--- title: "Baby formula brands in the United States: Which are searched most?" description: "Compare the infant formula brands parents in the US choose between. Share of Search among Similac, Bobbie, Enfamil, Kendamil, HiPP, ByHeart, Earth's Best, Happy Baby, Holle, Gerber and Else Nutrition, the baby formula brands Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/categories/us-baby-formula-brands" publisher: "Brandwave" --- # Baby formula brands in the United States: Which are searched most? Compare the infant formula brands parents in the US choose between. Share of Search among Similac, Bobbie, Enfamil, Kendamil, HiPP, ByHeart, Earth's Best, Happy Baby, Holle, Gerber and Else Nutrition, the baby formula brands Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Baby formula brands - **Market**: United States - **Brands compared**: 11 - **Month measured**: Sep 2026 - **Highest Share of Search**: Similac, 28.1% ## Which brand is most popular in search among baby formula brands in the United States? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Similac | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Enfamil | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Bobbie | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Kendamil | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Earth's Best | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Happy Baby | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | HiPP | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | ByHeart | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Holle | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Gerber | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Else Nutrition | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about baby formula brands - Asked ChatGPT "What's the best baby formula for a newborn?": 1. Similac, 2. Enfamil - Asked ChatGPT "Which infant formula is closest to breast milk?": 1. Similac, 2. Enfamil, 3. Bobbie - Asked ChatGPT "What's the best organic baby formula?": 1. Bobbie, 2. Earth's Best, 3. Happy Baby - Searched Google, AI Overview "baby formula": 1. Similac, 2. Enfamil - Searched Google, AI Overview "best baby formula": 1. Enfamil, 2. Kendamil, 3. Bobbie Not named in any answer: HiPP, ByHeart, Holle, Gerber and Else Nutrition. Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026. ## Compare search popularity between leading brands - [Similac vs Bobbie: compare search popularity](/demand/us/compare/bobbie-vs-similac): 28.1% against 23.1% Share of Search. - [Similac vs Enfamil: compare search popularity](/demand/us/compare/enfamil-vs-similac): 28.1% against 23.1% Share of Search. - [Similac vs Kendamil: compare search popularity](/demand/us/compare/kendamil-vs-similac): 28.1% against 15.5% Share of Search. - [Similac vs HiPP: compare search popularity](/demand/us/compare/hipp-vs-similac): 28.1% against 3.8% Share of Search. - [Bobbie vs Enfamil: