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 41.5% of all New Zealand baby swaddle brand searches, placing Woolbabe first out of five brands. When we asked both ChatGPT and Google AI Overviews about baby swaddle brands, Woolbabe appeared in two of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Woolbabe is the most searched of 5 competitors and the third most recommended in AI answers.

  1. WoolbabeShare of searches 41.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. ergoPouchShare of searches 35.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Love to DreamShare of searches 19.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. HaloShare of searches 1.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MokopunaShare of searches 1.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top baby swaddle brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Love to Dream1st
  2. ergoPouch2nd
  3. Woolbabe3rd
  4. Halo–
  5. Mokopuna–

Mentioned by AI

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

  • Love to Dream5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ergoPouch3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Woolbabe2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Halo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mokopuna0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby swaddle 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 swaddle brands compete with Woolbabe?

Woolbabe against baby swaddle brands in New Zealand, by month

Share of searches by month for Woolbabe, ergoPouch, Love to Dream. The figures are in the table below the chart.

View monthly share of searches table
MonthWoolbabeergoPouchLove to DreamHaloMokopuna
Oct 202542%32.8%21.1%2.7%1.4%
Nov 202541.8%30.2%24.8%2%1.3%
Dec 202540.1%30.1%24.1%4.5%1.3%
Jan 202639.6%34.7%20.6%3.4%1.7%
Feb 202642%32.8%17.9%5.6%1.7%
Mar 202647.4%32.6%13.9%4.4%1.8%
Apr 202645.4%34.6%14.9%3.3%1.9%
May 202653.8%30%12.8%1.7%1.7%
Jun 202640.6%37.1%18.6%2.1%1.6%
Jul 202642.1%33.2%18.9%4.1%1.6%
Aug 202638%38%19.4%3.3%1.3%
Sep 202641.5%35.4%19.9%1.8%1.3%

  1. 1.Woolbabe

    41.5%

    Moved from 2nd to 1st. 2.3K estimated branded searches, +8.7% vs prior month. Share +3.5 points.

  2. 2.ergoPouch

    35.4%

    Moved from 1st to 2nd. 1.9K estimated branded searches, -7.2% vs prior month. Share -2.6 points.

  3. 3.Love to Dream

    19.9%

    Held 3rd. 1.1K estimated branded searches, +1.9% vs prior month. Share +0.5 points.

  4. 4.Halo

    1.8%

    Held 4th. 100 estimated branded searches, -44.4% vs prior month. Share -1.5 points.

  5. 5.Mokopuna

    1.3%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share 0 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?

2 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 swaddle brands in New Zealand peaked at 53.8% in May 2026 and was lowest at 38% in August 2026.

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

4 changes

  1. In September 2026, Woolbabe overtook ergoPouch to become the leader among baby swaddle brands in New Zealand, with 41.5% of the searches.

  2. In September 2026, ergoPouch lost share of searches among baby swaddle brands in New Zealand, from 38% to 35.4%.

  3. In September 2026, Halo lost share of searches among baby swaddle brands in New Zealand, from 3.3% to 1.8%.

  4. Love to Dream’s share of searches among baby swaddle brands in New Zealand has gained ground for 3 months in a row, from 18.6% to 19.9% in September 2026.

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%Show ranking
Baby swaddle brands1st of 541.5%Shown above
Creator with pink hair and a pink jacket

Is Woolbabe your brand?

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