How popular isCow & Gate?
In September 2026, people searched for Cow & Gate by name about 13,200 times in the United Kingdom, a 10.2% decrease from the previous year. These searches made up 13.6% of all United Kingdom baby formula brand searches, placing Cow & Gate third out of five brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Cow & Gate appeared in one of the three answers.
Cow & Gate is the third most searched of 5 competitors.
Follow Cow & Gate 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, Cow & Gate was mentioned in one out of three: in one of the three ChatGPT 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?”
Asked ChatGPT
“Which baby formula is best for colic?”
Asked ChatGPT
“Is expensive baby formula better than supermarket formula?”
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 Cow & Gate?
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
| Month | Kendamil | Aptamil | Cow & Gate | SMA | HiPP |
|---|---|---|---|---|---|
| Oct 2025 | 44.6% | 29.4% | 16.7% | 7.7% | 1.5% |
| Nov 2025 | 44.8% | 29.5% | 16.8% | 7.8% | 1.1% |
| Dec 2025 | 46.7% | 28.8% | 16.4% | 7% | 1.1% |
| Jan 2026 | 37.2% | 28% | 16% | 17.9% | 0.95% |
| Feb 2026 | 44.5% | 24.2% | 25.8% | 4% | 1.6% |
| Mar 2026 | 53.2% | 24.1% | 17.3% | 3.8% | 1.5% |
| Apr 2026 | 61.4% | 20.5% | 12.9% | 3.6% | 1.6% |
| May 2026 | 58.2% | 23.9% | 12.3% | 4.2% | 1.5% |
| Jun 2026 | 57.6% | 23.6% | 13.5% | 4.2% | 1.1% |
| Jul 2026 | 56.9% | 24.9% | 11.6% | 5.3% | 1.2% |
| Aug 2026 | 55.7% | 23.6% | 14.4% | 5.2% | 1.1% |
| Sep 2026 | 57% | 23.2% | 13.6% | 4.9% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57% | 55.3K | +8% | +1.2 points | |
| 2, held 2nd | 23.2% | 22.5K | +3.7% | -0.4 points | |
| 3, held 3rd | 13.6% | 13.2K | 0% | -0.8 points | |
| 4, held 4th | 4.9% | 4.8K | 0% | -0.3 points | |
| 5, held 5th | 1.3% | 1.3K | +30% | +0.3 points |
1.
Kendamil57%
Held 1st. 55.3K estimated branded searches, +8% vs prior month. Share +1.2 points.
2.
Aptamil23.2%
Held 2nd. 22.5K estimated branded searches, +3.7% vs prior month. Share -0.4 points.
13.6%
Held 3rd. 13.2K estimated branded searches, 0% vs prior month. Share -0.8 points.
4.
SMA4.9%
Held 4th. 4.8K estimated branded searches, 0% vs prior month. Share -0.3 points.
5.
HiPP1.3%
Held 5th. 1.3K estimated branded searches, +30% vs prior month. Share +0.3 points.
Compare popularity between Cow & Gate and its closest rivals
Every comparison with Cow & Gate
4 comparisons
How has branded search demand for Cow & Gate changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Cow & Gate in the United Kingdom fell from 14.7K to 13.2K.
- Across the 12 months ending September 2026, Cow & Gate’s share of searches among baby formula brands in the United Kingdom decreased from 16.7% to 13.6%.
- Across the 12 months ending September 2026, Cow & Gate’s share of searches among baby formula brands in the United Kingdom peaked at 25.8% in February 2026 and was lowest at 11.6% in July 2026.
How did search popularity change for United Kingdom baby formula brands in September 2026?
4 changes
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.
How are Cow & Gate’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cow & Gate’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.
- cow and gate
- cow and gate formula
Who owns Cow & Gate?
Cow & Gate is owned by Nutricia. Brandwave also tracks Aptamil, owned by the same company, in the United Kingdom.
Do you work for Cow & Gate? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Cow & Gate 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.