Nappy brands in the United Kingdom:Which are most popular?

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

In September 2026, Pampers was the most searched nappy brand in the United Kingdom, accounting for 43.1% of all searches among the four brands we track. When we checked with ChatGPT and Google AI Overviews, Kit & Kin showed up in every answer. Pampers was recommended most often, coming first in four out of five responses.

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Top nappy brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Kit & Kin appeared every time. Pampers was recommended most often, coming first in four out of five answers. Kit & Kin was second, and Eco by Naty was third.

Most recommended by AI

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

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	Google	Answers that named it
Kit & Kin	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Pampers	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Huggies	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Eco by Naty	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5

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

Asked ChatGPT
“What are the best nappies in the UK?”
1. 1Pampers
2. 2Kit & Kin
Asked ChatGPT
“Which nappy brand is best for newborns in the UK?”
1. 1Pampers
2. 2Kit & Kin
Asked ChatGPT
“What are the best eco nappies in the UK?”
1. 1Eco by Naty
2. 2Kit & Kin
Searched Google, AI Overview
“nappies”
1. 1Pampers
2. 2Huggies
3. 3Kit & Kin
Searched Google, AI Overview
“best nappies”
1. 1Pampers
2. 2Kit & Kin

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Which nappy brands do people search for most?

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

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

Month	Pampers	Kit & Kin	Huggies	Eco by Naty
Oct 2025	41.5%	37.9%	18.6%	2%
Nov 2025	41.5%	37.9%	18.6%	2%
Dec 2025	43%	39.2%	15.7%	2.1%
Jan 2026	40.7%	45.3%	12.1%	1.8%
Feb 2026	40.6%	45.3%	12.1%	2%
Mar 2026	39.5%	44.1%	14.4%	1.9%
Apr 2026	40.5%	45.2%	12.1%	2.2%
May 2026	40.5%	45.2%	12.1%	2.2%
Jun 2026	40.5%	45.2%	12.1%	2.2%
Jul 2026	43.1%	41.7%	12.9%	2.4%
Aug 2026	42.8%	41.4%	12.8%	3.1%
Sep 2026	43.1%	41.7%	12.9%	2.4%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Pampers Procter & Gamble	43.1%	18.1K	0%	+0.3 points
2, held 2nd	Kit & Kin	41.7%	17.5K	0%	+0.3 points
3, held 3rd	Huggies	12.9%	5.4K	0%	+0.1 points
4, held 4th	Eco by Naty	2.4%	1K	-23.1%	-0.7 points

1.Pampers
43.1%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.Kit & Kin
41.7%
Held 2nd. 17.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.Huggies
12.9%
Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Eco by Naty
2.4%
Held 4th. 1K estimated branded searches, -23.1% vs prior month. Share -0.7 points.

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

4 brands

In September 2026, Pampers was the most searched among nappy brands in the United Kingdom, with an estimated 18.1K branded searches, 43.1% of all searches for the four we track. Kit & Kin is in 2nd place, 1.4 percentage points behind at 41.7%.

United Kingdom nappy brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Pampers	41.5% → 43.1%	43.1%Jul 2026	39.5%Mar 2026	1st
Kit & Kin	37.9% → 41.7%	45.3%Jan 2026	37.9%Oct 2025	2nd
Huggies	18.6% → 12.9%	18.6%Oct 2025	12.1%Apr 2026	3rd
Eco by Naty	2% → 2.4%	3.1%Aug 2026	1.8%Jan 2026	4th

Each finding as a sentence

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, Kit & Kin’s share of searches among nappy brands in the United Kingdom increased from 37.9% to 41.7%.
Across the 12 months ending September 2026, Huggies’ share of searches among nappy brands in the United Kingdom decreased from 18.6% to 12.9%.
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.
Across the 12 months ending September 2026, Kit & Kin’s share of searches among nappy brands in the United Kingdom peaked at 45.3% in January 2026 and was lowest at 37.9% in October 2025.
Across the 12 months ending September 2026, Huggies’ share of searches among nappy brands in the United Kingdom peaked at 18.6% in October 2025 and was lowest at 12.1% in April 2026.
Across the 12 months ending September 2026, Eco by Naty’s share of searches among nappy brands in the United Kingdom peaked at 3.1% in August 2026 and was lowest at 1.8% in January 2026.
Across the 12 months ending September 2026, Eco by Naty held steady: its share of searches among nappy brands in the United Kingdom moved less than 0.5 percentage points.

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

2 changes

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.

How are branded searches counted for nappy brands?

5 search terms

Each brand's share of searches among nappy 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.