FRIGG vs Haakaa:Which is more popular?
In September 2026, Haakaa had more branded searches than FRIGG among baby dummy brands in New Zealand. Haakaa had about 1,930 branded searches, while FRIGG had 210. Haakaa made up 23.5% of all baby dummy brand searches we track, and FRIGG accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about baby dummy brands, Haakaa appeared in three of the five answers and FRIGG in two. FRIGG and Haakaa were each mentioned first in two of the four answers that named either.
Who do people search for more?
Haakaa, about 9 searches for every 1 for FRIGG
Who does AI mention more?
Haakaa, mentioned in 3 of 5 answers, FRIGG in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top baby dummy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Haakaa was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. FRIGG was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. FRIGG and Haakaa were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Philips Avent1st
BIBS2nd
MAM3rd
Tommee Tippee4th- Haakaa5th
- FRIGG6th
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
Asked ChatGPT
“Which baby dummy brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best baby dummy brands in New Zealand?”
Asked ChatGPT
“What's the best baby dummy brand in New Zealand for soothing baby?”
Searched Google, AI Overview
“newborn dummy nz”
Searched Google, AI Overview
“baby dummy brands nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is FRIGG or Haakaa more popular in search?
This chart shows how often people search Google for FRIGG and Haakaa 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.
Share of searches by month for Haakaa, FRIGG. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tommee Tippee | Pigeon | Haakaa | BIBS | Philips Avent | FRIGG | MAM |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 25.4% | 27.3% | 4.1% | 6% | 2.7% | 2.7% |
| Nov 2025 | 28.3% | 27% | 29.2% | 4.4% | 6.4% | 2.4% | 2.4% |
| Dec 2025 | 29.4% | 24.3% | 27.7% | 4.9% | 8.4% | 2.6% | 2.6% |
| Jan 2026 | 29.7% | 27.7% | 25.5% | 4.7% | 6.9% | 2.5% | 3.1% |
| Feb 2026 | 27.9% | 26.9% | 26.3% | 5.4% | 7.1% | 2.9% | 3.5% |
| Mar 2026 | 30.8% | 28.8% | 24.8% | 4.8% | 6.5% | 2.1% | 2.1% |
| Apr 2026 | 26.7% | 30% | 26.7% | 4.1% | 7.6% | 2.2% | 2.7% |
| May 2026 | 30.3% | 27.5% | 26.1% | 4.6% | 6.4% | 2% | 3% |
| Jun 2026 | 27.5% | 32.1% | 24.6% | 4.3% | 7% | 2.3% | 2.3% |
| Jul 2026 | 30.8% | 30.2% | 23.5% | 4.9% | 6.7% | 1.8% | 2.1% |
| Aug 2026 | 30.8% | 28.7% | 24.6% | 4.7% | 6.7% | 2% | 2.5% |
| Sep 2026 | 31.1% | 29.3% | 23.5% | 5.9% | 5.6% | 2.6% | 2.1% |
How has the FRIGG and Haakaa comparison changed over the last 12 months?
3 findings
- Haakaa was ahead of FRIGG in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FRIGG’s share of searches among baby dummy brands in New Zealand moved from 2.7% to 2.6%, and its estimated monthly branded searches moved from 170 to 210.
- Across the 12 months ending September 2026, Haakaa’s share of searches among baby dummy brands in New Zealand moved from 27.3% to 23.5%, and its estimated monthly branded searches moved from 1.7K to 1.9K.
How did search popularity change for New Zealand baby dummy brands in September 2026?
2 changes
In September 2026, FRIGG overtook MAM to rank 6th among baby dummy brands in New Zealand, with 2.6% of the searches.
In September 2026, Haakaa lost share of searches among baby dummy brands in New Zealand, from 24.6% to 23.5%.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using FRIGG’s and Haakaa’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 dummy brands
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