Brandwave

How popular isBreville?

In September 2026, people searched for Breville by name about 28,000 times in New Zealand, an 18% increase from the previous year. These searches made up 46.4% of all New Zealand toaster oven brand searches, placing Breville first out of five brands. When we asked both ChatGPT and Google AI Overviews about toaster oven brands, Breville appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Breville is the most searched of 5 competitors and the most recommended in AI answers.

  1. BrevilleShare of searches 46.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. KitchenAidShare of searches 22.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. De'LonghiShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Russell HobbsShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. NinjaShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top toaster oven brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Breville was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Breville is the most recommended of the five.

Most recommended by AI

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

  1. Breville1st
  2. Russell Hobbs2nd
  3. Ninja3rd
  4. KitchenAid–
  5. De'Longhi–

Mentioned by AI

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

  • Russell Hobbs4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Breville3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • De'Longhi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toaster oven brands

5 answers

  • Asked ChatGPT

    “Which toaster oven brand should I buy in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs

  • Asked ChatGPT

    “What are the best toaster oven brands in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs
    3. 3Ninja

  • Asked ChatGPT

    “What's the best toaster oven brand in New Zealand for everyday cooking?”

    1. 1Breville
    2. 2Russell Hobbs

  • Searched Google, AI Overview

    “toaster oven nz”

    1. 1Russell Hobbs
    2. 2Ninja

  • Searched Google, AI Overview

    “best countertop oven”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Which toaster oven brands compete with Breville?

    Breville against toaster oven brands in New Zealand, by month

    Share of searches by month for Breville, KitchenAid, De'Longhi, Russell Hobbs, Ninja. The figures are in the table below the chart.

    View monthly share of searches table
    MonthBrevilleKitchenAidDe'LonghiRussell HobbsNinja
    Oct 202546.6%25.8%18.7%5.2%3.6%
    Nov 202542.6%33.2%15.4%4.5%4.3%
    Dec 202541.5%33.5%16.4%4.3%4.2%
    Jan 202643.9%28.4%18.5%4.7%4.6%
    Feb 202643.5%28.3%19.2%4.9%4.2%
    Mar 202645.3%26.4%20.1%4.8%3.3%
    Apr 202646.8%22.5%21.8%4.8%4%
    May 202648.3%21%22.3%4.7%3.7%
    Jun 202648.1%21.1%22.1%4.9%3.8%
    Jul 202647.7%20.5%22.5%5.3%4%
    Aug 202646.3%20.9%23.7%5.4%3.7%
    Sep 202646.4%22.4%21.1%5.7%4.4%

    1. 1.Breville

      46.4%

      Held 1st. 13.5K estimated branded searches, -4.9% vs prior month. Share 0 points.

    2. 2.KitchenAid

      22.4%

      Moved from 3rd to 2nd. 6.5K estimated branded searches, +2.2% vs prior month. Share +1.6 points.

    3. 3.De'Longhi

      21.1%

      Moved from 2nd to 3rd. 6.2K estimated branded searches, -15.3% vs prior month. Share -2.6 points.

    4. 4.Russell Hobbs

      5.7%

      Held 4th. 1.6K estimated branded searches, +0.61% vs prior month. Share +0.3 points.

    5. 5.Ninja

      4.4%

      Held 5th. 1.3K estimated branded searches, +11.4% vs prior month. Share +0.6 points.

    Compare popularity between Breville and its closest rivals

    Every comparison with Breville

    35 comparisons

    How has branded search demand for Breville changed in New Zealand over the last 12 months?

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Breville in New Zealand rose from 23.7K to 28K.
    • Across the 12 months ending September 2026, Breville’s share of searches among toaster oven brands in New Zealand peaked at 48.3% in May 2026 and was lowest at 41.5% in December 2025.

    How did search popularity change for New Zealand toaster oven brands in September 2026?

    5 changes

    1. In September 2026, KitchenAid overtook De'Longhi to rank 2nd among toaster oven brands in New Zealand, with 22.4% of the searches.

    2. In September 2026, Ninja gained share of searches among toaster oven brands in New Zealand, from 3.7% to 4.4%.

    3. In September 2026, De'Longhi lost share of searches among toaster oven brands in New Zealand, from 23.7% to 21.1%.

    4. Russell Hobbs’ share of searches among toaster oven brands in New Zealand has gained ground for 3 months in a row, from 4.9% to 5.7% in September 2026.

    5. Estimated monthly branded searches for Breville in New Zealand rose 12.9% over 12 measured months, from 11.9K to 13.5K in September 2026.

    How are Breville’s branded searches counted?

    21 search terms

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

    • breville
    • breville air fry
    • breville barista express
    • breville barista pro
    • breville barista touch
    • breville blender
    • breville bread maker
    • breville coffee machine
    • breville descaler
    • breville double boiler
    • breville espresso machine
    • breville humidifier
    • breville juicer
    • breville kettle
    • breville microwave
    • breville milk frother
    • breville mixer
    • breville mixer stand
    • breville oracle
    • breville pods
    • breville toaster

    Do you work for Breville? To request corrections or removal please contact us via our support page and we will be happy to assist.

    How the Brand Demand Index is measured

    Where does Breville compete?

    Breville is ranked in 21 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Small kitchen appliance brands2nd of 1015.3%Show ranking
    Coffee machine brands1st of 839.2%Show ranking
    Coffee maker brands2nd of 924.5%Show ranking
    Induction cooktop brands2nd of 828.4%Show ranking
    Convection oven brands2nd of 629.5%Show ranking
    Stand mixer brands1st of 635.4%Show ranking
    Blender brands1st of 638%Show ranking
    Hand mixer brands1st of 540.4%Show ranking
    Toaster oven brands1st of 546.4%Shown above
    Air fryer brands1st of 751.5%Show ranking
    Chip fryer brands1st of 555.7%Show ranking
    Hand blender brands1st of 652.3%Show ranking
    Tea kettle brands1st of 653.4%Show ranking
    Stick blender brands4th of 712.9%Show ranking
    Milk frother brands1st of 661.2%Show ranking
    Kitchen scale brands1st of 662.6%Show ranking
    Pancake maker brands1st of 473.5%Show ranking
    Crepe maker brands1st of 567.5%Show ranking
    Cold press juicer brands1st of 590.9%Show ranking
    Humidifier brands4th of 81.5%Show ranking
    Microwave oven brands1st of 632.8%Show ranking
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