---
title: "Sleep suit brands in New Zealand: Which are searched most?"
description: "Compare the sleep suit brands people buy. Share of Search among The Sleep Store, Woolbabe, Ergobaby, ergoPouch, Tommee Tippee and Love to Dream, the sleep suit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-sleep-suit-brands"
publisher: "Brandwave"
---

# Sleep suit brands in New Zealand: Which are searched most?

Compare the sleep suit brands people buy. Share of Search among The Sleep Store, Woolbabe, Ergobaby, ergoPouch, Tommee Tippee and Love to Dream, the sleep suit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Sleep suit brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: The Sleep Store, 65.3%

## Which brand is most popular in search among sleep suit brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Woolbabe | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Love to Dream | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| ergoPouch | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| The Sleep Store | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Ergobaby | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Tommee Tippee | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about sleep suit brands

- Asked ChatGPT "Which sleep suit brand should I buy in New Zealand?": 1. Woolbabe, 2. ergoPouch, 3. Love to Dream, 4. The Sleep Store
- Asked ChatGPT "What are the best sleep suit brands in New Zealand?": 1. Woolbabe, 2. ergoPouch, 3. Love to Dream, 4. The Sleep Store
- Asked ChatGPT "What's the best sleep suit brand in New Zealand for a sleeping baby?": 1. Woolbabe, 2. ergoPouch, 3. Love to Dream, 4. The Sleep Store
- Searched Google, AI Overview "baby sleeping bag": 1. ergoPouch
- Searched Google, AI Overview "newborn sleep suit": 1. Love to Dream, 2. The Sleep Store

Not named in any answer: Ergobaby and Tommee Tippee.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [The Sleep Store vs Woolbabe: compare search popularity](/demand/nz/compare/the-sleep-store-vs-woolbabe): 65.3% against 8.4% Share of Search.
- [The Sleep Store vs Ergobaby: compare search popularity](/demand/nz/compare/ergobaby-vs-the-sleep-store): 65.3% against 8.2% Share of Search.
- [The Sleep Store vs ergoPouch: compare search popularity](/demand/nz/compare/ergopouch-vs-the-sleep-store): 65.3% against 7.2% Share of Search.
- [The Sleep Store vs Tommee Tippee: compare search popularity](/demand/nz/compare/the-sleep-store-vs-tommee-tippee): 65.3% against 6.8% Share of Search.
- [Woolbabe vs Ergobaby: compare search popularity](/demand/nz/compare/ergobaby-vs-woolbabe): 8.4% against 8.2% Share of Search.
- [Woolbabe vs ergoPouch: compare search popularity](/demand/nz/compare/ergopouch-vs-woolbabe): 8.4% against 7.2% Share of Search.
- [Woolbabe vs Tommee Tippee: compare search popularity](/demand/nz/compare/tommee-tippee-vs-woolbabe): 8.4% against 6.8% Share of Search.
- [Ergobaby vs ergoPouch: compare search popularity](/demand/nz/compare/ergobaby-vs-ergopouch): 8.2% against 7.2% Share of Search.
- [Ergobaby vs Tommee Tippee: compare search popularity](/demand/nz/compare/ergobaby-vs-tommee-tippee): 8.2% against 6.8% Share of Search.
- [ergoPouch vs Tommee Tippee: compare search popularity](/demand/nz/compare/ergopouch-vs-tommee-tippee): 7.2% against 6.8% Share of Search.

