Little & Loved vs The Sleep Store:Which is more popular by branded search in New Zealand?
In August 2026, The Sleep Store had more branded searches than Little & Loved among baby and nursery retailers in New Zealand. The Sleep Store was estimated to have 6.6K branded searches compared to Little & Loved’s 810, and held a 12.4% Share of Search versus Little & Loved’s 1.5%.
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Which is more popular in search, Little & Loved or The Sleep Store?
Baby goods, prams, nursery and baby sleep retailers in NZ. 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.
Share of Search by month for The Sleep Store, Little & Loved. The figures are in the table below the chart.
View monthly share of search table
| Month | Mocka | Baby Bunting NZ | The Sleep Store | Mom Store | Little & Loved |
|---|---|---|---|---|---|
| Oct 2025 | 52.2% | 29.6% | 13.2% | 2.1% | 2.8% |
| Nov 2025 | 52.8% | 30.9% | 11.3% | 2.2% | 2.8% |
| Dec 2025 | 45.9% | 38.9% | 11.6% | 1.8% | 1.9% |
| Jan 2026 | 54.5% | 30.8% | 11.2% | 1.7% | 1.7% |
| Feb 2026 | 43.3% | 36.6% | 16.4% | 2% | 1.6% |
| Mar 2026 | 49.3% | 33.9% | 12.4% | 2.4% | 2.1% |
| Apr 2026 | 49.5% | 34.1% | 12.4% | 2.4% | 1.5% |
| May 2026 | 53.8% | 31.2% | 11.4% | 2.2% | 1.4% |
| Jun 2026 | 52% | 36% | 8.8% | 2.1% | 1.1% |
| Jul 2026 | 50.6% | 34.9% | 10.4% | 2.5% | 1.5% |
| Aug 2026 | 49.5% | 34.1% | 12.4% | 2.5% | 1.5% |
| Sep 2026 | — | — | — | — | — |
How has the Little & Loved and The Sleep Store comparison changed over the last 12 months?
3 findings
- The Sleep Store was ahead of Little & Loved in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Little & Loved’s estimated Share of Search among baby and nursery retailers in New Zealand moved from 2.8% to 1.5%, and its estimated monthly branded searches moved from 1.7K to 810.
- Across the 11 months ending August 2026, The Sleep Store’s estimated Share of Search among baby and nursery retailers in New Zealand moved from 13.2% to 12.4%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
How did search popularity change for New Zealand baby and nursery retailers in August 2026?
2 changes
In August 2026, The Sleep Store gained estimated Share of Search among baby and nursery retailers in New Zealand, from 10.4% to 12.4%.
Estimated monthly branded searches for Little & Loved in New Zealand fell 53.4% over 11 measured months, from 1.7K to 810 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Little & Loved’s and The Sleep Store’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.
Little & Loved
3 branded search terms
- little & loved
- little and loved
- Little Loved
The Sleep Store
1 branded search term
- The Sleep Store
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.