Aptamil vs SMA:Which is more popular?
In September 2026, Aptamil had more branded searches than SMA among baby formula brands in the United Kingdom. Aptamil had about 22,500 branded searches, while SMA had 4,800. Aptamil made up 23.2% of all baby formula brand searches we track, and SMA accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Aptamil appeared in all three answers and SMA in two.
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions, Aptamil appeared in all three answers. SMA was mentioned in two out of three: in two of the three ChatGPT answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
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?”
Asked ChatGPT
“Which baby formula is best for colic?”
Asked ChatGPT
“Is expensive baby formula better than supermarket formula?”
Searched Google, AI Overview
“baby formula”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Aptamil or SMA more popular in search?
This chart shows how often people search Google for Aptamil and SMA 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 by month for Aptamil, SMA. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Aptamil and SMA comparison changed over the last 12 months?
3 findings
- Aptamil was ahead of SMA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aptamil’s share of searches among baby formula brands in the United Kingdom moved from 29.4% to 23.2%, and its estimated monthly branded searches moved from 25.8K to 22.5K.
- Across the 12 months ending September 2026, SMA’s share of searches among baby formula brands in the United Kingdom moved from 7.7% to 4.9%, and its estimated monthly branded searches moved from 6.8K to 4.8K.
How did search popularity change for United Kingdom baby formula brands in September 2026?
2 changes
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Aptamil’s and SMA’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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