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 4.5% of all New Zealand cot sheets brand searches, placing Nature Baby sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about cot sheets brands, Nature Baby appeared in two of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Nature Baby is the sixth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Wallace CottonShare of searches 64.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Sheet SocietyShare of searches 14.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. DimplesShare of searches 5.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. SheridanShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Nature BabyShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top cot sheets brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nature Baby was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nature Baby is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Babu1st
  2. Sheet Society2nd
  3. Wallace Cotton3rd
  4. Dimples4th
  5. Nature Baby5th
  6. Bubba Blue6th
  7. Boori7th
  8. Sheridan–
  9. Leander–

Mentioned by AI

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

  • Sheet Society3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Babu3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bubba Blue3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wallace Cotton2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dimples2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nature Baby2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boori1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sheridan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Leander0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cot sheets 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 cot sheets brands compete with Nature Baby?

Nature Baby against cot sheets brands in New Zealand, by month

Share of searches by month for Wallace Cotton, Sheet Society, Dimples, Sheridan, Babu, Nature Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthWallace CottonSheet SocietyDimplesSheridanBabuNature BabyBooriBubba BlueLeander
Oct 202565.3%15.3%5.5%5.7%4.2%2.5%1.1%0.3%0.04%
Nov 202563.4%18.1%5.4%4.5%4.3%3.3%0.77%0.23%0.03%
Dec 202571.6%11.1%6.1%5%3.4%1.8%0.84%0.19%0.04%
Jan 202665.1%15.1%6.7%4.4%3.7%3.7%0.92%0.38%0.04%
Feb 202665.4%12.4%6.7%4.8%4.6%4.6%1%0.47%0.05%
Mar 202661.7%17.6%6.3%4.5%4.9%3.5%1%0.44%0.05%
Apr 202663.1%14.3%7.9%4.6%4.9%3.6%1.2%0.25%0.05%
May 202665.9%15.3%5.5%4.5%4.3%3.1%0.98%0.38%0.04%
Jun 202660.1%17%7.5%5%4.7%4.1%1.1%0.42%0.05%
Jul 202661.2%14%7.7%6.5%4.3%4.8%1%0.44%0.05%
Aug 202664.6%14.8%6.6%4.6%4.5%3%1.3%0.46%0.05%
Sep 202664.8%14.9%5.1%4.7%4.5%4.5%1.1%0.36%0%

  1. 1.Wallace Cotton

    64.8%

    Held 1st. 12.6K estimated branded searches, -0.16% vs prior month. Share +0.2 points.

  2. 2.Sheet Society

    14.9%

    Held 2nd. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Dimples

    5.1%

    Held 3rd. 1K estimated branded searches, -23.1% vs prior month. Share -1.5 points.

  4. 4.Sheridan

    4.7%

    Held 4th. 910 estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Babu

    4.5%

    Held 5th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Nature Baby

    4.5%

    Held 6th. 880 estimated branded searches, +49.2% vs prior month. Share +1.5 points.

  7. 7.Boori

    1.1%

    Held 7th. 220 estimated branded searches, -12% vs prior month. Share -0.1 points.

  8. 8.Bubba Blue

    0.36%

    Held 8th. 70 estimated branded searches, -22.2% vs prior month. Share -0.1 points.

  9. 9.Leander

    0%

    Held 9th. 0 estimated branded searches, -100% vs prior month. Share -0.1 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 cot sheets brands in New Zealand increased from 2.5% to 4.5%.
  • Across the 12 months ending September 2026, Nature Baby’s share of searches among cot sheets brands in New Zealand peaked at 4.8% in July 2026 and was lowest at 1.8% in December 2025.

How did search popularity change for New Zealand cot sheets brands in September 2026?

6 changes

  1. In September 2026, Nature Baby gained share of searches among cot sheets brands in New Zealand, from 3% to 4.5%.

  2. In September 2026, Dimples lost share of searches among cot sheets brands in New Zealand, from 6.6% to 5.1%.

  3. Wallace Cotton’s share of searches among cot sheets brands in New Zealand has gained ground for 3 months in a row, from 60.1% to 64.8% in September 2026.

  4. Estimated monthly branded searches for Leander in New Zealand fell 100% over 12 measured months, from 10 to 0 in September 2026.

  5. Estimated monthly branded searches for Sheridan in New Zealand fell 32.6% over 12 measured months, from 1.4K to 910 in September 2026.

  6. Estimated monthly branded searches for Sheet Society in New Zealand fell 19.4% over 12 measured months, from 3.6K to 2.9K 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%Show ranking
Cot sheets brands6th of 94.5%Shown above
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?

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.

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