Brandwave

How popular isBugaboo?

In September 2026, people searched for Bugaboo by name about 449,000 times worldwide, about the same as the previous year. These searches made up 1.7% of all global nappy bag searches, placing Bugaboo fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about nappy bags, Bugaboo did not appear in any of the answers.

Search and AI answers in September 2026

Bugaboo is the fifth most searched of 10 competitors and not listed in any AI answer.

  1. BÉISShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Dagne DoverShare of searches 24.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. Skip HopShare of searches 17.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Ju-Ju-BeShare of searches 6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. BugabooShare of searches 1.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top nappy bags in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bugaboo 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.

  1. Skip Hop1st
  2. BÉIS2nd
  3. Dagne Dover3rd
  4. Ju-Ju-Be4th
  5. Bugaboo–
  6. Silver Cross–
  7. PacaPod–
  8. Munchkin–
  9. Storksak–
  10. Babymel–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • BÉIS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Skip Hop3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ju-Ju-Be1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bugaboo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Silver Cross0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PacaPod0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Munchkin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Storksak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Babymel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about nappy bags

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which nappy bags compete with Bugaboo?

Bugaboo against nappy bags worldwide, by month

Share of searches by month for BÉIS, Dagne Dover, Skip Hop, Ju-Ju-Be, Bugaboo. The figures are in the table below the chart.

View monthly share of searches table
MonthBÉISDagne DoverSkip HopJu-Ju-BeBugabooSilver CrossPacaPodMunchkinStorksakBabymel
Oct 202524.1%29.4%36.7%5.9%1.4%0.78%1.1%0.28%0.35%0.15%
Nov 202534.4%34.4%19.7%6.9%1.7%0.91%1.1%0.27%0.41%0.22%
Dec 202527.4%27.4%23.1%18.3%1.2%0.89%0.89%0.32%0.26%0.17%
Jan 202627.7%33.8%23.5%10.1%1.6%1.2%1.2%0.4%0.32%0.17%
Feb 202631.7%38.7%18%7.7%1%1%1%0.25%0.3%0.16%
Mar 202643.7%29.3%16.8%5.8%1.3%1.2%1.2%0.28%0.34%0.15%
Apr 202639.9%26.7%22.9%5.3%1.5%1.3%1.5%0.38%0.38%0.21%
May 202641.2%27.5%19.3%6.7%1.5%1.3%1.3%0.49%0.4%0.21%
Jun 202641.6%27.8%19.5%5.5%2%1.4%1.1%0.4%0.49%0.22%
Jul 202644.6%24.4%20.7%5.9%1.3%1.2%0.97%0.35%0.35%0.23%
Aug 202644.7%24.4%21%4.9%1.3%1.3%1.2%0.53%0.43%0.23%
Sep 202645.5%24.8%17.8%6%1.7%1.7%1.2%0.54%0.44%0.24%

  1. 1.BÉIS

    45.5%

    Held 1st. 27.1K estimated branded searches, -18.1% vs prior month. Share +0.8 points.

  2. 2.Dagne Dover

    24.8%

    Held 2nd. 14.8K estimated branded searches, -18.2% vs prior month. Share +0.4 points.

  3. 3.Skip Hop

    17.8%

    Held 3rd. 10.6K estimated branded searches, -31.6% vs prior month. Share -3.1 points.

  4. 4.Ju-Ju-Be

    6%

    Held 4th. 3.6K estimated branded searches, 0% vs prior month. Share +1.2 points.

  5. 5.Bugaboo

    1.7%

    Held 5th. 1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Silver Cross

    1.7%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.PacaPod

    1.2%

    Held 7th. 720 estimated branded searches, -18.2% vs prior month. Share 0 points.

  8. 8.Munchkin

    0.54%

    Held 8th. 320 estimated branded searches, -17.9% vs prior month. Share 0 points.

  9. 9.Storksak

    0.44%

    Held 9th. 260 estimated branded searches, -18.8% vs prior month. Share 0 points.

  10. 10.Babymel

    0.24%

    Held 10th. 140 estimated branded searches, -17.6% vs prior month. Share 0 points.

Bugaboo, BÉIS and 4 other brands sell other things too, so only their searches that name this product count here, like “bugaboo changing bag”.

Compare popularity between Bugaboo and its closest rivals

Every comparison with Bugaboo

19 comparisons

How has branded search demand for Bugaboo changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bugaboo worldwide held steady, from 469K to 449K.
  • Across the 12 months ending September 2026, Bugaboo’s share of searches among nappy bags worldwide held steady, from 1.4% to 1.7%.

How did search popularity change for nappy bags worldwide in September 2026?

6 changes

  1. In September 2026, Ju-Ju-Be gained share of searches among nappy bags worldwide, from 4.9% to 6%.

  2. In September 2026, BÉIS gained share of searches among nappy bags worldwide, from 44.7% to 45.5%.

  3. In September 2026, Skip Hop lost share of searches among nappy bags worldwide, from 21% to 17.8%.

  4. Estimated monthly branded searches for Silver Cross worldwide rose 38.9% over 12 measured months, from 720 to 1K in September 2026.

  5. Estimated monthly branded searches for Munchkin worldwide rose 23.1% over 12 measured months, from 260 to 320 in September 2026.

  6. Estimated monthly branded searches for Dagne Dover worldwide fell 45.4% over 12 measured months, from 27.1K to 14.8K in September 2026.

How are Bugaboo’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Bugaboo’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bugaboo
  • bugaboo butterfly
  • bugaboo changing bag
  • bugaboo donkey
  • bugaboo double pram
  • bugaboo fox
  • bugaboo pushchair
  • bugaboo stroller

Do you work for Bugaboo? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Bugaboo compete?

Bugaboo is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pram and stroller brands1st of 1133.2%Show ranking
Double pram brands4th of 44.5%Show ranking
Nappy bags5th of 101.7%Shown above
Creator with pink hair and a pink jacket

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