Brandwave

How popular isTula?

In September 2026, people searched for Tula by name about 40 times in New Zealand, about the same as the previous year. These searches made up 0.48% of all New Zealand baby carrier brand searches, placing Tula fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about baby carrier brands, Tula appeared in two of the four answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Tula is the fifth most searched of 5 competitors and the fourth most recommended in AI answers.

  1. ErgobabyShare of searches 52.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. BobaShare of searches 21.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. BabyBjörnShare of searches 19.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. ArtipoppeShare of searches 6.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. TulaShare of searches 0.48%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top baby carrier brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Tula was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Tula is the fourth most recommended of the five.

Most recommended by AI

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

  1. Ergobaby1st
  2. BabyBjörn2nd
  3. Boba3rd
  4. Tula4th
  5. Artipoppe–

Mentioned by AI

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

  • Ergobaby4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • BabyBjörn4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Boba3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tula2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Artipoppe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby carrier brands

4 answers

  • Asked ChatGPT

    “Which baby carrier brand should I buy in New Zealand?”

    1. 1Ergobaby
    2. 2Boba
    3. 3BabyBjörn

  • Asked ChatGPT

    “What are the best baby carrier brands in New Zealand?”

    1. 1Ergobaby
    2. 2BabyBjörn
    3. 3Tula
    4. 4Boba

  • Asked ChatGPT

    “What's the best baby carrier brand in New Zealand for hands free carrying?”

    1. 1Ergobaby
    2. 2BabyBjörn
    3. 3Tula

  • Searched Google, AI Overview

    “best baby carrier”

    1. 1Ergobaby
    2. 2Boba
    3. 3BabyBjörn

  • Searched Google, AI Overview

    “newborn carrier nz”

    Google showed no AI Overview for this search.

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 carrier brands compete with Tula?

Tula against baby carrier brands in New Zealand, by month

Share of searches by month for Ergobaby, Boba, BabyBjörn, Artipoppe, Tula. The figures are in the table below the chart.

View monthly share of searches table
MonthErgobabyBobaBabyBjörnArtipoppeTula
Oct 202547.9%21.3%22.5%7.7%0.61%
Nov 202553.8%20.9%17.7%6.8%0.78%
Dec 202549%22.9%21.3%5.8%1%
Jan 202650.1%21.2%21.2%6.4%1%
Feb 202654.2%19.4%20.4%5.4%0.65%
Mar 202652.6%21%20%6%0.44%
Apr 202651.3%21.7%18.5%7.8%0.74%
May 202649.2%23.9%20.5%5.9%0.41%
Jun 202646.1%25.5%21.7%6.1%0.59%
Jul 202646.4%27.9%19.3%6%0.42%
Aug 202649%27.8%17.5%5.5%0.27%
Sep 202652.3%21.1%19.7%6.3%0.48%

  1. 1.Ergobaby

    52.3%

    Held 1st. 4.4K estimated branded searches, +19.3% vs prior month. Share +3.3 points.

  2. 2.Boba

    21.1%

    Held 2nd. 1.8K estimated branded searches, -14.9% vs prior month. Share -6.6 points.

  3. 3.BabyBjörn

    19.7%

    Held 3rd. 1.6K estimated branded searches, +26% vs prior month. Share +2.2 points.

  4. 4.Artipoppe

    6.3%

    Held 4th. 530 estimated branded searches, +29.3% vs prior month. Share +0.9 points.

  5. 5.Tula

    0.48%

    Held 5th. 40 estimated branded searches, +100% vs prior month. Share +0.2 points.

Compare popularity between Tula and its closest rivals

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tula in New Zealand held steady at 40.
  • Across the 12 months ending September 2026, Tula’s share of searches among baby carrier brands in New Zealand held steady, from 0.61% to 0.48%.

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

4 changes

  1. In September 2026, Ergobaby gained share of searches among baby carrier brands in New Zealand, from 49% to 52.3%.

  2. In September 2026, BabyBjörn gained share of searches among baby carrier brands in New Zealand, from 17.5% to 19.7%.

  3. In September 2026, Artipoppe gained share of searches among baby carrier brands in New Zealand, from 5.5% to 6.3%.

  4. In September 2026, Boba lost share of searches among baby carrier brands in New Zealand, from 27.8% to 21.1%.

How are Tula’s branded searches counted?

1 search term

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

  • tula carrier

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How the Brand Demand Index is measured

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