How popular isKit & Kin?
In September 2026, people searched for Kit & Kin by name about 17,500 times in the United Kingdom, a 6.1% increase from the previous year. These searches made up 41.7% of all United Kingdom nappy brand searches, placing Kit & Kin second out of four brands. When we asked both ChatGPT and Google AI Overviews about nappy brands, Kit & Kin appeared in all answers and was the second most recommended of the four.
Kit & Kin is the second most searched of 4 competitors and the second most recommended in AI answers.
PampersShare of searches 43.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Kit & KinShare of searches 41.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
HuggiesShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
Eco by NatyShare of searches 2.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
Follow Kit & Kin 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 nappy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kit & Kin appeared in all five answers. Kit & Kin is the second most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Pampers1st
- Kit & Kin2nd
- Eco by Naty3rd
- Huggies4th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Kit & Kin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Pampers4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Huggies1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Eco by Naty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about nappy brands
5 answers
Asked ChatGPT
“What are the best nappies in the UK?”
Asked ChatGPT
“Which nappy brand is best for newborns in the UK?”
Asked ChatGPT
“What are the best eco nappies in the UK?”
Searched Google, AI Overview
“nappies”
Searched Google, AI Overview
“best nappies”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which nappy brands compete with Kit & Kin?
Share of searches by month for Pampers, Kit & Kin, Huggies, Eco by Naty. The figures are in the table below the chart.
View monthly share of searches table
| Month | Pampers | Kit & Kin | Huggies | Eco by Naty |
|---|---|---|---|---|
| Oct 2025 | 41.5% | 37.9% | 18.6% | 2% |
| Nov 2025 | 41.5% | 37.9% | 18.6% | 2% |
| Dec 2025 | 43% | 39.2% | 15.7% | 2.1% |
| Jan 2026 | 40.7% | 45.3% | 12.1% | 1.8% |
| Feb 2026 | 40.6% | 45.3% | 12.1% | 2% |
| Mar 2026 | 39.5% | 44.1% | 14.4% | 1.9% |
| Apr 2026 | 40.5% | 45.2% | 12.1% | 2.2% |
| May 2026 | 40.5% | 45.2% | 12.1% | 2.2% |
| Jun 2026 | 40.5% | 45.2% | 12.1% | 2.2% |
| Jul 2026 | 43.1% | 41.7% | 12.9% | 2.4% |
| Aug 2026 | 42.8% | 41.4% | 12.8% | 3.1% |
| Sep 2026 | 43.1% | 41.7% | 12.9% | 2.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.1% | 18.1K | 0% | +0.3 points | |
| 2, held 2nd | 41.7% | 17.5K | 0% | +0.3 points | |
| 3, held 3rd | 12.9% | 5.4K | 0% | +0.1 points | |
| 4, held 4th | 2.4% | 1K | -23.1% | -0.7 points |
1.
Pampers43.1%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
41.7%
Held 2nd. 17.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Huggies12.9%
Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.4%
Held 4th. 1K estimated branded searches, -23.1% vs prior month. Share -0.7 points.
Compare popularity between Kit & Kin and its closest rivals
Every comparison with Kit & Kin
3 comparisons
How has branded search demand for Kit & Kin changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Kit & Kin in the United Kingdom rose from 16.5K to 17.5K.
- Across the 12 months ending September 2026, Kit & Kin’s share of searches among nappy brands in the United Kingdom increased from 37.9% to 41.7%.
- Across the 12 months ending September 2026, Kit & Kin’s share of searches among nappy brands in the United Kingdom peaked at 45.3% in January 2026 and was lowest at 37.9% in October 2025.
How did search popularity change for United Kingdom nappy brands in September 2026?
2 changes
In September 2026, Eco by Naty lost share of searches among nappy brands in the United Kingdom, from 3.1% to 2.4%.
Estimated monthly branded searches for Huggies in the United Kingdom fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.
How are Kit & Kin’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kit & Kin’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.
- kit and kin
- kit and kin nappies
Do you work for Kit & Kin? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Kit & Kin 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.