---
title: "Baby and Nursery Retailers in New Zealand: Share of Search"
description: "Share of Search among Mocka, Baby Bunting NZ, The Sleep Store, Mom Store and Little & Loved, the baby and nursery retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-baby-retailers"
publisher: "Brandwave"
---

# Baby and Nursery Retailers in New Zealand: Share of Search

Share of Search among Mocka, Baby Bunting NZ, The Sleep Store, Mom Store and Little & Loved, the baby and nursery retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period.

## Key facts

- **Competitive set**: Baby and Nursery Retailers
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Mocka, 49.5%

## Which brand has the highest Share of Search among baby and nursery retailers in New Zealand?

- Mocka holds the highest estimated Share of Search among baby and nursery retailers in New Zealand, at 49.5% in August 2026.
- Baby Bunting NZ is in 2nd place, 15.3 percentage points behind at 34.1% Share of Search.
- Across the 12 months ending August 2026, Mocka’s estimated Share of Search among baby and nursery retailers in New Zealand decreased from 56.7% to 49.5%.
- Across the 12 months ending August 2026, Baby Bunting NZ’s estimated Share of Search among baby and nursery retailers in New Zealand increased from 26.9% to 34.1%.
- Across the 12 months ending August 2026, Mom Store’s estimated Share of Search among baby and nursery retailers in New Zealand increased from 1.8% to 2.5%.
- Across the 12 months ending August 2026, Little & Loved’s estimated Share of Search among baby and nursery retailers in New Zealand decreased from 2.6% to 1.5%.
- Across the 12 months ending August 2026, Mocka’s estimated Share of Search among baby and nursery retailers in New Zealand peaked at 56.7% in September 2025 and was lowest at 43.3% in February 2026.
- Across the 12 months ending August 2026, Baby Bunting NZ’s estimated Share of Search among baby and nursery retailers in New Zealand peaked at 38.9% in December 2025 and was lowest at 26.9% in September 2025.
- Across the 12 months ending August 2026, The Sleep Store’s estimated Share of Search among baby and nursery retailers in New Zealand peaked at 16.4% in February 2026 and was lowest at 8.8% in June 2026.
- Across the 12 months ending August 2026, Little & Loved’s estimated Share of Search among baby and nursery retailers in New Zealand peaked at 2.8% in October 2025 and was lowest at 1.1% in June 2026.
- Across the 12 months ending August 2026, Mom Store rose from 5th to 4th among baby and nursery retailers in New Zealand.
- Across the 12 months ending August 2026, Little & Loved fell from 4th to 5th among baby and nursery retailers in New Zealand.
- Across the 12 months ending August 2026, The Sleep Store held steady: its estimated Share of Search among baby and nursery retailers in New Zealand moved less than 0.5 percentage points.

