Brandwave

How popular isHuggies?

In September 2026, people searched for Huggies by name about 40,500 times in the United States, about the same as the previous year. These searches made up 10.2% of all United States diaper brand searches, placing Huggies fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about diaper brands, Huggies appeared in three of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Huggies is the fifth most searched of 9 competitors and the second most recommended in AI answers.

  1. Millie MoonShare of searches 27.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. CoterieShare of searches 22.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. PampersShare of searches 18.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. The Honest CompanyShare of searches 13.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HuggiesShare of searches 10.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top diaper brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huggies was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Huggies is the second most recommended of the nine.

Most recommended by AI

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

  1. Pampers1st
  2. Huggies2nd
  3. Coterie3rd
  4. Millie Moon4th
  5. DYPER4th
  6. The Honest Company–
  7. Luvs–
  8. Hello Bello–
  9. Bambo Nature–

Mentioned by AI

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

  • Coterie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pampers3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huggies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Millie Moon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DYPER1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Honest Company0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Luvs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hello Bello0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bambo Nature0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about diaper 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 diaper brands compete with Huggies?

Huggies against diaper brands in the United States, by month

Share of searches by month for Millie Moon, Coterie, Pampers, The Honest Company, Huggies, Luvs, Hello Bello. The figures are in the table below the chart.

View monthly share of searches table
MonthMillie MoonCoteriePampersThe Honest CompanyHuggiesLuvsHello BelloDYPERBambo Nature
Oct 202521.4%21.4%21.4%19.1%9.6%3.5%2.3%1.3%0.17%
Nov 202523.1%18.9%23.1%16.9%10.3%3.1%3.1%1.4%0.18%
Dec 202522.7%22.7%22.7%13.6%10.1%4.5%2.5%1.1%0.18%
Jan 202624.6%24.6%20.2%14.8%9%3.3%1.8%1.5%0.2%
Feb 202624.2%24.2%19.8%14.5%10.8%3.2%1.8%1.4%0.16%
Mar 202625.5%25.5%21%12.6%9.4%2.8%1.9%1.3%0.14%
Apr 202622.8%22.8%22.8%13.7%10.2%3.1%3.1%1.4%0.15%
May 202622.7%22.7%22.7%13.6%10.1%3%3.7%1.4%0.15%
Jun 202622.5%27.4%18.4%13.5%10.1%3%3.7%1.3%0.12%
Jul 202626.1%26.1%17.6%12.9%9.6%2.9%3.5%1.3%0.11%
Aug 202627.4%22.5%18.4%13.5%10.1%3.7%3%1.3%0.15%
Sep 202627.7%22.8%18.6%13.7%10.2%3.7%2%1.1%0.12%

  1. 1.Millie Moon

    27.7%

    Held 1st. 110K estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Coterie

    22.8%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Pampers

    18.6%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.The Honest Company

    13.7%

    Held 4th. 54.2K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Huggies

    10.2%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Luvs

    3.7%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Hello Bello

    2%

    Held 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.

  8. 8.DYPER

    1.1%

    Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  9. 9.Bambo Nature

    0.12%

    Held 9th. 480 estimated branded searches, -18.6% vs prior month. Share 0 points.

Compare popularity between Huggies and its closest rivals

Every comparison with Huggies

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Huggies in the United States held steady at 40.5K.
  • Across the 12 months ending September 2026, Huggies’ share of searches among diaper brands in the United States increased from 9.6% to 10.2%.
  • Across the 12 months ending September 2026, Huggies’ share of searches among diaper brands in the United States peaked at 10.8% in February 2026 and was lowest at 9% in January 2026.

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

6 changes

  1. In September 2026, Hello Bello lost share of searches among diaper brands in the United States, from 3% to 2%.

  2. Millie Moon’s share of searches among diaper brands in the United States has gained ground for 3 months in a row, from 22.5% to 27.7% in September 2026.

  3. Estimated monthly branded searches for Bambo Nature in the United States fell 33.3% over 12 measured months, from 720 to 480 in September 2026.

  4. Estimated monthly branded searches for The Honest Company in the United States fell 33.1% over 12 measured months, from 81K to 54.2K in September 2026.

  5. Estimated monthly branded searches for DYPER in the United States fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  6. Estimated monthly branded searches for Pampers in the United States fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

How are Huggies’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Huggies’ 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.

  • huggies

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How the Brand Demand Index is measured

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