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 1% of all New Zealand smoke alarm brand searches, placing First Alert third out of four brands. When we asked both ChatGPT and Google AI Overviews about smoke alarm brands, First Alert did not appear in any of the answers.

Search and AI answers in September 2026

First Alert is the third most searched of 4 competitors and not listed in any AI answer.

  1. CaviusShare of searches 90.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. KiddeShare of searches 8.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. First AlertShare of searches 1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. QuellShare of searches 0%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
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Top smoke alarm brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Alert did not appear in any of the four answers.

Most recommended by AI

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

  1. Cavius1st
  2. Quell2nd
  3. Kidde–
  4. First Alert–

Mentioned by AI

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

  • Cavius3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Quell2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kidde0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • First Alert0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about smoke alarm brands

4 answers

  • Asked ChatGPT

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

    1. 1Cavius

  • Asked ChatGPT

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

    1. 1Cavius
    2. 2Quell

  • Asked ChatGPT

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

    1. 1Cavius
    2. 2Quell

  • Searched Google, AI Overview

    “smoke alarm nz”

    1. Searched Google, AI Overview

      “battery smoke alarm”

      Google showed no AI Overview for this search.

    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 smoke alarm brands compete with First Alert?

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

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

    View monthly share of searches table
    MonthCaviusKiddeFirst AlertQuell
    Oct 202588.1%9.9%2%0%
    Nov 202591.2%7.8%0.98%0%
    Dec 202593.7%5.3%1.1%0%
    Jan 202690.3%7.8%0.97%0.97%
    Feb 202691.8%7.2%1%0%
    Mar 202688.6%9.8%1.6%0%
    Apr 202668.8%30.1%0.57%0.57%
    May 202662.3%36.6%1.1%0%
    Jun 202684.5%14.7%0.78%0%
    Jul 202693.3%5.9%0.74%0%
    Aug 202688.2%9.2%1.7%0.84%
    Sep 202690.8%8.2%1%0%

    1. 1.Cavius

      90.8%

      Held 1st. 890 estimated branded searches, -15.2% vs prior month. Share +2.6 points.

    2. 2.Kidde

      8.2%

      Held 2nd. 80 estimated branded searches, -27.3% vs prior month. Share -1.1 points.

    3. 3.First Alert

      1%

      Held 3rd. 10 estimated branded searches, -50% vs prior month. Share -0.7 points.

    4. 4.Quell

      0%

      Held 4th. 0 estimated branded searches, -100% vs prior month. Share -0.8 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 smoke alarm brands in New Zealand decreased from 2% to 1%.
    • Across the 12 months ending September 2026, First Alert’s share of searches among smoke alarm brands in New Zealand peaked at 2% in October 2025 and was lowest at 0.57% in April 2026.

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

    4 changes

    1. In September 2026, Cavius gained share of searches among smoke alarm brands in New Zealand, from 88.2% to 90.8%.

    2. In September 2026, Kidde lost share of searches among smoke alarm brands in New Zealand, from 9.2% to 8.2%.

    3. In September 2026, Quell lost share of searches among smoke alarm brands in New Zealand, from 0.84% to 0%.

    4. In September 2026, First Alert lost share of searches among smoke alarm brands in New Zealand, from 1.7% to 1%.

    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.

    • first alert

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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%Show ranking
    Smoke alarm brands3rd of 41%Shown above
    Creator with pink hair and a pink jacket

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