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 10.2% of all New Zealand front load washer brand searches, placing Miele second out of six brands. When we asked both ChatGPT and Google AI Overviews about front load washer brands, Miele appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Miele is the second most searched of 6 competitors and the third most recommended in AI answers.

  1. Fisher & PaykelShare of searches 70.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. MieleShare of searches 10.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. ElectroluxShare of searches 9.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. BoschShare of searches 7.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. SamsungShare of searches 1.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top front load washer 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 two of the three ChatGPT answers and in both Google AI Overviews. Miele is the third most recommended of the six.

Most recommended by AI

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

  1. Bosch1st
  2. LG2nd
  3. Miele3rd
  4. Fisher & Paykel4th
  5. Samsung5th
  6. Electrolux6th

Mentioned by AI

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

  • Bosch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher & Paykel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Miele4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • LG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Electrolux2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about front load washer 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 front load washer brands compete with Miele?

Miele against front load washer brands in New Zealand, by month

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

View monthly share of searches table
MonthFisher & PaykelMieleElectroluxBoschSamsungLG
Oct 202571.5%10.2%9%6.9%1.3%0.97%
Nov 202571.1%12.3%8.4%5.8%1.4%1%
Dec 202570.7%9.8%10.8%6%1.7%1%
Jan 202669.7%10%11%7%1.3%0.97%
Feb 202672%10.7%9.4%6%1.1%0.86%
Mar 202674.2%10.3%7.6%5.9%1.2%0.87%
Apr 202670.7%10.2%9.5%6.9%1.3%1.3%
May 202671.8%11%7.8%7.5%0.94%0.88%
Jun 202672.5%10.4%9.1%6.1%0.95%1.1%
Jul 202675.4%7.9%7.9%6.9%1.1%0.89%
Aug 202674.7%8.7%8%6.1%1.4%0.99%
Sep 202670.7%10.2%9.4%7.3%1.4%0.98%

  1. 1.Fisher & Paykel

    70.7%

    Held 1st. 20.1K estimated branded searches, -18.8% vs prior month. Share -4 points.

  2. 2.Miele

    10.2%

    Held 2nd. 2.9K estimated branded searches, 0% vs prior month. Share +1.5 points.

  3. 3.Electrolux

    9.4%

    Held 3rd. 2.7K estimated branded searches, +1.9% vs prior month. Share +1.5 points.

  4. 4.Bosch

    7.3%

    Held 4th. 2.1K estimated branded searches, +1.5% vs prior month. Share +1.1 points.

  5. 5.Samsung

    1.4%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

  6. 6.LG

    0.98%

    Held 6th. 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 front load washer brands in New Zealand peaked at 12.3% in November 2025 and was lowest at 7.9% in July 2026.

How did search popularity change for New Zealand front load washer brands in September 2026?

4 changes

  1. In September 2026, Electrolux gained share of searches among front load washer brands in New Zealand, from 8% to 9.4%.

  2. In September 2026, Miele gained share of searches among front load washer brands in New Zealand, from 8.7% to 10.2%.

  3. In September 2026, Bosch gained share of searches among front load washer brands in New Zealand, from 6.1% to 7.3%.

  4. In September 2026, Fisher & Paykel lost share of searches among front load washer brands in New Zealand, from 74.7% to 70.7%.

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%Shown above
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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