---
title: "Nappy brands in the United Kingdom: Which are searched most?"
description: "Compare the nappy brands parents in the UK buy. Share of Search among Pampers, Kit & Kin, Huggies and Eco by Naty, the nappy 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-nappy-brands"
publisher: "Brandwave"
---

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

Compare the nappy brands parents in the UK buy. Share of Search among Pampers, Kit & Kin, Huggies and Eco by Naty, the nappy 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**: Nappy brands
- **Market**: United Kingdom
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Pampers, 43.1%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Pampers vs Kit & Kin: compare search popularity](/demand/uk/compare/kit-and-kin-vs-pampers): 43.1% against 41.7% Share of Search.
- [Pampers vs Huggies: compare search popularity](/demand/uk/compare/huggies-vs-pampers): 43.1% against 12.9% Share of Search.
- [Pampers vs Eco by Naty: compare search popularity](/demand/uk/compare/eco-by-naty-vs-pampers): 43.1% against 2.4% Share of Search.
- [Kit & Kin vs Huggies: compare search popularity](/demand/uk/compare/huggies-vs-kit-and-kin): 41.7% against 12.9% Share of Search.
- [Kit & Kin vs Eco by Naty: compare search popularity](/demand/uk/compare/eco-by-naty-vs-kit-and-kin): 41.7% against 2.4% Share of Search.
- [Huggies vs Eco by Naty: compare search popularity](/demand/uk/compare/eco-by-naty-vs-huggies): 12.9% against 2.4% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pampers | 43.1% | 18.1K | 0.0% | Procter & Gamble |
| 2 | Kit & Kin | 41.7% | 17.5K | 0.0% | Kit & Kin |
| 3 | Huggies | 12.9% | 5.4K | 0.0% | Huggies |
| 4 | Eco by Naty | 2.4% | 1K | -23.1% | Eco by Naty |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pampers | 18.1K | 41.5% | 1 |
| Oct 2025 | Kit & Kin | 16.5K | 37.9% | 2 |
| Oct 2025 | Huggies | 8.1K | 18.6% | 3 |
| Oct 2025 | Eco by Naty | 880 | 2% | 4 |
| Nov 2025 | Pampers | 18.1K | 41.5% | 1 |
| Nov 2025 | Kit & Kin | 16.5K | 37.9% | 2 |
| Nov 2025 | Huggies | 8.1K | 18.6% | 3 |
| Nov 2025 | Eco by Naty | 880 | 2% | 4 |
| Dec 2025 | Pampers | 18.1K | 43% | 1 |
| Dec 2025 | Kit & Kin | 16.5K | 39.2% | 2 |
| Dec 2025 | Huggies | 6.6K | 15.7% | 3 |
| Dec 2025 | Eco by Naty | 880 | 2.1% | 4 |
| Jan 2026 | Kit & Kin | 24.7K | 45.3% | 1 |
| Jan 2026 | Pampers | 22.2K | 40.7% | 2 |
| Jan 2026 | Huggies | 6.6K | 12.1% | 3 |
| Jan 2026 | Eco by Naty | 1K | 1.8% | 4 |
| Feb 2026 | Kit & Kin | 20.2K | 45.3% | 1 |
| Feb 2026 | Pampers | 18.1K | 40.6% | 2 |
| Feb 2026 | Huggies | 5.4K | 12.1% | 3 |
| Feb 2026 | Eco by Naty | 880 | 2% | 4 |
| Mar 2026 | Kit & Kin | 20.2K | 44.1% | 1 |
| Mar 2026 | Pampers | 18.1K | 39.5% | 2 |
| Mar 2026 | Huggies | 6.6K | 14.4% | 3 |
| Mar 2026 | Eco by Naty | 880 | 1.9% | 4 |
| Apr 2026 | Kit & Kin | 20.2K | 45.2% | 1 |
| Apr 2026 | Pampers | 18.1K | 40.5% | 2 |
| Apr 2026 | Huggies | 5.4K | 12.1% | 3 |
| Apr 2026 | Eco by Naty | 1K | 2.2% | 4 |
| May 2026 | Kit & Kin | 20.2K | 45.2% | 1 |
| May 2026 | Pampers | 18.1K | 40.5% | 2 |
| May 2026 | Huggies | 5.4K | 12.1% | 3 |
| May 2026 | Eco by Naty | 1K | 2.2% | 4 |
| Jun 2026 | Kit & Kin | 20.2K | 45.2% | 1 |
| Jun 2026 | Pampers | 18.1K | 40.5% | 2 |
| Jun 2026 | Huggies | 5.4K | 12.1% | 3 |
| Jun 2026 | Eco by Naty | 1K | 2.2% | 4 |
| Jul 2026 | Pampers | 18.1K | 43.1% | 1 |
| Jul 2026 | Kit & Kin | 17.5K | 41.7% | 2 |
| Jul 2026 | Huggies | 5.4K | 12.9% | 3 |
| Jul 2026 | Eco by Naty | 1K | 2.4% | 4 |
| Aug 2026 | Pampers | 18.1K | 42.8% | 1 |
| Aug 2026 | Kit & Kin | 17.5K | 41.4% | 2 |
| Aug 2026 | Huggies | 5.4K | 12.8% | 3 |
| Aug 2026 | Eco by Naty | 1.3K | 3.1% | 4 |
| Sep 2026 | Pampers | 18.1K | 43.1% | 1 |
| Sep 2026 | Kit & Kin | 17.5K | 41.7% | 2 |
| Sep 2026 | Huggies | 5.4K | 12.9% | 3 |
| Sep 2026 | Eco by Naty | 1K | 2.4% | 4 |

## What is being compared

- **Eco by Naty**: Measured on the search term “naty nappies”.
- **Huggies**: Measured on the search term “huggies”.
- **Kit & Kin**: Measured on the search terms “kit and kin” and “kit and kin nappies”, summed into one figure.
- **Pampers**: Measured on the search term “pampers”.

- [Eco by Naty](/demand/uk/brands/eco-by-naty)
- [Huggies](/demand/uk/brands/huggies)
- [Kit & Kin](/demand/uk/brands/kit-and-kin)
- [Pampers](/demand/uk/brands/pampers)

## 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 nappy brands in the United Kingdom?

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.

## Cite this page

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

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