## How did search popularity change for New Zealand sleep suit brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | The Sleep Store | 65.3% | 17.5K | -6.4% | THE SLEEP STORE LIMITED |
| 2 | Woolbabe | 8.4% | 2.3K | +8.7% | Woolbabe |
| 3 | Ergobaby | 8.2% | 2.2K | +22.9% | Ergobaby |
| 4 | ergoPouch | 7.2% | 1.9K | -7.2% | ergoPouch |
| 5 | Tommee Tippee | 6.8% | 1.8K | -1.6% | Tommee Tippee |
| 6 | Love to Dream | 4% | 1.1K | +1.9% | Love to Dream |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | The Sleep Store | 22.9K | 74% | 1 |
| Oct 2025 | Woolbabe | 2.1K | 6.9% | 2 |
| Oct 2025 | ergoPouch | 1.7K | 5.4% | 3 |
| Oct 2025 | Ergobaby | 1.6K | 5.2% | 4 |
| Oct 2025 | Tommee Tippee | 1.5K | 4.9% | 5 |
| Oct 2025 | Love to Dream | 1.1K | 3.5% | 6 |
| Nov 2025 | The Sleep Store | 26.2K | 76.1% | 1 |
| Nov 2025 | Woolbabe | 2.3K | 6.8% | 2 |
| Nov 2025 | ergoPouch | 1.7K | 4.9% | 3 |
| Nov 2025 | Ergobaby | 1.6K | 4.6% | 4 |
| Nov 2025 | Love to Dream | 1.4K | 4% | 5 |
| Nov 2025 | Tommee Tippee | 1.2K | 3.5% | 6 |
| Dec 2025 | The Sleep Store | 16.5K | 72.8% | 1 |
| Dec 2025 | Woolbabe | 1.6K | 7.1% | 2 |
| Dec 2025 | Ergobaby | 1.2K | 5.4% | 3 |
| Dec 2025 | ergoPouch | 1.2K | 5.3% | 4 |
| Dec 2025 | Tommee Tippee | 1.2K | 5.2% | 5 |
| Dec 2025 | Love to Dream | 960 | 4.2% | 6 |
| Jan 2026 | The Sleep Store | 16.5K | 66.9% | 1 |
| Jan 2026 | Woolbabe | 2.1K | 8.5% | 2 |
| Jan 2026 | ergoPouch | 1.8K | 7.5% | 3 |
| Jan 2026 | Ergobaby | 1.6K | 6.4% | 4 |
| Jan 2026 | Tommee Tippee | 1.6K | 6.3% | 5 |
| Jan 2026 | Love to Dream | 1.1K | 4.4% | 6 |
| Feb 2026 | The Sleep Store | 20.2K | 72.5% | 1 |
| Feb 2026 | Woolbabe | 2.3K | 8.1% | 2 |
| Feb 2026 | ergoPouch | 1.8K | 6.3% | 3 |
| Feb 2026 | Ergobaby | 1.5K | 5.4% | 4 |
| Feb 2026 | Tommee Tippee | 1.2K | 4.2% | 5 |
| Feb 2026 | Love to Dream | 960 | 3.4% | 6 |
| Mar 2026 | The Sleep Store | 18.7K | 63.6% | 1 |
| Mar 2026 | Woolbabe | 3.8K | 12.8% | 2 |
| Mar 2026 | ergoPouch | 2.6K | 8.8% | 3 |
| Mar 2026 | Ergobaby | 1.7K | 5.8% | 4 |
| Mar 2026 | Tommee Tippee | 1.6K | 5.3% | 5 |
| Mar 2026 | Love to Dream | 1.1K | 3.7% | 6 |
| Apr 2026 | The Sleep Store | 18.7K | 65.6% | 1 |
| Apr 2026 | Woolbabe | 3.3K | 11.7% | 2 |
| Apr 2026 | ergoPouch | 2.5K | 8.9% | 3 |
| Apr 2026 | Ergobaby | 1.6K | 5.8% | 4 |
| Apr 2026 | Tommee Tippee | 1.2K | 4.2% | 5 |
| Apr 2026 | Love to Dream | 1.1K | 3.8% | 6 |
| May 2026 | The Sleep Store | 18.7K | 62.3% | 1 |
| May 2026 | Woolbabe | 4.4K | 14.8% | 2 |
| May 2026 | ergoPouch | 2.5K | 8.2% | 3 |
| May 2026 | Ergobaby | 1.8K | 5.9% | 4 |
| May 2026 | Tommee Tippee | 1.6K | 5.4% | 5 |
| May 2026 | Love to Dream | 1.1K | 3.5% | 6 |
| Jun 2026 | The Sleep Store | 17.5K | 66.9% | 1 |
| Jun 2026 | Woolbabe | 2.3K | 8.9% | 2 |
| Jun 2026 | ergoPouch | 2.1K | 8.1% | 3 |
| Jun 2026 | Tommee Tippee | 1.6K | 6% | 4 |
| Jun 2026 | Ergobaby | 1.6K | 6% | 5 |
| Jun 2026 | Love to Dream | 1.1K | 4.1% | 6 |
| Jul 2026 | The Sleep Store | 17.5K | 66.5% | 1 |
| Jul 2026 | Woolbabe | 2.4K | 9% | 2 |
| Jul 2026 | ergoPouch | 1.9K | 7.1% | 3 |
| Jul 2026 | Tommee Tippee | 1.9K | 7.1% | 4 |
| Jul 2026 | Ergobaby | 1.7K | 6.4% | 5 |
| Jul 2026 | Love to Dream | 1.1K | 4% | 6 |
| Aug 2026 | The Sleep Store | 18.7K | 67.9% | 1 |
| Aug 2026 | ergoPouch | 2.1K | 7.5% | 2 |
| Aug 2026 | Woolbabe | 2.1K | 7.5% | 3 |
| Aug 2026 | Tommee Tippee | 1.9K | 6.8% | 4 |
| Aug 2026 | Ergobaby | 1.8K | 6.5% | 5 |
| Aug 2026 | Love to Dream | 1.1K | 3.8% | 6 |
| Sep 2026 | The Sleep Store | 17.5K | 65.3% | 1 |
| Sep 2026 | Woolbabe | 2.3K | 8.4% | 2 |
| Sep 2026 | Ergobaby | 2.2K | 8.2% | 3 |
| Sep 2026 | ergoPouch | 1.9K | 7.2% | 4 |
| Sep 2026 | Tommee Tippee | 1.8K | 6.8% | 5 |
| Sep 2026 | Love to Dream | 1.1K | 4% | 6 |

