---
title: "Baby formula brands in the United Kingdom: Which are searched most?"
description: "Compare the first infant milk and formula brands parents in the UK buy. Share of Search among Kendamil, Aptamil, Cow & Gate, SMA and HiPP, the baby formula brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-baby-formula-brands"
publisher: "Brandwave"
---

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

Compare the first infant milk and formula brands parents in the UK buy. Share of Search among Kendamil, Aptamil, Cow & Gate, SMA and HiPP, the baby formula brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Baby formula brands
- **Market**: United Kingdom
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Kendamil, 57%

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

- 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%.
- 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.

## 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.

Too few answers listed options to rank the brands, so only mentions are counted.

| Brand | ChatGPT answers that named it | All answers that named it |
| --- | --- | --- |
| Kendamil | 2 of 3 | 2 of 3 |
| Aptamil | 3 of 3 | 3 of 3 |
| Cow & Gate | 1 of 3 | 1 of 3 |
| SMA | 2 of 3 | 2 of 3 |
| HiPP | 0 of 3 | 0 of 3 |

## Every AI answer about baby formula brands

- Asked ChatGPT "What's the best first infant milk in the UK?": 1. Cow & Gate, 2. Kendamil, 3. Aptamil, 4. SMA
- Asked ChatGPT "Which baby formula is best for colic?": 1. Aptamil, 2. SMA
- Asked ChatGPT "Is expensive baby formula better than supermarket formula?": 1. Aptamil, 2. Kendamil

Not named in any answer: HiPP.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [Kendamil vs Aptamil: compare search popularity](/demand/uk/compare/aptamil-vs-kendamil): 57% against 23.2% Share of Search.
- [Kendamil vs Cow & Gate: compare search popularity](/demand/uk/compare/cow-and-gate-vs-kendamil): 57% against 13.6% Share of Search.
- [Kendamil vs SMA: compare search popularity](/demand/uk/compare/kendamil-vs-sma-baby): 57% against 4.9% Share of Search.
- [Aptamil vs Cow & Gate: compare search popularity](/demand/uk/compare/aptamil-vs-cow-and-gate): 23.2% against 13.6% Share of Search.
- [Aptamil vs SMA: compare search popularity](/demand/uk/compare/aptamil-vs-sma-baby): 23.2% against 4.9% Share of Search.
- [Cow & Gate vs SMA: compare search popularity](/demand/uk/compare/cow-and-gate-vs-sma-baby): 13.6% against 4.9% Share of Search.

