Brandwave

How popular isBaby On The Move?

In September 2026, people searched for Baby On The Move by name about 14,800 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 14.5% of all New Zealand baby and nursery retailer searches, placing Baby On The Move fifth out of seven retailers. When we asked both ChatGPT and Google AI Overviews about baby and nursery retailers, Baby On The Move appeared in three of the four answers and was the most recommended of the seven.

Search and AI answers in September 2026

Baby On The Move is the fifth most searched of 7 competitors and the most recommended in AI answers.

  1. Baby FactoryShare of searches 26.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. MockaShare of searches 21.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  3. Baby Bunting NZShare of searches 17.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  4. The Sleep StoreShare of searches 17.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. Baby On The MoveShare of searches 14.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st

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Top baby and nursery retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Baby On The Move was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Baby On The Move is the most recommended of the seven.

Most recommended by AI

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

  1. Baby On The Move1st
  2. Baby Factory2nd
  3. Baby Bunting NZ3rd
  4. Mocka4th
  5. The Sleep Store–
  6. Mom Store–
  7. Little & Loved–

Mentioned by AI

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

  • Baby Factory3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Baby On The Move3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mocka1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Baby Bunting NZ1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Sleep Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mom Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Little & Loved0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby and nursery retailers

4 answers

  • Asked ChatGPT

    “Which baby and nursery retailer should I shop at in New Zealand?”

    1. 1Baby On The Move
    2. 2Baby Factory

  • Asked ChatGPT

    “What are the best baby and nursery retailers in New Zealand?”

    1. 1Baby Bunting NZ
    2. 2Baby On The Move
    3. 3Baby Factory
    4. 4Mocka

  • Asked ChatGPT

    “What's the best baby and nursery retailer in New Zealand for newborn essentials?”

    1. 1Baby Factory
    2. 2Baby On The Move

  • Searched Google, AI Overview

    “best baby store”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “newborn essentials nz”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

    Which baby and nursery retailers compete with Baby On The Move?

    Baby On The Move against baby and nursery retailers in New Zealand, by month

    Share of searches by month for Baby Factory, Mocka, Baby Bunting NZ, The Sleep Store, Baby On The Move. The figures are in the table below the chart.

    View monthly share of searches table
    MonthBaby FactoryMockaBaby Bunting NZThe Sleep StoreBaby On The MoveMom StoreLittle & Loved
    Oct 202527%22.2%14.8%18.7%14.8%1.1%1.4%
    Nov 202523.6%23.6%15.8%18.7%15.8%1.1%1.4%
    Dec 202529.8%20%20%14.9%13.3%0.9%0.98%
    Jan 202625.7%25.7%17.1%15.6%14%0.95%0.94%
    Feb 202627.1%18.1%18.1%20.2%14.8%1%0.81%
    Mar 202630.3%20.3%16.6%17.1%13.5%1.2%1%
    Apr 202630.4%20.4%16.6%17.1%13.6%1.2%0.74%
    May 202629.1%23.8%15.9%16.4%13%1.1%0.71%
    Jun 202628.4%23.3%19%15%12.7%1.1%0.58%
    Jul 202630.7%20.6%16.8%16.2%13.7%1.2%0.73%
    Aug 202626.3%21.6%17.6%18.2%14.4%1.3%0.79%
    Sep 202626.6%21.8%17.8%17.2%14.5%1.3%0.93%

    1. 1.Baby Factory

      26.6%

      Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

    2. 2.Mocka

      21.8%

      Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.

    3. 3.Baby Bunting NZ

      17.8%

      Moved from 4th to 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

    4. 4.The Sleep Store

      17.2%

      Moved from 3rd to 4th. 17.5K estimated branded searches, -6.4% vs prior month. Share -1 points.

    5. 5.Baby On The Move

      14.5%

      Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

    6. 6.Mom Store

      1.3%

      Held 6th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

    7. 7.Little & Loved

      0.93%

      Held 7th. 950 estimated branded searches, +17.3% vs prior month. Share +0.1 points.

    Compare popularity between Baby On The Move and its closest rivals

    Every comparison with Baby On The Move

    6 comparisons

    How has branded search demand for Baby On The Move changed in New Zealand over the last 12 months?

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Baby On The Move in New Zealand fell from 18.1K to 14.8K.
    • Across the 12 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand peaked at 15.8% in November 2025 and was lowest at 12.7% in June 2026.

    How did search popularity change for New Zealand baby and nursery retailers in September 2026?

    6 changes

    1. In September 2026, The Sleep Store lost share of searches among baby and nursery retailers in New Zealand, from 18.2% to 17.2%.

    2. Baby On The Move’s share of searches among baby and nursery retailers in New Zealand has gained ground for 3 months in a row, from 12.7% to 14.5% in September 2026.

    3. In September 2026, Baby Bunting NZ rose from 4th to 3rd among baby and nursery retailers in New Zealand.

    4. Estimated monthly branded searches for Little & Loved in New Zealand fell 45.4% over 12 measured months, from 1.7K to 950 in September 2026.

    5. Estimated monthly branded searches for Mocka in New Zealand fell 18.2% over 12 measured months, from 27.1K to 22.2K in September 2026.

    6. Estimated monthly branded searches for Baby Factory in New Zealand fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

    How are Baby On The Move’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Baby On The Move’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.

    • babyonthemove

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    How the Brand Demand Index is measured

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