---
title: "Diaper brands in the United States: Which are searched most?"
description: "Compare the diaper brands parents in the US buy, from supermarket names to subscription brands. Share of Search among Millie Moon, Coterie, Pampers, The Honest Company, Huggies, Luvs, Hello Bello, DYPER and Bambo Nature, the diaper 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-diaper-brands"
publisher: "Brandwave"
---

# Diaper brands in the United States: Which are searched most?

Compare the diaper brands parents in the US buy, from supermarket names to subscription brands. Share of Search among Millie Moon, Coterie, Pampers, The Honest Company, Huggies, Luvs, Hello Bello, DYPER and Bambo Nature, the diaper 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**: Diaper brands
- **Market**: United States
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Millie Moon, 27.7%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Pampers | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Huggies | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Coterie | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Millie Moon | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| DYPER | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| The Honest Company | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Luvs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Hello Bello | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bambo Nature | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about diaper brands

- Asked ChatGPT "What are the best diapers for a newborn?": 1. Pampers, 2. Huggies, 3. Coterie
- Asked ChatGPT "Which diaper brand is best for overnight leaks?": 1. Pampers, 2. Huggies, 3. Millie Moon, 4. Coterie
- Asked ChatGPT "Are cheaper diaper brands as good as the expensive ones?": named none of the brands we track
- Searched Google, AI Overview "diapers": 1. Pampers, 2. DYPER
- Searched Google, AI Overview "best diapers": 1. Huggies, 2. Coterie

Not named in any answer: The Honest Company, Luvs, Hello Bello and Bambo Nature.

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

- [Millie Moon vs Coterie: compare search popularity](/demand/us/compare/coterie-vs-millie-moon): 27.7% against 22.8% Share of Search.
- [Millie Moon vs Pampers: compare search popularity](/demand/us/compare/millie-moon-vs-pampers): 27.7% against 18.6% Share of Search.
- [Millie Moon vs The Honest Company: compare search popularity](/demand/us/compare/honest-company-vs-millie-moon): 27.7% against 13.7% Share of Search.
- [Millie Moon vs Huggies: compare search popularity](/demand/us/compare/huggies-vs-millie-moon): 27.7% against 10.2% Share of Search.
- [Coterie vs Pampers: compare search popularity](/demand/us/compare/coterie-vs-pampers): 22.8% against 18.6% Share of Search.
- [Coterie vs The Honest Company: compare search popularity](/demand/us/compare/coterie-vs-honest-company): 22.8% against 13.7% Share of Search.
- [Coterie vs Huggies: compare search popularity](/demand/us/compare/coterie-vs-huggies): 22.8% against 10.2% Share of Search.
- [Pampers vs The Honest Company: compare search popularity](/demand/us/compare/honest-company-vs-pampers): 18.6% against 13.7% Share of Search.
- [Pampers vs Huggies: compare search popularity](/demand/us/compare/huggies-vs-pampers): 18.6% against 10.2% Share of Search.
- [The Honest Company vs Huggies: compare search popularity](/demand/us/compare/honest-company-vs-huggies): 13.7% against 10.2% Share of Search.

