Sleep suit brands in New Zealand:Which are most popular?
In September 2026, The Sleep Store was the most searched sleep suit brand in New Zealand, accounting for 65.3% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, The Sleep Store, ergoPouch and Love to Dream were mentioned most often, in four of the five answers. Woolbabe was recommended most often, coming first in three out of four responses that gave a list.
The Sleep StoreShare of searches 65.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
WoolbabeShare of searches 8.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
ErgobabyShare of searches 8.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ergoPouchShare of searches 7.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Tommee TippeeShare of searches 6.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top sleep suit brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, The Sleep Store, ergoPouch and Love to Dream were mentioned most often, in four of the five answers. Woolbabe was recommended most often, coming first in three out of four answers that gave a list. Love to Dream was second, and ergoPouch was third. Ergobaby, which ranked third 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.
- The Sleep Store4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ergoPouch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Love to Dream4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Woolbabe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ergobaby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tommee Tippee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sleep suit brands
5 answers
Asked ChatGPT
“Which sleep suit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best sleep suit brands in New Zealand?”
Asked ChatGPT
“What's the best sleep suit brand in New Zealand for a sleeping baby?”
Searched Google, AI Overview
“baby sleeping bag”
Searched Google, AI Overview
“newborn sleep suit”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which sleep suit brands do people search for most?
This chart shows how often people search Google for each sleep suit brand by name. Each line represents a brand's share of searches for all six sleep suit brands we track, month by month, from searches in New Zealand.
Share of searches by month for The Sleep Store, Woolbabe, Ergobaby, ergoPouch, Tommee Tippee, Love to Dream. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Sleep Store | Woolbabe | Ergobaby | ergoPouch | Tommee Tippee | Love to Dream |
|---|---|---|---|---|---|---|
| Oct 2025 | 74% | 6.9% | 5.2% | 5.4% | 4.9% | 3.5% |
| Nov 2025 | 76.1% | 6.8% | 4.6% | 4.9% | 3.5% | 4% |
| Dec 2025 | 72.8% | 7.1% | 5.4% | 5.3% | 5.2% | 4.2% |
| Jan 2026 | 66.9% | 8.5% | 6.4% | 7.5% | 6.3% | 4.4% |
| Feb 2026 | 72.5% | 8.1% | 5.4% | 6.3% | 4.2% | 3.4% |
| Mar 2026 | 63.6% | 12.8% | 5.8% | 8.8% | 5.3% | 3.7% |
| Apr 2026 | 65.6% | 11.7% | 5.8% | 8.9% | 4.2% | 3.8% |
| May 2026 | 62.3% | 14.8% | 5.9% | 8.2% | 5.4% | 3.5% |
| Jun 2026 | 66.9% | 8.9% | 6% | 8.1% | 6% | 4.1% |
| Jul 2026 | 66.5% | 9% | 6.4% | 7.1% | 7.1% | 4% |
| Aug 2026 | 67.9% | 7.5% | 6.5% | 7.5% | 6.8% | 3.8% |
| Sep 2026 | 65.3% | 8.4% | 8.2% | 7.2% | 6.8% | 4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 65.3% | 17.5K | -6.4% | -2.5 points | |
| 2, moved from 3rd to 2nd | 8.4% | 2.3K | +8.7% | +0.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 5th to 3rd | 8.2% | 2.2K | +22.9% | +1.7 pointsmoved from 5th to 3rd | |
| 4, moved from 2nd to 4th | 7.2% | 1.9K | -7.2% | -0.3 pointsmoved from 2nd to 4th | |
| 5, moved from 4th to 5th | 6.8% | 1.8K | -1.6% | +0.1 pointsmoved from 4th to 5th | |
| 6, held 6th | 4% | 1.1K | +1.9% | +0.2 points |
65.3%
Held 1st. 17.5K estimated branded searches, -6.4% vs prior month. Share -2.5 points.
2.
Woolbabe8.4%
Moved from 3rd to 2nd. 2.3K estimated branded searches, +8.7% vs prior month. Share +0.9 points.
3.
Ergobaby8.2%
Moved from 5th to 3rd. 2.2K estimated branded searches, +22.9% vs prior month. Share +1.7 points.
7.2%
Moved from 2nd to 4th. 1.9K estimated branded searches, -7.2% vs prior month. Share -0.3 points.
6.8%
Moved from 4th to 5th. 1.8K estimated branded searches, -1.6% vs prior month. Share +0.1 points.
