Brandwave

How popular isBrother?

In September 2026, people searched for Brother by name about 4,640 times in New Zealand, a 6.4% increase from the previous year. These searches made up 0.45% of all New Zealand printer toner brand searches, placing Brother sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about printer toner brands, Brother appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

Brother is the sixth most searched of 6 competitors and the most recommended in AI answers.

  1. HPShare of searches 58%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. CanonShare of searches 27%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. EpsonShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. KyoceraShare of searches 2.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. BrotherShare of searches 0.45%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top printer toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Brother is the most recommended of the six.

Most recommended by AI

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

  1. Brother1st
  2. HP2nd
  3. Canon3rd
  4. Kyocera4th
  5. Epson5th
  6. Fuji Xerox6th

Mentioned by AI

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

  • HP4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Epson2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kyocera2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fuji Xerox2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about printer toner brands

5 answers

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

Which printer toner brands compete with Brother?

Brother against printer toner brands in New Zealand, by month

Share of searches by month for HP, Canon, Epson, Kyocera, Brother. The figures are in the table below the chart.

View monthly share of searches table
MonthHPCanonEpsonKyoceraFuji XeroxBrother
Oct 202554.9%29.7%10.6%2.1%2.1%0.6%
Nov 202555.2%30.6%9.9%1.6%2%0.56%
Dec 202550.4%35.1%10.5%1.9%1.9%0.29%
Jan 202654.2%30.5%10.9%2%2%0.44%
Feb 202657.2%27.2%10.6%2.3%2.3%0.5%
Mar 202655.7%28.9%10.2%2.1%2.5%0.58%
Apr 202654.1%28.8%12.2%2.4%2%0.53%
May 202654.1%30.9%9.9%2.1%2.6%0.34%
Jun 202655.6%28.6%10.9%2.2%2.2%0.48%
Jul 202653.8%30.1%11.8%1.7%2.1%0.47%
Aug 202652.3%30.5%12.6%2%2%0.68%
Sep 202658%27%11.1%2.1%1.4%0.45%

  1. 1.HP

    58%

    Held 1st. 9K estimated branded searches, +7.3% vs prior month. Share +5.7 points.

  2. 2.Canon

    27%

    Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -3.4 points.

  3. 3.Epson

    11.1%

    Held 3rd. 1.7K estimated branded searches, -14.9% vs prior month. Share -1.5 points.

  4. 4.Kyocera

    2.1%

    Moved from 5th to 4th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Fuji Xerox

    1.4%

    Moved from 4th to 5th. 210 estimated branded searches, -34.4% vs prior month. Share -0.6 points.

  6. 6.Brother

    0.45%

    Held 6th. 70 estimated branded searches, -36.4% vs prior month. Share -0.2 points.

Compare popularity between Brother and its closest rivals

Every comparison with Brother

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Brother in New Zealand rose from 4.4K to 4.6K.
  • Across the 12 months ending September 2026, Brother’s share of searches among printer toner brands in New Zealand held steady, from 0.6% to 0.45%.

How did search popularity change for New Zealand printer toner brands in September 2026?

6 changes

  1. In September 2026, HP gained share of searches among printer toner brands in New Zealand, from 52.3% to 58%.

  2. In September 2026, Canon lost share of searches among printer toner brands in New Zealand, from 30.5% to 27%.

  3. In September 2026, Epson lost share of searches among printer toner brands in New Zealand, from 12.6% to 11.1%.

  4. In September 2026, Fuji Xerox lost share of searches among printer toner brands in New Zealand, from 2% to 1.4%.

  5. In September 2026, Kyocera rose from 5th to 4th among printer toner brands in New Zealand.

  6. Estimated monthly branded searches for Brother in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

How are Brother’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Brother’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.

  • brother a3 printer
  • brother bobbin case
  • brother bobbin winder
  • brother ink
  • brother inkjet printer
  • brother inktank printer
  • brother label printer
  • brother laser printer
  • brother mfc printer
  • brother overlock machine
  • brother printer
  • brother printer inks
  • brother printer offline
  • brother thermal printer
  • brother toner
  • brother wireless printer

Do you work for Brother? 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 Brother compete?

Brother is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Printer brands4th of 613.5%Show ranking
Printer toner brands6th of 60.45%Shown above
Laser printer brands5th of 50.45%Show ranking
Ink cartridges brands4th of 41.1%Show ranking
Barcode labels brands3rd of 517.2%Show ranking
Bobbin case brands6th of 60.99%Show ranking
Overlock machine brands5th of 50.51%Show ranking
Bobbin winder brands4th of 40.93%Show ranking
Barcode printer brands4th of 46.9%Show ranking
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