Kingdom.

Do you work for Aptamil? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

Is Aptamil your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free