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 11% of all New Zealand dishwasher brand searches, placing Miele second out of seven brands. When we asked both ChatGPT and Google AI Overviews about dishwasher brands, Miele appeared in four of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Miele is the second most searched of 7 competitors and the third most recommended in AI answers.

  1. Fisher & PaykelShare of searches 74.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. MieleShare of searches 11%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. HaierShare of searches 7.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. BoschShare of searches 2.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. BekoShare of searches 1.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top dishwasher brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Miele was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Miele 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.

  1. Bosch1st
  2. Fisher & Paykel2nd
  3. Miele3rd
  4. Haier4th
  5. LG5th
  6. Samsung6th
  7. Beko–

Mentioned by AI

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

  • Fisher & Paykel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miele4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Haier4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beko0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dishwasher 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 21, 2026.

Which dishwasher brands compete with Miele?

Miele against dishwasher brands in New Zealand, by month

Share of searches by month for Fisher & Paykel, Miele, Haier, Bosch. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher & PaykelMieleHaierBoschBekoSamsungLG
Oct 202573.1%10.7%9.4%2.1%2.3%1.4%0.99%
Nov 202573%12.9%8.1%1.9%1.6%1.4%1.1%
Dec 202574.3%10.4%8.5%1.8%2.1%1.8%1.1%
Jan 202672.4%10.6%10.2%2.1%2.3%1.4%1%
Feb 202674.3%11.4%8.2%2%2%1.2%0.88%
Mar 202676.7%11%6.8%1.7%1.7%1.2%0.9%
Apr 202672.8%10.8%9.6%2.1%1.9%1.4%1.3%
May 202674.3%11.6%8.2%2%2%1%0.91%
Jun 202674.6%10.8%8.3%2%2.1%1%1.1%
Jul 202678.1%8.4%7.7%1.9%1.9%1.1%0.93%
Aug 202676.6%9.2%8.1%1.9%1.6%1.5%1%
Sep 202674.7%11%7.8%2.3%1.6%1.5%1%

  1. 1.Fisher & Paykel

    74.7%

    Held 1st. 20.1K estimated branded searches, -18.8% vs prior month. Share -1.9 points.

  2. 2.Miele

    11%

    Held 2nd. 3K estimated branded searches, -0.67% vs prior month. Share +1.8 points.

  3. 3.Haier

    7.8%

    Held 3rd. 2.1K estimated branded searches, -19.5% vs prior month. Share -0.3 points.

  4. 4.Bosch

    2.3%

    Held 4th. 620 estimated branded searches, -1.6% vs prior month. Share +0.4 points.

  5. 5.Beko

    1.6%

    Held 5th. 440 estimated branded searches, -17% vs prior month. Share 0 points.

  6. 6.Samsung

    1.5%

    Held 6th. 400 estimated branded searches, -18.4% vs prior month. Share 0 points.

  7. 7.LG

    1%

    Held 7th. 280 estimated branded searches, -15.2% vs prior month. Share 0 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?

2 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 dishwasher brands in New Zealand peaked at 12.9% in November 2025 and was lowest at 8.4% in July 2026.

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

4 changes

  1. In September 2026, Miele gained share of searches among dishwasher brands in New Zealand, from 9.2% to 11%.

  2. In September 2026, Fisher & Paykel lost share of searches among dishwasher brands in New Zealand, from 76.6% to 74.7%.

  3. Estimated monthly branded searches for Beko in New Zealand fell 33.3% over 12 measured months, from 660 to 440 in September 2026.

  4. Estimated monthly branded searches for Haier in New Zealand fell 20.7% over 12 measured months, from 2.7K to 2.1K 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

Do you work for Miele? 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 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%Show ranking
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%Shown above
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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