## How did search popularity change for United States diaper brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Millie Moon | 27.7% | 110K | 0.0% | Millie Moon |
| 2 | Coterie | 22.8% | 90.5K | 0.0% | Coterie |
| 3 | Pampers | 18.6% | 74K | 0.0% | Procter & Gamble |
| 4 | The Honest Company | 13.7% | 54.2K | 0.0% | The Honest Company |
| 5 | Huggies | 10.2% | 40.5K | 0.0% | Huggies |
| 6 | Luvs | 3.7% | 14.8K | 0.0% | Procter & Gamble |
| 7 | Hello Bello | 2% | 8.1K | -33.1% | Hello Bello |
| 8 | DYPER | 1.1% | 4.4K | -18.5% | DYPER |
| 9 | Bambo Nature | 0.12% | 480 | -18.6% | Abena |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Coterie | 90.5K | 21.4% | 1 |
| Oct 2025 | Millie Moon | 90.5K | 21.4% | 2 |
| Oct 2025 | Pampers | 90.5K | 21.4% | 3 |
| Oct 2025 | The Honest Company | 81K | 19.1% | 4 |
| Oct 2025 | Huggies | 40.5K | 9.6% | 5 |
| Oct 2025 | Luvs | 14.8K | 3.5% | 6 |
| Oct 2025 | Hello Bello | 9.9K | 2.3% | 7 |
| Oct 2025 | DYPER | 5.4K | 1.3% | 8 |
| Oct 2025 | Bambo Nature | 720 | 0.17% | 9 |
| Nov 2025 | Millie Moon | 90.5K | 23.1% | 1 |
| Nov 2025 | Pampers | 90.5K | 23.1% | 2 |
| Nov 2025 | Coterie | 74K | 18.9% | 3 |
| Nov 2025 | The Honest Company | 66.2K | 16.9% | 4 |
| Nov 2025 | Huggies | 40.5K | 10.3% | 5 |
| Nov 2025 | Hello Bello | 12.1K | 3.1% | 6 |
| Nov 2025 | Luvs | 12.1K | 3.1% | 7 |
| Nov 2025 | DYPER | 5.4K | 1.4% | 8 |
| Nov 2025 | Bambo Nature | 720 | 0.18% | 9 |
| Dec 2025 | Coterie | 90.5K | 22.7% | 1 |
| Dec 2025 | Millie Moon | 90.5K | 22.7% | 2 |
| Dec 2025 | Pampers | 90.5K | 22.7% | 3 |
| Dec 2025 | The Honest Company | 54.2K | 13.6% | 4 |
| Dec 2025 | Huggies | 40.5K | 10.1% | 5 |
| Dec 2025 | Luvs | 18.1K | 4.5% | 6 |
| Dec 2025 | Hello Bello | 9.9K | 2.5% | 7 |
| Dec 2025 | DYPER | 4.4K | 1.1% | 8 |
| Dec 2025 | Bambo Nature | 720 | 0.18% | 9 |
| Jan 2026 | Coterie | 110K | 24.6% | 1 |
| Jan 2026 | Millie Moon | 110K | 24.6% | 2 |
| Jan 2026 | Pampers | 90.5K | 20.2% | 3 |
| Jan 2026 | The Honest Company | 66.2K | 14.8% | 4 |
| Jan 2026 | Huggies | 40.5K | 9% | 5 |
| Jan 2026 | Luvs | 14.8K | 3.3% | 6 |
| Jan 2026 | Hello Bello | 8.1K | 1.8% | 7 |
| Jan 2026 | DYPER | 6.6K | 1.5% | 8 |
| Jan 2026 | Bambo Nature | 880 | 0.2% | 9 |
| Feb 2026 | Coterie | 90.5K | 24.2% | 1 |
| Feb 2026 | Millie Moon | 90.5K | 24.2% | 2 |
| Feb 2026 | Pampers | 74K | 19.8% | 3 |
| Feb 2026 | The Honest Company | 54.2K | 14.5% | 4 |
| Feb 2026 | Huggies | 40.5K | 10.8% | 5 |
| Feb 2026 | Luvs | 12.1K | 3.2% | 6 |
| Feb 2026 | Hello Bello | 6.6K | 1.8% | 7 |
| Feb 2026 | DYPER | 5.4K | 1.4% | 8 |
| Feb 2026 | Bambo Nature | 590 | 0.16% | 9 |
| Mar 2026 | Coterie | 110K | 25.5% | 1 |
| Mar 2026 | Millie Moon | 110K | 25.5% | 2 |
| Mar 2026 | Pampers | 90.5K | 21% | 3 |
| Mar 2026 | The Honest Company | 54.2K | 12.6% | 4 |
| Mar 2026 | Huggies | 40.5K | 9.4% | 5 |
| Mar 2026 | Luvs | 12.1K | 2.8% | 6 |
| Mar 2026 | Hello Bello | 8.1K | 1.9% | 7 |
| Mar 2026 | DYPER | 5.4K | 1.3% | 8 |
| Mar 2026 | Bambo Nature | 590 | 0.14% | 9 |
| Apr 2026 | Coterie | 90.5K | 22.8% | 1 |
| Apr 2026 | Millie Moon | 90.5K | 22.8% | 2 |
| Apr 2026 | Pampers | 90.5K | 22.8% | 3 |
| Apr 2026 | The Honest Company | 54.2K | 13.7% | 4 |
| Apr 2026 | Huggies | 40.5K | 10.2% | 5 |
| Apr 2026 | Hello Bello | 12.1K | 3.1% | 6 |
| Apr 2026 | Luvs | 12.1K | 3.1% | 7 |
| Apr 2026 | DYPER | 5.4K | 1.4% | 8 |
| Apr 2026 | Bambo Nature | 590 | 0.15% | 9 |
