Aptamil vs Cow & Gate:Which is more popular?
In September 2026, Aptamil had more branded searches than Cow & Gate among baby formula brands in the United Kingdom. Aptamil had about 22,500 branded searches, while Cow & Gate had 13,200. Aptamil made up 23.2% of all baby formula brand searches we track, and Cow & Gate accounted for 13.6%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Aptamil appeared in all three answers and Cow & Gate in one.
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions, Aptamil appeared in all three answers. Cow & Gate was mentioned in one out of three: in one 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 Cow & Gate more popular in search?
This chart shows how often people search Google for Aptamil and Cow & Gate 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, Cow & Gate. 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 Cow & Gate comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Cow & Gate took it in February 2026, Aptamil took it in March 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, Cow & Gate’s share of searches among baby formula brands in the United Kingdom moved from 16.7% to 13.6%, and its estimated monthly branded searches moved from 14.7K to 13.2K.
How did search popularity change for United Kingdom baby formula brands in September 2026?
2 changes
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 Aptamil in the United Kingdom fell 12.8% over 12 measured months, from 25.8K to 22.5K in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Aptamil’s and Cow & Gate’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.
Aptamil
2 branded search terms
- aptamil
- aptamil formula
Cow & Gate
2 branded search terms
- cow and gate
- cow and gate formula
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