How popular isThe Sleep Store?
In September 2026, people searched for The Sleep Store by name about 17,500 times in New Zealand, a 23.6% decrease from the previous year. These searches made up 65.3% of all New Zealand sleep suit brand searches, placing The Sleep Store first out of six brands. When we asked both ChatGPT and Google AI Overviews about sleep suit brands, The Sleep Store appeared in four of the five answers and was the fourth most recommended of the six.
The Sleep Store is the most searched of 6 competitors and the fourth most recommended in AI answers.
The Sleep StoreShare of searches 65.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
WoolbabeShare of searches 8.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
ErgobabyShare of searches 8.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ergoPouchShare of searches 7.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Tommee TippeeShare of searches 6.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top sleep suit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Sleep Store was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. The Sleep Store is the fourth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Sleep Store4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ergoPouch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Love to Dream4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Woolbabe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ergobaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tommee Tippee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sleep suit brands
5 answers
Asked ChatGPT
“Which sleep suit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best sleep suit brands in New Zealand?”
Asked ChatGPT
“What's the best sleep suit brand in New Zealand for a sleeping baby?”
Searched Google, AI Overview
“baby sleeping bag”
Searched Google, AI Overview
“newborn sleep suit”
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 sleep suit brands compete with The Sleep Store?
Share of searches by month for The Sleep Store, Woolbabe, Ergobaby, ergoPouch, Tommee Tippee, Love to Dream. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Sleep Store | Woolbabe | Ergobaby | ergoPouch | Tommee Tippee | Love to Dream |
|---|---|---|---|---|---|---|
| Oct 2025 | 74% | 6.9% | 5.2% | 5.4% | 4.9% | 3.5% |
| Nov 2025 | 76.1% | 6.8% | 4.6% | 4.9% | 3.5% | 4% |
| Dec 2025 | 72.8% | 7.1% | 5.4% | 5.3% | 5.2% | 4.2% |
| Jan 2026 | 66.9% | 8.5% | 6.4% | 7.5% | 6.3% | 4.4% |
| Feb 2026 | 72.5% | 8.1% | 5.4% | 6.3% | 4.2% | 3.4% |
| Mar 2026 | 63.6% | 12.8% | 5.8% | 8.8% | 5.3% | 3.7% |
| Apr 2026 | 65.6% | 11.7% | 5.8% | 8.9% | 4.2% | 3.8% |
| May 2026 | 62.3% | 14.8% | 5.9% | 8.2% | 5.4% | 3.5% |
| Jun 2026 | 66.9% | 8.9% | 6% | 8.1% | 6% | 4.1% |
| Jul 2026 | 66.5% | 9% | 6.4% | 7.1% | 7.1% | 4% |
| Aug 2026 | 67.9% | 7.5% | 6.5% | 7.5% | 6.8% | 3.8% |
| Sep 2026 | 65.3% | 8.4% | 8.2% | 7.2% | 6.8% | 4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 65.3% | 17.5K | -6.4% | -2.5 points | |
| 2, moved from 3rd to 2nd | 8.4% | 2.3K | +8.7% | +0.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 5th to 3rd | 8.2% | 2.2K | +22.9% | +1.7 pointsmoved from 5th to 3rd | |
| 4, moved from 2nd to 4th | 7.2% | 1.9K | -7.2% | -0.3 pointsmoved from 2nd to 4th | |
| 5, moved from 4th to 5th | 6.8% | 1.8K | -1.6% | +0.1 pointsmoved from 4th to 5th | |
| 6, held 6th | 4% | 1.1K | +1.9% | +0.2 points |
65.3%
Held 1st. 17.5K estimated branded searches, -6.4% vs prior month. Share -2.5 points.
2.
Woolbabe8.4%
Moved from 3rd to 2nd. 2.3K estimated branded searches, +8.7% vs prior month. Share +0.9 points.
3.
Ergobaby8.2%
Moved from 5th to 3rd. 2.2K estimated branded searches, +22.9% vs prior month. Share +1.7 points.
7.2%
Moved from 2nd to 4th. 1.9K estimated branded searches, -7.2% vs prior month. Share -0.3 points.
6.8%
Moved from 4th to 5th. 1.8K estimated branded searches, -1.6% vs prior month. Share +0.1 points.
4%
Held 6th. 1.1K estimated branded searches, +1.9% vs prior month. Share +0.2 points.
Compare popularity between The Sleep Store and its closest rivals
Every comparison with The Sleep Store
11 comparisons
- Baby Bunting NZ vs The Sleep Store
- Baby Factory vs The Sleep Store
- Mocka vs The Sleep Store
- Baby On The Move vs The Sleep Store
- The Sleep Store vs Woolbabe
- Ergobaby vs The Sleep Store
- ergoPouch vs The Sleep Store
- The Sleep Store vs Tommee Tippee
- Mom Store vs The Sleep Store
- Love to Dream vs The Sleep Store
- Little & Loved vs The Sleep Store
How has branded search demand for The Sleep Store changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for The Sleep Store in New Zealand fell from 22.9K to 17.5K.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among sleep suit brands in New Zealand decreased from 74% to 65.3%.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among sleep suit brands in New Zealand peaked at 76.1% in November 2025 and was lowest at 62.3% in May 2026.
How did search popularity change for New Zealand sleep suit brands in September 2026?
5 changes
In September 2026, Woolbabe overtook ergoPouch to rank 2nd among sleep suit brands in New Zealand, with 8.4% of the searches.
In September 2026, Ergobaby overtook ergoPouch and Tommee Tippee to rank 3rd among sleep suit brands in New Zealand, with 8.2% of the searches.
In September 2026, The Sleep Store lost share of searches among sleep suit brands in New Zealand, from 67.9% to 65.3%.
Estimated monthly branded searches for Tommee Tippee in New Zealand rose 19.6% over 12 measured months, from 1.5K to 1.8K in September 2026.
Estimated monthly branded searches for ergoPouch in New Zealand rose 14.3% over 12 measured months, from 1.7K to 1.9K in September 2026.
How are The Sleep Store’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using The Sleep Store’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.
- sleep store
- the sleep store
Do you work for The Sleep Store? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does The Sleep Store compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| baby and nursery retailers | 4th of 7 | 17.2% | Show ranking |
| Sleep suit brands | 1st of 6 | 65.3% | Shown above |
Is The Sleep Store 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.