| May 2026 | Coterie | 90.5K | 22.7% | 1 |
| May 2026 | Millie Moon | 90.5K | 22.7% | 2 |
| May 2026 | Pampers | 90.5K | 22.7% | 3 |
| May 2026 | The Honest Company | 54.2K | 13.6% | 4 |
| May 2026 | Huggies | 40.5K | 10.1% | 5 |
| May 2026 | Hello Bello | 14.8K | 3.7% | 6 |
| May 2026 | Luvs | 12.1K | 3% | 7 |
| May 2026 | DYPER | 5.4K | 1.4% | 8 |
| May 2026 | Bambo Nature | 590 | 0.15% | 9 |
| Jun 2026 | Coterie | 110K | 27.4% | 1 |
| Jun 2026 | Millie Moon | 90.5K | 22.5% | 2 |
| Jun 2026 | Pampers | 74K | 18.4% | 3 |
| Jun 2026 | The Honest Company | 54.2K | 13.5% | 4 |
| Jun 2026 | Huggies | 40.5K | 10.1% | 5 |
| Jun 2026 | Hello Bello | 14.8K | 3.7% | 6 |
| Jun 2026 | Luvs | 12.1K | 3% | 7 |
| Jun 2026 | DYPER | 5.4K | 1.3% | 8 |
| Jun 2026 | Bambo Nature | 480 | 0.12% | 9 |
| Jul 2026 | Coterie | 110K | 26.1% | 1 |
| Jul 2026 | Millie Moon | 110K | 26.1% | 2 |
| Jul 2026 | Pampers | 74K | 17.6% | 3 |
| Jul 2026 | The Honest Company | 54.2K | 12.9% | 4 |
| Jul 2026 | Huggies | 40.5K | 9.6% | 5 |
| Jul 2026 | Hello Bello | 14.8K | 3.5% | 6 |
| Jul 2026 | Luvs | 12.1K | 2.9% | 7 |
| Jul 2026 | DYPER | 5.4K | 1.3% | 8 |
| Jul 2026 | Bambo Nature | 480 | 0.11% | 9 |
| Aug 2026 | Millie Moon | 110K | 27.4% | 1 |
| Aug 2026 | Coterie | 90.5K | 22.5% | 2 |
| Aug 2026 | Pampers | 74K | 18.4% | 3 |
| Aug 2026 | The Honest Company | 54.2K | 13.5% | 4 |
| Aug 2026 | Huggies | 40.5K | 10.1% | 5 |
| Aug 2026 | Luvs | 14.8K | 3.7% | 6 |
| Aug 2026 | Hello Bello | 12.1K | 3% | 7 |
| Aug 2026 | DYPER | 5.4K | 1.3% | 8 |
| Aug 2026 | Bambo Nature | 590 | 0.15% | 9 |
| Sep 2026 | Millie Moon | 110K | 27.7% | 1 |
| Sep 2026 | Coterie | 90.5K | 22.8% | 2 |
| Sep 2026 | Pampers | 74K | 18.6% | 3 |
| Sep 2026 | The Honest Company | 54.2K | 13.7% | 4 |
| Sep 2026 | Huggies | 40.5K | 10.2% | 5 |
| Sep 2026 | Luvs | 14.8K | 3.7% | 6 |
| Sep 2026 | Hello Bello | 8.1K | 2% | 7 |
| Sep 2026 | DYPER | 4.4K | 1.1% | 8 |
| Sep 2026 | Bambo Nature | 480 | 0.12% | 9 |

## What is being compared

- **Bambo Nature**: Measured on the search term “bambo nature”.
- **Coterie**: Measured on the search term “coterie diapers”.
- **DYPER**: Measured on the search term “dyper”.
- **Hello Bello**: Measured on the search term “hello bello diapers”.
- **Huggies**: Measured on the search term “huggies”.
- **Luvs**: Measured on the search term “luvs diapers”.
- **Millie Moon**: Measured on the search term “millie moon diapers”.
- **Pampers**: Measured on the search term “pampers”.
- **The Honest Company**: Measured on the search terms “honest company diapers” and “honest diapers”, summed into one figure.

- [Bambo Nature](/demand/us/brands/bambo-nature)
- [Coterie](/demand/us/brands/coterie)
- [DYPER](/demand/us/brands/dyper)
- [Hello Bello](/demand/us/brands/hello-bello)
- [Huggies](/demand/us/brands/huggies)
- [Luvs](/demand/us/brands/luvs)
- [Millie Moon](/demand/us/brands/millie-moon)
- [Pampers](/demand/us/brands/pampers)
- [The Honest Company](/demand/us/brands/honest-company)

## 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 diaper brands in the United States?

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.

## Cite this page

Brandwave. "Diaper brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-diaper-brands

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-diaper-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.