BabyBjörn vs Tula:Which is searched more?
In September 2026, Tula had more branded searches than BabyBjörn among baby carrier brands worldwide. Tula was estimated to have 246K branded searches compared to BabyBjörn’s 148K, and held a 35.5% Share of Search versus BabyBjörn’s 21.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, BabyBjörn or Tula?
Compare the baby carrier brands parents buy. 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.
Share of Search by month for Tula, BabyBjörn. The figures are in the table below the chart.
View monthly share of search table
| Month | Tula | Ergobaby | BabyBjörn | Konny | Manduca |
|---|---|---|---|---|---|
| Oct 2025 | 30.1% | 33.8% | 27.1% | 5% | 4.1% |
| Nov 2025 | 29.7% | 33.5% | 26.8% | 6% | 4% |
| Dec 2025 | 35% | 29.8% | 25.8% | 4.7% | 4.7% |
| Jan 2026 | 30.2% | 34.6% | 27.2% | 4.1% | 4.1% |
| Feb 2026 | 32.4% | 35.7% | 23.9% | 4.4% | 3.6% |
| Mar 2026 | 30.8% | 36.2% | 22.7% | 6.2% | 4.2% |
| Apr 2026 | 30.2% | 38.5% | 22.3% | 5% | 4.1% |
| May 2026 | 28.8% | 36.6% | 21.2% | 8.7% | 4.7% |
| Jun 2026 | 31.6% | 35.7% | 23.3% | 4.3% | 5.2% |
| Jul 2026 | 35.1% | 35.2% | 21.1% | 3.9% | 4.7% |
| Aug 2026 | 30.2% | 38.5% | 22.3% | 4.1% | 5% |
| Sep 2026 | 35.5% | 33.5% | 21.4% | 4.8% | 4.8% |
How has the BabyBjörn and Tula comparison changed over the last 12 months?
3 findings
- Tula was ahead of BabyBjörn in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BabyBjörn’s estimated Share of Search among baby carrier brands worldwide moved from 27.1% to 21.4%, and its estimated monthly branded searches moved from 181K to 148K.
- Across the 12 months ending September 2026, Tula’s estimated Share of Search among baby carrier brands worldwide moved from 30.1% to 35.5%, and its estimated monthly branded searches moved from 201K to 246K.
How did search popularity change for baby carrier brands worldwide in September 2026?
2 changes
In September 2026, Tula overtook Ergobaby to become the leader among baby carrier brands worldwide, with 35.5% estimated Share of Search.
In September 2026, BabyBjörn lost estimated Share of Search among baby carrier brands worldwide, from 22.3% to 21.4%.
Other head-to-heads among baby carrier brands
How each brand is measured
Brandwave collects information about searches that people make online using BabyBjörn’s and Tula’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.