Brandwave

How popular isEnfamil?

In September 2026, people searched for Enfamil by name about 90,500 times in the United States, a 17.7% decrease from the previous year. These searches made up 23.1% of all United States baby formula brand searches, placing Enfamil third out of 11 brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Enfamil appeared in four of the five answers and was the second most recommended of the 11.

Search and AI answers in September 2026

Enfamil is the third most searched of 11 competitors and the second most recommended in AI answers.

  1. SimilacShare of searches 28.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. BobbieShare of searches 23.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. EnfamilShare of searches 23.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. KendamilShare of searches 15.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. HiPPShare of searches 3.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

Enfamil website (opens in a new tab)

Follow Enfamil and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Enfamil was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Enfamil is the second most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Similac1st
  2. Enfamil2nd
  3. Bobbie3rd
  4. Kendamil4th
  5. Earth's Best4th
  6. Happy Baby6th
  7. HiPP–
  8. ByHeart–
  9. Holle–
  10. Gerber–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Enfamil4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Similac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bobbie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kendamil1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Earth's Best1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Happy Baby1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HiPP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ByHeart0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Holle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gerber0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about baby formula brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which baby formula brands compete with Enfamil?

Enfamil against baby formula brands in the United States, by month

Share of searches by month for Similac, Bobbie, Enfamil, Kendamil, HiPP, ByHeart. The figures are in the table below the chart.

View monthly share of searches table
MonthSimilacBobbieEnfamilKendamilHiPPByHeartEarth's BestHappy BabyHolleGerberElse Nutrition
Oct 202525.6%17.2%25.6%11.5%3.4%12.9%0.84%0.84%1%0.75%0.23%
Nov 202515%15%15%8.2%2%42.3%0.74%0.6%0.6%0.44%0.12%
Dec 202525.1%16.9%25.1%13.8%3.4%12.6%0.82%0.82%0.82%0.59%0.23%
Jan 202625%20.5%25%13.7%4.1%7.8%0.82%1%1.2%0.59%0.29%
Feb 202630%20.1%24.6%13.5%4%4.2%0.79%0.98%0.98%0.59%0.24%
Mar 202628.5%19.2%28.5%12.8%3.8%3.5%0.93%0.93%0.93%0.64%0.19%
Apr 202630.3%20.4%24.9%13.6%4.1%3%0.8%0.99%0.99%0.68%0.2%
May 202630.1%20.3%24.8%13.6%5%2.8%0.79%0.99%0.79%0.68%0.2%
Jun 202628.7%19.3%28.7%12.9%3.9%3.3%0.76%0.94%0.94%0.53%0.15%
Jul 202629.3%24.1%24.1%13.2%3.9%2.2%0.77%0.96%0.77%0.58%0.19%
Aug 202628.6%23.5%23.5%15.7%3.8%1.8%0.75%0.75%0.75%0.57%0.23%
Sep 202628.1%23.1%23.1%15.5%3.8%3.3%0.74%0.74%0.74%0.66%0.26%

  1. 1.Similac

    28.1%

    Held 1st. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Bobbie

    23.1%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  3. 3.Enfamil

    23.1%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  4. 4.Kendamil

    15.5%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.HiPP

    3.8%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.ByHeart

    3.3%

    Held 6th. 12.8K estimated branded searches, +88.2% vs prior month. Share +1.5 points.

  7. 7.Earth's Best

    0.74%

    Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Happy Baby

    0.74%

    Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Holle

    0.74%

    Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Gerber

    0.66%

    Held 10th. 2.6K estimated branded searches, +19.3% vs prior month. Share +0.1 points.

  11. 11.Else Nutrition

    0.26%

    Held 11th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Earth's Best sells other things too, so only its searches that name this product count here, like “earth's best formula”.

Compare popularity between Enfamil and its closest rivals

Every comparison with Enfamil

10 comparisons

How has branded search demand for Enfamil changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Enfamil in the United States fell from 110K to 90.5K.
  • Across the 12 months ending September 2026, Enfamil’s share of searches among baby formula brands in the United States decreased from 25.6% to 23.1%.
  • Across the 12 months ending September 2026, Enfamil’s share of searches among baby formula brands in the United States peaked at 28.7% in June 2026 and was lowest at 15% in November 2025.
  • Across the 12 months ending September 2026, Enfamil fell from 1st to 3rd among baby formula brands in the United States.

How did search popularity change for United States baby formula brands in September 2026?

6 changes

  1. In September 2026, ByHeart gained share of searches among baby formula brands in the United States, from 1.8% to 3.3%.

  2. Enfamil’s share of searches among baby formula brands in the United States has lost ground for 3 months in a row, from 28.7% to 23.1% in September 2026.

  3. Estimated monthly branded searches for Bobbie in the United States rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.

  4. Estimated monthly branded searches for Kendamil in the United States rose 22.2% over 12 measured months, from 49.5K to 60.5K in September 2026.

  5. Estimated monthly branded searches for Holle in the United States fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

  6. Estimated monthly branded searches for Earth's Best in the United States fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are Enfamil’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Enfamil’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • enfamil

How the Brand Demand Index is measured

Who owns Enfamil?

Enfamil is owned by Reckitt. Brandwave also tracks Finish, Gaviscon and Mucinex, owned by the same company, in the United States.

Do you work for Enfamil? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

Is Enfamil your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free