Phil & Teds vs Steelcraft:Which is more popular?
In September 2026, Steelcraft had more branded searches than Phil & Teds among pram and stroller brands in Australia. Steelcraft had about 480 branded searches, while Phil & Teds had 260. Steelcraft made up 1.7% of all pram and stroller brand searches we track, and Phil & Teds accounted for 0.93%. When we asked ChatGPT and Google AI Overviews about pram and stroller brands, neither Phil & Teds nor Steelcraft appeared in any of the five answers.
Who do people search for more?
Steelcraft, about 85% more searches than Phil & Teds
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top pram and stroller brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Phil & Teds nor Steelcraft showed up 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.
Bugaboo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
UPPAbaby3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Edwards & Co1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Baby Jogger1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cybex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Joolz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mother's Choice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mountain Buggy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Steelcraft0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Phil & Teds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pram and stroller brands
5 answers
Asked ChatGPT
“What's the best pram in Australia?”
Asked ChatGPT
“Which stroller is best for a newborn?”
Asked ChatGPT
“What's the best lightweight stroller for travel?”
Searched Google, AI Overview
“prams”
Searched Google, AI Overview
“best pram”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Phil & Teds or Steelcraft more popular in search?
This chart shows how often people search Google for Phil & Teds and Steelcraft by name. Each line represents a brand's share of searches for all ten pram and stroller brands we track, month by month, from searches in Australia.
Share of searches by month for Steelcraft, Phil & Teds. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bugaboo | UPPAbaby | Edwards & Co | Baby Jogger | Mother's Choice | Cybex | Mountain Buggy | Joolz | Steelcraft | Phil & Teds |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.3% | 19.2% | 19.2% | 7% | 5.5% | 3.8% | 4.7% | 2.6% | 1.7% | 0.93% |
| Nov 2025 | 34.5% | 23.1% | 15.4% | 6.8% | 8.4% | 3.7% | 3.7% | 2.3% | 1.4% | 0.75% |
| Dec 2025 | 34.9% | 19.1% | 19.1% | 6.7% | 8.5% | 3.5% | 3.5% | 2.1% | 1.7% | 0.92% |
| Jan 2026 | 31.5% | 17.2% | 21% | 9.2% | 6.1% | 4.1% | 5.1% | 2.8% | 1.9% | 1% |
| Feb 2026 | 35.2% | 19.2% | 19.2% | 6.8% | 5.7% | 4.6% | 4.6% | 2.1% | 1.7% | 0.92% |
| Mar 2026 | 32.6% | 21.7% | 17.8% | 7.9% | 6.3% | 4.3% | 4.3% | 2.4% | 1.9% | 0.86% |
| Apr 2026 | 34.1% | 18.6% | 18.6% | 8.3% | 6.5% | 4.5% | 4.5% | 2.5% | 1.7% | 0.89% |
| May 2026 | 36.4% | 19.9% | 16.3% | 8.7% | 5.7% | 4.8% | 3.9% | 2.2% | 1.4% | 0.63% |
| Jun 2026 | 38% | 20.7% | 13.8% | 7.5% | 7.5% | 4.1% | 4.1% | 2.3% | 1.2% | 0.82% |
| Jul 2026 | 39.8% | 17.7% | 14.5% | 7.9% | 6.2% | 5.3% | 4.3% | 1.9% | 1.6% | 0.85% |
| Aug 2026 | 39.7% | 17.7% | 14.4% | 7.9% | 6.2% | 5.3% | 4.3% | 2.4% | 1.3% | 0.85% |
| Sep 2026 | 35.3% | 19.2% | 15.7% | 8.6% | 6.8% | 4.6% | 4.6% | 2.6% | 1.7% | 0.93% |
How has the Phil & Teds and Steelcraft comparison changed over the last 12 months?
3 findings
- Steelcraft was ahead of Phil & Teds in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Phil & Teds’ share of searches among pram and stroller brands in Australia held steady at 0.93%, and its estimated monthly branded searches moved from 320 to 260.
- Across the 12 months ending September 2026, Steelcraft’s share of searches among pram and stroller brands in Australia held steady at 1.7%, and its estimated monthly branded searches moved from 590 to 480.
How did search popularity change for Australia pram and stroller brands in September 2026?
2 changes
Estimated monthly branded searches for Phil & Teds in Australia fell 18.8% over 12 measured months, from 320 to 260 in September 2026.
Estimated monthly branded searches for Steelcraft in Australia fell 18.6% over 12 measured months, from 590 to 480 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Phil & Teds’ and Steelcraft’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.
Phil & Teds
1 branded search term
- phil and teds
Steelcraft
1 branded search term
- steelcraft
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