How popular isLuvs?
In September 2026, people searched for Luvs by name about 14,800 times in the United States, about the same as the previous year. These searches made up 3.7% of all United States diaper brand searches, placing Luvs sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about diaper brands, Luvs did not appear in any of the answers.
Luvs is the sixth most searched of 9 competitors and not listed in any AI answer.
Millie MoonShare of searches 27.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
CoterieShare of searches 22.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
PampersShare of searches 18.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
The Honest CompanyShare of searches 13.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- LuvsShare of searches 3.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top diaper brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Luvs 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.
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
Asked ChatGPT
“What are the best diapers for a newborn?”
Asked ChatGPT
“Which diaper brand is best for overnight leaks?”
Asked ChatGPT
“Are cheaper diaper brands as good as the expensive ones?”
Searched Google, AI Overview
“diapers”
Searched Google, AI Overview
“best diapers”
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 Luvs?
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
| Month | Millie Moon | Coterie | Pampers | The Honest Company | Huggies | Luvs | Hello Bello | DYPER | Bambo Nature |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.4% | 21.4% | 21.4% | 19.1% | 9.6% | 3.5% | 2.3% | 1.3% | 0.17% |
| Nov 2025 | 23.1% | 18.9% | 23.1% | 16.9% | 10.3% | 3.1% | 3.1% | 1.4% | 0.18% |
| Dec 2025 | 22.7% | 22.7% | 22.7% | 13.6% | 10.1% | 4.5% | 2.5% | 1.1% | 0.18% |
| Jan 2026 | 24.6% | 24.6% | 20.2% | 14.8% | 9% | 3.3% | 1.8% | 1.5% | 0.2% |
| Feb 2026 | 24.2% | 24.2% | 19.8% | 14.5% | 10.8% | 3.2% | 1.8% | 1.4% | 0.16% |
| Mar 2026 | 25.5% | 25.5% | 21% | 12.6% | 9.4% | 2.8% | 1.9% | 1.3% | 0.14% |
| Apr 2026 | 22.8% | 22.8% | 22.8% | 13.7% | 10.2% | 3.1% | 3.1% | 1.4% | 0.15% |
| May 2026 | 22.7% | 22.7% | 22.7% | 13.6% | 10.1% | 3% | 3.7% | 1.4% | 0.15% |
| Jun 2026 | 22.5% | 27.4% | 18.4% | 13.5% | 10.1% | 3% | 3.7% | 1.3% | 0.12% |
| Jul 2026 | 26.1% | 26.1% | 17.6% | 12.9% | 9.6% | 2.9% | 3.5% | 1.3% | 0.11% |
| Aug 2026 | 27.4% | 22.5% | 18.4% | 13.5% | 10.1% | 3.7% | 3% | 1.3% | 0.15% |
| Sep 2026 | 27.7% | 22.8% | 18.6% | 13.7% | 10.2% | 3.7% | 2% | 1.1% | 0.12% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 27.7% | 110K | 0% | +0.4 points | |
| 2, held 2nd | 22.8% | 90.5K | 0% | +0.3 points | |
| 3, held 3rd | 18.6% | 74K | 0% | +0.2 points | |
| 4, held 4th | 13.7% | 54.2K | 0% | +0.2 points | |
| 5, held 5th | 10.2% | 40.5K | 0% | +0.1 points | |
| 6, held 6th | 3.7% | 14.8K | 0% | 0 points | |
| 7, held 7th | 2% | 8.1K | -33.1% | -1 points | |
| 8, held 8th | 1.1% | 4.4K | -18.5% | -0.2 points | |
| 9, held 9th | 0.12% | 480 | -18.6% | 0 points |
27.7%
Held 1st. 110K estimated branded searches, 0% vs prior month. Share +0.4 points.
2.
Coterie22.8%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Pampers18.6%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.
13.7%
Held 4th. 54.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Huggies10.2%
Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.Luvs
3.7%
Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
2%
Held 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.
8.
DYPER1.1%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
0.12%
Held 9th. 480 estimated branded searches, -18.6% vs prior month. Share 0 points.
Compare popularity between Luvs and its closest rivals
Every comparison with Luvs
8 comparisons
How has branded search demand for Luvs changed in the United States over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Luvs in the United States held steady at 14.8K.
- Across the 12 months ending September 2026, Luvs’ share of searches among diaper brands in the United States peaked at 4.5% in December 2025 and was lowest at 2.8% in March 2026.
How did search popularity change for United States diaper brands in September 2026?
6 changes
In September 2026, Hello Bello lost share of searches among diaper brands in the United States, from 3% to 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.
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.
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.
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.
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 Luvs’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Luvs’ 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.
- luvs diapers
Who owns Luvs?
Luvs is owned by 
Procter & Gamble. Brandwave also tracks 
Native, 
DayQuil, 
Gillette, 
Head & Shoulders, NyQuil, 
Old Spice, 
Oral-B, Pampers, 
Pantene, 
Secret and 
Tide, owned by the same company, in the United States.
Do you work for Luvs? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Luvs 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.