The Honest Company vs Huggies:Which is more popular?
In September 2026, The Honest Company had more branded searches than Huggies among diaper brands in the United States. The Honest Company had about 54,200 branded searches, while Huggies had 40,500. The Honest Company made up 13.7% of all diaper brand searches we track, and Huggies accounted for 10.2%. When we asked ChatGPT and Google AI Overviews about diaper brands, Huggies appeared in three of the five answers and The Honest Company in none.
Who do people search for more?
The Honest Company, about 34% more searches than Huggies
Who does AI mention more?
Huggies, mentioned in 3 of 5 answers, The Honest Company in 0
Who does AI recommend more?
Huggies, the only one of the two named
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Top diaper brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Huggies was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The Honest Company 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.
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?”
Asked ChatGPT
“Which diaper brand is best for overnight leaks?”
Asked ChatGPT
“Are cheaper diaper brands as good as the expensive ones?”
Searched Google, AI Overview
“diapers”
Searched Google, AI Overview
“best diapers”
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 The Honest Company or Huggies more popular in search?
This chart shows how often people search Google for The Honest Company and Huggies 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 by month for The Honest Company, Huggies. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the The Honest Company and Huggies comparison changed over the last 12 months?
3 findings
- The Honest Company was ahead of Huggies in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, The Honest Company’s share of searches among diaper brands in the United States moved from 19.1% to 13.7%, and its estimated monthly branded searches moved from 81K to 54.2K.
- Across the 12 months ending September 2026, Huggies’ share of searches among diaper brands in the United States moved from 9.6% to 10.2%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for United States diaper brands in September 2026?
1 change
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.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using The Honest Company’s and Huggies’ 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.
The Honest Company
2 branded search terms
- honest company diapers
- honest diapers
Huggies
1 branded search term
- huggies
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