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 5.5% of all New Zealand handheld vacuum brand searches, placing Miele fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about handheld vacuum brands, Miele did not appear in any of the answers.

Search and AI answers in September 2026

Miele is the fifth most searched of 7 competitors and not listed in any AI answer.

  1. DysonShare of searches 57.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. DeWaltShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. EufyShare of searches 13.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations –
  4. BISSELLShare of searches 8.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. MieleShare of searches 5.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top handheld vacuum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Miele did not appear in any of the five answers.

Most recommended by AI

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

  1. Shark1st
  2. Dyson2nd
  3. Black+Decker3rd
  4. BISSELL4th
  5. DeWalt–
  6. Eufy–
  7. Miele–

Mentioned by AI

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

  • Dyson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Black+Decker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shark3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eufy2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BISSELL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Miele0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about handheld vacuum brands

5 answers

  • Asked ChatGPT

    “Which handheld vacuum brand should I buy in New Zealand?”

    1. 1Shark
    2. 2Dyson
    3. 3Black+Decker

  • Asked ChatGPT

    “What are the best handheld vacuum brands in New Zealand?”

    1. 1Shark
    2. 2Dyson
    3. 3Black+Decker
    4. 4BISSELL

  • Asked ChatGPT

    “What's the best handheld vacuum brand in New Zealand for small messes?”

    1. 1Shark
    2. 2Dyson
    3. 3Black+Decker

  • Searched Google, AI Overview

    “handheld vacuum”

    1. 1Eufy

  • Searched Google, AI Overview

    “small vacuum cleaner”

    1. 1Eufy

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 handheld vacuum brands compete with Miele?

Miele against handheld vacuum brands in New Zealand, by month

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

View monthly share of searches table
MonthDysonDeWaltEufyBISSELLMieleBlack+DeckerShark
Oct 202557.9%12.9%12.3%9.1%6.4%1.1%0.16%
Nov 202565.3%11%9.9%6.9%5.9%0.84%0.1%
Dec 202565.3%10.1%11.6%7.3%4.6%1%0.15%
Jan 202655.5%13.1%13.5%9.9%6.6%1.1%0.21%
Feb 202651.7%14.9%15.8%8.8%7.7%1%0.24%
Mar 202653.6%14.3%14.2%8.5%8.2%0.95%0.27%
Apr 202653.9%13.8%14.8%8.8%7.4%1.2%0.28%
May 202654.8%13.2%13.2%8.9%8.4%1%0.49%
Jun 202653.6%15.6%12.6%8.8%7.8%1.1%0.39%
Jul 202656.8%12.9%12.9%9.8%6.2%1.1%0.38%
Aug 202654.7%15.3%12.1%10.3%6.1%1.2%0.31%
Sep 202657.2%14.3%13.2%8.4%5.5%1%0.41%

  1. 1.Dyson

    57.2%

    Held 1st. 29.1K estimated branded searches, +16% vs prior month. Share +2.5 points.

  2. 2.DeWalt

    14.3%

    Held 2nd. 7.3K estimated branded searches, +3.8% vs prior month. Share -1 points.

  3. 3.Eufy

    13.2%

    Held 3rd. 6.7K estimated branded searches, +21.3% vs prior month. Share +1.1 points.

  4. 4.BISSELL

    8.4%

    Held 4th. 4.3K estimated branded searches, -9.6% vs prior month. Share -1.9 points.

  5. 5.Miele

    5.5%

    Held 5th. 2.8K estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.Black+Decker

    1%

    Held 6th. 520 estimated branded searches, -7.1% vs prior month. Share -0.2 points.

  7. 7.Shark

    0.41%

    Held 7th. 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 handheld vacuum brands in New Zealand decreased from 6.4% to 5.5%.
  • Across the 12 months ending September 2026, Miele’s share of searches among handheld vacuum brands in New Zealand peaked at 8.4% in May 2026 and was lowest at 4.6% in December 2025.

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

6 changes

  1. In September 2026, Dyson gained share of searches among handheld vacuum brands in New Zealand, from 54.7% to 57.2%.

  2. In September 2026, Eufy gained share of searches among handheld vacuum brands in New Zealand, from 12.1% to 13.2%.

  3. In September 2026, BISSELL lost share of searches among handheld vacuum brands in New Zealand, from 10.3% to 8.4%.

  4. In September 2026, DeWalt lost share of searches among handheld vacuum brands in New Zealand, from 15.3% to 14.3%.

  5. In September 2026, Miele lost share of searches among handheld vacuum brands in New Zealand, from 6.1% to 5.5%.

  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

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%Shown above
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%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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