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 15.3% of all New Zealand shaver and razor brand searches, placing Gillette second out of seven brands. When we asked both ChatGPT and Google AI Overviews about shaver and razor brands, Gillette appeared in three of the five answers and was the third most recommended of the seven.
Gillette is the second most searched of 7 competitors and the third most recommended in AI answers.
PhilipsShare of searches 58.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
GilletteShare of searches 15.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
WahlShare of searches 13.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
SchickShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
BraunShare of searches 3.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top shaver and razor brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Gillette was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Gillette is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Philips5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Braun5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Panasonic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Gillette3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Remington2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Wahl1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Schick1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shaver and razor brands
5 answers
Asked ChatGPT
“Which shaver or razor brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best shaver and razor brands in New Zealand?”
Asked ChatGPT
“What's the best shaver or razor brand in New Zealand for daily grooming?”
Searched Google, AI Overview
“best electric shaver”
Searched Google, AI Overview
“men's shaver nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which shaver and razor brands compete with Gillette?
Share of searches by month for Philips, Gillette, Wahl, Schick, Braun, Remington. The figures are in the table below the chart.
View monthly share of searches table
| Month | Philips | Gillette | Wahl | Schick | Braun | Remington | Panasonic |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 57.8% | 14.9% | 14% | 4.9% | 3.8% | 3.3% | 1.4% |
| Nov 2025 | 60.3% | 13% | 13.5% | 4.8% | 4.4% | 2.9% | 1.2% |
| Dec 2025 | 60.4% | 13.4% | 12.9% | 4.7% | 4.2% | 3.2% | 1.2% |
| Jan 2026 | 57.8% | 15.1% | 12.9% | 6.1% | 4% | 2.9% | 1.2% |
| Feb 2026 | 56.7% | 15.8% | 14% | 5.2% | 4.2% | 2.8% | 1.2% |
| Mar 2026 | 54.4% | 16.4% | 15% | 6.3% | 4.3% | 2.7% | 0.96% |
| Apr 2026 | 62.4% | 13.4% | 12.5% | 4.4% | 3.3% | 2.8% | 1.1% |
| May 2026 | 63.9% | 13.8% | 11.8% | 4.3% | 2.9% | 2.2% | 0.98% |
| Jun 2026 | 61.5% | 15.1% | 12.2% | 4.9% | 3.3% | 2.2% | 0.87% |
| Jul 2026 | 58.1% | 17.5% | 11.4% | 5.8% | 3.6% | 2.6% | 1.1% |
| Aug 2026 | 58.8% | 14.4% | 13.7% | 5.5% | 3.6% | 3% | 0.95% |
| Sep 2026 | 58.4% | 15.3% | 13.5% | 5.8% | 3.2% | 2.6% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 58.4% | 13.4K | -5.8% | -0.4 points | |
| 2, held 2nd | 15.3% | 3.5K | +0.57% | +0.9 points | |
| 3, held 3rd | 13.5% | 3.1K | -6.3% | -0.2 points | |
| 4, held 4th | 5.8% | 1.3K | -0.75% | +0.3 points | |
| 5, held 5th | 3.2% | 740 | -15.9% | -0.4 points | |
| 6, held 6th | 2.6% | 590 | -18.1% | -0.4 points | |
| 7, held 7th | 1.2% | 280 | +21.7% | +0.3 points |
1.
Philips58.4%
Held 1st. 13.4K estimated branded searches, -5.8% vs prior month. Share -0.4 points.
2.
Gillette15.3%
Held 2nd. 3.5K estimated branded searches, +0.57% vs prior month. Share +0.9 points.
3.
Wahl13.5%
Held 3rd. 3.1K estimated branded searches, -6.3% vs prior month. Share -0.2 points.
4.
Schick5.8%
Held 4th. 1.3K estimated branded searches, -0.75% vs prior month. Share +0.3 points.
5.
Braun3.2%
Held 5th. 740 estimated branded searches, -15.9% vs prior month. Share -0.4 points.
2.6%
Held 6th. 590 estimated branded searches, -18.1% vs prior month. Share -0.4 points.
1.2%
Held 7th. 280 estimated branded searches, +21.7% vs prior month. Share +0.3 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?
2 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 shaver and razor brands in New Zealand peaked at 17.5% in July 2026 and was lowest at 13% in November 2025.
How did search popularity change for New Zealand shaver and razor brands in September 2026?
5 changes
In September 2026, Gillette gained share of searches among shaver and razor brands in New Zealand, from 14.4% to 15.3%.
Estimated monthly branded searches for Schick in New Zealand rose 49.4% over 12 measured months, from 890 to 1.3K in September 2026.
Estimated monthly branded searches for Philips in New Zealand rose 28.6% over 12 measured months, from 10.5K to 13.4K in September 2026.
Estimated monthly branded searches for Wahl in New Zealand rose 23.3% over 12 measured months, from 2.5K to 3.1K in September 2026.
Estimated monthly branded searches for Panasonic in New Zealand rose 12% over 12 measured months, from 250 to 280 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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Shaver and razor brands | 2nd of 7 | 15.3% | Shown above |
| Body trimmer brands | 3rd of 6 | 20.4% | Show ranking |
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.