Brandwave

How popular isGillette?

In September 2026, people searched for Gillette by name about 3,520 times in New Zealand, a 30.4% increase from the previous year. These searches made up 20.4% of all New Zealand body trimmer brand searches, placing Gillette third out of six brands. When we asked both ChatGPT and Google AI Overviews about body trimmer brands, Gillette appeared in one of the three answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Gillette is the third most searched of 6 competitors and the fifth most recommended in AI answers.

  1. PhilipsShare of searches 45.8%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. ManscapedShare of searches 32.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  3. GilletteShare of searches 20.4%Mentioned in 1 of 3 AI answersPlace in AI recommendations 5th
  4. BraunShare of searches 0.96%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  5. PanasonicShare of searches 0.09%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th

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Top body trimmer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Gillette was mentioned in one out of three: in one of the three ChatGPT answers. Gillette 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. Philips1st
  2. Braun2nd
  3. Manscaped3rd
  4. Panasonic4th
  5. Gillette5th
  6. Wahl–

Mentioned by AI

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

  • Philips3 of 3Named in 3 of 3 ChatGPT answers
  • Manscaped3 of 3Named in 3 of 3 ChatGPT answers
  • Braun3 of 3Named in 3 of 3 ChatGPT answers
  • Gillette1 of 3Named in 1 of 3 ChatGPT answers
  • Panasonic1 of 3Named in 1 of 3 ChatGPT answers
  • Wahl0 of 3Named in 0 of 3 ChatGPT answers

See every answer about body trimmer brands

3 answers

  • Asked ChatGPT

    “Which body trimmer brand should I buy in New Zealand?”

    1. 1Philips
    2. 2Braun
    3. 3Manscaped

  • Asked ChatGPT

    “What are the best body trimmer brands in New Zealand?”

    1. 1Philips
    2. 2Panasonic
    3. 3Braun
    4. 4Manscaped
    5. 5Gillette

  • Asked ChatGPT

    “What's the best body trimmer brand in New Zealand for body hair grooming?”

    1. 1Philips
    2. 2Manscaped
    3. 3Braun

  • Searched Google, AI Overview

    “mens body trimmer”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “body groomer nz”

    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 20, 2026.

Which body trimmer brands compete with Gillette?

Gillette against body trimmer brands in New Zealand, by month

Share of searches by month for Philips, Manscaped, Gillette. The figures are in the table below the chart.

View monthly share of searches table
MonthPhilipsManscapedGilletteBraunPanasonicWahl
Oct 202541.4%40.6%16.8%0.99%0.09%0.09%
Nov 202537.5%49%12.6%0.66%0.07%0.15%
Dec 202538.2%46.8%14%0.76%0.07%0.14%
Jan 202647.8%33%18%0.99%0.09%0.09%
Feb 202647.7%32.3%18.9%0.98%0.11%0.11%
Mar 202646.7%32.6%19.8%0.77%0.11%0.11%
Apr 202649.6%32.9%16.5%0.81%0%0.09%
May 202652.1%31.6%15.3%0.77%0.09%0.09%
Jun 202651.5%30.8%16.4%1.2%0.08%0.08%
Jul 202647.9%31.4%19.4%1.2%0.08%0.08%
Aug 202645.4%35.7%17.5%1.4%0%0.08%
Sep 202645.8%32.6%20.4%0.96%0.09%0.09%

  1. 1.Philips

    45.8%

    Held 1st. 5.2K estimated branded searches, -8.6% vs prior month. Share +0.4 points.

  2. 2.Manscaped

    32.6%

    Held 2nd. 3.7K estimated branded searches, -17.1% vs prior month. Share -3.1 points.

  3. 3.Gillette

    20.4%

    Held 3rd. 2.3K estimated branded searches, +5.9% vs prior month. Share +2.9 points.

  4. 4.Braun

    0.96%

    Held 4th. 110 estimated branded searches, -35.3% vs prior month. Share -0.4 points.

  5. 5.Panasonic

    0.09%

    Moved from 6th to 5th. 10 estimated branded searches, — vs prior month. Share +0.1 points.

  6. 6.Wahl

    0.09%

    Moved from 5th to 6th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Gillette and its closest rivals

Every comparison with Gillette

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gillette in New Zealand rose from 2.7K to 3.5K.
  • Across the 12 months ending September 2026, Gillette’s share of searches among body trimmer brands in New Zealand increased from 16.8% to 20.4%.
  • Across the 12 months ending September 2026, Gillette’s share of searches among body trimmer brands in New Zealand peaked at 20.4% in September 2026 and was lowest at 12.6% in November 2025.

How did search popularity change for New Zealand body trimmer brands in September 2026?

5 changes

  1. In September 2026, Gillette gained share of searches among body trimmer brands in New Zealand, from 17.5% to 20.4%.

  2. In September 2026, Manscaped lost share of searches among body trimmer brands in New Zealand, from 35.7% to 32.6%.

  3. In September 2026, Panasonic rose from 6th to 5th among body trimmer brands in New Zealand.

  4. In September 2026, Wahl fell from 5th to 6th among body trimmer brands in New Zealand.

  5. Estimated monthly branded searches for Philips in New Zealand rose 13.9% over 12 measured months, from 4.6K to 5.2K in September 2026.

How are Gillette’s branded searches counted?

12 search terms

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

  • fusion gillette 5
  • gillette
  • gillette blades
  • gillette fusion
  • gillette labs
  • gillette proglide
  • gillette proglide razor
  • gillette razor
  • gillette razor blades
  • gillette shaving gel
  • gillette trimmer
  • gillette venus razor

How the Brand Demand Index is measured

Who owns Gillette?

Gillette is owned by Procter & Gamble. Brandwave also tracks Native, Ambi Pur, Braun, Braun Silk-expert, Fairy, Head & Shoulders, Old Spice, Oral-B, Pampers, Pantene and Tide, owned by the same company, in New Zealand.

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

Where does Gillette compete?

Gillette 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
Shaver and razor brands2nd of 715.3%Show ranking
Body trimmer brands3rd of 620.4%Shown above
Creator with pink hair and a pink jacket

Is Gillette your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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