Baby Factory vs Baby On The Move:Which is more popular?
In September 2026, Baby Factory had more branded searches than Baby On The Move among baby and nursery retailers in New Zealand. Baby Factory had about 27,100 branded searches, while Baby On The Move had 14,800. Baby Factory made up 26.6% of all baby and nursery retailer searches we track, and Baby On The Move accounted for 14.5%. When we asked ChatGPT and Google AI Overviews about baby and nursery retailers, Baby Factory and Baby On The Move each appeared in three of the four answers. Baby On The Move was mentioned before Baby Factory in two out of three answers.
Who do people search for more?
Baby Factory, about 83% more searches than Baby On The Move
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Baby On The Move, named ahead of Baby Factory in 2 of 3 answers
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Top baby and nursery retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Baby Factory and Baby On The Move were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Baby On The Move was listed before Baby Factory in two out of three answers.
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.
- 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?”
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?”
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.
Is Baby Factory or Baby On The Move more popular in search?
This chart shows how often people search Google for Baby Factory and Baby On The Move 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 by month for Baby Factory, Baby On The Move. The figures are in the table below the chart.
View monthly share of searches table
| Month | Baby Factory | Mocka | Baby Bunting NZ | The Sleep Store | Baby On The Move | Mom Store | Little & Loved |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 27% | 22.2% | 14.8% | 18.7% | 14.8% | 1.1% | 1.4% |
| 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% |
How has the Baby Factory and Baby On The Move comparison changed over the last 12 months?
3 findings
- Baby Factory was ahead of Baby On The Move in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baby Factory’s share of searches among baby and nursery retailers in New Zealand moved from 27% to 26.6%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand moved from 14.8% to 14.5%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for New Zealand baby and nursery retailers in September 2026?
2 changes
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.
Estimated monthly branded searches for Baby Factory in New Zealand fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Baby Factory’s and Baby On The Move’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Baby Factory
1 branded search term
- babyfactory
Baby On The Move
1 branded search term
- babyonthemove
Other head-to-heads among baby and nursery retailers
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