Brandwave

Smeg vs Wolf:Which is more popular?

In September 2026, Smeg had more branded searches than Wolf among oven brands worldwide. Smeg had about 1 million branded searches, while Wolf had 48,300. Smeg made up 36.5% of all oven brand searches we track, and Wolf accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about oven brands, Wolf appeared in three of the five answers and Smeg in none.

Among oven brands worldwide in September 2026

Who do people search for more?

Smeg, about 21 searches for every 1 for Wolf

Smeg 1M searchesWolf 48.3K searches

Who does AI mention more?

Wolf, mentioned in 3 of 5 answers, Smeg in 0

Wolf in 3 of 5Smeg in 0 of 5

Who does AI recommend more?

Wolf, the only one of the two named

Wolf first in 3Smeg never named

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Top oven brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wolf was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Smeg did not appear in any of the five answers.

Most recommended by AI

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

  1. Bosch1st
  2. GE Profile2nd
  3. Miele3rd
  4. Whirlpool4th
  5. Frigidaire5th
  6. Wolf6th
  7. Electrolux7th
  8. Smeg–
  9. Westinghouse–
  10. Fisher & Paykel–

Mentioned by AI

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

  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wolf3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Whirlpool3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miele3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frigidaire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GE Profile3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Electrolux2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smeg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Westinghouse0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher & Paykel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about oven brands

5 answers

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 Smeg or Wolf more popular in search?

This chart shows how often people search Google for Smeg and Wolf by name. Each line represents a brand's share of searches for all ten oven brands we track, month by month, from English-language searches worldwide.

Smeg and Wolf among oven brands worldwide, by month

Share of searches by month for Smeg, Wolf. The figures are in the table below the chart.

View monthly share of searches table
MonthElectroluxSmegWestinghouseWolfBoschFisher & PaykelWhirlpoolMieleFrigidaireGE Profile
Oct 202551.5%36%4.6%2%1.6%1.1%0.95%0.76%0.77%0.6%
Nov 202558.1%31.7%3.5%2%1.2%0.86%0.84%0.58%0.52%0.68%
Dec 202549.3%39.4%3.6%2.3%1.5%0.89%0.87%0.73%0.6%0.7%
Jan 202648.8%39.8%3.6%2.3%1.5%1.1%0.86%0.72%0.44%0.85%
Feb 202648.1%39.7%4.3%2.3%1.5%1.1%0.89%0.88%0.43%0.65%
Mar 202653.2%35.7%3.9%2.1%1.4%1.2%0.83%0.79%0.48%0.51%
Apr 202656.5%32.3%4.1%2.1%1.5%1%0.72%0.68%0.48%0.54%
May 202656.6%32.3%4.2%2.2%1.2%1%0.69%0.68%0.48%0.54%
Jun 202659.6%29.2%4.4%2.1%1.3%1.1%0.73%0.72%0.49%0.46%
Jul 202651.3%37.1%4.6%2.2%1.4%1.1%0.77%0.62%0.44%0.53%
Aug 202655.9%33.5%4.1%2.1%1.2%1%0.81%0.67%0.46%0.38%
Sep 202653.5%36.5%3.9%1.7%1.2%0.97%0.77%0.65%0.53%0.36%

How has the Smeg and Wolf comparison changed over the last 12 months?

3 findings
  • Smeg was ahead of Wolf in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Smeg’s share of searches among oven brands worldwide moved from 36% to 36.5%, and its estimated monthly branded searches held steady at 1M.
  • Across the 12 months ending September 2026, Wolf’s share of searches among oven brands worldwide moved from 2% to 1.7%, and its estimated monthly branded searches moved from 59.2K to 48.3K.

How did search popularity change for oven brands worldwide in September 2026?

2 changes

  1. In September 2026, Smeg gained share of searches among oven brands worldwide, from 33.5% to 36.5%.

  2. Estimated monthly branded searches for Wolf worldwide fell 18.4% over 12 measured months, from 59.2K to 48.3K in September 2026.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Smeg’s and Wolf’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.

Smeg

3 branded search terms

  • smeg
  • smeg coffee machine
  • smeg fridge

Wolf

3 branded search terms

  • wolf appliances
  • wolf oven
  • wolf range

How the Brand Demand Index is measured

Other head-to-heads among oven brands

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