--- title: "Phil & Teds vs Steelcraft: Which is searched more in Australia?" description: "Is Phil & Teds or Steelcraft more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Pram and stroller brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/phil-and-teds-vs-steelcraft" publisher: "Brandwave" --- # Phil & Teds vs Steelcraft: Which is searched more in Australia? Is Phil & Teds or Steelcraft more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Pram and stroller brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Phil & Teds and Steelcraft - **Competitive set**: Pram and stroller brands - **Market**: Australia - **Month measured**: Sep 2026 - **Phil & Teds Share of Search**: 0.93% - **Steelcraft Share of Search**: 1.7% ## Is Phil & Teds or Steelcraft more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | UPPAbaby | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | Bugaboo | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Joolz | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Edwards & Co | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Cybex | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Baby Jogger | Not ranked | 1 of 3 | 0 of 2 | 1 of 5 | | Mother's Choice | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mountain Buggy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Steelcraft | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Phil & Teds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about pram and stroller brands - Asked ChatGPT "What's the best pram in Australia?": 1. UPPAbaby, 2. Bugaboo, 3. Baby Jogger - Asked ChatGPT "Which stroller is best for a newborn?": named none of the brands we track - Asked ChatGPT "What's the best lightweight stroller for travel?": 1. Joolz, 2. Bugaboo, 3. Cybex - Searched Google, AI Overview "prams": 1. UPPAbaby, 2. Edwards & Co - Searched Google, AI Overview "best pram": 1. UPPAbaby, 2. Bugaboo Not named in any answer: Mother's Choice, Mountain Buggy, Steelcraft and Phil & Teds. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia pram and stroller brands in September 2026? - 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. ## Month by month | Month | Phil & Teds estimated searches | Phil & Teds Share of Search | Phil & Teds rank | Steelcraft estimated searches | Steelcraft Share of Search | Steelcraft rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 320 | 0.93% | 10 | 590 | 1.7% | 9 | | Nov 2025 | 320 | 0.75% | 10 | 590 | 1.4% | 9 | | Dec 2025 | 260 | 0.92% | 10 | 480 | 1.7% | 9 | | Jan 2026 | 320 | 1% | 10 | 590 | 1.9% | 9 | | Feb 2026 | 260 | 0.92% | 10 | 480 | 1.7% | 9 | | Mar 2026 | 260 | 0.86% | 10 | 590 | 1.9% | 9 | | Apr 2026 | 260 | 0.89% | 10 | 480 | 1.7% | 9 | | May 2026 | 210 | 0.63% | 10 | 480 | 1.4% | 9 | | Jun 2026 | 260 | 0.82% | 10 | 390 | 1.2% | 9 | | Jul 2026 | 260 | 0.85% | 10 | 480 | 1.6% | 9 | | Aug 2026 | 260 | 0.85% | 10 | 390 | 1.3% | 9 | | Sep 2026 | 260 | 0.93% | 10 | 480 | 1.7% | 9 | ## How each brand is measured 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**: Measured on the search term “phil and teds”. - **Steelcraft**: Measured on the search term “steelcraft”. - [Phil & Teds profile](/demand/au/brands/phil-and-teds) - [Steelcraft profile](/demand/au/brands/steelcraft) - [All pram and stroller brands in Australia](/demand/au/categories/au-pram-brands): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Phil & Teds or Steelcraft more popular in search? 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%. ## Cite this page Brandwave. "Phil & Teds vs Steelcraft: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/phil-and-teds-vs-steelcraft This page is also available as HTML at https://gobrandwave.com/demand/au/compare/phil-and-teds-vs-steelcraft. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.