--- title: "HiPP vs SMA: Which is more popular in the United Kingdom?" description: "Is HiPP or SMA 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/hipp-vs-sma-baby" publisher: "Brandwave" --- # HiPP vs SMA: Which is more popular in the United Kingdom? Is HiPP or SMA 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**: HiPP and SMA - **Competitive set**: Baby formula brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **HiPP Share of Search**: 1.3% - **SMA Share of Search**: 4.9% ## Is HiPP or SMA more popular in search? - In September 2026, SMA had more branded searches than HiPP among baby formula brands in the United Kingdom. SMA had about 4,800 branded searches, while HiPP had 1,300. SMA made up 4.9% of all baby formula brand searches we track, and HiPP accounted for 1.3%. - SMA was ahead of HiPP in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, HiPP’s share of searches among baby formula brands in the United Kingdom moved from 1.5% to 1.3%, and its estimated monthly branded searches held steady at 1.3K. - Across the 12 months ending September 2026, SMA’s share of searches among baby formula brands in the United Kingdom moved from 7.7% to 4.9%, and its estimated monthly branded searches moved from 6.8K to 4.8K. ## Top baby formula brands in ChatGPT and Google AI Overviews In three ChatGPT questions, SMA was mentioned in two out of three: in two of the three ChatGPT answers. HiPP did not appear in any of the three 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? - Estimated monthly branded searches for SMA in the United Kingdom fell 29.4% over 12 measured months, from 6.8K to 4.8K in September 2026. ## How has branded search for HiPP and SMA changed in the United Kingdom over the last 12 months? | Month | HiPP estimated searches | HiPP Share of Search | HiPP rank | SMA estimated searches | SMA Share of Search | SMA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 1.5% | 5 | 6.8K | 7.7% | 4 | | Nov 2025 | 1K | 1.1% | 5 | 6.8K | 7.8% | 4 | | Dec 2025 | 1K | 1.1% | 5 | 6.3K | 7% | 4 | | Jan 2026 | 1.6K | 0.95% | 5 | 30.2K | 17.9% | 3 | | Feb 2026 | 3.6K | 1.6% | 5 | 9K | 4% | 4 | | Mar 2026 | 1.6K | 1.5% | 5 | 4K | 3.8% | 4 | | Apr 2026 | 1.6K | 1.6% | 5 | 3.7K | 3.6% | 4 | | May 2026 | 1.3K | 1.5% | 5 | 3.7K | 4.2% | 4 | | Jun 2026 | 1K | 1.1% | 5 | 3.7K | 4.2% | 4 | | Jul 2026 | 1K | 1.2% | 5 | 4.5K | 5.3% | 4 | | Aug 2026 | 1K | 1.1% | 5 | 4.8K | 5.2% | 4 | | Sep 2026 | 1.3K | 1.3% | 5 | 4.8K | 4.9% | 4 | ## How are HiPP’s and SMA’s branded searches counted? Brandwave collects information about searches that people make online using HiPP’s and SMA’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. - **HiPP**: Measured on the search term “hipp formula”. - **SMA**: Measured on the search terms “sma formula” and “sma milk”, summed into one figure. - [HiPP profile](/demand/uk/brands/hipp) - [SMA profile](/demand/uk/brands/sma-baby) - [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 HiPP or SMA more popular in search? In September 2026, SMA had more branded searches than HiPP among baby formula brands in the United Kingdom. SMA had about 4,800 branded searches, while HiPP had 1,300. SMA made up 4.9% of all baby formula brand searches we track, and HiPP accounted for 1.3%. ## Cite this page Brandwave. "HiPP vs SMA: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hipp-vs-sma-baby This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hipp-vs-sma-baby. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.