Diaper brands in the United States:Which are most popular?

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

In September 2026, Millie Moon was the most searched diaper brand in the United States, accounting for 27.7% of all searches among the nine brands we track. When we checked with ChatGPT and Google AI Overviews, Coterie, Pampers and Huggies were mentioned most often, in three of the five answers. Pampers was recommended most often, coming first in three out of four responses that gave a list.

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Top diaper brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Coterie, Pampers and Huggies were mentioned most often, in three of the five answers. Pampers was recommended most often, coming first in three out of four answers that gave a list. Huggies was second, and Coterie was third. The Honest Company, which ranked fourth 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
Coterie	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Pampers	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Huggies	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Millie Moon	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
DYPER	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
The Honest Company	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Luvs	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Hello Bello	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Bambo Nature	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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?”
1. 1Pampers
2. 2Huggies
3. 3Coterie
Asked ChatGPT
“Which diaper brand is best for overnight leaks?”
1. 1Pampers
2. 2Huggies
3. 3Millie Moon
4. 4Coterie
Asked ChatGPT
“Are cheaper diaper brands as good as the expensive ones?”
Searched Google, AI Overview
“diapers”
1. 1Pampers
2. 2DYPER
Searched Google, AI Overview
“best diapers”
1. 1Huggies
2. 2Coterie

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 do people search for most?

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

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

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	Millie Moon	27.7%	110K	0%	+0.4 points
2, held 2nd	Coterie	22.8%	90.5K	0%	+0.3 points
3, held 3rd	Pampers Procter & Gamble	18.6%	74K	0%	+0.2 points
4, held 4th	The Honest Company	13.7%	54.2K	0%	+0.2 points
5, held 5th	Huggies	10.2%	40.5K	0%	+0.1 points
6, held 6th	Luvs Procter & Gamble	3.7%	14.8K	0%	0 points
7, held 7th	Hello Bello	2%	8.1K	-33.1%	-1 points
8, held 8th	DYPER	1.1%	4.4K	-18.5%	-0.2 points
9, held 9th	Bambo Nature	0.12%	480	-18.6%	0 points

1.Millie Moon
27.7%
Held 1st. 110K estimated branded searches, 0% vs prior month. Share +0.4 points.
2.Coterie
22.8%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.Pampers
18.6%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.The Honest Company
13.7%
Held 4th. 54.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.Huggies
10.2%
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.
7.Hello Bello
2%
Held 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.
8.DYPER
1.1%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
9.Bambo Nature
0.12%
Held 9th. 480 estimated branded searches, -18.6% vs prior month. Share 0 points.

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

9 brands

In September 2026, Millie Moon was the most searched among diaper brands in the United States, with an estimated 110K branded searches, 27.7% of all searches for the nine we track. Coterie is in 2nd place, 4.9 percentage points behind at 22.8%.

United States diaper brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Millie Moon	21.4% → 27.7%	27.7%Sep 2026	21.4%Oct 2025	2nd → 1st
Coterie	21.4% → 22.8%	27.4%Jun 2026	18.9%Nov 2025	1st → 2nd
Pampers	21.4% → 18.6%	23.1%Nov 2025	17.6%Jul 2026	3rd
The Honest Company	19.1% → 13.7%	19.1%Oct 2025	12.6%Mar 2026	4th
Huggies	9.6% → 10.2%	10.8%Feb 2026	9%Jan 2026	5th
Luvs	3.5% → 3.7%	4.5%Dec 2025	2.8%Mar 2026	6th
Hello Bello	2.3% → 2%	3.7%May 2026	1.8%Feb 2026	7th
DYPER	1.3% → 1.1%	1.5%Jan 2026	1.1%Dec 2025	8th
Bambo Nature	0.17% → 0.12%	0.2%Jan 2026	0.11%Jul 2026	9th

Each finding as a sentence

Across the 12 months ending September 2026, Millie Moon’s share of searches among diaper brands in the United States increased from 21.4% to 27.7%.
Across the 12 months ending September 2026, Coterie’s share of searches among diaper brands in the United States increased from 21.4% to 22.8%.
Across the 12 months ending September 2026, Pampers’ share of searches among diaper brands in the United States decreased from 21.4% to 18.6%.
Across the 12 months ending September 2026, The Honest Company’s share of searches among diaper brands in the United States decreased from 19.1% to 13.7%.
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, Coterie’s share of searches among diaper brands in the United States peaked at 27.4% in June 2026 and was lowest at 18.9% in November 2025.
Across the 12 months ending September 2026, Pampers’ share of searches among diaper brands in the United States peaked at 23.1% in November 2025 and was lowest at 17.6% in July 2026.
Across the 12 months ending September 2026, The Honest Company’s share of searches among diaper brands in the United States peaked at 19.1% in October 2025 and was lowest at 12.6% in March 2026.
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.
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.
Across the 12 months ending September 2026, Hello Bello’s share of searches among diaper brands in the United States peaked at 3.7% in May 2026 and was lowest at 1.8% in February 2026.
Across the 12 months ending September 2026, Millie Moon rose from 2nd to 1st among diaper brands in the United States.
Across the 12 months ending September 2026, Coterie fell from 1st to 2nd among diaper brands in the United States.
Across the 12 months ending September 2026, Luvs, Hello Bello, DYPER and Bambo Nature held steady: their share of searches among diaper brands in the United States each moved less than 0.5 percentage points.

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 branded searches counted for diaper brands?

10 search terms

Each brand's share of searches among diaper 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.