Boba vs Tula:Which is more popular?
In September 2026, Boba had more branded searches than Tula among baby carrier brands in New Zealand. Boba had about 1,770 branded searches, while Tula had 40. Boba made up 21.1% of all baby carrier brand searches we track, and Tula accounted for 0.48%. When we asked ChatGPT and Google AI Overviews about baby carrier brands, Boba appeared in three of the four answers and Tula in two. Tula was mentioned before Boba in two out of three answers.
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Top baby carrier brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Boba was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Tula was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Tula was listed before Boba in two out of three 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.
Ergobaby4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
BabyBjörn4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Boba3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Tula2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Artipoppe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about baby carrier brands
4 answers
Asked ChatGPT
“Which baby carrier brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best baby carrier brands in New Zealand?”
Asked ChatGPT
“What's the best baby carrier brand in New Zealand for hands free carrying?”
Searched Google, AI Overview
“best baby carrier”
Searched Google, AI Overview
“newborn carrier nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Boba or Tula more popular in search?
This chart shows how often people search Google for Boba and Tula by name. Each line represents a brand's share of searches for all five baby carrier brands we track, month by month, from searches in New Zealand.
Share of searches by month for Boba, Tula. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ergobaby | Boba | BabyBjörn | Artipoppe | Tula |
|---|---|---|---|---|---|
| Oct 2025 | 47.9% | 21.3% | 22.5% | 7.7% | 0.61% |
| Nov 2025 | 53.8% | 20.9% | 17.7% | 6.8% | 0.78% |
| Dec 2025 | 49% | 22.9% | 21.3% | 5.8% | 1% |
| Jan 2026 | 50.1% | 21.2% | 21.2% | 6.4% | 1% |
| Feb 2026 | 54.2% | 19.4% | 20.4% | 5.4% | 0.65% |
| Mar 2026 | 52.6% | 21% | 20% | 6% | 0.44% |
| Apr 2026 | 51.3% | 21.7% | 18.5% | 7.8% | 0.74% |
| May 2026 | 49.2% | 23.9% | 20.5% | 5.9% | 0.41% |
| Jun 2026 | 46.1% | 25.5% | 21.7% | 6.1% | 0.59% |
| Jul 2026 | 46.4% | 27.9% | 19.3% | 6% | 0.42% |
| Aug 2026 | 49% | 27.8% | 17.5% | 5.5% | 0.27% |
| Sep 2026 | 52.3% | 21.1% | 19.7% | 6.3% | 0.48% |
How has the Boba and Tula comparison changed over the last 12 months?
3 findings
- Boba was ahead of Tula in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Boba’s share of searches among baby carrier brands in New Zealand moved from 21.3% to 21.1%, and its estimated monthly branded searches moved from 1.4K to 1.8K.
- Across the 12 months ending September 2026, Tula’s share of searches among baby carrier brands in New Zealand moved from 0.61% to 0.48%, and its estimated monthly branded searches held steady at 40.
How did search popularity change for New Zealand baby carrier brands in September 2026?
1 change
In September 2026, Boba lost share of searches among baby carrier brands in New Zealand, from 27.8% to 21.1%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Boba’s and Tula’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.
Other head-to-heads among baby carrier brands
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