Baby formula brands in the United States:Which are most popular?

Name: Baby formula brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Similac was the most searched baby formula brand in the United States, accounting for 28.1% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, Enfamil was mentioned most often, in four of the five answers. Similac was recommended most often, coming first in three out of five responses.

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Top baby formula brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Enfamil was mentioned most often, in four of the five answers. Similac was recommended most often, coming first in three out of five answers. Enfamil was second, and Bobbie was third. HiPP, which ranked fifth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Enfamil	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Similac	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Bobbie	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Kendamil	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Earth's Best	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Happy Baby	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
HiPP	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
ByHeart	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Holle	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Gerber	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Else Nutrition	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Else Nutrition0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby formula brands

5 answers

Asked ChatGPT
“What's the best baby formula for a newborn?”
1. 1Similac
2. 2Enfamil
Asked ChatGPT
“Which infant formula is closest to breast milk?”
1. 1Similac
2. 2Enfamil
3. 3Bobbie
Asked ChatGPT
“What's the best organic baby formula?”
1. 1Bobbie
2. 2Earth's Best
3. 3Happy Baby
Searched Google, AI Overview
“baby formula”
1. 1Similac
2. 2Enfamil
Searched Google, AI Overview
“best baby formula”
1. 1Enfamil
2. 2Kendamil
3. 3Bobbie

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 do people search for most?

This chart shows how often people search Google for each baby formula brand by name. Each line represents a brand's share of searches for all 11 baby formula brands we track, month by month, from searches in United States.

Share of searches among baby formula brands in the United States, by month

Month	Similac	Bobbie	Enfamil	Kendamil	HiPP	ByHeart	Earth's Best	Happy Baby	Holle	Gerber	Else Nutrition
Oct 2025	25.6%	17.2%	25.6%	11.5%	3.4%	12.9%	0.84%	0.84%	1%	0.75%	0.23%
Nov 2025	15%	15%	15%	8.2%	2%	42.3%	0.74%	0.6%	0.6%	0.44%	0.12%
Dec 2025	25.1%	16.9%	25.1%	13.8%	3.4%	12.6%	0.82%	0.82%	0.82%	0.59%	0.23%
Jan 2026	25%	20.5%	25%	13.7%	4.1%	7.8%	0.82%	1%	1.2%	0.59%	0.29%
Feb 2026	30%	20.1%	24.6%	13.5%	4%	4.2%	0.79%	0.98%	0.98%	0.59%	0.24%
Mar 2026	28.5%	19.2%	28.5%	12.8%	3.8%	3.5%	0.93%	0.93%	0.93%	0.64%	0.19%
Apr 2026	30.3%	20.4%	24.9%	13.6%	4.1%	3%	0.8%	0.99%	0.99%	0.68%	0.2%
May 2026	30.1%	20.3%	24.8%	13.6%	5%	2.8%	0.79%	0.99%	0.79%	0.68%	0.2%
Jun 2026	28.7%	19.3%	28.7%	12.9%	3.9%	3.3%	0.76%	0.94%	0.94%	0.53%	0.15%
Jul 2026	29.3%	24.1%	24.1%	13.2%	3.9%	2.2%	0.77%	0.96%	0.77%	0.58%	0.19%
Aug 2026	28.6%	23.5%	23.5%	15.7%	3.8%	1.8%	0.75%	0.75%	0.75%	0.57%	0.23%
Sep 2026	28.1%	23.1%	23.1%	15.5%	3.8%	3.3%	0.74%	0.74%	0.74%	0.66%	0.26%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Similac	28.1%	110K	0%	-0.5 points
2, held 2nd	Bobbie	23.1%	90.5K	0%	-0.4 points
3, held 3rd	Enfamil Reckitt	23.1%	90.5K	0%	-0.4 points
4, held 4th	Kendamil	15.5%	60.5K	0%	-0.3 points
5, held 5th	HiPP	3.8%	14.8K	0%	-0.1 points
6, held 6th	ByHeart	3.3%	12.8K	+88.2%	+1.5 points
7, held 7th	Earth's Best	0.74%	2.9K	0%	0 points
8, held 8th	Happy Baby Danone	0.74%	2.9K	0%	0 points
9, held 9th	Holle	0.74%	2.9K	0%	0 points
10, held 10th	Gerber Nestlé	0.66%	2.6K	+19.3%	+0.1 points
11, held 11th	Else Nutrition	0.26%	1K	+13.6%	0 points

1.Similac
28.1%
Held 1st. 110K estimated branded searches, 0% vs prior month. Share -0.5 points.
2.Bobbie
23.1%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
3.Enfamil
23.1%
Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
4.Kendamil
15.5%
Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
5.HiPP
3.8%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.ByHeart
3.3%
Held 6th. 12.8K estimated branded searches, +88.2% vs prior month. Share +1.5 points.
7.Earth's Best
0.74%
Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
8.Happy Baby
0.74%
Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
9.Holle
0.74%
Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.Gerber
0.66%
Held 10th. 2.6K estimated branded searches, +19.3% vs prior month. Share +0.1 points.
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”.

