Brandwave

BabyBjörn vs Phil & Teds:Which is more popular?

In September 2026, BabyBjörn had more branded searches than Phil & Teds among baby travel cot brands in New Zealand. BabyBjörn had about 640 branded searches, while Phil & Teds had 590. BabyBjörn made up 12.4% of all baby travel cot brand searches we track, and Phil & Teds accounted for 11.5%. When we asked ChatGPT and Google AI Overviews about baby travel cot brands, BabyBjörn appeared in four of the five answers and Phil & Teds in two.

Among baby travel cot brands in New Zealand in September 2026

Who do people search for more?

BabyBjörn, about 8% more searches than Phil & Teds

BabyBjörn 640 searchesPhil & Teds 590 searches

Who does AI mention more?

BabyBjörn, mentioned in 4 of 5 answers, Phil & Teds in 2

BabyBjörn in 4 of 5Phil & Teds in 2 of 5

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Top baby travel cot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BabyBjörn was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Phil & Teds was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

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

  • BabyBjörn4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Phil & Teds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edwards & Co0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby travel cot brands

5 answers

  • Asked ChatGPT

    “Which baby travel cot brand should I buy in New Zealand?”

    1. 1BabyBjörn
    2. 2Phil & Teds

  • Asked ChatGPT

    “What are the best baby travel cot brands in New Zealand?”

    1. 1BabyBjörn

  • Asked ChatGPT

    “What's the best baby travel cot brand in New Zealand for travel sleep?”

    1. 1BabyBjörn
    2. 2Phil & Teds

  • Searched Google, AI Overview

    “portacot nz”

    1. Searched Google, AI Overview

      “lightweight travel cot”

      1. 1BabyBjörn

    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.

    Is BabyBjörn or Phil & Teds more popular in search?

    This chart shows how often people search Google for BabyBjörn and Phil & Teds by name. Each line represents a brand's share of searches for all three baby travel cot brands we track, month by month, from searches in New Zealand.

    BabyBjörn and Phil & Teds among baby travel cot brands in New Zealand, by month

    Share of searches by month for BabyBjörn, Phil & Teds. The figures are in the table below the chart.

    View monthly share of searches table
    MonthEdwards & CoBabyBjörnPhil & Teds
    Oct 202581.5%8.3%10.3%
    Nov 202582.5%7.4%10.1%
    Dec 202582.2%7.5%10.3%
    Jan 202682.4%7.6%10.1%
    Feb 202683.4%6.3%10.3%
    Mar 202682.8%6.9%10.3%
    Apr 202682.5%9.1%8.4%
    May 202681.3%8.7%10%
    Jun 202683.3%8.2%8.5%
    Jul 202679%9.1%11.9%
    Aug 202683.2%8.3%8.5%
    Sep 202676.1%12.4%11.5%

    How has the BabyBjörn and Phil & Teds comparison changed over the last 12 months?

    3 findings
    • The lead changed hands 3 times in the 12 months ending September 2026: BabyBjörn took it in April 2026, Phil & Teds took it in May 2026, BabyBjörn took it in September 2026.
    • Across the 12 months ending September 2026, BabyBjörn’s share of searches among baby travel cot brands in New Zealand moved from 8.3% to 12.4%, and its estimated monthly branded searches moved from 580 to 640.
    • Across the 12 months ending September 2026, Phil & Teds’ share of searches among baby travel cot brands in New Zealand moved from 10.3% to 11.5%, and its estimated monthly branded searches moved from 720 to 590.

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

    2 changes

    1. In September 2026, BabyBjörn overtook Phil & Teds to rank 2nd among baby travel cot brands in New Zealand, with 12.4% of the searches.

    2. In September 2026, Phil & Teds gained share of searches among baby travel cot brands in New Zealand, from 8.5% to 11.5%.

    How are branded searches counted?

    7 search terms

    Brandwave collects information about searches that people make online using BabyBjörn’s and Phil & Teds’ 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.

    BabyBjörn

    4 branded search terms

    • baby bjorn
    • babybjorn
    • harmony babybjorn
    • travel cot babybjorn

    Phil & Teds

    3 branded search terms

    • phil & teds
    • phil&teds
    • philteds

    How the Brand Demand Index is measured

    Other head-to-heads among baby travel cot brands

    Creator with pink hair and a pink jacket

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