Brandwave

How popular isJoseph Joseph?

In September 2026, people searched for Joseph Joseph by name about 690 times in New Zealand, a 5.5% decrease from the previous year. These searches made up 36.2% of all New Zealand kitchen utensil brand searches, placing Joseph Joseph second out of five brands. When we asked both ChatGPT and Google AI Overviews about kitchen utensil brands, Joseph Joseph appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Joseph Joseph is the second most searched of 5 competitors and the second most recommended in AI answers.

  1. WiltshireShare of searches 44.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Joseph JosephShare of searches 36.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. OXOShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Avanti HomewaresShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. ZylissShare of searches 4.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top kitchen utensil brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Joseph Joseph appeared in all five answers. Joseph Joseph is the second most recommended of the five.

Most recommended by AI

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

  1. OXO1st
  2. Joseph Joseph2nd
  3. Wiltshire3rd
  4. Avanti Homewares4th
  5. Zyliss5th

Mentioned by AI

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

  • Joseph Joseph5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OXO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wiltshire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Avanti Homewares3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zyliss1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kitchen utensil 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 kitchen utensil brands compete with Joseph Joseph?

Joseph Joseph against kitchen utensil brands in New Zealand, by month

Share of searches by month for Wiltshire, Joseph Joseph, OXO, Avanti Homewares, Zyliss. The figures are in the table below the chart.

View monthly share of searches table
MonthWiltshireJoseph JosephOXOAvanti HomewaresZyliss
Oct 202539.1%39.1%11.3%2.6%7.9%
Nov 202537.6%45.9%8.9%2.5%5.1%
Dec 202535.3%43.1%12.6%3%6%
Jan 202634.3%41.9%15.1%2.9%5.8%
Feb 202643.7%35.6%12.6%3%5.2%
Mar 202639.3%39.3%14%2.7%4.7%
Apr 202639.3%39.3%14%2.7%4.7%
May 202645%36.9%10.6%3.1%4.4%
Jun 202645.3%37.1%10.7%2.5%4.4%
Jul 202659.1%26.8%7.7%2.3%4.1%
Aug 202644.9%36.7%10.7%3.6%4.1%
Sep 202644.2%36.2%10.4%4.9%4.3%

  1. 1.Wiltshire

    44.2%

    Held 1st. 720 estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  2. 2.Joseph Joseph

    36.2%

    Held 2nd. 590 estimated branded searches, -18.1% vs prior month. Share -0.5 points.

  3. 3.OXO

    10.4%

    Held 3rd. 170 estimated branded searches, -19% vs prior month. Share -0.3 points.

  4. 4.Avanti Homewares

    4.9%

    Moved from 5th to 4th. 80 estimated branded searches, +14.3% vs prior month. Share +1.3 points.

  5. 5.Zyliss

    4.3%

    Moved from 4th to 5th. 70 estimated branded searches, -12.5% vs prior month. Share +0.2 points.

Compare popularity between Joseph Joseph and its closest rivals

Every comparison with Joseph Joseph

17 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Joseph Joseph in New Zealand fell from 730 to 690.
  • Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand decreased from 39.1% to 36.2%.
  • Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand peaked at 45.9% in November 2025 and was lowest at 26.8% in July 2026.
  • Across the 12 months ending September 2026, Joseph Joseph fell from 1st to 2nd among kitchen utensil brands in New Zealand.

How did search popularity change for New Zealand kitchen utensil brands in September 2026?

4 changes

  1. In September 2026, Avanti Homewares overtook Zyliss to rank 4th among kitchen utensil brands in New Zealand, with 4.9% of the searches.

  2. In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%.

  3. In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%.

  4. Estimated monthly branded searches for Zyliss in New Zealand fell 41.7% over 12 measured months, from 120 to 70 in September 2026.

How are Joseph Joseph’s branded searches counted?

7 search terms

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

  • bin joseph joseph
  • joseph joseph
  • joseph joseph bin
  • joseph joseph rubbish bin
  • joseph joseph trash bin
  • joseph joseph utensils
  • joseph joseph waste bin

Do you work for Joseph Joseph? 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 Joseph Joseph compete?

Joseph Joseph is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Food storage brands5th of 73.7%Show ranking
Measuring cups brands3rd of 53.8%Show ranking
Can opener brands3rd of 35.2%Show ranking
Knife set brands4th of 75.6%Show ranking
Salad spinner brands2nd of 58%Show ranking
Lemon juicer brands2nd of 38.1%Show ranking
Kitchen utensil brands2nd of 536.2%Shown above
Measuring jug brands2nd of 339.9%Show ranking
Herb cutter brands1st of 371.1%Show ranking
Creator with pink hair and a pink jacket

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