Brandwave

BIBS vs MAM:Which is more popular?

In September 2026, BIBS had more branded searches than MAM among baby dummy brands in New Zealand. BIBS had about 480 branded searches, while MAM had 170. BIBS made up 5.9% of all baby dummy brand searches we track, and MAM accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about baby dummy brands, BIBS appeared in all five answers and MAM in three. BIBS was mentioned before MAM in four out of five answers.

Among baby dummy brands in New Zealand in September 2026

Who do people search for more?

BIBS, about 3 searches for every 1 for MAM

BIBS 480 searchesMAM 170 searches

Who does AI mention more?

BIBS, mentioned in every answer we collected

BIBS in 5 of 5MAM in 3 of 5

Who does AI recommend more?

BIBS, named ahead of MAM in 4 of 5 answers

BIBS first in 4MAM first in 1

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Top baby dummy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BIBS appeared in all five answers. MAM was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. BIBS was listed before MAM in four out of five answers.

Most recommended by AI

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

  1. Philips Avent1st
  2. BIBS2nd
  3. MAM3rd
  4. Tommee Tippee4th
  5. Haakaa5th
  6. FRIGG6th
  7. Pigeon7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • BIBS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Philips Avent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tommee Tippee3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Haakaa3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAM3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • FRIGG2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pigeon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby dummy brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is BIBS or MAM more popular in search?

This chart shows how often people search Google for BIBS and MAM by name. Each line represents a brand's share of searches for all seven baby dummy brands we track, month by month, from searches in New Zealand.

BIBS and MAM among baby dummy brands in New Zealand, by month

Share of searches by month for BIBS, MAM. The figures are in the table below the chart.

View monthly share of searches table
MonthTommee TippeePigeonHaakaaBIBSPhilips AventFRIGGMAM
Oct 202531.9%25.4%27.3%4.1%6%2.7%2.7%
Nov 202528.3%27%29.2%4.4%6.4%2.4%2.4%
Dec 202529.4%24.3%27.7%4.9%8.4%2.6%2.6%
Jan 202629.7%27.7%25.5%4.7%6.9%2.5%3.1%
Feb 202627.9%26.9%26.3%5.4%7.1%2.9%3.5%
Mar 202630.8%28.8%24.8%4.8%6.5%2.1%2.1%
Apr 202626.7%30%26.7%4.1%7.6%2.2%2.7%
May 202630.3%27.5%26.1%4.6%6.4%2%3%
Jun 202627.5%32.1%24.6%4.3%7%2.3%2.3%
Jul 202630.8%30.2%23.5%4.9%6.7%1.8%2.1%
Aug 202630.8%28.7%24.6%4.7%6.7%2%2.5%
Sep 202631.1%29.3%23.5%5.9%5.6%2.6%2.1%

How has the BIBS and MAM comparison changed over the last 12 months?

3 findings
  • BIBS was ahead of MAM in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BIBS’s share of searches among baby dummy brands in New Zealand moved from 4.1% to 5.9%, and its estimated monthly branded searches moved from 260 to 480.
  • Across the 12 months ending September 2026, MAM’s share of searches among baby dummy brands in New Zealand moved from 2.7% to 2.1%, and its estimated monthly branded searches held steady at 170.

How did search popularity change for New Zealand baby dummy brands in September 2026?

2 changes

  1. In September 2026, FRIGG overtook MAM to rank 6th among baby dummy brands in New Zealand, with 2.6% of the searches.

  2. In September 2026, BIBS overtook Philips Avent to rank 4th among baby dummy brands in New Zealand, with 5.9% of the searches.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using BIBS’s and MAM’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.

BIBS

1 branded search term

  • bibs dummy

MAM

1 branded search term

  • mam bottles

How the Brand Demand Index is measured

Other head-to-heads among baby dummy brands

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