Enfamil vs Similac:Which is more popular?
In September 2026, Similac had more branded searches than Enfamil among baby formula brands in the United States. Similac had about 110,000 branded searches, while Enfamil had 90,500. Similac made up 28.1% of all baby formula brand searches we track, and Enfamil accounted for 23.1%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Enfamil appeared in four of the five answers and Similac in three. Similac was mentioned before Enfamil in three out of four answers that named either.
Who do people search for more?
Similac, about 22% more searches than Enfamil
Who does AI mention more?
Enfamil, mentioned in 4 of 5 answers, Similac in 3
Who does AI recommend more?
Similac, named ahead of Enfamil in 3 of 4 answers
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Enfamil was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Similac was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Similac was listed before Enfamil in three out of four answers that named either.
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.
- 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
See every answer about baby formula brands
5 answers
Asked ChatGPT
“What's the best baby formula for a newborn?”
Asked ChatGPT
“Which infant formula is closest to breast milk?”
Asked ChatGPT
“What's the best organic baby formula?”
Searched Google, AI Overview
“baby formula”
Searched Google, AI Overview
“best baby formula”
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.
Is Enfamil or Similac more popular in search?
This chart shows how often people search Google for Enfamil and Similac 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 by month for Similac, Enfamil. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Enfamil and Similac comparison changed over the last 12 months?
3 findings
- Similac was ahead of Enfamil in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Enfamil’s share of searches among baby formula brands in the United States moved from 25.6% to 23.1%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Similac’s share of searches among baby formula brands in the United States moved from 25.6% to 28.1%, and its estimated monthly branded searches held steady at 110K.
How did search popularity change for United States baby formula brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Enfamil’s and Similac’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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