--- title: "Pampers: search popularity in the United Kingdom" description: "Pampers makes nappies. 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/pampers" publisher: "Brandwave" --- # Pampers: search popularity in the United Kingdom Pampers makes nappies. 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**: Pampers - **Owned by**: Procter & Gamble - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among nappy brands**: 43.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Nappy brands | 1 | 43.1% | 18.1K | - [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, 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. 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 Pampers changed in the United Kingdom over the last 12 months? - 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? - 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 | 18.1K | 41.5% | 1 | | Nov 2025 | Nappy brands | 18.1K | 41.5% | 1 | | Dec 2025 | Nappy brands | 18.1K | 43% | 1 | | Jan 2026 | Nappy brands | 22.2K | 40.7% | 2 | | Feb 2026 | Nappy brands | 18.1K | 40.6% | 2 | | Mar 2026 | Nappy brands | 18.1K | 39.5% | 2 | | Apr 2026 | Nappy brands | 18.1K | 40.5% | 2 | | May 2026 | Nappy brands | 18.1K | 40.5% | 2 | | Jun 2026 | Nappy brands | 18.1K | 40.5% | 2 | | Jul 2026 | Nappy brands | 18.1K | 43.1% | 1 | | Aug 2026 | Nappy brands | 18.1K | 42.8% | 1 | | Sep 2026 | Nappy brands | 18.1K | 43.1% | 1 | ## How are Pampers’ branded searches counted? 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” ## Which nappy brands compete with Pampers? - [Kit & Kin](/demand/uk/brands/kit-and-kin): Head-to-head: /demand/uk/compare/kit-and-kin-vs-pampers - [Huggies](/demand/uk/brands/huggies): Head-to-head: /demand/uk/compare/huggies-vs-pampers - [Eco by Naty](/demand/uk/brands/eco-by-naty): Head-to-head: /demand/uk/compare/eco-by-naty-vs-pampers ## 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. - [Procter & Gamble](/demand/uk/companies/procter-and-gamble): Owns 17 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 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. ## Cite this page Brandwave. "Pampers: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/pampers This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/pampers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.