Baby and nursery retailers in New Zealand:Which are most popular?

Name: Baby and nursery retailers in New Zealand: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Baby Factory was the most searched baby and nursery retailer in New Zealand, accounting for 26.6% of all searches among the seven retailers we track. When we checked with ChatGPT and Google AI Overviews, Baby Factory and Baby On The Move were mentioned most often, in three of the four answers. Baby On The Move was recommended most often, coming first in one out of three responses that gave a list.

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Top baby and nursery retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Baby Factory and Baby On The Move were mentioned most often, in three of the four answers. Baby On The Move was recommended most often, coming first in one out of three answers that gave a list. Baby Factory was second, and Baby Bunting NZ was third. The Sleep Store, which ranked fourth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Baby Factory	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Baby On The Move	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Mocka	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Baby Bunting NZ	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
The Sleep Store	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Mom Store	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Little & Loved	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Baby Factory3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Baby On The Move3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mocka1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Baby Bunting NZ1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
The Sleep Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mom Store0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Little & Loved0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about baby and nursery retailers

4 answers

Asked ChatGPT
“Which baby and nursery retailer should I shop at in New Zealand?”
1. 1Baby On The Move
2. 2Baby Factory
Asked ChatGPT
“What are the best baby and nursery retailers in New Zealand?”
Asked ChatGPT
“What's the best baby and nursery retailer in New Zealand for newborn essentials?”
1. 1Baby Factory
2. 2Baby On The Move
Searched Google, AI Overview
“best baby store”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“newborn essentials nz”

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which baby and nursery retailers do people search for most?

This chart shows how often people search Google for each baby and nursery retailer by name. Each line represents a brand's share of searches for all seven baby and nursery retailers we track, month by month, from searches in New Zealand.

Share of searches among baby and nursery retailers in New Zealand, by month

Month	Baby Factory	Mocka	Baby Bunting NZ	The Sleep Store	Baby On The Move	Mom Store	Little & Loved
Nov 2025	23.6%	23.6%	15.8%	18.7%	15.8%	1.1%	1.4%
Dec 2025	29.8%	20%	20%	14.9%	13.3%	0.9%	0.98%
Jan 2026	25.7%	25.7%	17.1%	15.6%	14%	0.95%	0.94%
Feb 2026	27.1%	18.1%	18.1%	20.2%	14.8%	1%	0.81%
Mar 2026	30.3%	20.3%	16.6%	17.1%	13.5%	1.2%	1%
Apr 2026	30.4%	20.4%	16.6%	17.1%	13.6%	1.2%	0.74%
May 2026	29.1%	23.8%	15.9%	16.4%	13%	1.1%	0.71%
Jun 2026	28.4%	23.3%	19%	15%	12.7%	1.1%	0.58%
Jul 2026	30.7%	20.6%	16.8%	16.2%	13.7%	1.2%	0.73%
Aug 2026	26.3%	21.6%	17.6%	18.2%	14.4%	1.3%	0.79%
Sep 2026	26.6%	21.8%	17.8%	17.2%	14.5%	1.3%	0.93%
Oct 2026	—	—	—	—	—	—	—

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Baby Factory	26.6%	27.1K	0%	+0.3 points
2, held 2nd	Mocka	21.8%	22.2K	0%	+0.2 points
3, moved from 4th to 3rd	Baby Bunting NZ	17.8%	18.1K	0%	+0.2 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	The Sleep Store	17.2%	17.5K	-6.4%	-1 pointsmoved from 3rd to 4th
5, held 5th	Baby On The Move	14.5%	14.8K	0%	+0.1 points
6, held 6th	Mom Store	1.3%	1.3K	0%	0 points
7, held 7th	Little & Loved	0.93%	950	+17.3%	+0.1 points

1.Baby Factory
26.6%
Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.Mocka
21.8%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.Baby Bunting NZ
17.8%
Moved from 4th to 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.The Sleep Store
17.2%
Moved from 3rd to 4th. 17.5K estimated branded searches, -6.4% vs prior month. Share -1 points.
5.Baby On The Move
14.5%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.Mom Store
1.3%
Held 6th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.
7.Little & Loved
0.93%
Held 7th. 950 estimated branded searches, +17.3% vs prior month. Share +0.1 points.

Which brand is most popular in search among baby and nursery retailers in New Zealand?

7 brands

In September 2026, Baby Factory was the most searched among baby and nursery retailers in New Zealand, with an estimated 27.1K branded searches, 26.6% of all searches for the seven we track. Mocka is in 2nd place, 4.8 percentage points behind at 21.8%.

