Baby formula brands in the United Kingdom:Which are most popular?

Name: Baby formula brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Kendamil was the most searched baby formula brand in the United Kingdom, accounting for 57% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Aptamil showed up in every answer.

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Top baby formula brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Aptamil appeared every time. HiPP, which ranked fifth in searches, was not mentioned at all.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Aptamil	Named in 3 of 3 ChatGPT answers	3 of 3
Kendamil	Named in 2 of 3 ChatGPT answers	2 of 3
SMA	Named in 2 of 3 ChatGPT answers	2 of 3
Cow & Gate	Named in 1 of 3 ChatGPT answers	1 of 3
HiPP	Named in 0 of 3 ChatGPT answers	0 of 3

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?”
1. 1Cow & Gate
2. 2Kendamil
3. 3Aptamil
4. 4SMA
Asked ChatGPT
“Which baby formula is best for colic?”
1. 1Aptamil
2. 2SMA
Asked ChatGPT
“Is expensive baby formula better than supermarket formula?”
1. 1Aptamil
2. 2Kendamil
Searched Google, AI Overview
“baby formula”
Google showed no AI Overview for this search.

Not named in any answer:

HiPP

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 do people search for most?

This chart shows how often people search Google for each baby formula brand by name. Each line represents a brand's share of searches for all five baby formula brands we track, month by month, from searches in United Kingdom.

Share of searches among baby formula brands in the United Kingdom, by month

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	Kendamil	57%	55.3K	+8%	+1.2 points
2, held 2nd	Aptamil Nutricia	23.2%	22.5K	+3.7%	-0.4 points
3, held 3rd	Cow & Gate Nutricia	13.6%	13.2K	0%	-0.8 points
4, held 4th	SMA Nestlé	4.9%	4.8K	0%	-0.3 points
5, held 5th	HiPP	1.3%	1.3K	+30%	+0.3 points

1.Kendamil
57%
Held 1st. 55.3K estimated branded searches, +8% vs prior month. Share +1.2 points.
2.Aptamil
23.2%
Held 2nd. 22.5K estimated branded searches, +3.7% vs prior month. Share -0.4 points.
3.Cow & Gate
13.6%
Held 3rd. 13.2K estimated branded searches, 0% vs prior month. Share -0.8 points.
4.SMA
4.9%
Held 4th. 4.8K estimated branded searches, 0% vs prior month. Share -0.3 points.
5.HiPP
1.3%
Held 5th. 1.3K estimated branded searches, +30% vs prior month. Share +0.3 points.

Which brand is most popular in search among baby formula brands in the United Kingdom?

5 brands

In September 2026, Kendamil was the most searched among baby formula brands in the United Kingdom, with an estimated 55.3K branded searches, 57% of all searches for the five we track. Aptamil is in 2nd place, 33.8 percentage points behind at 23.2%.

United Kingdom baby formula brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Kendamil	44.6% → 57%	61.4%Apr 2026	37.2%Jan 2026	1st
Aptamil	29.4% → 23.2%	29.5%Nov 2025	20.5%Apr 2026	2nd
Cow & Gate	16.7% → 13.6%	25.8%Feb 2026	11.6%Jul 2026	3rd
SMA	7.7% → 4.9%	17.9%Jan 2026	3.6%Apr 2026	4th
HiPP	1.5% → 1.3%	1.6%Feb 2026	0.95%Jan 2026	5th

Each finding as a sentence

Across the 12 months ending September 2026, Kendamil’s share of searches among baby formula brands in the United Kingdom increased from 44.6% to 57%.
Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in the United Kingdom decreased from 29.4% to 23.2%.
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, SMA’s share of searches among baby formula brands in the United Kingdom decreased from 7.7% to 4.9%.
Across the 12 months ending September 2026, Kendamil’s share of searches among baby formula brands in the United Kingdom peaked at 61.4% in April 2026 and was lowest at 37.2% in January 2026.
Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in the United Kingdom peaked at 29.5% in November 2025 and was lowest at 20.5% in April 2026.
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.
Across the 12 months ending September 2026, SMA’s share of searches among baby formula brands in the United Kingdom peaked at 17.9% in January 2026 and was lowest at 3.6% in April 2026.
Across the 12 months ending September 2026, HiPP held steady: its share of searches among baby formula brands in the United Kingdom moved less than 0.5 percentage points.

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 branded searches counted for baby formula brands?

9 search terms

Each brand's share of searches among baby formula brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.