compare search popularity](/demand/us/compare/bobbie-vs-enfamil): 23.1% Share of Search each. - [Bobbie vs Kendamil: compare search popularity](/demand/us/compare/bobbie-vs-kendamil): 23.1% against 15.5% Share of Search. - [Bobbie vs HiPP: compare search popularity](/demand/us/compare/bobbie-vs-hipp): 23.1% against 3.8% Share of Search. - [Enfamil vs Kendamil: compare search popularity](/demand/us/compare/enfamil-vs-kendamil): 23.1% against 15.5% Share of Search. - [Enfamil vs HiPP: compare search popularity](/demand/us/compare/enfamil-vs-hipp): 23.1% against 3.8% Share of Search. - [Kendamil vs HiPP: compare search popularity](/demand/us/compare/hipp-vs-kendamil): 15.5% against 3.8% Share of Search. ## How did search popularity change for United States baby formula brands in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Similac | 28.1% | 110K | 0.0% | Similac | | 2 | Bobbie | 23.1% | 90.5K | 0.0% | Bobbie | | 3 | Enfamil | 23.1% | 90.5K | 0.0% | Reckitt | | 4 | Kendamil | 15.5% | 60.5K | 0.0% | Kendamil | | 5 | HiPP | 3.8% | 14.8K | 0.0% | HiPP | | 6 | ByHeart | 3.3% | 12.8K | +88.2% | ByHeart | | 7 | Earth's Best | 0.74% | 2.9K | 0.0% | Earth's Best | | 8 | Happy Baby | 0.74% | 2.9K | 0.0% | Danone | | 9 | Holle | 0.74% | 2.9K | 0.0% | Holle | | 10 | Gerber | 0.66% | 2.6K | +19.3% | Nestlé | | 11 | Else Nutrition | 0.26% | 1K | +13.6% | Else Nutrition | Earth's Best sells other things too, so only its searches that name this product count here, like “earth's best formula”. ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Enfamil | 110K | 25.6% | 1 | | Oct 2025 | Similac | 110K | 25.6% | 2 | | Oct 2025 | Bobbie | 74K | 17.2% | 3 | | Oct 2025 | ByHeart | 55.3K | 12.9% | 4 | | Oct 2025 | Kendamil | 49.5K | 11.5% | 5 | | Oct 2025 | HiPP | 14.8K | 3.4% | 6 | | Oct 2025 | Holle | 4.4K | 1% | 7 | | Oct 2025 | Earth's Best | 3.6K | 0.84% | 8 | | Oct 2025 | Happy Baby | 3.6K | 0.84% | 9 | | Oct 2025 | Gerber | 3.2K | 0.75% | 10 | | Oct 2025 | Else Nutrition | 1K | 0.23% | 11 | | Nov 2025 | ByHeart | 311K | 42.3% | 1 | | Nov 2025 | Bobbie | 110K | 15% | 2 | | Nov 2025 | Enfamil | 110K | 15% | 3 | | Nov 2025 | Similac | 110K | 15% | 4 | | Nov 2025 | Kendamil | 60.5K | 8.2% | 5 | | Nov 2025 | HiPP | 14.8K | 2% | 6 | | Nov 2025 | Earth's Best | 5.4K | 0.74% | 7 | | Nov 2025 | Happy Baby | 4.4K | 0.6% | 8 | | Nov 2025 | Holle | 4.4K | 0.6% | 9 | | Nov 2025 | Gerber | 3.2K | 0.44% | 10 | | Nov 2025 | Else Nutrition | 880 | 0.12% | 11 | | Dec 2025 | Enfamil | 110K | 25.1% | 1 | | Dec 2025 | Similac | 110K | 25.1% | 2 | | Dec 2025 | Bobbie | 74K | 16.9% | 3 | | Dec 2025 | Kendamil | 60.5K | 13.8% | 4 | | Dec 2025 | ByHeart | 55.3K | 12.6% | 5 | | Dec 2025 | HiPP | 14.8K | 3.4% | 6 | | Dec 2025 | Earth's Best | 3.6K | 0.82% | 7 | | Dec 2025 | Happy Baby | 3.6K | 0.82% | 8 | | Dec 2025 | Holle | 3.6K | 0.82% | 9 | | Dec 2025 | Gerber | 2.6K | 0.59% | 10 | | Dec 2025 | Else Nutrition | 1K | 