--- title: "Baby On The Move vs Little & Loved: Which is searched more in New Zealand?" description: "Is Baby On The Move or Little & Loved more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the baby and nursery retailers set in New Zealand. 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/compare/baby-on-the-move-vs-little-and-loved" publisher: "Brandwave" --- # Baby On The Move vs Little & Loved: Which is searched more in New Zealand? Is Baby On The Move or Little & Loved more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the baby and nursery retailers set in New Zealand. 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 - **Compared**: Baby On The Move and Little & Loved - **Competitive set**: baby and nursery retailers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Baby On The Move Share of Search**: 14.5% - **Little & Loved Share of Search**: 0.93% ## Is Baby On The Move or Little & Loved more popular in search? - 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%. - Baby On The Move was ahead of Little & Loved in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Baby On The Move’s share of searches among baby and nursery retailers in New Zealand moved from 14.8% to 14.5%, and its estimated monthly branded searches moved from 18.1K to 14.8K. - Across the 12 months ending September 2026, Little & Loved’s share of searches among baby and nursery retailers in New Zealand moved from 1.4% to 0.93%, and its estimated monthly branded searches moved from 1.7K to 950. ## 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. 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 | | --- | --- | --- | --- | --- | | Baby On The Move | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Baby Factory | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Baby Bunting NZ | 3rd | 1 of 3 | 0 of 1 | 1 of 4 | | Mocka | 4th | 1 of 3 | 0 of 1 | 1 of 4 | | The Sleep Store | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Mom Store | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Little & Loved | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about baby and nursery retailers - Asked ChatGPT "Which baby and nursery retailer should I shop at in New Zealand?": 1. Baby On The Move, 2. Baby Factory - Asked ChatGPT "What are the best baby and nursery retailers in New Zealand?": 1. Baby Bunting NZ, 2. Baby On The Move, 3. Baby Factory, 4. Mocka - Asked ChatGPT "What's the best baby and nursery retailer in New Zealand for newborn essentials?": 1. Baby Factory, 2. Baby On The Move - Searched Google, AI Overview "newborn essentials nz": named none of the brands we track Not named in any answer: The Sleep Store, Mom Store and Little & Loved. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand baby and nursery retailers in September 2026? - 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. - 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. ## Month by month | Month | Baby On The Move estimated searches | Baby On The Move Share of Search | Baby On The Move rank | Little & Loved estimated searches | Little & Loved Share of Search | Little & Loved rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 14.8% | 5 | 1.7K | 1.4% | 6 | | Nov 2025 | 22.2K | 15.8% | 5 | 2K | 1.4% | 6 | | Dec 2025 | 14.8K | 13.3% | 5 | 1.1K | 0.98% | 6 | | Jan 2026 | 14.8K | 14% | 5 | 990 | 0.94% | 7 | | Feb 2026 | 14.8K | 14.8% | 5 | 810 | 0.81% | 7 | | Mar 2026 | 14.8K | 13.5% | 5 | 1.1K | 1% | 7 | | Apr 2026 | 14.8K | 13.6% | 5 | 810 | 0.74% | 7 | | May 2026 | 14.8K | 13% | 5 | 810 | 0.71% | 7 | | Jun 2026 | 14.8K | 12.7% | 5 | 680 | 0.58% | 7 | | Jul 2026 | 14.8K | 13.7% | 5 | 790 | 0.73% | 7 | | Aug 2026 | 14.8K | 14.4% | 5 | 810 | 0.79% | 7 | | Sep 2026 | 14.8K | 14.5% | 5 | 950 | 0.93% | 7 | ## How each brand is measured 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**: Measured on the search term “babyonthemove”. - **Little & Loved**: Measured on the search terms “little & loved”, “little and loved” and “Little Loved”, summed into one figure. - [Baby On The Move profile](/demand/nz/brands/baby-on-the-move) - [Little & Loved profile](/demand/nz/brands/little-and-loved) - [All baby and nursery retailers in New Zealand](/demand/nz/categories/nz-baby-retailers): The set both shares are measured inside, 7 brands. ## 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 ### Is Baby On The Move or Little & Loved more popular in search? 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%. ## Cite this page Brandwave. "Baby On The Move vs Little & Loved: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/baby-on-the-move-vs-little-and-loved This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/baby-on-the-move-vs-little-and-loved. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.