Brandwave

How popular isFirst Alert?

In September 2026, people searched for First Alert by name about 10 times in New Zealand, a 50% decrease from the previous year. These searches made up 0.91% of all New Zealand fire alarm brand searches, placing First Alert fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about fire alarm brands, First Alert did not appear in any of the answers.

Search and AI answers in September 2026

First Alert is the fourth most searched of 6 competitors and not listed in any AI answer.

  1. CaviusShare of searches 80.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ADTShare of searches 9.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. KiddeShare of searches 7.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. First AlertShare of searches 0.91%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PSA LifesaverShare of searches 0.91%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

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Top fire alarm brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Alert 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. Cavius1st
  2. PSA Lifesaver2nd
  3. ADT–
  4. Kidde–
  5. First Alert–
  6. Ring–

Mentioned by AI

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

  • Cavius4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PSA Lifesaver2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ADT0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kidde0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Alert0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ring0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fire alarm brands

5 answers

  • Asked ChatGPT

    “Which fire alarm brand should I buy in New Zealand?”

    1. 1Cavius
    2. 2PSA Lifesaver

  • Asked ChatGPT

    “What are the best fire alarm brands in New Zealand?”

    1. 1Cavius

  • Asked ChatGPT

    “What's the best fire alarm brand in New Zealand for home safety?”

    1. 1Cavius
    2. 2PSA Lifesaver

  • Searched Google, AI Overview

    “fire alarms nz”

    1. Searched Google, AI Overview

      “home fire alarm”

      1. 1Cavius

    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 fire alarm brands compete with First Alert?

    First Alert against fire alarm brands in New Zealand, by month

    Share of searches by month for Cavius, ADT, Kidde, First Alert. The figures are in the table below the chart.

    View monthly share of searches table
    MonthCaviusADTKiddeFirst AlertPSA LifesaverRing
    Oct 202578.1%9.6%8.8%1.8%0.88%0.88%
    Nov 202580.2%10.3%6.9%0.86%0.86%0.86%
    Dec 202584%7.5%4.7%0.94%1.9%0.94%
    Jan 202679.5%11.1%6.8%0.85%0.85%0.85%
    Feb 202673%18%5.7%0.82%1.6%0.82%
    Mar 202673.2%16.1%8.1%1.3%0.67%0.67%
    Apr 202659.3%12.7%26%0.49%0.98%0.49%
    May 202653.7%12.8%31.5%0.99%0.49%0.49%
    Jun 202675.7%8.3%13.2%0.69%1.4%0.69%
    Jul 202685.1%7.4%5.4%0.68%0.68%0.68%
    Aug 202680.2%7.6%8.4%1.5%1.5%0.76%
    Sep 202680.9%9.1%7.3%0.91%0.91%0.91%

    1. 1.Cavius

      80.9%

      Held 1st. 890 estimated branded searches, -15.2% vs prior month. Share +0.8 points.

    2. 2.ADT

      9.1%

      Moved from 3rd to 2nd. 100 estimated branded searches, 0% vs prior month. Share +1.5 points.

    3. 3.Kidde

      7.3%

      Moved from 2nd to 3rd. 80 estimated branded searches, -27.3% vs prior month. Share -1.1 points.

    4. 4.First Alert

      0.91%

      Held 4th. 10 estimated branded searches, -50% vs prior month. Share -0.6 points.

    5. 5.PSA Lifesaver

      0.91%

      Held 5th. 10 estimated branded searches, -50% vs prior month. Share -0.6 points.

    6. 6.Ring

      0.91%

      Held 6th. 10 estimated branded searches, 0% vs prior month. Share +0.1 points.

    Compare popularity between First Alert and its closest rivals

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for First Alert in New Zealand fell from 20 to 10.
    • Across the 12 months ending September 2026, First Alert’s share of searches among fire alarm brands in New Zealand decreased from 1.8% to 0.91%.
    • Across the 12 months ending September 2026, First Alert’s share of searches among fire alarm brands in New Zealand peaked at 1.8% in October 2025 and was lowest at 0.49% in April 2026.

    How did search popularity change for New Zealand fire alarm brands in September 2026?

    5 changes

    1. In September 2026, ADT overtook Kidde to rank 2nd among fire alarm brands in New Zealand, with 9.1% of the searches.

    2. In September 2026, Cavius gained share of searches among fire alarm brands in New Zealand, from 80.2% to 80.9%.

    3. In September 2026, Kidde lost share of searches among fire alarm brands in New Zealand, from 8.4% to 7.3%.

    4. In September 2026, First Alert lost share of searches among fire alarm brands in New Zealand, from 1.5% to 0.91%.

    5. In September 2026, PSA Lifesaver lost share of searches among fire alarm brands in New Zealand, from 1.5% to 0.91%.

    How are First Alert’s branded searches counted?

    1 search term

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

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    How the Brand Demand Index is measured

    Where does First Alert compete?

    First Alert is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Fire alarm brands4th of 60.91%Shown above
    Smoke alarm brands3rd of 41%Show ranking
    Creator with pink hair and a pink jacket

    Is First Alert your brand?

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