Brandwave

How popular isWoolbabe?

In September 2026, people searched for Woolbabe by name about 2,460 times in New Zealand, about the same as the previous year. These searches made up 24.2% of all New Zealand baby sleep sack brand searches, placing Woolbabe first out of six brands. When we asked both ChatGPT and Google AI Overviews about baby sleep sack brands, Woolbabe appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

Woolbabe is the most searched of 6 competitors and the most recommended in AI answers.

  1. WoolbabeShare of searches 24.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ErgobabyShare of searches 23.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. ergoPouchShare of searches 20.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Love to DreamShare of searches 11.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Burt's BeesShare of searches 10.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations –

+1 more

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Top baby sleep sack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Woolbabe was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Woolbabe is the most recommended of the six.

Most recommended by AI

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

  1. Woolbabe1st
  2. ergoPouch2nd
  3. Love to Dream3rd
  4. Nature Baby4th
  5. Ergobaby–
  6. Burt's Bees–

Mentioned by AI

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

  • ergoPouch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Love to Dream5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Woolbabe4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nature Baby2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burt's Bees1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ergobaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby sleep sack 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 20, 2026.

Which baby sleep sack brands compete with Woolbabe?

Woolbabe against baby sleep sack brands in New Zealand, by month

Share of searches by month for Woolbabe, Ergobaby, ergoPouch, Love to Dream, Burt's Bees, Nature Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthWoolbabeErgobabyergoPouchLove to DreamBurt's BeesNature Baby
Oct 202525.8%19.4%20.2%13%14.5%7.1%
Nov 202524.5%16.6%17.7%14.5%16.3%10.4%
Dec 202522.4%17.1%16.8%13.5%23.4%6.7%
Jan 202625.1%18.9%22%13%10.6%10.5%
Feb 202627.8%18.7%21.8%11.9%8.9%10.9%
Mar 202635%15.9%24.1%10.2%8.1%6.7%
Apr 202633%16.3%25.2%10.8%7.5%7.2%
May 202638.9%15.5%21.7%9.2%8.3%6.3%
Jun 202626.2%17.6%23.9%12%10.4%9.9%
Jul 202626.1%18.6%20.6%11.7%12%11%
Aug 202624.2%20.9%24.2%12.4%11.4%6.9%
Sep 202624.2%23.7%20.6%11.6%10.4%9.5%

  1. 1.Woolbabe

    24.2%

    Moved from 2nd to 1st. 2.3K estimated branded searches, +8.7% vs prior month. Share 0 points.

  2. 2.Ergobaby

    23.7%

    Moved from 3rd to 2nd. 2.2K estimated branded searches, +22.9% vs prior month. Share +2.7 points.

  3. 3.ergoPouch

    20.6%

    Moved from 1st to 3rd. 1.9K estimated branded searches, -7.2% vs prior month. Share -3.5 points.

  4. 4.Love to Dream

    11.6%

    Held 4th. 1.1K estimated branded searches, +1.9% vs prior month. Share -0.8 points.

  5. 5.Burt's Bees

    10.4%

    Held 5th. 970 estimated branded searches, -1% vs prior month. Share -1 points.

  6. 6.Nature Baby

    9.5%

    Held 6th. 880 estimated branded searches, +49.2% vs prior month. Share +2.6 points.

Compare popularity between Woolbabe and its closest rivals

Every comparison with Woolbabe

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Woolbabe in New Zealand held steady, from 2.4K to 2.5K.
  • Across the 12 months ending September 2026, Woolbabe’s share of searches among baby sleep sack brands in New Zealand decreased from 25.8% to 24.2%.
  • Across the 12 months ending September 2026, Woolbabe’s share of searches among baby sleep sack brands in New Zealand peaked at 38.9% in May 2026 and was lowest at 22.4% in December 2025.

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

6 changes

  1. In September 2026, Ergobaby overtook ergoPouch to rank 2nd among baby sleep sack brands in New Zealand, with 23.7% of the searches.

  2. In September 2026, Nature Baby gained share of searches among baby sleep sack brands in New Zealand, from 6.9% to 9.5%.

  3. In September 2026, ergoPouch lost share of searches among baby sleep sack brands in New Zealand, from 24.2% to 20.6%.

  4. In September 2026, Burt's Bees lost share of searches among baby sleep sack brands in New Zealand, from 11.4% to 10.4%.

  5. In September 2026, Love to Dream lost share of searches among baby sleep sack brands in New Zealand, from 12.4% to 11.6%.

  6. In September 2026, Woolbabe rose from 2nd to 1st among baby sleep sack brands in New Zealand.

How are Woolbabe’s branded searches counted?

11 search terms

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

  • 3 seasons woolbabe
  • woolbabe
  • woolbabe 3 seasons
  • woolbabe duvet
  • woolbabe sale
  • woolbabe sleep sack
  • woolbabe sleep suit
  • woolbabe sleeping bag
  • woolbabe sleepsuit
  • woolbabe swaddle
  • woolbabe three seasons

Do you work for Woolbabe? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Woolbabe compete?

Woolbabe 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
Sleep suit brands2nd of 68.4%Show ranking
Baby sleepwear brands2nd of 821.2%Show ranking
Baby sleep sack brands1st of 624.2%Shown above
Baby swaddle brands1st of 541.5%Show ranking
Creator with pink hair and a pink jacket

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