Brandwave

Bobbie vs Holle:Which is more popular?

In September 2026, Bobbie had more branded searches than Holle among baby formula brands in the United States. Bobbie had about 90,500 branded searches, while Holle had 2,900. Bobbie made up 23.1% of all baby formula brand searches we track, and Holle accounted for 0.74%. When we asked ChatGPT and Google AI Overviews about baby formula brands, Bobbie appeared in three of the five answers and Holle in none.

Among baby formula brands in the United States in September 2026

Who do people search for more?

Bobbie, about 31 searches for every 1 for Holle

Bobbie 90.5K searchesHolle 2.9K searches

Who does AI mention more?

Bobbie, mentioned in 3 of 5 answers, Holle in 0

Bobbie in 3 of 5Holle in 0 of 5

Who does AI recommend more?

Bobbie, the only one of the two named

Bobbie first in 3Holle never named

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bobbie was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Holle did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Similac1st
  2. Enfamil2nd
  3. Bobbie3rd
  4. Kendamil4th
  5. Earth's Best4th
  6. Happy Baby6th
  7. HiPP–
  8. ByHeart–
  9. Holle–
  10. Gerber–
  11. +1 more

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

+1 more

See every answer about baby formula brands

5 answers

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 Bobbie or Holle more popular in search?

This chart shows how often people search Google for Bobbie and Holle 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.

Bobbie and Holle among baby formula brands in the United States, by month

Share of searches by month for Bobbie, Holle. The figures are in the table below the chart.

View monthly share of searches table
MonthSimilacBobbieEnfamilKendamilHiPPByHeartEarth's BestHappy BabyHolleGerberElse Nutrition
Oct 202525.6%17.2%25.6%11.5%3.4%12.9%0.84%0.84%1%0.75%0.23%
Nov 202515%15%15%8.2%2%42.3%0.74%0.6%0.6%0.44%0.12%
Dec 202525.1%16.9%25.1%13.8%3.4%12.6%0.82%0.82%0.82%0.59%0.23%
Jan 202625%20.5%25%13.7%4.1%7.8%0.82%1%1.2%0.59%0.29%
Feb 202630%20.1%24.6%13.5%4%4.2%0.79%0.98%0.98%0.59%0.24%
Mar 202628.5%19.2%28.5%12.8%3.8%3.5%0.93%0.93%0.93%0.64%0.19%
Apr 202630.3%20.4%24.9%13.6%4.1%3%0.8%0.99%0.99%0.68%0.2%
May 202630.1%20.3%24.8%13.6%5%2.8%0.79%0.99%0.79%0.68%0.2%
Jun 202628.7%19.3%28.7%12.9%3.9%3.3%0.76%0.94%0.94%0.53%0.15%
Jul 202629.3%24.1%24.1%13.2%3.9%2.2%0.77%0.96%0.77%0.58%0.19%
Aug 202628.6%23.5%23.5%15.7%3.8%1.8%0.75%0.75%0.75%0.57%0.23%
Sep 202628.1%23.1%23.1%15.5%3.8%3.3%0.74%0.74%0.74%0.66%0.26%

How has the Bobbie and Holle comparison changed over the last 12 months?

3 findings
  • Bobbie was ahead of Holle in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bobbie’s share of searches among baby formula brands in the United States moved from 17.2% to 23.1%, and its estimated monthly branded searches moved from 74K to 90.5K.
  • Across the 12 months ending September 2026, Holle’s share of searches among baby formula brands in the United States moved from 1% to 0.74%, and its estimated monthly branded searches moved from 4.4K to 2.9K.

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

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bobbie’s and Holle’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.

Bobbie

1 branded search term

  • bobbie formula

Holle

1 branded search term

  • holle formula

How the Brand Demand Index is measured

Other head-to-heads among baby formula brands

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