## How did search popularity change for United Kingdom baby formula brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kendamil | 57% | 55.3K | +8.0% | Kendamil |
| 2 | Aptamil | 23.2% | 22.5K | +3.7% | Nutricia |
| 3 | Cow & Gate | 13.6% | 13.2K | 0.0% | Nutricia |
| 4 | SMA | 4.9% | 4.8K | 0.0% | Nestlé |
| 5 | HiPP | 1.3% | 1.3K | +30.0% | HiPP |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kendamil | 39.2K | 44.6% | 1 |
| Oct 2025 | Aptamil | 25.8K | 29.4% | 2 |
| Oct 2025 | Cow & Gate | 14.7K | 16.7% | 3 |
| Oct 2025 | SMA | 6.8K | 7.7% | 4 |
| Oct 2025 | HiPP | 1.3K | 1.5% | 5 |
| Nov 2025 | Kendamil | 39.2K | 44.8% | 1 |
| Nov 2025 | Aptamil | 25.8K | 29.5% | 2 |
| Nov 2025 | Cow & Gate | 14.7K | 16.8% | 3 |
| Nov 2025 | SMA | 6.8K | 7.8% | 4 |
| Nov 2025 | HiPP | 1K | 1.1% | 5 |
| Dec 2025 | Kendamil | 41.9K | 46.7% | 1 |
| Dec 2025 | Aptamil | 25.8K | 28.8% | 2 |
| Dec 2025 | Cow & Gate | 14.7K | 16.4% | 3 |
| Dec 2025 | SMA | 6.3K | 7% | 4 |
| Dec 2025 | HiPP | 1K | 1.1% | 5 |
| Jan 2026 | Kendamil | 62.7K | 37.2% | 1 |
| Jan 2026 | Aptamil | 47.1K | 28% | 2 |
| Jan 2026 | SMA | 30.2K | 17.9% | 3 |
| Jan 2026 | Cow & Gate | 26.9K | 16% | 4 |
| Jan 2026 | HiPP | 1.6K | 0.95% | 5 |
| Feb 2026 | Kendamil | 101K | 44.5% | 1 |
| Feb 2026 | Cow & Gate | 58.6K | 25.8% | 2 |
| Feb 2026 | Aptamil | 54.9K | 24.2% | 3 |
| Feb 2026 | SMA | 9K | 4% | 4 |
| Feb 2026 | HiPP | 3.6K | 1.6% | 5 |
| Mar 2026 | Kendamil | 55.3K | 53.2% | 1 |
| Mar 2026 | Aptamil | 25.1K | 24.1% | 2 |
| Mar 2026 | Cow & Gate | 18K | 17.3% | 3 |
| Mar 2026 | SMA | 4K | 3.8% | 4 |
| Mar 2026 | HiPP | 1.6K | 1.5% | 5 |
| Apr 2026 | Kendamil | 62.7K | 61.4% | 1 |
| Apr 2026 | Aptamil | 21K | 20.5% | 2 |
| Apr 2026 | Cow & Gate | 13.2K | 12.9% | 3 |
| Apr 2026 | SMA | 3.7K | 3.6% | 4 |
| Apr 2026 | HiPP | 1.6K | 1.6% | 5 |
| May 2026 | Kendamil | 51.2K | 58.2% | 1 |
| May 2026 | Aptamil | 21K | 23.9% | 2 |
| May 2026 | Cow & Gate | 10.8K | 12.3% | 3 |
| May 2026 | SMA | 3.7K | 4.2% | 4 |
| May 2026 | HiPP | 1.3K | 1.5% | 5 |
| Jun 2026 | Kendamil | 51.2K | 57.6% | 1 |
| Jun 2026 | Aptamil | 21K | 23.6% | 2 |
| Jun 2026 | Cow & Gate | 12K | 13.5% | 3 |
| Jun 2026 | SMA | 3.7K | 4.2% | 4 |
| Jun 2026 | HiPP | 1K | 1.1% | 5 |
| Jul 2026 | Kendamil | 47.9K | 56.9% | 1 |
| Jul 2026 | Aptamil | 21K | 24.9% | 2 |
| Jul 2026 | Cow & Gate | 9.8K | 11.6% | 3 |
| Jul 2026 | SMA | 4.5K | 5.3% | 4 |
| Jul 2026 | HiPP | 1K | 1.2% | 5 |
| Aug 2026 | Kendamil | 51.2K | 55.7% | 1 |
| Aug 2026 | Aptamil | 21.7K | 23.6% | 2 |
| Aug 2026 | Cow & Gate | 13.2K | 14.4% | 3 |
| Aug 2026 | SMA | 4.8K | 5.2% | 4 |
| Aug 2026 | HiPP | 1K | 1.1% | 5 |
| Sep 2026 | Kendamil | 55.3K | 57% | 1 |
| Sep 2026 | Aptamil | 22.5K | 23.2% | 2 |
| Sep 2026 | Cow & Gate | 13.2K | 13.6% | 3 |
| Sep 2026 | SMA | 4.8K | 4.9% | 4 |
| Sep 2026 | HiPP | 1.3K | 1.3% | 5 |

## What is being compared

- **Aptamil**: Measured on the search terms “aptamil” and “aptamil formula”, summed into one figure.
- **Cow & Gate**: Measured on the search terms “cow and gate” and “cow and gate formula”, summed into one figure.
- **HiPP**: Measured on the search term “hipp formula”.
- **Kendamil**: Measured on the search terms “kendamil” and “kendamil formula”, summed into one figure.
- **SMA**: Measured on the search terms “sma formula” and “sma milk”, summed into one figure.

- [Aptamil](/demand/uk/brands/aptamil)
- [Cow & Gate](/demand/uk/brands/cow-and-gate)
- [HiPP](/demand/uk/brands/hipp)
- [Kendamil](/demand/uk/brands/kendamil)
- [SMA](/demand/uk/brands/sma-baby)

## 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

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

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.

## Cite this page

Brandwave. "Baby formula brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-baby-formula-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-baby-formula-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.