0.23% | 11 | | Jan 2026 | Enfamil | 110K | 25% | 1 | | Jan 2026 | Similac | 110K | 25% | 2 | | Jan 2026 | Bobbie | 90.5K | 20.5% | 3 | | Jan 2026 | Kendamil | 60.5K | 13.7% | 4 | | Jan 2026 | ByHeart | 34.3K | 7.8% | 5 | | Jan 2026 | HiPP | 18.1K | 4.1% | 6 | | Jan 2026 | Holle | 5.4K | 1.2% | 7 | | Jan 2026 | Happy Baby | 4.4K | 1% | 8 | | Jan 2026 | Earth's Best | 3.6K | 0.82% | 9 | | Jan 2026 | Gerber | 2.6K | 0.59% | 10 | | Jan 2026 | Else Nutrition | 1.3K | 0.29% | 11 | | Feb 2026 | Similac | 110K | 30% | 1 | | Feb 2026 | Enfamil | 90.5K | 24.6% | 2 | | Feb 2026 | Bobbie | 74K | 20.1% | 3 | | Feb 2026 | Kendamil | 49.5K | 13.5% | 4 | | Feb 2026 | ByHeart | 15.3K | 4.2% | 5 | | Feb 2026 | HiPP | 14.8K | 4% | 6 | | Feb 2026 | Happy Baby | 3.6K | 0.98% | 7 | | Feb 2026 | Holle | 3.6K | 0.98% | 8 | | Feb 2026 | Earth's Best | 2.9K | 0.79% | 9 | | Feb 2026 | Gerber | 2.2K | 0.59% | 10 | | Feb 2026 | Else Nutrition | 880 | 0.24% | 11 | | Mar 2026 | Enfamil | 110K | 28.5% | 1 | | Mar 2026 | Similac | 110K | 28.5% | 2 | | Mar 2026 | Bobbie | 74K | 19.2% | 3 | | Mar 2026 | Kendamil | 49.5K | 12.8% | 4 | | Mar 2026 | HiPP | 14.8K | 3.8% | 5 | | Mar 2026 | ByHeart | 13.5K | 3.5% | 6 | | Mar 2026 | Earth's Best | 3.6K | 0.93% | 7 | | Mar 2026 | Happy Baby | 3.6K | 0.93% | 8 | | Mar 2026 | Holle | 3.6K | 0.93% | 9 | | Mar 2026 | Gerber | 2.5K | 0.64% | 10 | | Mar 2026 | Else Nutrition | 720 | 0.19% | 11 | | Apr 2026 | Similac | 110K | 30.3% | 1 | | Apr 2026 | Enfamil | 90.5K | 24.9% | 2 | | Apr 2026 | Bobbie | 74K | 20.4% | 3 | | Apr 2026 | Kendamil | 49.5K | 13.6% | 4 | | Apr 2026 | HiPP | 14.8K | 4.1% | 5 | | Apr 2026 | ByHeart | 11K | 3% | 6 | | Apr 2026 | Happy Baby | 3.6K | 0.99% | 7 | | Apr 2026 | Holle | 3.6K | 0.99% | 8 | | Apr 2026 | Earth's Best | 2.9K | 0.8% | 9 | | Apr 2026 | Gerber | 2.5K | 0.68% | 10 | | Apr 2026 | Else Nutrition | 720 | 0.2% | 11 | | May 2026 | Similac | 110K | 30.1% | 1 | | May 2026 | Enfamil | 90.5K | 24.8% | 2 | | May 2026 | Bobbie | 74K | 20.3% | 3 | | May 2026 | Kendamil | 49.5K | 13.6% | 4 | | May 2026 | HiPP | 18.1K | 5% | 5 | | May 2026 | ByHeart | 10.2K | 2.8% | 6 | | May 2026 | Happy Baby | 3.6K | 0.99% | 7 | | May 2026 | Earth's Best | 2.9K | 0.79% | 8 | | May 2026 | Holle | 2.9K | 0.79% | 9 | | May 2026 | Gerber | 2.5K | 0.68% | 10 | | May 2026 | Else Nutrition | 720 | 0.2% | 11 | | Jun 2026 | Enfamil | 110K | 28.7% | 1 | | Jun 2026 | Similac | 110K | 28.7% | 2 | | Jun 2026 | Bobbie | 74K | 19.3% | 3 | | Jun 2026 | Kendamil | 49.5K | 12.9% | 4 | | Jun 2026 | HiPP | 14.8K | 3.9% | 5 | | Jun 2026 | ByHeart | 12.5K | 3.3% | 6 | | Jun 2026 | Happy Baby | 3.6K | 0.94% | 7 | | Jun 2026 | Holle | 3.6K | 0.94% | 8 | | Jun 2026 | Earth's Best | 2.9K | 0.76% | 9 | | Jun 2026 | Gerber | 2K | 0.53% | 10 | | Jun 2026 | Else Nutrition | 590 | 0.15% | 11 | | Jul 2026 | Similac | 110K | 29.3% | 1 | | Jul 2026 | Bobbie | 90.5K | 24.1% | 2 | | Jul 2026 | Enfamil | 90.5K | 24.1% | 3 | | Jul 2026 | Kendamil | 49.5K | 13.2% | 4 | | Jul 2026 | HiPP | 14.8K | 3.9% | 5 | | Jul 2026 | ByHeart | 8.3K | 2.2% | 6 | | Jul 2026 | Happy Baby | 3.6K | 0.96% | 7 | | Jul 2026 | Earth's Best | 2.9K | 0.77% | 8 | | Jul 2026 | Holle | 2.9K | 0.77% | 9 | | Jul 2026 | Gerber | 2.2K | 0.58% | 10 | | Jul 2026 | Else Nutrition | 720 | 0.19% | 11 | | Aug 2026 | Similac | 110K | 28.6% | 1 | | Aug 2026 | Bobbie | 90.5K | 23.5% | 2 | | Aug 2026 | Enfamil | 90.5K | 23.5% | 3 | | Aug 2026 | Kendamil | 60.5K | 15.7% | 4 | | Aug 2026 | HiPP | 14.8K | 3.8% | 5 | | Aug 2026 | ByHeart | 6.8K | 1.8% | 6 | | Aug 2026 | Earth's Best | 2.9K | 0.75% | 7 | | Aug 2026 | Happy Baby | 2.9K | 0.75% | 8 | | Aug 2026 | Holle | 2.9K | 0.75% | 9 | | Aug 2026 | Gerber | 2.2K | 0.57% | 10 | | Aug 2026 | Else Nutrition | 880 | 0.23% | 11 | | Sep 2026 | Similac | 110K | 28.1% | 1 | | Sep 2026 | Bobbie | 90.5K | 23.1% | 2 | | Sep 2026 | Enfamil | 90.5K | 23.1% | 3 | | Sep 2026 | Kendamil | 60.5K | 15.5% | 4 | | Sep 2026 | HiPP | 14.8K | 3.8% | 5 | | Sep 2026 | ByHeart | 12.8K | 3.3% | 6 | | Sep 2026 | Earth's Best | 2.9K | 0.74% | 7 | | Sep 2026 | Happy Baby | 2.9K | 0.74% | 8 | | Sep 2026 | Holle | 2.9K | 0.74% | 9 | | Sep 2026 | Gerber | 2.6K | 0.66% | 10 | | Sep 2026 | Else Nutrition | 1K | 0.26% | 11 | ## What is being compared - **Bobbie**: Measured on the search term “bobbie formula”. - **ByHeart**: Measured on the search terms “byheart” and “byheart formula”, summed into one figure. - **Earth's Best**: Measured on the search term “earth's best formula”. - **Else Nutrition**: Measured on the search term “else nutrition”. - **Enfamil**: Measured on the search term “enfamil”. - **Gerber**: Measured on the search terms “gerber formula” and “gerber good start”, summed into one figure. - **Happy Baby**: Measured on the search term “happy baby formula”. - **HiPP**: Measured on the search term “hipp formula”. - **Holle**: Measured on the search term “holle formula”. - **Kendamil**: Measured on the search term “kendamil”. - **Similac**: Measured on the search term “similac”. - [Bobbie](/demand/us/brands/bobbie) - [ByHeart](/demand/us/brands/byheart) - [Earth's Best](/demand/us/brands/earths-best) - [Else Nutrition](/demand/us/brands/else-nutrition) - [Enfamil](/demand/us/brands/enfamil) - [Gerber](/demand/us/brands/gerber-baby) - [Happy Baby](/demand/us/brands/happy-baby) - [HiPP](/demand/us/brands/hipp) - [Holle](/demand/us/brands/holle) - [Kendamil](/demand/us/brands/kendamil) - [Similac](/demand/us/brands/similac) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among baby formula brands in the United States? 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. ## Cite this page Brandwave. "Baby formula brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-baby-formula-brands This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-baby-formula-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.