Brandwave

Earth's Best vs Holle:Which is more popular?

In September 2026, Earth's Best and Holle were level in searches among baby formula brands in the United States, with an estimated 2.9K branded searches each, at 0.74% of the total each. When we asked ChatGPT and Google AI Overviews about baby formula brands, Earth's Best appeared in one 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?

Earth's Best and Holle are searched for about as often as each other.

Earth's Best 2.9K searchesHolle 2.9K searches

Who does AI mention more?

Earth's Best, mentioned in 1 of 5 answers, Holle in 0

Earth's Best in 1 of 5Holle in 0 of 5

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Top baby formula brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Earth's Best was mentioned in one out of five: in one of the three ChatGPT answers, but not in either 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 Earth's Best or Holle more popular in search?

This chart shows how often people search Google for Earth's Best 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.

Earth's Best and Holle among baby formula brands in the United States, by month

Share of searches by month for Earth's Best, 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%

Earth's Best sells other things too, so only its searches that name this product count here, like “earth's best formula”.

How has the Earth's Best and Holle comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Earth's Best took it in November 2025, Holle took it in January 2026.
  • Across the 12 months ending September 2026, Earth's Best’s share of searches among baby formula brands in the United States moved from 0.84% to 0.74%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
  • 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 Holle in the United States fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Earth's Best’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.

Earth's Best

1 branded search term

  • earth's best formula

Holle

1 branded search term

  • holle formula

How the Brand Demand Index is measured

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