--- title: "Aptamil: search popularity in the United Kingdom" description: "Aptamil is an infant formula brand. 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/uk/brands/aptamil" publisher: "Brandwave" --- # Aptamil: search popularity in the United Kingdom Aptamil is an infant formula brand. 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 - **Brand**: Aptamil - **Owned by**: Nutricia - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among baby formula brands**: 23.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Baby formula brands | 2 | 23.2% | 22.5K | - [Baby formula brands in the UK](/demand/uk/categories/uk-baby-formula-brands) ## Top baby formula brands in ChatGPT and Google AI Overviews In three ChatGPT questions, Aptamil appeared in all three answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | | Kendamil | 2 of 3 | 2 of 3 | | Aptamil | 3 of 3 | 3 of 3 | | Cow & Gate | 1 of 3 | 1 of 3 | | SMA | 2 of 3 | 2 of 3 | | HiPP | 0 of 3 | 0 of 3 | ## Every AI answer about baby formula brands - Asked ChatGPT "What's the best first infant milk in the UK?": 1. Cow & Gate, 2. Kendamil, 3. Aptamil, 4. SMA - Asked ChatGPT "Which baby formula is best for colic?": 1. Aptamil, 2. SMA - Asked ChatGPT "Is expensive baby formula better than supermarket formula?": 1. Aptamil, 2. Kendamil Not named in any answer: HiPP. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for Aptamil changed in the United Kingdom over the last 12 months? - 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? - In September 2026, Kendamil gained share of searches among baby formula brands in the United Kingdom, from 55.7% to 57%. - In September 2026, Cow & Gate lost share of searches among baby formula brands in the United Kingdom, from 14.4% to 13.6%. - 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. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Baby formula brands | 25.8K | 29.4% | 2 | | Nov 2025 | Baby formula brands | 25.8K | 29.5% | 2 | | Dec 2025 | Baby formula brands | 25.8K | 28.8% | 2 | | Jan 2026 | Baby formula brands | 47.1K | 28% | 2 | | Feb 2026 | Baby formula brands | 54.9K | 24.2% | 3 | | Mar 2026 | Baby formula brands | 25.1K | 24.1% | 2 | | Apr 2026 | Baby formula brands | 21K | 20.5% | 2 | | May 2026 | Baby formula brands | 21K | 23.9% | 2 | | Jun 2026 | Baby formula brands | 21K | 23.6% | 2 | | Jul 2026 | Baby formula brands | 21K | 24.9% | 2 | | Aug 2026 | Baby formula brands | 21.7K | 23.6% | 2 | | Sep 2026 | Baby formula brands | 22.5K | 23.2% | 2 | ## How are Aptamil’s branded searches counted? 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” ## Which baby formula brands compete with Aptamil? - [Kendamil](/demand/uk/brands/kendamil): Head-to-head: /demand/uk/compare/aptamil-vs-kendamil - [Cow & Gate](/demand/uk/brands/cow-and-gate): Head-to-head: /demand/uk/compare/aptamil-vs-cow-and-gate - [SMA](/demand/uk/brands/sma-baby): Head-to-head: /demand/uk/compare/aptamil-vs-sma-baby - [HiPP](/demand/uk/brands/hipp): Head-to-head: /demand/uk/compare/aptamil-vs-hipp ## Who owns Aptamil? Aptamil is owned by Nutricia. Brandwave also tracks Cow & Gate, owned by the same company, in the United Kingdom. - [Nutricia](/demand/uk/companies/nutricia): Owns 3 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Aptamil? Aptamil is owned by Nutricia. Brandwave also tracks Cow & Gate, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Aptamil: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/aptamil This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/aptamil. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.