--- title: "iCandy vs Mamas & Papas: Which is searched more in the United Kingdom?" description: "Is iCandy or Mamas & Papas more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Pram and pushchair brands set in the United Kingdom. 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." canonical: "https://gobrandwave.com/demand/uk/compare/icandy-vs-mamas-papas" publisher: "Brandwave" --- # iCandy vs Mamas & Papas: Which is searched more in the United Kingdom? Is iCandy or Mamas & Papas more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Pram and pushchair brands set in the United Kingdom. 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. ## Key facts - **Compared**: iCandy and Mamas & Papas - **Competitive set**: Pram and pushchair brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **iCandy Share of Search**: 22.3% - **Mamas & Papas Share of Search**: 3.5% ## Is iCandy or Mamas & Papas more popular in search? - 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%. - iCandy was ahead of Mamas & Papas in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, iCandy’s share of searches among pram and pushchair brands in the United Kingdom moved from 22.6% to 22.3%, and its estimated monthly branded searches moved from 37K to 34.3K. - Across the 12 months ending September 2026, Mamas & Papas’ share of searches among pram and pushchair brands in the United Kingdom moved from 4% to 3.5%, and its estimated monthly branded searches moved from 6.6K to 5.4K. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Bugaboo | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | iCandy | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Nuna | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Joie | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Silver Cross | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Joolz | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Ickle Bubba | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Cybex | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Mamas & Papas | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | Venicci | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Babyzen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | UPPAbaby | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about pram and pushchair brands - Asked ChatGPT "What's the best pram for a newborn in the UK?": 1. Bugaboo, 2. Nuna, 3. Silver Cross - Asked ChatGPT "Which pushchair is best for city living?": 1. Joolz, 2. Bugaboo, 3. Cybex - Asked ChatGPT "What's the best travel system pram?": 1. iCandy, 2. Bugaboo, 3. Nuna, 4. Silver Cross, 5. Joie - Searched Google, AI Overview "prams": 1. Joie, 2. Ickle Bubba, 3. iCandy, 4. Silver Cross, 5. Mamas & Papas - Searched Google, AI Overview "pushchairs": 1. Joie Not named in any answer: Venicci, Babyzen and UPPAbaby. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom pram and pushchair brands in September 2026? - In September 2026, iCandy gained share of searches among pram and pushchair brands in the United Kingdom, from 20.3% to 22.3%. - 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. ## Month by month | Month | iCandy estimated searches | iCandy Share of Search | iCandy rank | Mamas & Papas estimated searches | Mamas & Papas Share of Search | Mamas & Papas rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 37K | 22.6% | 1 | 6.6K | 4% | 9 | | Nov 2025 | 34.3K | 20.7% | 1 | 6.6K | 4% | 9 | | Dec 2025 | 30.2K | 23.5% | 1 | 5.4K | 4.2% | 9 | | Jan 2026 | 41.9K | 22.5% | 1 | 6.6K | 3.5% | 10 | | Feb 2026 | 34.3K | 22.9% | 1 | 5.4K | 3.6% | 9 | | Mar 2026 | 34.3K | 20.7% | 1 | 6.6K | 4% | 9 | | Apr 2026 | 34.3K | 21.4% | 1 | 6.6K | 4.1% | 9 | | May 2026 | 34.3K | 22.2% | 1 | 5.4K | 3.5% | 9 | | Jun 2026 | 28K | 18.8% | 1 | 5.4K | 3.6% | 9 | | Jul 2026 | 28K | 18.4% | 1 | 5.4K | 3.6% | 9 | | Aug 2026 | 32.1K | 20.3% | 1 | 5.4K | 3.4% | 9 | | Sep 2026 | 34.3K | 22.3% | 1 | 5.4K | 3.5% | 9 | ## How each brand is measured 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**: Measured on the search terms “icandy” and “icandy pram”, summed into one figure. - **Mamas & Papas**: Measured on the search term “mamas and papas pram”. - [iCandy profile](/demand/uk/brands/icandy) - [Mamas & Papas profile](/demand/uk/brands/mamas-papas) - [All pram and pushchair brands in the United Kingdom](/demand/uk/categories/uk-pram-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is iCandy or Mamas & Papas more popular in search? 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%. ## Cite this page Brandwave. "iCandy vs Mamas & Papas: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/icandy-vs-mamas-papas This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/icandy-vs-mamas-papas. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.