--- title: "Kit & Kin: search popularity in the United Kingdom" description: "Kit & Kin makes eco nappies and baby wipes. 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/kit-and-kin" publisher: "Brandwave" --- # Kit & Kin: search popularity in the United Kingdom Kit & Kin makes eco nappies and baby wipes. 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**: Kit & Kin - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among nappy brands**: 41.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Nappy brands | 2 | 41.7% | 17.5K | - [Nappy brands in the UK](/demand/uk/categories/uk-nappy-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Pampers | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Kit & Kin | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Eco by Naty | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Huggies | 4th | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about nappy brands - Asked ChatGPT "What are the best nappies in the UK?": 1. Pampers, 2. Kit & Kin - Asked ChatGPT "Which nappy brand is best for newborns in the UK?": 1. Pampers, 2. Kit & Kin - Asked ChatGPT "What are the best eco nappies in the UK?": 1. Eco by Naty, 2. Kit & Kin - Searched Google, AI Overview "nappies": 1. Pampers, 2. Huggies, 3. Kit & Kin - Searched Google, AI Overview "best nappies": 1. Pampers, 2. Kit & Kin Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026. ## How has branded search demand for Kit & Kin changed in the United Kingdom over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Nappy brands | 16.5K | 37.9% | 2 | | Nov 2025 | Nappy brands | 16.5K | 37.9% | 2 | | Dec 2025 | Nappy brands | 16.5K | 39.2% | 2 | | Jan 2026 | Nappy brands | 24.7K | 45.3% | 1 | | Feb 2026 | Nappy brands | 20.2K | 45.3% | 1 | | Mar 2026 | Nappy brands | 20.2K | 44.1% | 1 | | Apr 2026 | Nappy brands | 20.2K | 45.2% | 1 | | May 2026 | Nappy brands | 20.2K | 45.2% | 1 | | Jun 2026 | Nappy brands | 20.2K | 45.2% | 1 | | Jul 2026 | Nappy brands | 17.5K | 41.7% | 2 | | Aug 2026 | Nappy brands | 17.5K | 41.4% | 2 | | Sep 2026 | Nappy brands | 17.5K | 41.7% | 2 | ## How are Kit & Kin’s branded searches counted? 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” ## Which nappy brands compete with Kit & Kin? - [Pampers](/demand/uk/brands/pampers): Head-to-head: /demand/uk/compare/kit-and-kin-vs-pampers - [Huggies](/demand/uk/brands/huggies): Head-to-head: /demand/uk/compare/huggies-vs-kit-and-kin - [Eco by Naty](/demand/uk/brands/eco-by-naty): Head-to-head: /demand/uk/compare/eco-by-naty-vs-kit-and-kin ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Kit & Kin: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/kit-and-kin This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/kit-and-kin. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.