Brandwave

How popular isEpson?

In September 2026, people searched for Epson by name about 4,160 times in New Zealand, an 8.1% increase from the previous year. These searches made up 11.1% of all New Zealand printer toner brand searches, placing Epson third out of six brands. When we asked both ChatGPT and Google AI Overviews about printer toner brands, Epson appeared in two of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Epson is the third most searched of 6 competitors and the fifth 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. Fuji XeroxShare of searches 1.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top printer toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Epson was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Epson is the fifth 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 Epson?

Epson against printer toner brands in New Zealand, by month

Share of searches by month for HP, Canon, Epson, Kyocera. 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 Epson and its closest rivals

Every comparison with Epson

14 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Epson in New Zealand rose from 3.9K to 4.2K.
  • Across the 12 months ending September 2026, Epson’s share of searches among printer toner brands in New Zealand increased from 10.6% to 11.1%.
  • Across the 12 months ending September 2026, Epson’s share of searches among printer toner brands in New Zealand peaked at 12.6% in August 2026 and was lowest at 9.9% in May 2026.

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 Epson’s branded searches counted?

10 search terms

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

  • epson
  • epson ecotank printer
  • epson et
  • epson ink
  • epson ink cartridges
  • epson ink printer
  • epson printer
  • epson projector
  • epson toner
  • epson video projector

Do you work for Epson? 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 Epson compete?

Epson is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Printer brands3rd of 615.2%Show ranking
Printer toner brands3rd of 611.1%Shown above
Laser printer brands3rd of 511.2%Show ranking
Plotter printer brands3rd of 311.5%Show ranking
Ink cartridges brands2nd of 425.9%Show ranking
Projector brands1st of 736.9%Show ranking
Portable projector brands2nd of 539.1%Show ranking
Short throw projector brands1st of 547.8%Show ranking
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