Brandwave

How popular isPampers?

In September 2026, people searched for Pampers by name about 18,100 times in the United Kingdom, about the same as the previous year. These searches made up 43.1% of all United Kingdom nappy brand searches, placing Pampers first out of four brands. When we asked both ChatGPT and Google AI Overviews about nappy brands, Pampers appeared in four of the five answers and was the most recommended of the four.

Search and AI answers in September 2026

Pampers is the most searched of 4 competitors and the most recommended in AI answers.

  1. PampersShare of searches 43.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Kit & KinShare of searches 41.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. HuggiesShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. Eco by NatyShare of searches 2.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
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Top nappy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pampers was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Pampers is the most recommended of the four.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Pampers1st
  2. Kit & Kin2nd
  3. Eco by Naty3rd
  4. 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

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 Pampers?

Pampers against nappy brands in the United Kingdom, by month

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
MonthPampersKit & KinHuggiesEco by Naty
Oct 202541.5%37.9%18.6%2%
Nov 202541.5%37.9%18.6%2%
Dec 202543%39.2%15.7%2.1%
Jan 202640.7%45.3%12.1%1.8%
Feb 202640.6%45.3%12.1%2%
Mar 202639.5%44.1%14.4%1.9%
Apr 202640.5%45.2%12.1%2.2%
May 202640.5%45.2%12.1%2.2%
Jun 202640.5%45.2%12.1%2.2%
Jul 202643.1%41.7%12.9%2.4%
Aug 202642.8%41.4%12.8%3.1%
Sep 202643.1%41.7%12.9%2.4%

  1. 1.Pampers

    43.1%

    Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Kit & Kin

    41.7%

    Held 2nd. 17.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Huggies

    12.9%

    Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Eco by Naty

    2.4%

    Held 4th. 1K estimated branded searches, -23.1% vs prior month. Share -0.7 points.

Compare popularity between Pampers and its closest rivals

Every comparison with Pampers

3 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pampers in the United Kingdom held steady at 18.1K.
  • Across the 12 months ending September 2026, Pampers’ share of searches among nappy brands in the United Kingdom increased from 41.5% to 43.1%.
  • Across the 12 months ending September 2026, Pampers’ share of searches among nappy brands in the United Kingdom peaked at 43.1% in July 2026 and was lowest at 39.5% in March 2026.

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

2 changes

  1. In September 2026, Eco by Naty lost share of searches among nappy brands in the United Kingdom, from 3.1% to 2.4%.

  2. 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 Pampers’ branded searches counted?

1 search term

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

  • pampers

How the Brand Demand Index is measured

Who owns Pampers?

Pampers is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Old Spice and Pantene, owned by the same company, in the United Kingdom.

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

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