How popular isDimples?
In September 2026, people searched for Dimples by name about 1,000 times in New Zealand, a 23.1% decrease from the previous year. These searches made up 8.6% of all New Zealand baby sleepwear brand searches, placing Dimples fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about baby sleepwear brands, Dimples appeared in two of the four answers and was the third most recommended of the eight.
Dimples is the fourth most searched of 8 competitors and the third most recommended in AI answers.
Love to DreamShare of searches 34.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
WoolbabeShare of searches 21.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
ergoPouchShare of searches 18.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
DimplesShare of searches 8.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
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, Dimples was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Dimples is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Woolbabe1st
Nature Baby2nd- Dimples3rd
- Love to Dream4th
- Babu5th
- ergoPouch6th
Halo–
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
Asked ChatGPT
“Which baby sleepwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best baby sleepwear brands in New Zealand?”
Asked ChatGPT
“What's the best baby sleepwear brand in New Zealand for a sleeping baby?”
Searched Google, AI Overview
“swaddle wrap nz”
Searched Google, AI Overview
“baby sleepwear brands nz”
Google showed no AI Overview for this search.
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 Dimples?
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
| Month | Love to Dream | Woolbabe | ergoPouch | Dimples | Babu | Nature Baby | Halo | Mokopuna |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.6% | 21.9% | 17.3% | 11.8% | 9.1% | 5.4% | 2.2% | 0.82% |
| Nov 2025 | 33.2% | 20% | 14.3% | 12.4% | 10.1% | 7.7% | 1.5% | 0.7% |
| Dec 2025 | 34.5% | 18.2% | 13.8% | 16.4% | 9% | 4.9% | 2.5% | 0.72% |
| Jan 2026 | 33% | 19.1% | 16.9% | 13.2% | 7.3% | 7.3% | 2.3% | 0.91% |
| Feb 2026 | 29.7% | 21.9% | 17% | 11.5% | 7.8% | 7.8% | 3.4% | 0.97% |
| Mar 2026 | 27% | 28.5% | 19.3% | 8.8% | 6.7% | 4.9% | 3.8% | 1.1% |
| Apr 2026 | 24.9% | 26.8% | 20.3% | 11.4% | 7.1% | 5.1% | 3.3% | 1.1% |
| May 2026 | 25.9% | 31.8% | 18% | 8.5% | 6.6% | 4.7% | 3.4% | 1.1% |
| Jun 2026 | 29.8% | 19.8% | 17.7% | 12% | 7.5% | 6.6% | 5.9% | 0.83% |
| Jul 2026 | 34% | 19.3% | 15.5% | 11.7% | 6.4% | 7.3% | 4.9% | 0.8% |
| Aug 2026 | 33.3% | 19.8% | 19.6% | 10.9% | 7.4% | 5% | 3.4% | 0.67% |
| Sep 2026 | 34.3% | 21.2% | 18.2% | 8.6% | 7.6% | 7.6% | 1.6% | 0.78% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.3% | 4K | +0.51% | +1 points | |
| 2, held 2nd | 21.2% | 2.5K | +4.7% | +1.5 points | |
| 3, held 3rd | 18.2% | 2.1K | -9.4% | -1.4 points | |
| 4, held 4th | 8.6% | 1K | -23.1% | -2.3 points | |
| 5, held 5th | 7.6% | 880 | 0% | +0.2 points | |
| 6, held 6th | 7.6% | 880 | +49.2% | +2.6 points | |
| 7, held 7th | 1.6% | 190 | -52.5% | -1.7 points | |
| 8, held 8th | 0.78% | 90 | +12.5% | +0.1 points |
34.3%
Held 1st. 4K estimated branded searches, +0.51% vs prior month. Share +1 points.
2.
Woolbabe21.2%
Held 2nd. 2.5K estimated branded searches, +4.7% vs prior month. Share +1.5 points.
18.2%
Held 3rd. 2.1K estimated branded searches, -9.4% vs prior month. Share -1.4 points.
4.
Dimples8.6%
Held 4th. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.
5.
Babu7.6%
Held 5th. 880 estimated branded searches, 0% vs prior month. Share +0.2 points.
7.6%
Held 6th. 880 estimated branded searches, +49.2% vs prior month. Share +2.6 points.
7.
Halo1.6%
Held 7th. 190 estimated branded searches, -52.5% vs prior month. Share -1.7 points.
8.
Mokopuna0.78%
Held 8th. 90 estimated branded searches, +12.5% vs prior month. Share +0.1 points.
Compare popularity between Dimples and its closest rivals
Every comparison with Dimples
12 comparisons
How has branded search demand for Dimples changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Dimples in New Zealand fell from 1.3K to 1K.
- Across the 12 months ending September 2026, Dimples’ share of searches among baby sleepwear brands in New Zealand decreased from 11.8% to 8.6%.
- Across the 12 months ending September 2026, Dimples’ share of searches among baby sleepwear brands in New Zealand peaked at 16.4% in December 2025 and was lowest at 8.5% in May 2026.
How did search popularity change for New Zealand baby sleepwear brands in September 2026?
6 changes
In September 2026, Nature Baby gained share of searches among baby sleepwear brands in New Zealand, from 5% to 7.6%.
In September 2026, Woolbabe gained share of searches among baby sleepwear brands in New Zealand, from 19.8% to 21.2%.
In September 2026, Love to Dream gained share of searches among baby sleepwear brands in New Zealand, from 33.3% to 34.3%.
In September 2026, Dimples lost share of searches among baby sleepwear brands in New Zealand, from 10.9% to 8.6%.
In September 2026, Halo lost share of searches among baby sleepwear brands in New Zealand, from 3.4% to 1.6%.
In September 2026, ergoPouch lost share of searches among baby sleepwear brands in New Zealand, from 19.6% to 18.2%.
How are Dimples’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Dimples’ 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.
- dimples nz
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Where does Dimples compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Cot sheets brands | 3rd of 9 | 5.1% | Show ranking |
| Baby sleepwear brands | 4th of 8 | 8.6% | Shown above |
Is Dimples your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.