New Zealand baby and nursery retailers, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Baby Factory	23.6% → 26.6%	30.7%Jul 2026	23.6%Nov 2025	2nd → 1st
Mocka	23.6% → 21.8%	25.7%Jan 2026	18.1%Feb 2026	1st → 2nd
Baby Bunting NZ	15.8% → 17.8%	20%Dec 2025	15.8%Nov 2025	4th → 3rd
The Sleep Store	18.7% → 17.2%	20.2%Feb 2026	14.9%Dec 2025	3rd → 4th
Baby On The Move	15.8% → 14.5%	15.8%Nov 2025	12.7%Jun 2026	5th
Mom Store	1.1% → 1.3%	1.3%Sep 2026	0.9%Dec 2025	7th → 6th
Little & Loved	1.4% → 0.93%	1.4%Nov 2025	0.58%Jun 2026	6th → 7th

Each finding as a sentence

Across the 11 months ending September 2026, Baby Factory’s share of searches among baby and nursery retailers in New Zealand increased from 23.6% to 26.6%.
Across the 11 months ending September 2026, Mocka’s share of searches among baby and nursery retailers in New Zealand decreased from 23.6% to 21.8%.
Across the 11 months ending September 2026, Baby Bunting NZ’s share of searches among baby and nursery retailers in New Zealand increased from 15.8% to 17.8%.
Across the 11 months ending September 2026, The Sleep Store’s share of searches among baby and nursery retailers in New Zealand decreased from 18.7% to 17.2%.
Across the 11 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand decreased from 15.8% to 14.5%.
Across the 11 months ending September 2026, Baby Factory’s share of searches among baby and nursery retailers in New Zealand peaked at 30.7% in July 2026 and was lowest at 23.6% in November 2025.
Across the 11 months ending September 2026, Mocka’s share of searches among baby and nursery retailers in New Zealand peaked at 25.7% in January 2026 and was lowest at 18.1% in February 2026.
Across the 11 months ending September 2026, Baby Bunting NZ’s share of searches among baby and nursery retailers in New Zealand peaked at 20% in December 2025 and was lowest at 15.8% in November 2025.
Across the 11 months ending September 2026, The Sleep Store’s share of searches among baby and nursery retailers in New Zealand peaked at 20.2% in February 2026 and was lowest at 14.9% in December 2025.
Across the 11 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand peaked at 15.8% in November 2025 and was lowest at 12.7% in June 2026.
Across the 11 months ending September 2026, Baby Factory rose from 2nd to 1st among baby and nursery retailers in New Zealand.
Across the 11 months ending September 2026, Mocka fell from 1st to 2nd among baby and nursery retailers in New Zealand.
Across the 11 months ending September 2026, Baby Bunting NZ rose from 4th to 3rd among baby and nursery retailers in New Zealand.
Across the 11 months ending September 2026, The Sleep Store fell from 3rd to 4th among baby and nursery retailers in New Zealand.
Across the 11 months ending September 2026, Mom Store rose from 7th to 6th among baby and nursery retailers in New Zealand.
Across the 11 months ending September 2026, Little & Loved fell from 6th to 7th among baby and nursery retailers in New Zealand.

How did search popularity change for New Zealand baby and nursery retailers in September 2026?

7 changes

In September 2026, The Sleep Store lost share of searches among baby and nursery retailers in New Zealand, from 18.2% to 17.2%.
Baby On The Move’s share of searches among baby and nursery retailers in New Zealand has gained ground for 3 months in a row, from 12.7% to 14.5% in September 2026.
In September 2026, Baby Bunting NZ rose from 4th to 3rd among baby and nursery retailers in New Zealand.
Estimated monthly branded searches for Little & Loved in New Zealand fell 52.7% over 11 measured months, from 2K to 950 in September 2026.
Estimated monthly branded searches for Mocka in New Zealand fell 33% over 11 measured months, from 33.1K to 22.2K in September 2026.
Estimated monthly branded searches for Mom Store in New Zealand fell 18.8% over 11 measured months, from 1.6K to 1.3K in September 2026.
Estimated monthly branded searches for Baby Factory in New Zealand fell 18.1% over 11 measured months, from 33.1K to 27.1K in September 2026.

How are branded searches counted for baby and nursery retailers?

11 search terms

Each brand's share of searches among baby and nursery retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.