--- title: "Aptamil vs Cow & Gate: Which is searched more in the United Kingdom?" description: "Is Aptamil or Cow & Gate more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Baby formula brands set in the United Kingdom. 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/compare/aptamil-vs-cow-and-gate" publisher: "Brandwave" --- # Aptamil vs Cow & Gate: Which is searched more in the United Kingdom? Is Aptamil or Cow & Gate more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Baby formula brands set in the United Kingdom. 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 - **Compared**: Aptamil and Cow & Gate - **Competitive set**: Baby formula brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aptamil Share of Search**: 23.2% - **Cow & Gate Share of Search**: 13.6% ## Is Aptamil or Cow & Gate more popular in search? - 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%. - 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. ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | | Kendamil | 2 of 3 | 2 of 3 | | Aptamil | 3 of 3 | 3 of 3 | | Cow & Gate | 1 of 3 | 1 of 3 | | SMA | 2 of 3 | 2 of 3 | | HiPP | 0 of 3 | 0 of 3 | ## Every AI answer about baby formula brands - Asked ChatGPT "What's the best first infant milk in the UK?": 1. Cow & Gate, 2. Kendamil, 3. Aptamil, 4. SMA - Asked ChatGPT "Which baby formula is best for colic?": 1. Aptamil, 2. SMA - Asked ChatGPT "Is expensive baby formula better than supermarket formula?": 1. Aptamil, 2. Kendamil Not named in any answer: HiPP. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom baby formula brands in September 2026? - 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. ## Month by month | Month | Aptamil estimated searches | Aptamil Share of Search | Aptamil rank | Cow & Gate estimated searches | Cow & Gate Share of Search | Cow & Gate rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 25.8K | 29.4% | 2 | 14.7K | 16.7% | 3 | | Nov 2025 | 25.8K | 29.5% | 2 | 14.7K | 16.8% | 3 | | Dec 2025 | 25.8K | 28.8% | 2 | 14.7K | 16.4% | 3 | | Jan 2026 | 47.1K | 28% | 2 | 26.9K | 16% | 4 | | Feb 2026 | 54.9K | 24.2% | 3 | 58.6K | 25.8% | 2 | | Mar 2026 | 25.1K | 24.1% | 2 | 18K | 17.3% | 3 | | Apr 2026 | 21K | 20.5% | 2 | 13.2K | 12.9% | 3 | | May 2026 | 21K | 23.9% | 2 | 10.8K | 12.3% | 3 | | Jun 2026 | 21K | 23.6% | 2 | 12K | 13.5% | 3 | | Jul 2026 | 21K | 24.9% | 2 | 9.8K | 11.6% | 3 | | Aug 2026 | 21.7K | 23.6% | 2 | 13.2K | 14.4% | 3 | | Sep 2026 | 22.5K | 23.2% | 2 | 13.2K | 13.6% | 3 | ## How each brand is measured 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**: Measured on the search terms “aptamil” and “aptamil formula”, summed into one figure. - **Cow & Gate**: Measured on the search terms “cow and gate” and “cow and gate formula”, summed into one figure. - [Aptamil profile](/demand/uk/brands/aptamil) - [Cow & Gate profile](/demand/uk/brands/cow-and-gate) - [All baby formula brands in the United Kingdom](/demand/uk/categories/uk-baby-formula-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Aptamil or Cow & Gate more popular in search? 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%. ## Cite this page Brandwave. "Aptamil vs Cow & Gate: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/aptamil-vs-cow-and-gate This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aptamil-vs-cow-and-gate. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.