Which brand is most popular in search among baby formula brands in the United States?

11 brands

In September 2026, Similac was the most searched among baby formula brands in the United States, with an estimated 110K branded searches, 28.1% of all searches for the 11 we track. Bobbie is in 2nd place, 5 percentage points behind at 23.1%.

United States baby formula brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Similac	25.6% → 28.1%	30.3%Apr 2026	15%Nov 2025	2nd → 1st
Bobbie	17.2% → 23.1%	24.1%Jul 2026	15%Nov 2025	3rd → 2nd
Enfamil	25.6% → 23.1%	28.7%Jun 2026	15%Nov 2025	1st → 3rd
Kendamil	11.5% → 15.5%	15.7%Aug 2026	8.2%Nov 2025	5th → 4th
HiPP	3.4% → 3.8%	5%May 2026	2%Nov 2025	6th → 5th
ByHeart	12.9% → 3.3%	42.3%Nov 2025	1.8%Aug 2026	4th → 6th
Earth's Best	0.84% → 0.74%	0.93%Mar 2026	0.74%Nov 2025	8th → 7th
Happy Baby	0.84% → 0.74%	1%Jan 2026	0.6%Nov 2025	9th → 8th
Holle	1% → 0.74%	1.2%Jan 2026	0.6%Nov 2025	7th → 9th
Gerber	0.75% → 0.66%	0.75%Oct 2025	0.44%Nov 2025	10th
Else Nutrition	0.23% → 0.26%	0.29%Jan 2026	0.12%Nov 2025	11th

Each finding as a sentence

Across the 12 months ending September 2026, Similac’s share of searches among baby formula brands in the United States increased from 25.6% to 28.1%.
Across the 12 months ending September 2026, Bobbie’s share of searches among baby formula brands in the United States increased from 17.2% to 23.1%.
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, Kendamil’s share of searches among baby formula brands in the United States increased from 11.5% to 15.5%.
Across the 12 months ending September 2026, ByHeart’s share of searches among baby formula brands in the United States decreased from 12.9% to 3.3%.
Across the 12 months ending September 2026, Similac’s share of searches among baby formula brands in the United States peaked at 30.3% in April 2026 and was lowest at 15% in November 2025.
Across the 12 months ending September 2026, Bobbie’s share of searches among baby formula brands in the United States peaked at 24.1% in July 2026 and was lowest at 15% in November 2025.
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, Kendamil’s share of searches among baby formula brands in the United States peaked at 15.7% in August 2026 and was lowest at 8.2% in November 2025.
Across the 12 months ending September 2026, HiPP’s share of searches among baby formula brands in the United States peaked at 5% in May 2026 and was lowest at 2% in November 2025.
Across the 12 months ending September 2026, ByHeart’s share of searches among baby formula brands in the United States peaked at 42.3% in November 2025 and was lowest at 1.8% in August 2026.
Across the 12 months ending September 2026, Similac rose from 2nd to 1st among baby formula brands in the United States.
Across the 12 months ending September 2026, Bobbie rose from 3rd to 2nd among baby formula brands in the United States.
Across the 12 months ending September 2026, Enfamil fell from 1st to 3rd among baby formula brands in the United States.
Across the 12 months ending September 2026, Kendamil rose from 5th to 4th among baby formula brands in the United States.
Across the 12 months ending September 2026, HiPP rose from 6th to 5th among baby formula brands in the United States.
Across the 12 months ending September 2026, ByHeart fell from 4th to 6th among baby formula brands in the United States.
Across the 12 months ending September 2026, Earth's Best rose from 8th to 7th among baby formula brands in the United States.
Across the 12 months ending September 2026, Happy Baby rose from 9th to 8th among baby formula brands in the United States.
Across the 12 months ending September 2026, Holle fell from 7th to 9th among baby formula brands in the United States.
Across the 12 months ending September 2026, Gerber and Else Nutrition held steady: their share of searches among baby formula brands in the United States each moved less than 0.5 percentage points.

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

8 changes

In September 2026, ByHeart gained share of searches among baby formula brands in the United States, from 1.8% to 3.3%.
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.
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.
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.
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.
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.
Estimated monthly branded searches for Happy Baby in the United States fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.
Estimated monthly branded searches for Gerber in the United States fell 18.8% over 12 measured months, from 3.2K to 2.6K in September 2026.

How are branded searches counted for baby formula brands?

13 search terms

Each brand's share of searches among baby formula brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.