Brandwave

Bugaboo vs Edwards & Co:Which is more popular?

In September 2026, Edwards & Co had more branded searches than Bugaboo among pram and stroller brands in New Zealand. Edwards & Co had about 3,920 branded searches, while Bugaboo had 2,970. Edwards & Co made up 21.4% of all pram and stroller brand searches we track, and Bugaboo accounted for 16.2%. When we asked ChatGPT and Google AI Overviews about pram and stroller brands, Edwards & Co appeared in all four answers and Bugaboo in three. Edwards & Co was mentioned before Bugaboo in three out of four answers.

Among pram and stroller brands in New Zealand in September 2026

Who do people search for more?

Edwards & Co, about 32% more searches than Bugaboo

Edwards & Co 3.9K searchesBugaboo 3K searches

Who does AI mention more?

Edwards & Co, mentioned in every answer we collected

Edwards & Co in 4 of 4Bugaboo in 3 of 4

Who does AI recommend more?

Edwards & Co, named ahead of Bugaboo in 3 of 4 answers

Edwards & Co first in 3Bugaboo first in 1

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Top pram and stroller brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Edwards & Co appeared in all four answers. Bugaboo was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Edwards & Co was listed before Bugaboo in three out of four answers.

Most recommended by AI

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

  1. Edwards & Co1st
  2. Mountain Buggy2nd
  3. Bugaboo3rd
  4. UPPAbaby4th
  5. Baby Jogger5th
  6. Joolz6th
  7. Cybex–
  8. Phil & Teds–
  9. Babyzen–

Mentioned by AI

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

  • Mountain Buggy4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Edwards & Co4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bugaboo3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UPPAbaby3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Baby Jogger2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Joolz1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Cybex0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Phil & Teds0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Babyzen0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about pram and stroller brands

4 answers

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 Bugaboo or Edwards & Co more popular in search?

This chart shows how often people search Google for Bugaboo and Edwards & Co by name. Each line represents a brand's share of searches for all nine pram and stroller brands we track, month by month, from searches in New Zealand.

Bugaboo and Edwards & Co among pram and stroller brands in New Zealand, by month

Share of searches by month for Edwards & Co, Bugaboo. The figures are in the table below the chart.

View monthly share of searches table
MonthMountain BuggyEdwards & CoBugabooUPPAbabyBaby JoggerCybexPhil & TedsBabyzenJoolz
Oct 202536.8%27.4%13%7.1%3.5%4.2%4.1%2.5%1.2%
Nov 202539%26.7%13.1%7.9%2.2%3.6%3.9%2.5%1.1%
Dec 202537.8%28.6%12.5%7%2.4%3.9%4.1%2.7%1.2%
Jan 202640.7%26.7%12.1%6.8%2.7%3.6%3.9%2%1.6%
Feb 202637.7%27.8%13%7%2.8%4%4%2.3%1.5%
Mar 202635.3%28.5%13.6%7.6%2.9%4.3%4.1%2.2%1.4%
Apr 202636.4%26.5%14.6%9%2.2%4.7%3.3%2%1.3%
May 202636.6%26.2%14.6%8.6%2.6%4.2%3.7%2.2%1.2%
Jun 202635.4%30%14.4%7%2%3.8%3.6%2.2%1.6%
Jul 202636.6%26%15.4%8%2.1%3.9%4.5%2.1%1.4%
Aug 202634.1%28.7%15.2%8.3%1.9%4.8%3.4%2.2%1.4%
Sep 202636.7%21.4%16.2%8.6%4.8%4.5%3.8%2.3%1.6%

How has the Bugaboo and Edwards & Co comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand pram and stroller brands in September 2026?

2 changes

  1. In September 2026, Bugaboo gained share of searches among pram and stroller brands in New Zealand, from 15.2% to 16.2%.

  2. In September 2026, Edwards & Co lost share of searches among pram and stroller brands in New Zealand, from 28.7% to 21.4%.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Bugaboo’s and Edwards & Co’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.

Bugaboo

11 branded search terms

  • bugaboo
  • bugaboo b
  • bugaboo buffalo
  • bugaboo buggy
  • bugaboo butterfly
  • bugaboo butterfly stroller
  • bugaboo camel
  • bugaboo donkey
  • bugaboo double pram
  • bugaboo pram
  • bugaboo stroller

Edwards & Co

2 branded search terms

  • edwards and co
  • edwards co

How the Brand Demand Index is measured

Other head-to-heads among pram and stroller brands

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