Huggies vs Kit & Kin:Which is more popular?
In September 2026, Kit & Kin had more branded searches than Huggies among nappy brands in the United Kingdom. Kit & Kin had about 17,500 branded searches, while Huggies had 5,400. Kit & Kin made up 41.7% of all nappy brand searches we track, and Huggies accounted for 12.9%. When we asked ChatGPT and Google AI Overviews about nappy brands, Kit & Kin appeared in all five answers and Huggies in one. Kit & Kin was mentioned before Huggies in four out of five answers.
Who do people search for more?
Kit & Kin, about 3 searches for every 1 for Huggies
Who does AI mention more?
Kit & Kin, mentioned in every answer we collected
Who does AI recommend more?
Kit & Kin, named ahead of Huggies in 4 of 5 answers
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Top nappy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kit & Kin appeared in all five answers. Huggies was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Kit & Kin was listed before Huggies in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Pampers1st- Kit & Kin2nd
Eco by Naty3rd
Huggies4th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
Asked ChatGPT
“Which nappy brand is best for newborns in the UK?”
Asked ChatGPT
“What are the best eco nappies in the UK?”
Searched Google, AI Overview
“nappies”
Searched Google, AI Overview
“best nappies”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is Huggies or Kit & Kin more popular in search?
This chart shows how often people search Google for Huggies and Kit & Kin 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 by month for Kit & Kin, Huggies. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Huggies and Kit & Kin comparison changed over the last 12 months?
3 findings
- Kit & Kin was ahead of Huggies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Huggies’ share of searches among nappy brands in the United Kingdom moved from 18.6% to 12.9%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- Across the 12 months ending September 2026, Kit & Kin’s share of searches among nappy brands in the United Kingdom moved from 37.9% to 41.7%, and its estimated monthly branded searches moved from 16.5K to 17.5K.
How did search popularity change for United Kingdom nappy brands in September 2026?
1 change
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?
3 search terms
Brandwave collects information about searches that people make online using Huggies’ and Kit & Kin’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.
Other head-to-heads among nappy brands
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