4%
Held 6th. 1.1K estimated branded searches, +1.9% vs prior month. Share +0.2 points.
Which brand is most popular in search among sleep suit brands in New Zealand?
6 brands
In September 2026, The Sleep Store was the most searched among sleep suit brands in New Zealand, with an estimated 17.5K branded searches, 65.3% of all searches for the six we track. Woolbabe is in 2nd place, 56.9 percentage points behind at 8.4%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| The Sleep Store | 74% → 65.3% | 76.1%Nov 2025 | 62.3%May 2026 | 1st |
| Woolbabe | 6.9% → 8.4% | 14.8%May 2026 | 6.8%Nov 2025 | 2nd |
| Ergobaby | 5.2% → 8.2% | 8.2%Sep 2026 | 4.6%Nov 2025 | 4th → 3rd |
| ergoPouch | 5.4% → 7.2% | 8.9%Apr 2026 | 4.9%Nov 2025 | 3rd → 4th |
| Tommee Tippee | 4.9% → 6.8% | 7.1%Jul 2026 | 3.5%Nov 2025 | 5th |
| Love to Dream | 3.5% → 4% | 4.4%Jan 2026 | 3.4%Feb 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among sleep suit brands in New Zealand decreased from 74% to 65.3%.
- Across the 12 months ending September 2026, Woolbabe’s share of searches among sleep suit brands in New Zealand increased from 6.9% to 8.4%.
- Across the 12 months ending September 2026, Ergobaby’s share of searches among sleep suit brands in New Zealand increased from 5.2% to 8.2%.
- Across the 12 months ending September 2026, ergoPouch’s share of searches among sleep suit brands in New Zealand increased from 5.4% to 7.2%.
- Across the 12 months ending September 2026, Tommee Tippee’s share of searches among sleep suit brands in New Zealand increased from 4.9% to 6.8%.
- Across the 12 months ending September 2026, Love to Dream’s share of searches among sleep suit brands in New Zealand increased from 3.5% to 4%.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among sleep suit brands in New Zealand peaked at 76.1% in November 2025 and was lowest at 62.3% in May 2026.
- Across the 12 months ending September 2026, Woolbabe’s share of searches among sleep suit brands in New Zealand peaked at 14.8% in May 2026 and was lowest at 6.8% in November 2025.
- Across the 12 months ending September 2026, Ergobaby’s share of searches among sleep suit brands in New Zealand peaked at 8.2% in September 2026 and was lowest at 4.6% in November 2025.
- Across the 12 months ending September 2026, ergoPouch’s share of searches among sleep suit brands in New Zealand peaked at 8.9% in April 2026 and was lowest at 4.9% in November 2025.
- Across the 12 months ending September 2026, Tommee Tippee’s share of searches among sleep suit brands in New Zealand peaked at 7.1% in July 2026 and was lowest at 3.5% in November 2025.
- Across the 12 months ending September 2026, Ergobaby rose from 4th to 3rd among sleep suit brands in New Zealand.
- Across the 12 months ending September 2026, ergoPouch fell from 3rd to 4th among sleep suit brands in New Zealand.
How did search popularity change for New Zealand sleep suit brands in September 2026?
5 changes
In September 2026, Woolbabe overtook ergoPouch to rank 2nd among sleep suit brands in New Zealand, with 8.4% of the searches.
In September 2026, Ergobaby overtook ergoPouch and Tommee Tippee to rank 3rd among sleep suit brands in New Zealand, with 8.2% of the searches.
In September 2026, The Sleep Store lost share of searches among sleep suit brands in New Zealand, from 67.9% to 65.3%.
Estimated monthly branded searches for Tommee Tippee in New Zealand rose 19.6% over 12 measured months, from 1.5K to 1.8K in September 2026.
Estimated monthly branded searches for ergoPouch in New Zealand rose 14.3% over 12 measured months, from 1.7K to 1.9K in September 2026.
Compare popularity between leading brands
- The Sleep Store vs Woolbabe: compare popularity
- The Sleep Store vs Ergobaby: compare popularity
- The Sleep Store vs ergoPouch: compare popularity
- The Sleep Store vs Tommee Tippee: compare popularity
- Woolbabe vs Ergobaby: compare popularity
- Woolbabe vs ergoPouch: compare popularity
- Woolbabe vs Tommee Tippee: compare popularity
- Ergobaby vs ergoPouch: compare popularity
- Ergobaby vs Tommee Tippee: compare popularity
- ergoPouch vs Tommee Tippee: compare popularity
- Compare any of these brands
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