Brandwave

Baby On The Move vs Little & Loved:Which is more popular?

In September 2026, Baby On The Move had more branded searches than Little & Loved among baby and nursery retailers in New Zealand. Baby On The Move had about 14,800 branded searches, while Little & Loved had 950. Baby On The Move made up 14.5% of all baby and nursery retailer searches we track, and Little & Loved accounted for 0.93%. When we asked ChatGPT and Google AI Overviews about baby and nursery retailers, Baby On The Move appeared in three of the four answers and Little & Loved in none.

Among baby and nursery retailers in New Zealand in September 2026

Who do people search for more?

Baby On The Move, about 16 searches for every 1 for Little & Loved

Baby On The Move 14.8K searchesLittle & Loved 950 searches

Who does AI mention more?

Baby On The Move, mentioned in 3 of 4 answers, Little & Loved in 0

Baby On The Move in 3 of 4Little & Loved in 0 of 4

Who does AI recommend more?

Baby On The Move, the only one of the two named

Baby On The Move first in 3Little & Loved never named

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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 On The Move was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Little & Loved did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Baby On The Move1st
  2. Baby Factory2nd
  3. Baby Bunting NZ3rd
  4. Mocka4th
  5. The Sleep Store–
  6. Mom Store–
  7. Little & Loved–

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?”

    1. 1Baby On The Move
    2. 2Baby Factory

  • Asked ChatGPT

    “What are the best baby and nursery retailers in New Zealand?”

    1. 1Baby Bunting NZ
    2. 2Baby On The Move
    3. 3Baby Factory
    4. 4Mocka

  • Asked ChatGPT

    “What's the best baby and nursery retailer in New Zealand for newborn essentials?”

    1. 1Baby Factory
    2. 2Baby On The Move

  • 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 On The Move or Little & Loved more popular in search?

    This chart shows how often people search Google for Baby On The Move and Little & Loved 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.

    Baby On The Move and Little & Loved among baby and nursery retailers in New Zealand, by month

    Share of searches by month for Baby On The Move, Little & Loved. The figures are in the table below the chart.

    View monthly share of searches table
    MonthBaby FactoryMockaBaby Bunting NZThe Sleep StoreBaby On The MoveMom StoreLittle & Loved
    Oct 202527%22.2%14.8%18.7%14.8%1.1%1.4%
    Nov 202523.6%23.6%15.8%18.7%15.8%1.1%1.4%
    Dec 202529.8%20%20%14.9%13.3%0.9%0.98%
    Jan 202625.7%25.7%17.1%15.6%14%0.95%0.94%
    Feb 202627.1%18.1%18.1%20.2%14.8%1%0.81%
    Mar 202630.3%20.3%16.6%17.1%13.5%1.2%1%
    Apr 202630.4%20.4%16.6%17.1%13.6%1.2%0.74%
    May 202629.1%23.8%15.9%16.4%13%1.1%0.71%
    Jun 202628.4%23.3%19%15%12.7%1.1%0.58%
    Jul 202630.7%20.6%16.8%16.2%13.7%1.2%0.73%
    Aug 202626.3%21.6%17.6%18.2%14.4%1.3%0.79%
    Sep 202626.6%21.8%17.8%17.2%14.5%1.3%0.93%

    How has the Baby On The Move and Little & Loved comparison changed over the last 12 months?

    3 findings

    How did search popularity change for New Zealand baby and nursery retailers in September 2026?

    2 changes

    1. 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.

    2. Estimated monthly branded searches for Little & Loved in New Zealand fell 45.4% over 12 measured months, from 1.7K to 950 in September 2026.

    How are branded searches counted?

    4 search terms

    Brandwave collects information about searches that people make online using Baby On The Move’s and Little & Loved’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 On The Move

    1 branded search term

    • babyonthemove

    Little & Loved

    3 branded search terms

    • little & loved
    • little and loved
    • Little Loved

    How the Brand Demand Index is measured

    Other head-to-heads among baby and nursery retailers

    Creator with pink hair and a pink jacket

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