Brandwave

How popular isIckle Bubba?

In September 2026, people searched for Ickle Bubba by name about 18,100 times in the United Kingdom, about the same as the previous year. These searches made up 11.8% of all United Kingdom pram and pushchair brand searches, placing Ickle Bubba fourth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about pram and pushchair brands, Ickle Bubba appeared in one of the five answers and was the seventh most recommended of the 12.

Search and AI answers in September 2026

Ickle Bubba is the fourth most searched of 12 competitors and the seventh most recommended in AI answers.

  1. iCandyShare of searches 22.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. Silver CrossShare of searches 17.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. BugabooShare of searches 11.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Ickle BubbaShare of searches 11.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. VenicciShare of searches 10.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top pram and pushchair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ickle Bubba was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Ickle Bubba is the seventh most recommended of the 12.

Most recommended by AI

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

  1. Bugaboo1st
  2. iCandy2nd
  3. Nuna3rd
  4. Joie4th
  5. Silver Cross5th
  6. Joolz6th
  7. Ickle Bubba7th
  8. Cybex8th
  9. Mamas & Papas9th
  10. Venicci–
  11. +2 more

Mentioned by AI

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

  • Silver Cross3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bugaboo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Joie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • iCandy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nuna2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ickle Bubba1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cybex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mamas & Papas1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Joolz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Venicci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about pram and pushchair brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which pram and pushchair brands compete with Ickle Bubba?

Ickle Bubba against pram and pushchair brands in the United Kingdom, by month

Share of searches by month for iCandy, Silver Cross, Bugaboo, Ickle Bubba, Venicci, Nuna, Cybex, Joie, Mamas & Papas, Babyzen, Joolz. The figures are in the table below the chart.

View monthly share of searches table
MonthiCandySilver CrossBugabooIckle BubbaVenicciNunaCybexJoieMamas & PapasBabyzenJoolzUPPAbaby
Oct 202522.6%16.5%13.5%11%9.6%7.4%4%4%4%3.3%2.2%1.8%
Nov 202520.7%16.3%13.4%13.4%8.1%7.3%4.9%4%4%3.3%2.6%2.2%
Dec 202523.5%17.2%11.5%11.5%8.2%7.7%5.1%4.2%4.2%2.8%2.3%1.9%
Jan 202622.5%17.8%11.9%11.9%8.9%6.5%5.3%4.3%3.5%3.5%1.9%1.9%
Feb 202622.9%18.1%12.1%12.1%9%6.6%4.4%4.4%3.6%2.9%1.9%1.9%
Mar 202620.7%16.3%13.4%13.4%8.1%7.3%4.9%4.9%4%3.3%2.2%1.7%
Apr 202621.4%16.9%11.3%11.3%8.4%9.2%5%5%4.1%3.4%2.2%1.8%
May 202622.2%17.6%11.7%11.7%8.8%7.8%5.3%4.3%3.5%2.9%2.3%1.9%
Jun 202618.8%18.2%14.9%12.1%9%8.1%4.4%4.4%3.6%2.9%1.9%1.6%
Jul 202618.4%17.8%14.6%11.9%8.9%9.7%4.3%4.3%3.6%2.9%1.9%1.6%
Aug 202620.3%17.1%11.4%11.4%10.4%9.3%5.1%5.1%3.4%2.3%2.3%1.8%
Sep 202622.3%17.6%11.8%11.8%10.2%7.9%4.3%4.3%3.5%2.3%2.3%1.6%

  1. 1.iCandy

    22.3%

    Held 1st. 34.3K estimated branded searches, +6.9% vs prior month. Share +2.1 points.

  2. 2.Silver Cross

    17.6%

    Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Bugaboo

    11.8%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Ickle Bubba

    11.8%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Venicci

    10.2%

    Held 5th. 15.7K estimated branded searches, -4.8% vs prior month. Share -0.2 points.

  6. 6.Nuna

    7.9%

    Held 6th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  7. 7.Cybex

    4.3%

    Held 7th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.8 points.

  8. 8.Joie

    4.3%

    Held 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.8 points.

  9. 9.Mamas & Papas

    3.5%

    Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Babyzen

    2.3%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Joolz

    2.3%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.UPPAbaby

    1.6%

    Held 12th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.3 points.

Compare popularity between Ickle Bubba and its closest rivals

Every comparison with Ickle Bubba

11 comparisons

How has branded search demand for Ickle Bubba changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ickle Bubba in the United Kingdom held steady at 18.1K.
  • Across the 12 months ending September 2026, Ickle Bubba’s share of searches among pram and pushchair brands in the United Kingdom increased from 11% to 11.8%.
  • Across the 12 months ending September 2026, Ickle Bubba’s share of searches among pram and pushchair brands in the United Kingdom peaked at 13.4% in November 2025 and was lowest at 11% in October 2025.

How did search popularity change for United Kingdom pram and pushchair brands in September 2026?

6 changes

  1. In September 2026, iCandy gained share of searches among pram and pushchair brands in the United Kingdom, from 20.3% to 22.3%.

  2. In September 2026, Silver Cross gained share of searches among pram and pushchair brands in the United Kingdom, from 17.1% to 17.6%.

  3. In September 2026, Nuna lost share of searches among pram and pushchair brands in the United Kingdom, from 9.3% to 7.9%.

  4. In September 2026, Cybex lost share of searches among pram and pushchair brands in the United Kingdom, from 5.1% to 4.3%.

  5. In September 2026, Joie lost share of searches among pram and pushchair brands in the United Kingdom, from 5.1% to 4.3%.

  6. Estimated monthly branded searches for Babyzen in the United Kingdom fell 33.3% over 12 measured months, from 5.4K to 3.6K in September 2026.

How are Ickle Bubba’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Ickle Bubba’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ickle bubba

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How the Brand Demand Index is measured

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