Brandwave

How popular isFRIGG?

In September 2026, people searched for FRIGG by name about 210 times in New Zealand, a 23.5% increase from the previous year. These searches made up 2.6% of all New Zealand baby dummy brand searches, placing FRIGG sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about baby dummy brands, FRIGG appeared in two of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

FRIGG is the sixth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. Tommee TippeeShare of searches 31.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. PigeonShare of searches 29.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. HaakaaShare of searches 23.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. BIBSShare of searches 5.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. FRIGGShare of searches 2.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top baby dummy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FRIGG was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. FRIGG is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Philips Avent1st
  2. BIBS2nd
  3. MAM3rd
  4. Tommee Tippee4th
  5. Haakaa5th
  6. FRIGG6th
  7. Pigeon7th

Mentioned by AI

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

  • BIBS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Philips Avent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tommee Tippee3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Haakaa3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAM3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • FRIGG2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pigeon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby dummy brands

5 answers

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

Which baby dummy brands compete with FRIGG?

FRIGG against baby dummy brands in New Zealand, by month

Share of searches by month for Tommee Tippee, Pigeon, Haakaa, BIBS, Philips Avent, FRIGG, MAM. The figures are in the table below the chart.

View monthly share of searches table
MonthTommee TippeePigeonHaakaaBIBSPhilips AventFRIGGMAM
Oct 202531.9%25.4%27.3%4.1%6%2.7%2.7%
Nov 202528.3%27%29.2%4.4%6.4%2.4%2.4%
Dec 202529.4%24.3%27.7%4.9%8.4%2.6%2.6%
Jan 202629.7%27.7%25.5%4.7%6.9%2.5%3.1%
Feb 202627.9%26.9%26.3%5.4%7.1%2.9%3.5%
Mar 202630.8%28.8%24.8%4.8%6.5%2.1%2.1%
Apr 202626.7%30%26.7%4.1%7.6%2.2%2.7%
May 202630.3%27.5%26.1%4.6%6.4%2%3%
Jun 202627.5%32.1%24.6%4.3%7%2.3%2.3%
Jul 202630.8%30.2%23.5%4.9%6.7%1.8%2.1%
Aug 202630.8%28.7%24.6%4.7%6.7%2%2.5%
Sep 202631.1%29.3%23.5%5.9%5.6%2.6%2.1%

  1. 1.Tommee Tippee

    31.1%

    Held 1st. 2.5K estimated branded searches, -1.2% vs prior month. Share +0.3 points.

  2. 2.Pigeon

    29.3%

    Held 2nd. 2.4K estimated branded searches, 0% vs prior month. Share +0.6 points.

  3. 3.Haakaa

    23.5%

    Held 3rd. 1.9K estimated branded searches, -6.3% vs prior month. Share -1.1 points.

  4. 4.BIBS

    5.9%

    Moved from 5th to 4th. 480 estimated branded searches, +23.1% vs prior month. Share +1.2 points.

  5. 5.Philips Avent

    5.6%

    Moved from 4th to 5th. 460 estimated branded searches, -17.9% vs prior month. Share -1.1 points.

  6. 6.FRIGG

    2.6%

    Moved from 7th to 6th. 210 estimated branded searches, +23.5% vs prior month. Share +0.5 points.

  7. 7.MAM

    2.1%

    Moved from 6th to 7th. 170 estimated branded searches, -19% vs prior month. Share -0.4 points.

Compare popularity between FRIGG and its closest rivals

Every comparison with FRIGG

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for FRIGG in New Zealand rose from 170 to 210.
  • Across the 12 months ending September 2026, FRIGG’s share of searches among baby dummy brands in New Zealand peaked at 2.9% in February 2026 and was lowest at 1.8% in July 2026.

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

6 changes

  1. In September 2026, FRIGG overtook MAM to rank 6th among baby dummy brands in New Zealand, with 2.6% of the searches.

  2. In September 2026, BIBS overtook Philips Avent to rank 4th among baby dummy brands in New Zealand, with 5.9% of the searches.

  3. In September 2026, Pigeon gained share of searches among baby dummy brands in New Zealand, from 28.7% to 29.3%.

  4. In September 2026, Philips Avent lost share of searches among baby dummy brands in New Zealand, from 6.7% to 5.6%.

  5. In September 2026, Haakaa lost share of searches among baby dummy brands in New Zealand, from 24.6% to 23.5%.

  6. Tommee Tippee’s share of searches among baby dummy brands in New Zealand has gained ground for 3 months in a row, from 27.5% to 31.1% in September 2026.

How are FRIGG’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using FRIGG’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.

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How the Brand Demand Index is measured

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