Brandwave

Burt's Bees vs Woolino:Which is more popular?

In September 2026, Burt's Bees had more branded searches than Woolino among baby sleep sack brands worldwide. Burt's Bees had about 137,000 branded searches, while Woolino had 27,100. Burt's Bees made up 21% of all baby sleep sack brand searches we track, and Woolino accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about baby sleep sack brands, Woolino appeared in four of the five answers and Burt's Bees in three. Burt's Bees and Woolino were each mentioned first in two of the four answers.

Among baby sleep sack brands worldwide in September 2026

Who do people search for more?

Burt's Bees, about 5 searches for every 1 for Woolino

Burt's Bees 137K searchesWoolino 27.1K searches

Who does AI mention more?

Woolino, mentioned in 4 of 5 answers, Burt's Bees in 3

Woolino in 4 of 5Burt's Bees in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Burt's Bees first in 2Woolino first in 2

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Top baby sleep sack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Woolino was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Burt's Bees was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Burt's Bees and Woolino were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Halo1st
  2. Kyte Baby2nd
  3. Woolino3rd
  4. Burt's Bees4th
  5. ergoPouch5th
  6. Love to Dream6th
  7. Ergobaby–
  8. Dreamland Baby–
  9. Grobag–
  10. Merino Kids–
  11. +1 more

Mentioned by AI

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

  • Halo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kyte Baby4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Woolino4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burt's Bees3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ergoPouch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Love to Dream1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ergobaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dreamland Baby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Grobag0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merino Kids0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about baby sleep sack brands

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 20, 2026.

Is Burt's Bees or Woolino more popular in search?

This chart shows how often people search Google for Burt's Bees and Woolino by name. Each line represents a brand's share of searches for all 11 baby sleep sack brands we track, month by month, from English-language searches worldwide.

Burt's Bees and Woolino among baby sleep sack brands worldwide, by month

Share of searches by month for Burt's Bees, Woolino. The figures are in the table below the chart.

View monthly share of searches table
MonthErgobabyBurt's BeesKyte BabyLove to DreamergoPouchHaloWoolinoDreamland BabyGrobagMerino KidsWoolbabe
Oct 202531.9%23.5%15.5%7%8.5%7%3.8%1.8%0.51%0.23%0.14%
Nov 202526.8%29.5%16%7.2%7.2%5.9%4.8%1.8%0.43%0.23%0.15%
Dec 202527.5%32.5%14.5%6.5%6.5%6.5%3.6%1.6%0.38%0.21%0.14%
Jan 202632.2%23.3%18.9%6.9%5.7%6.9%3.1%2.1%0.41%0.22%0.14%
Feb 202637.7%23.2%12.6%6.9%6.9%6.9%3.1%1.9%0.41%0.22%0.22%
Mar 202635.9%20.7%13.7%7.5%9.2%7.5%2.7%1.8%0.44%0.29%0.29%
Apr 202638.3%20.4%13.5%7.4%9.1%6.1%2.7%1.5%0.43%0.28%0.28%
May 202638.2%20.3%13.5%7.4%9%6%2.7%1.5%0.43%0.28%0.54%
Jun 202639.7%16%15.8%8.7%8.7%5.8%2.6%1.8%0.33%0.28%0.33%
Jul 202637.8%17.1%20.7%7.6%6.2%6.2%2.3%1.4%0.29%0.25%0.25%
Aug 202640.4%17.6%14.3%7.8%7.8%6.4%3.5%1.5%0.3%0.21%0.16%
Sep 202635.7%21%13.9%9.3%7.6%6.2%4.2%1.4%0.37%0.25%0.2%

How has the Burt's Bees and Woolino comparison changed over the last 12 months?

3 findings
  • Burt's Bees was ahead of Woolino in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Burt's Bees’ share of searches among baby sleep sack brands worldwide moved from 23.5% to 21%, and its estimated monthly branded searches moved from 167K to 137K.
  • Across the 12 months ending September 2026, Woolino’s share of searches among baby sleep sack brands worldwide moved from 3.8% to 4.2%, and its estimated monthly branded searches held steady at 27.1K.

How did search popularity change for baby sleep sack brands worldwide in September 2026?

2 changes

  1. In September 2026, Burt's Bees gained share of searches among baby sleep sack brands worldwide, from 17.6% to 21%.

  2. In September 2026, Woolino gained share of searches among baby sleep sack brands worldwide, from 3.5% to 4.2%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Burt's Bees’ and Woolino’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.

Burt's Bees

2 branded search terms

  • burt s bees
  • burts bees

Woolino

1 branded search term

  • woolino

How the Brand Demand Index is measured

Other head-to-heads among baby sleep sack brands

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