Brandwave

How popular isNature Baby?

In September 2026, people searched for Nature Baby by name about 880 times in New Zealand, a 49.2% increase from the previous year. These searches made up 2% of all New Zealand kids clothing brand searches, placing Nature Baby fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about kids clothing brands, Nature Baby appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Nature Baby is the fifth most searched of 5 competitors and the most recommended in AI answers.

  1. Cotton On KidsShare of searches 51.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Jamie KayShare of searches 28.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Bear & MooShare of searches 15.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HuxbabyShare of searches 2.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Nature BabyShare of searches 2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nature Baby appeared in all five answers. Nature Baby is the most recommended of the five.

Most recommended by AI

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

  1. Nature Baby1st
  2. Cotton On Kids2nd
  3. Jamie Kay3rd
  4. Bear & Moo–
  5. Huxbaby–

Mentioned by AI

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

  • Nature Baby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jamie Kay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cotton On Kids3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bear & Moo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huxbaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kids clothing brands

5 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 21, 2026.

Which kids clothing brands compete with Nature Baby?

Nature Baby against kids clothing brands in New Zealand, by month

Share of searches by month for Cotton On Kids, Jamie Kay, Bear & Moo, Huxbaby, Nature Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton On KidsJamie KayBear & MooHuxbabyNature Baby
Oct 202546%31.7%17.4%3.7%1.2%
Nov 202546%31.5%17.5%3.7%1.4%
Dec 202555.3%30.7%11.4%1.7%0.98%
Jan 202638.5%39.4%17.7%2.1%2.3%
Feb 202644.3%37.1%13.6%2.4%2.6%
Mar 202647.3%39.5%9.7%2%1.5%
Apr 202650.8%34.9%10.4%2.2%1.6%
May 202646%38.6%11.6%2.2%1.5%
Jun 202643.4%36.2%13.4%4.9%2.1%
Jul 202646.8%32.4%14.4%3.7%2.6%
Aug 202646.1%38.7%11.6%2.4%1.2%
Sep 202651.2%28.6%15.9%2.3%2%

  1. 1.Cotton On Kids

    51.2%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +5.1 points.

  2. 2.Jamie Kay

    28.6%

    Held 2nd. 12.4K estimated branded searches, -33.4% vs prior month. Share -10.1 points.

  3. 3.Bear & Moo

    15.9%

    Held 3rd. 6.9K estimated branded searches, +23.3% vs prior month. Share +4.3 points.

  4. 4.Huxbaby

    2.3%

    Held 4th. 980 estimated branded searches, -15.5% vs prior month. Share -0.1 points.

  5. 5.Nature Baby

    2%

    Held 5th. 880 estimated branded searches, +49.2% vs prior month. Share +0.8 points.

Compare popularity between Nature Baby and its closest rivals

Every comparison with Nature Baby

18 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nature Baby in New Zealand rose from 590 to 880.
  • Across the 12 months ending September 2026, Nature Baby’s share of searches among kids clothing brands in New Zealand increased from 1.2% to 2%.
  • Across the 12 months ending September 2026, Nature Baby’s share of searches among kids clothing brands in New Zealand peaked at 2.6% in February 2026 and was lowest at 0.98% in December 2025.

How did search popularity change for New Zealand kids clothing brands in September 2026?

5 changes

  1. In September 2026, Cotton On Kids gained share of searches among kids clothing brands in New Zealand, from 46.1% to 51.2%.

  2. In September 2026, Bear & Moo gained share of searches among kids clothing brands in New Zealand, from 11.6% to 15.9%.

  3. In September 2026, Nature Baby gained share of searches among kids clothing brands in New Zealand, from 1.2% to 2%.

  4. In September 2026, Jamie Kay lost share of searches among kids clothing brands in New Zealand, from 38.7% to 28.6%.

  5. Huxbaby’s share of searches among kids clothing brands in New Zealand has lost ground for 3 months in a row, from 4.9% to 2.3% in September 2026.

How are Nature Baby’s branded searches counted?

1 search term

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

  • naturebaby

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How the Brand Demand Index is measured

Where does Nature Baby compete?

Nature Baby is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Kids clothing brands5th of 52%Shown above
Cot sheets brands6th of 94.5%Show ranking
Baby sleepwear brands6th of 87.6%Show ranking
Baby sleep sack brands6th of 69.5%Show ranking
Creator with pink hair and a pink jacket

Is Nature Baby your brand?

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