Huggies vs Millie Moon:Which is more popular?
In September 2026, Millie Moon had more branded searches than Huggies among diaper brands in the United States. Millie Moon had about 110,000 branded searches, while Huggies had 40,500. Millie Moon made up 27.7% 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 Millie Moon in one. Huggies was mentioned before Millie Moon in every answer that named either.
Who do people search for more?
Millie Moon, about 3 searches for every 1 for Huggies
Who does AI mention more?
Huggies, mentioned in 3 of 5 answers, Millie Moon in 1
Who does AI recommend more?
Huggies, named ahead of Millie Moon in 3 of 3 answers
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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. Millie Moon was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Huggies was listed before Millie Moon in every answer that named either.
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 Huggies or Millie Moon more popular in search?
This chart shows how often people search Google for Huggies and Millie Moon 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 Millie Moon, 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 Huggies and Millie Moon comparison changed over the last 12 months?
3 findings
- Millie Moon was ahead of Huggies in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Millie Moon’s share of searches among diaper brands in the United States moved from 21.4% to 27.7%, and its estimated monthly branded searches moved from 90.5K to 110K.
How did search popularity change for United States diaper brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huggies’ and Millie Moon’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.
Huggies
1 branded search term
- huggies
Millie Moon
1 branded search term
- millie moon diapers
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