Kit & Kin vs Pampers:Which is more popular?
In September 2026, Pampers had more branded searches than Kit & Kin among nappy brands in the United Kingdom. Pampers had about 18,100 branded searches, while Kit & Kin had 17,500. Pampers made up 43.1% of all nappy brand searches we track, and Kit & Kin accounted for 41.7%. When we asked ChatGPT and Google AI Overviews about nappy brands, Kit & Kin appeared in all five answers and Pampers in four. Pampers was mentioned before Kit & Kin in four out of five answers.
Who do people search for more?
Pampers and Kit & Kin are searched for about as often as each other.
Who does AI mention more?
Kit & Kin, mentioned in every answer we collected
Who does AI recommend more?
Pampers, named ahead of Kit & Kin 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. Pampers was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Pampers was listed before Kit & Kin 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 Kit & Kin or Pampers more popular in search?
This chart shows how often people search Google for Kit & Kin and Pampers 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 Pampers, Kit & Kin. 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 Kit & Kin and Pampers comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Kit & Kin took it in January 2026, Pampers took it in July 2026.
- 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.
- Across the 12 months ending September 2026, Pampers’ share of searches among nappy brands in the United Kingdom moved from 41.5% to 43.1%, and its estimated monthly branded searches held steady at 18.1K.
How did search popularity change for United Kingdom nappy brands in September 2026?
0 changes
Neither Kit & Kin nor Pampers moved beyond provider rounding among nappy brands in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Kit & Kin’s and Pampers’ 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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