How popular isEdwards & Co?
In September 2026, people searched for Edwards & Co by name about 3,920 times in New Zealand, a 31.5% decrease from the previous year. These searches made up 76.1% of all New Zealand baby travel cot brand searches, placing Edwards & Co first out of three brands. When we asked both ChatGPT and Google AI Overviews about baby travel cot brands, Edwards & Co did not appear in any of the answers.
Edwards & Co is the most searched of 3 competitors.
Edwards & CoShare of searches 76.1%Mentioned in 0 of 5 AI answers
BabyBjörnShare of searches 12.4%Mentioned in 4 of 5 AI answers
Phil & TedsShare of searches 11.5%Mentioned in 2 of 5 AI answers
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Top baby travel cot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Edwards & Co did not appear in any of the five answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- BabyBjörn4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Phil & Teds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Edwards & Co0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about baby travel cot brands
5 answers
Asked ChatGPT
“Which baby travel cot brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best baby travel cot brands in New Zealand?”
Asked ChatGPT
“What's the best baby travel cot brand in New Zealand for travel sleep?”
Searched Google, AI Overview
“portacot nz”
Searched Google, AI Overview
“lightweight travel cot”
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 travel cot brands compete with Edwards & Co?
Share of searches by month for Edwards & Co, BabyBjörn, Phil & Teds. The figures are in the table below the chart.
View monthly share of searches table
| Month | Edwards & Co | BabyBjörn | Phil & Teds |
|---|---|---|---|
| Oct 2025 | 81.5% | 8.3% | 10.3% |
| Nov 2025 | 82.5% | 7.4% | 10.1% |
| Dec 2025 | 82.2% | 7.5% | 10.3% |
| Jan 2026 | 82.4% | 7.6% | 10.1% |
| Feb 2026 | 83.4% | 6.3% | 10.3% |
| Mar 2026 | 82.8% | 6.9% | 10.3% |
| Apr 2026 | 82.5% | 9.1% | 8.4% |
| May 2026 | 81.3% | 8.7% | 10% |
| Jun 2026 | 83.3% | 8.2% | 8.5% |
| Jul 2026 | 79% | 9.1% | 11.9% |
| Aug 2026 | 83.2% | 8.3% | 8.5% |
| Sep 2026 | 76.1% | 12.4% | 11.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 76.1% | 3.9K | -32.3% | -7.1 points | |
| 2, moved from 3rd to 2nd | 12.4% | 640 | +10.3% | +4.1 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 11.5% | 590 | 0% | +3 pointsmoved from 2nd to 3rd |
76.1%
Held 1st. 3.9K estimated branded searches, -32.3% vs prior month. Share -7.1 points.
12.4%
Moved from 3rd to 2nd. 640 estimated branded searches, +10.3% vs prior month. Share +4.1 points.
11.5%
Moved from 2nd to 3rd. 590 estimated branded searches, 0% vs prior month. Share +3 points.
Compare popularity between Edwards & Co and its closest rivals
Every comparison with Edwards & Co
16 comparisons
- Edwards & Co vs Mountain Buggy
- Edwards & Co vs Mocka
- Edwards & Co vs Maxi-Cosi
- Bugaboo vs Edwards & Co
- Edwards & Co vs Stokke
- Edwards & Co vs Nuna
- Edwards & Co vs UPPAbaby
- Baby Jogger vs Edwards & Co
- Cybex vs Edwards & Co
- BabyBjörn vs Edwards & Co
- Edwards & Co vs Phil & Teds
- Babyzen vs Edwards & Co
- Edwards & Co vs Joolz
- Boori vs Edwards & Co
- BabyRest vs Edwards & Co
- Edwards & Co vs IKEA
How has branded search demand for Edwards & Co changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Edwards & Co in New Zealand fell from 5.7K to 3.9K.
- Across the 12 months ending September 2026, Edwards & Co’s share of searches among baby travel cot brands in New Zealand decreased from 81.5% to 76.1%.
- Across the 12 months ending September 2026, Edwards & Co’s share of searches among baby travel cot brands in New Zealand peaked at 83.4% in February 2026 and was lowest at 76.1% in September 2026.
How did search popularity change for New Zealand baby travel cot brands in September 2026?
3 changes
In September 2026, BabyBjörn overtook Phil & Teds to rank 2nd among baby travel cot brands in New Zealand, with 12.4% of the searches.
In September 2026, Phil & Teds gained share of searches among baby travel cot brands in New Zealand, from 8.5% to 11.5%.
In September 2026, Edwards & Co lost share of searches among baby travel cot brands in New Zealand, from 83.2% to 76.1%.
How are Edwards & Co’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Edwards & Co’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- edwards and co
- edwards co
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Where does Edwards & Co compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Baby high chair brands | 2nd of 4 | 13.4% | Show ranking |
| Change table brands | 2nd of 5 | 14.8% | Show ranking |
| Pram and stroller brands | 2nd of 9 | 21.4% | Show ranking |
| Baby bassinet brands | 1st of 7 | 35.2% | Show ranking |
| Baby travel cot brands | 1st of 3 | 76.1% | Shown above |
Is Edwards & Co 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.