The Sleep Store vs Woolbabe:Which is more popular?
In September 2026, The Sleep Store had more branded searches than Woolbabe among sleep suit brands in New Zealand. The Sleep Store had about 17,500 branded searches, while Woolbabe had 2,250. The Sleep Store made up 65.3% of all sleep suit brand searches we track, and Woolbabe accounted for 8.4%. When we asked ChatGPT and Google AI Overviews about sleep suit brands, The Sleep Store appeared in four of the five answers and Woolbabe in three. Woolbabe was mentioned before The Sleep Store in three out of four answers.
Who do people search for more?
The Sleep Store, about 8 searches for every 1 for Woolbabe
Who does AI mention more?
The Sleep Store, mentioned in 4 of 5 answers, Woolbabe in 3
Who does AI recommend more?
Woolbabe, named ahead of The Sleep Store in 3 of 4 answers
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Top sleep suit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Sleep Store was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Woolbabe was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Woolbabe was listed before The Sleep Store in three out of four 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.
- 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.
Is The Sleep Store or Woolbabe more popular in search?
This chart shows how often people search Google for The Sleep Store and Woolbabe 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. 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% |
How has the The Sleep Store and Woolbabe comparison changed over the last 12 months?
3 findings
- The Sleep Store was ahead of Woolbabe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, The Sleep Store’s share of searches among sleep suit brands in New Zealand moved from 74% to 65.3%, and its estimated monthly branded searches moved from 22.9K to 17.5K.
- Across the 12 months ending September 2026, Woolbabe’s share of searches among sleep suit brands in New Zealand moved from 6.9% to 8.4%, and its estimated monthly branded searches moved from 2.1K to 2.3K.
How did search popularity change for New Zealand sleep suit brands in September 2026?
2 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, The Sleep Store lost share of searches among sleep suit brands in New Zealand, from 67.9% to 65.3%.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using The Sleep Store’s and Woolbabe’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.
The Sleep Store
2 branded search terms
- sleep store
- the sleep store
Woolbabe
8 branded search terms
- 3 seasons woolbabe
- woolbabe
- woolbabe 3 seasons
- woolbabe duvet
- woolbabe sale
- woolbabe sleep sack
- woolbabe sleepsuit
- woolbabe three seasons
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