Brandwave

How popular isMiele?

In September 2026, people searched for Miele by name about 8,190 times in New Zealand, a 7% decrease from the previous year. These searches made up 5.6% of all New Zealand cordless vacuum brand searches, placing Miele fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about cordless vacuum brands, Miele appeared in two of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Miele is the fourth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. DysonShare of searches 58.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 22.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. BISSELLShare of searches 8.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  4. MieleShare of searches 5.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. ElectroluxShare of searches 3.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+3 more

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Top cordless vacuum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Miele was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Miele is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Dyson1st
  2. Shark2nd
  3. LG3rd
  4. Samsung4th
  5. Miele5th
  6. BISSELL6th
  7. Ryobi–
  8. Electrolux–

Mentioned by AI

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

  • Dyson5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Shark5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miele2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BISSELL1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Electrolux0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cordless vacuum brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which cordless vacuum brands compete with Miele?

Miele against cordless vacuum brands in New Zealand, by month

Share of searches by month for Dyson, Ryobi, BISSELL, Miele, Electrolux. The figures are in the table below the chart.

View monthly share of searches table
MonthDysonRyobiBISSELLMieleElectroluxSamsungLGShark
Oct 202558%21.1%9.1%6.5%3.6%0.87%0.63%0.16%
Nov 202564.3%19.1%6.8%5.9%2.7%0.67%0.5%0.1%
Dec 202562.4%21.5%7%4.4%3.3%0.77%0.47%0.14%
Jan 202653.1%24.7%9.5%6.3%4.6%0.88%0.64%0.2%
Feb 202652.4%24.9%8.9%7.8%4.3%0.86%0.65%0.24%
Mar 202652.7%25.2%8.4%8.1%3.7%0.96%0.71%0.27%
Apr 202654.1%23.4%8.8%7.4%4.1%1%0.95%0.28%
May 202657.1%19%9.2%8.8%3.9%0.78%0.73%0.51%
Jun 202656.7%19%9.3%8.3%4.6%0.78%0.91%0.42%
Jul 202659.7%17.3%10.3%6.5%4%0.91%0.77%0.4%
Aug 202656.9%20.4%10.7%6.3%3.6%1.1%0.75%0.32%
Sep 202658.6%22.1%8.6%5.6%3.3%0.79%0.56%0.42%

  1. 1.Dyson

    58.6%

    Held 1st. 29.1K estimated branded searches, +16% vs prior month. Share +1.7 points.

  2. 2.Ryobi

    22.1%

    Held 2nd. 11K estimated branded searches, +22% vs prior month. Share +1.7 points.

  3. 3.BISSELL

    8.6%

    Held 3rd. 4.3K estimated branded searches, -9.6% vs prior month. Share -2.1 points.

  4. 4.Miele

    5.6%

    Held 4th. 2.8K estimated branded searches, 0% vs prior month. Share -0.7 points.

  5. 5.Electrolux

    3.3%

    Held 5th. 1.6K estimated branded searches, +5.1% vs prior month. Share -0.2 points.

  6. 6.Samsung

    0.79%

    Held 6th. 390 estimated branded searches, -18.8% vs prior month. Share -0.3 points.

  7. 7.LG

    0.56%

    Held 7th. 280 estimated branded searches, -15.2% vs prior month. Share -0.2 points.

  8. 8.Shark

    0.42%

    Held 8th. 210 estimated branded searches, +50% vs prior month. Share +0.1 points.

Compare popularity between Miele and its closest rivals

Every comparison with Miele

30 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Miele in New Zealand fell from 8.8K to 8.2K.
  • Across the 12 months ending September 2026, Miele’s share of searches among cordless vacuum brands in New Zealand decreased from 6.5% to 5.6%.
  • Across the 12 months ending September 2026, Miele’s share of searches among cordless vacuum brands in New Zealand peaked at 8.8% in May 2026 and was lowest at 4.4% in December 2025.

How did search popularity change for New Zealand cordless vacuum brands in September 2026?

6 changes

  1. In September 2026, Dyson gained share of searches among cordless vacuum brands in New Zealand, from 56.9% to 58.6%.

  2. In September 2026, Ryobi gained share of searches among cordless vacuum brands in New Zealand, from 20.4% to 22.1%.

  3. In September 2026, BISSELL lost share of searches among cordless vacuum brands in New Zealand, from 10.7% to 8.6%.

  4. In September 2026, Miele lost share of searches among cordless vacuum brands in New Zealand, from 6.3% to 5.6%.

  5. Electrolux’s share of searches among cordless vacuum brands in New Zealand has lost ground for 3 months in a row, from 4.6% to 3.3% in September 2026.

  6. Estimated monthly branded searches for Shark in New Zealand rose 200% over 12 measured months, from 70 to 210 in September 2026.

How are Miele’s branded searches counted?

20 search terms

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

  • miele
  • miele appliances
  • miele cooktop
  • miele dishdrawer
  • miele dishwasher
  • miele dryer
  • miele freestanding oven
  • miele fridge
  • miele induction
  • miele induction cooktop
  • miele induction oven
  • miele integrated dishwasher
  • miele microwave oven
  • miele outlet
  • miele oven
  • miele rangehood
  • miele robot vacuum
  • miele stick vacuum
  • miele vacuum
  • miele wall oven

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How the Brand Demand Index is measured

Where does Miele compete?

Miele is ranked in 24 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Vacuum cleaner brands4th of 96.9%Show ranking
Home appliance brands7th of 116%Show ranking
Handheld vacuum brands5th of 75.5%Show ranking
Cordless vacuum brands4th of 85.6%Shown above
Coffee maker brands5th of 95.7%Show ranking
Induction cooktop brands7th of 80.66%Show ranking
Freestanding oven brands4th of 86.9%Show ranking
Stick vacuum brands3rd of 87.2%Show ranking
Oven and cooktop brands3rd of 78.5%Show ranking
Pet vacuum brands3rd of 46.7%Show ranking
Bagless canister vacuum brands3rd of 48%Show ranking
Gas cooktop brands3rd of 98.6%Show ranking
Double wall oven brands3rd of 88.8%Show ranking
Induction range brands3rd of 58.9%Show ranking
Clothes dryer brands2nd of 710%Show ranking
Induction oven brands4th of 71.4%Show ranking
Front load washer brands2nd of 610.2%Show ranking
Induction stove brands6th of 60.75%Show ranking
Dishwasher brands2nd of 711%Show ranking
Integrated dishwasher brands4th of 73.4%Show ranking
Washer and dryer brands3rd of 59.3%Show ranking
Slimline dishwasher brands2nd of 611.6%Show ranking
Induction hob brands2nd of 412.1%Show ranking
Condenser tumble dryer brands2nd of 512.2%Show ranking
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