Holle vs Similac:Which is more popular?
In September 2026, Similac had more branded searches than Holle among baby formula brands in the United States. Similac had about 110,000 branded searches, while Holle had 2,900. Similac made up 28.1% 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, Similac appeared in three of the five answers and Holle in none.
Who do people search for more?
Similac, about 38 searches for every 1 for Holle
Who does AI mention more?
Similac, mentioned in 3 of 5 answers, Holle in 0
Who does AI recommend more?
Similac, the only one of the two named
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Top baby formula brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. 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.
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 Holle or Similac more popular in search?
This chart shows how often people search Google for Holle 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, Holle. 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 Holle and Similac comparison changed over the last 12 months?
3 findings
- Similac was ahead of Holle in every measured month of the 12 months ending September 2026.
- 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.
- 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
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 Holle’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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