Brandwave

How popular isGerber?

In September 2026, people searched for Gerber by name about 24,800 times in the United States, a 31.7% decrease from the previous year. These searches made up 0.66% of all United States baby formula brand searches, placing Gerber tenth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about baby formula brands, Gerber did not appear in any of the answers.

Search and AI answers in September 2026

Gerber is the tenth most searched of 11 competitors and not listed in any AI answer.

  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. GerberShare of searches 0.66%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gerber did not appear in any of the five answers.

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 Gerber?

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

Share of searches by month for Similac, Bobbie, Enfamil, Kendamil, HiPP, ByHeart, Gerber. 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 Gerber and its closest rivals

Every comparison with Gerber

16 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gerber in the United States fell from 36.3K to 24.8K.
  • Across the 12 months ending September 2026, Gerber’s share of searches among baby formula brands in the United States held steady, from 0.75% to 0.66%.

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 Gerber’s branded searches counted?

3 search terms

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

  • gerber baby food
  • gerber formula
  • gerber good start

How the Brand Demand Index is measured

Who owns Gerber?

Gerber is owned by Nestlé. Brandwave also tracks Purina, Coffee mate, Fancy Feast, Friskies, Purina ONE, Purina Pro Plan and Stouffer's, owned by the same company, in the United States.

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

Where does Gerber compete?

Gerber is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Baby formula brands10th of 110.66%Shown above
Baby food brands3rd of 811.2%Show ranking
Creator with pink hair and a pink jacket

Is Gerber 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.

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