Hamilton Beach vs Smeg:Which is more popular?
In September 2026, Smeg had more branded searches than Hamilton Beach among toaster brands worldwide. Smeg had about 958,000 branded searches, while Hamilton Beach had 74,000. Smeg made up 62.2% of all toaster brand searches we track, and Hamilton Beach accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about toaster brands, Hamilton Beach appeared in four of the five answers and Smeg in two. Hamilton Beach was mentioned before Smeg in every answer that named either.
Who do people search for more?
Smeg, about 13 searches for every 1 for Hamilton Beach
Who does AI mention more?
Hamilton Beach, mentioned in 4 of 5 answers, Smeg in 2
Who does AI recommend more?
Hamilton Beach, named ahead of Smeg in 4 of 4 answers
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Top toaster brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hamilton Beach was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Smeg was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hamilton Beach was listed before Smeg in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Breville1st
Cuisinart2nd- Hamilton Beach3rd
Dualit4th- Smeg5th
Russell Hobbs–
Philips–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Breville5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Cuisinart4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hamilton Beach4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dualit3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Smeg2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Russell Hobbs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Philips0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toaster brands
5 answers
Asked ChatGPT
“Which toaster brand should I buy?”
Asked ChatGPT
“What are the best toaster brands?”
Asked ChatGPT
“What's the best toaster brand for everyday breakfast?”
Searched Google, AI Overview
“toaster brands”
Searched Google, AI Overview
“2 slice toaster”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Hamilton Beach or Smeg more popular in search?
This chart shows how often people search Google for Hamilton Beach and Smeg by name. Each line represents a brand's share of searches for all seven toaster brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Smeg, Hamilton Beach. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smeg | Breville | Cuisinart | Russell Hobbs | Hamilton Beach | Dualit | Philips |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.4% | 8.4% | 12.5% | 12% | 4.6% | 2.6% | 0.61% |
| Nov 2025 | 55.5% | 11.7% | 14.3% | 11.5% | 3.5% | 3% | 0.47% |
| Dec 2025 | 55.4% | 11.7% | 14.3% | 11.3% | 4.3% | 2.6% | 0.39% |
| Jan 2026 | 60.9% | 8.6% | 12.9% | 10.6% | 3.9% | 2.7% | 0.42% |
| Feb 2026 | 62.2% | 9% | 11% | 10.5% | 4% | 2.8% | 0.44% |
| Mar 2026 | 59.9% | 8.7% | 12.9% | 10.6% | 4.8% | 2.7% | 0.42% |
| Apr 2026 | 58.4% | 10.1% | 12.3% | 10.3% | 5.5% | 2.9% | 0.49% |
| May 2026 | 57.1% | 9.8% | 14.6% | 10.1% | 5.4% | 2.5% | 0.48% |
| Jun 2026 | 54.4% | 11.1% | 13.6% | 11.4% | 6.1% | 2.8% | 0.54% |
| Jul 2026 | 56.7% | 9.8% | 14.6% | 9.8% | 6.6% | 2% | 0.48% |
| Aug 2026 | 56.9% | 9.5% | 14.2% | 9.7% | 6.4% | 2.8% | 0.57% |
| Sep 2026 | 62.2% | 10.7% | 10.7% | 9% | 4.8% | 2.2% | 0.43% |
How has the Hamilton Beach and Smeg comparison changed over the last 12 months?
3 findings
- Smeg was ahead of Hamilton Beach in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hamilton Beach’s share of searches among toaster brands worldwide moved from 4.6% to 4.8%, and its estimated monthly branded searches held steady at 74K.
- Across the 12 months ending September 2026, Smeg’s share of searches among toaster brands worldwide moved from 59.4% to 62.2%, and its estimated monthly branded searches held steady at 958K.
How did search popularity change for toaster brands worldwide in September 2026?
2 changes
In September 2026, Smeg gained share of searches among toaster brands worldwide, from 56.9% to 62.2%.
In September 2026, Hamilton Beach lost share of searches among toaster brands worldwide, from 6.4% to 4.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hamilton Beach’s and Smeg’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.
Hamilton Beach
1 branded search term
- hamilton beach
Smeg
2 branded search terms
- smeg
- smeg toaster
Other head-to-heads among toaster brands
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