Brandwave

How popular isBabu?

In September 2026, people searched for Babu by name about 880 times in New Zealand, a 12% decrease from the previous year. These searches made up 7.6% of all New Zealand baby sleepwear brand searches, placing Babu fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about baby sleepwear brands, Babu appeared in two of the four answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Babu is the fifth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. Love to DreamShare of searches 34.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  2. WoolbabeShare of searches 21.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. ergoPouchShare of searches 18.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  4. DimplesShare of searches 8.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. BabuShare of searches 7.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

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Top baby sleepwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Babu was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Babu is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Woolbabe1st
  2. Nature Baby2nd
  3. Dimples3rd
  4. Love to Dream4th
  5. Babu5th
  6. ergoPouch6th
  7. Halo–
  8. Mokopuna–

Mentioned by AI

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

  • Woolbabe4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Nature Baby3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ergoPouch2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dimples2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Babu2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Love to Dream1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Halo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mokopuna0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby sleepwear brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which baby sleepwear brands compete with Babu?

Babu against baby sleepwear brands in New Zealand, by month

Share of searches by month for Love to Dream, Woolbabe, ergoPouch, Dimples, Babu, Nature Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthLove to DreamWoolbabeergoPouchDimplesBabuNature BabyHaloMokopuna
Oct 202531.6%21.9%17.3%11.8%9.1%5.4%2.2%0.82%
Nov 202533.2%20%14.3%12.4%10.1%7.7%1.5%0.7%
Dec 202534.5%18.2%13.8%16.4%9%4.9%2.5%0.72%
Jan 202633%19.1%16.9%13.2%7.3%7.3%2.3%0.91%
Feb 202629.7%21.9%17%11.5%7.8%7.8%3.4%0.97%
Mar 202627%28.5%19.3%8.8%6.7%4.9%3.8%1.1%
Apr 202624.9%26.8%20.3%11.4%7.1%5.1%3.3%1.1%
May 202625.9%31.8%18%8.5%6.6%4.7%3.4%1.1%
Jun 202629.8%19.8%17.7%12%7.5%6.6%5.9%0.83%
Jul 202634%19.3%15.5%11.7%6.4%7.3%4.9%0.8%
Aug 202633.3%19.8%19.6%10.9%7.4%5%3.4%0.67%
Sep 202634.3%21.2%18.2%8.6%7.6%7.6%1.6%0.78%

  1. 1.Love to Dream

    34.3%

    Held 1st. 4K estimated branded searches, +0.51% vs prior month. Share +1 points.

  2. 2.Woolbabe

    21.2%

    Held 2nd. 2.5K estimated branded searches, +4.7% vs prior month. Share +1.5 points.

  3. 3.ergoPouch

    18.2%

    Held 3rd. 2.1K estimated branded searches, -9.4% vs prior month. Share -1.4 points.

  4. 4.Dimples

    8.6%

    Held 4th. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.

  5. 5.Babu

    7.6%

    Held 5th. 880 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Nature Baby

    7.6%

    Held 6th. 880 estimated branded searches, +49.2% vs prior month. Share +2.6 points.

  7. 7.Halo

    1.6%

    Held 7th. 190 estimated branded searches, -52.5% vs prior month. Share -1.7 points.

  8. 8.Mokopuna

    0.78%

    Held 8th. 90 estimated branded searches, +12.5% vs prior month. Share +0.1 points.

Compare popularity between Babu and its closest rivals

Every comparison with Babu

12 comparisons

How has branded search demand for Babu changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Babu in New Zealand fell from 1K to 880.
  • Across the 12 months ending September 2026, Babu’s share of searches among baby sleepwear brands in New Zealand decreased from 9.1% to 7.6%.
  • Across the 12 months ending September 2026, Babu’s share of searches among baby sleepwear brands in New Zealand peaked at 10.1% in November 2025 and was lowest at 6.4% in July 2026.

How did search popularity change for New Zealand baby sleepwear brands in September 2026?

6 changes

  1. In September 2026, Nature Baby gained share of searches among baby sleepwear brands in New Zealand, from 5% to 7.6%.

  2. In September 2026, Woolbabe gained share of searches among baby sleepwear brands in New Zealand, from 19.8% to 21.2%.

  3. In September 2026, Love to Dream gained share of searches among baby sleepwear brands in New Zealand, from 33.3% to 34.3%.

  4. In September 2026, Dimples lost share of searches among baby sleepwear brands in New Zealand, from 10.9% to 8.6%.

  5. In September 2026, Halo lost share of searches among baby sleepwear brands in New Zealand, from 3.4% to 1.6%.

  6. In September 2026, ergoPouch lost share of searches among baby sleepwear brands in New Zealand, from 19.6% to 18.2%.

How are Babu’s branded searches counted?

1 search term

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

  • babu

Do you work for Babu? 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 Babu compete?

Babu is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cot sheets brands5th of 94.5%Show ranking
Baby sleepwear brands5th of 87.6%Shown above
Creator with pink hair and a pink jacket

Is Babu your brand?

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