## What changed among baby and nursery retailers in New Zealand?

- In August 2026, The Sleep Store gained estimated Share of Search among baby and nursery retailers in New Zealand, from 10.4% to 12.4%.
- In August 2026, Mocka lost estimated Share of Search among baby and nursery retailers in New Zealand, from 50.6% to 49.5%.
- In August 2026, Baby Bunting NZ lost estimated Share of Search among baby and nursery retailers in New Zealand, from 34.9% to 34.1%.
- Estimated monthly branded searches for Mom Store in New Zealand rose 30% over 12 measured months, from 1K to 1.3K in August 2026.
- Estimated monthly branded searches for Little & Loved in New Zealand fell 43.8% over 12 measured months, from 1.4K to 810 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Mocka | 49.5% | 26.2K | -0.1% | MOCKA LIMITED |
| 2 | Baby Bunting NZ | 34.1% | 18.1K | 0.0% | BABY BUNTING NZ LIMITED |
| 3 | The Sleep Store | 12.4% | 6.6K | +22.2% | THE SLEEP STORE LIMITED |
| 4 | Mom Store | 2.5% | 1.3K | 0.0% | MOM STORE LIMITED |
| 5 | Little & Loved | 1.5% | 810 | +2.5% | LITTLE & LOVED LIMITED |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Mocka | 31.2K | 56.7% | 1 |
| Sep 2025 | Baby Bunting NZ | 14.8K | 26.9% | 2 |
| Sep 2025 | The Sleep Store | 6.6K | 12% | 3 |
| Sep 2025 | Little & Loved | 1.4K | 2.6% | 4 |
| Sep 2025 | Mom Store | 1K | 1.8% | 5 |
| Oct 2025 | Mocka | 32K | 52.2% | 1 |
| Oct 2025 | Baby Bunting NZ | 18.1K | 29.6% | 2 |
| Oct 2025 | The Sleep Store | 8.1K | 13.2% | 3 |
| Oct 2025 | Little & Loved | 1.7K | 2.8% | 4 |
| Oct 2025 | Mom Store | 1.3K | 2.1% | 5 |
| Nov 2025 | Mocka | 38K | 52.8% | 1 |
| Nov 2025 | Baby Bunting NZ | 22.2K | 30.9% | 2 |
| Nov 2025 | The Sleep Store | 8.1K | 11.3% | 3 |
| Nov 2025 | Little & Loved | 2K | 2.8% | 4 |
| Nov 2025 | Mom Store | 1.6K | 2.2% | 5 |
| Dec 2025 | Mocka | 26.2K | 45.9% | 1 |
| Dec 2025 | Baby Bunting NZ | 22.2K | 38.9% | 2 |
| Dec 2025 | The Sleep Store | 6.6K | 11.6% | 3 |
| Dec 2025 | Little & Loved | 1.1K | 1.9% | 4 |
| Dec 2025 | Mom Store | 1K | 1.8% | 5 |
| Jan 2026 | Mocka | 32K | 54.5% | 1 |
| Jan 2026 | Baby Bunting NZ | 18.1K | 30.8% | 2 |
| Jan 2026 | The Sleep Store | 6.6K | 11.2% | 3 |
| Jan 2026 | Mom Store | 1K | 1.7% | 4 |
| Jan 2026 | Little & Loved | 990 | 1.7% | 5 |
| Feb 2026 | Mocka | 21.4K | 43.3% | 1 |
| Feb 2026 | Baby Bunting NZ | 18.1K | 36.6% | 2 |
| Feb 2026 | The Sleep Store | 8.1K | 16.4% | 3 |
| Feb 2026 | Mom Store | 1K | 2% | 4 |
| Feb 2026 | Little & Loved | 810 | 1.6% | 5 |
| Mar 2026 | Mocka | 26.3K | 49.3% | 1 |
| Mar 2026 | Baby Bunting NZ | 18.1K | 33.9% | 2 |
| Mar 2026 | The Sleep Store | 6.6K | 12.4% | 3 |
| Mar 2026 | Mom Store | 1.3K | 2.4% | 4 |
| Mar 2026 | Little & Loved | 1.1K | 2.1% | 5 |
| Apr 2026 | Mocka | 26.3K | 49.5% | 1 |
| Apr 2026 | Baby Bunting NZ | 18.1K | 34.1% | 2 |
| Apr 2026 | The Sleep Store | 6.6K | 12.4% | 3 |
| Apr 2026 | Mom Store | 1.3K | 2.4% | 4 |
| Apr 2026 | Little & Loved | 810 | 1.5% | 5 |
| May 2026 | Mocka | 31.2K | 53.8% | 1 |
| May 2026 | Baby Bunting NZ | 18.1K | 31.2% | 2 |
| May 2026 | The Sleep Store | 6.6K | 11.4% | 3 |
| May 2026 | Mom Store | 1.3K | 2.2% | 4 |
| May 2026 | Little & Loved | 810 | 1.4% | 5 |
| Jun 2026 | Mocka | 32K | 52% | 1 |
| Jun 2026 | Baby Bunting NZ | 22.2K | 36% | 2 |
| Jun 2026 | The Sleep Store | 5.4K | 8.8% | 3 |
| Jun 2026 | Mom Store | 1.3K | 2.1% | 4 |
| Jun 2026 | Little & Loved | 680 | 1.1% | 5 |
| Jul 2026 | Mocka | 26.3K | 50.6% | 1 |
| Jul 2026 | Baby Bunting NZ | 18.1K | 34.9% | 2 |
| Jul 2026 | The Sleep Store | 5.4K | 10.4% | 3 |
| Jul 2026 | Mom Store | 1.3K | 2.5% | 4 |
| Jul 2026 | Little & Loved | 790 | 1.5% | 5 |
| Aug 2026 | Mocka | 26.2K | 49.5% | 1 |
| Aug 2026 | Baby Bunting NZ | 18.1K | 34.1% | 2 |
| Aug 2026 | The Sleep Store | 6.6K | 12.4% | 3 |
| Aug 2026 | Mom Store | 1.3K | 2.5% | 4 |
| Aug 2026 | Little & Loved | 810 | 1.5% | 5 |

## Compare two brands head-to-head

- [Mocka vs Baby Bunting NZ](/demand/nz/compare/baby-bunting-nz-vs-mocka): 49.5% against 34.1% Share of Search.
- [Mocka vs The Sleep Store](/demand/nz/compare/mocka-vs-the-sleep-store): 49.5% against 12.4% Share of Search.
- [Mocka vs Mom Store](/demand/nz/compare/mocka-vs-mom-store): 49.5% against 2.5% Share of Search.
- [Baby Bunting NZ vs The Sleep Store](/demand/nz/compare/baby-bunting-nz-vs-the-sleep-store): 34.1% against 12.4% Share of Search.
- [Baby Bunting NZ vs Mom Store](/demand/nz/compare/baby-bunting-nz-vs-mom-store): 34.1% against 2.5% Share of Search.
- [The Sleep Store vs Mom Store](/demand/nz/compare/mom-store-vs-the-sleep-store): 12.4% against 2.5% Share of Search.

## What is being compared

- **Baby Bunting NZ**: Measured on the search term “Baby Bunting”.
- **Little & Loved**: Measured on the search terms “little & loved”, “little and loved” and “Little Loved”, summed into one figure.
- **Mocka**: Measured on the search terms “Mocka”, “mocka beds”, “mocka furniture”, “mocka furniture store” and “mocka nursery”, summed into one figure.
- **Mom Store**: Measured on the search term “Mom Store”.
- **The Sleep Store**: Measured on the search term “The Sleep Store”.

- [Baby Bunting NZ](/demand/nz/brands/baby-bunting-nz)
- [Little & Loved](/demand/nz/brands/little-and-loved)
- [Mocka](/demand/nz/brands/mocka)
- [Mom Store](/demand/nz/brands/mom-store)
- [The Sleep Store](/demand/nz/brands/the-sleep-store)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Baby Bunting NZ, Little & Loved, Mocka, Mom Store and The Sleep Store using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Baby and Nursery Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-baby-retailers

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-baby-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.