Brandwave

iCandy vs Mamas & Papas:Which is more popular?

In September 2026, iCandy had more branded searches than Mamas & Papas among pram and pushchair brands in the United Kingdom. iCandy had about 34,300 branded searches, while Mamas & Papas had 5,400. iCandy made up 22.3% of all pram and pushchair brand searches we track, and Mamas & Papas accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about pram and pushchair brands, iCandy appeared in two of the five answers and Mamas & Papas in one. iCandy was mentioned before Mamas & Papas in every answer that named either.

Among pram and pushchair brands in the United Kingdom in September 2026

Who do people search for more?

iCandy, about 6 searches for every 1 for Mamas & Papas

iCandy 34.3K searchesMamas & Papas 5.4K searches

Who does AI mention more?

iCandy, mentioned in 2 of 5 answers, Mamas & Papas in 1

iCandy in 2 of 5Mamas & Papas in 1 of 5

Who does AI recommend more?

iCandy, named ahead of Mamas & Papas in 2 of 2 answers

iCandy first in 2Mamas & Papas never first

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Top pram and pushchair brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, iCandy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Mamas & Papas was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. iCandy was listed before Mamas & Papas in every answer that named either.

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.

Is iCandy or Mamas & Papas more popular in search?

This chart shows how often people search Google for iCandy and Mamas & Papas by name. Each line represents a brand's share of searches for all 12 pram and pushchair brands we track, month by month, from searches in United Kingdom.

iCandy and Mamas & Papas among pram and pushchair brands in the United Kingdom, by month

Share of searches by month for iCandy, Mamas & Papas. 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%

How has the iCandy and Mamas & Papas comparison changed over the last 12 months?

3 findings

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

2 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. Estimated monthly branded searches for Mamas & Papas in the United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using iCandy’s and Mamas & Papas’ 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.

iCandy

2 branded search terms

  • icandy
  • icandy pram

Mamas & Papas

1 branded search term

  • mamas and papas pram

How the Brand Demand Index is measured

Other head-to-heads among pram and pushchair brands

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