## What is being compared

- **Ergobaby**: Measured on the search terms “ergobaby”, “ergobaby 360”, “ergobaby infant insert”, “ergobaby insert”, “ergobaby nursing pillow”, “ergobaby omni” and “ergobaby omni breeze”, summed into one figure.
- **ergoPouch**: Measured on the search terms “cocoon ergopouch”, “ergo pouch”, “ergopouch”, “ergopouch 1 tog”, “ergopouch 2 5”, “ergopouch sleep sack”, “ergopouch tog” and “ergopouch tuck sheet”, summed into one figure.
- **Love to Dream**: Measured on the search terms “love to dream”, “love to dream tog”, “love to dream transition” and “lovetodream”, summed into one figure.
- **The Sleep Store**: Measured on the search terms “sleep store” and “the sleep store”, summed into one figure.
- **Tommee Tippee**: Measured on the search terms “tommee tippee”, “tommee tippee pacifier”, “tommee tippee soother” and “tommeetippee”, summed into one figure.
- **Woolbabe**: Measured on the search terms “3 seasons woolbabe”, “woolbabe”, “woolbabe 3 seasons”, “woolbabe duvet”, “woolbabe sale”, “woolbabe sleep sack”, “woolbabe sleepsuit” and “woolbabe three seasons”, summed into one figure.

- [Ergobaby](/demand/nz/brands/ergobaby)
- [ergoPouch](/demand/nz/brands/ergopouch)
- [Love to Dream](/demand/nz/brands/love-to-dream)
- [The Sleep Store](/demand/nz/brands/the-sleep-store)
- [Tommee Tippee](/demand/nz/brands/tommee-tippee)
- [Woolbabe](/demand/nz/brands/woolbabe)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among sleep suit brands in New Zealand?

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.

## Cite this page

Brandwave. "Sleep suit brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-sleep-suit-brands

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