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 9.3% of all New Zealand washer and dryer brand searches, placing Miele third out of five brands. When we asked both ChatGPT and Google AI Overviews about washer and dryer brands, Miele appeared in three of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Miele is the third most searched of 5 competitors and the fourth most recommended in AI answers.

  1. Fisher & PaykelShare of searches 78.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ElectroluxShare of searches 10.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MieleShare of searches 9.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. LGShare of searches 1.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. BoschShare of searches 0.82%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top washer and dryer brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Fisher & Paykel1st
  2. Bosch1st
  3. LG3rd
  4. Miele4th
  5. Electrolux–

Mentioned by AI

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

  • Fisher & Paykel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bosch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Miele3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LG3 of 5Named in 3 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 washer and dryer 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 washer and dryer brands compete with Miele?

Miele against washer and dryer brands in New Zealand, by month

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

View monthly share of searches table
MonthFisher & PaykelElectroluxMieleLGBosch
Oct 202579.1%10%9.2%1.1%0.65%
Nov 202577.7%9.2%11.3%1.1%0.66%
Dec 202577.2%11.7%9.2%1.1%0.8%
Jan 202677%12.2%9.2%1.1%0.54%
Feb 202678.8%10.3%9.4%0.94%0.66%
Mar 202680.7%8.2%9.5%0.95%0.68%
Apr 202678%10.5%9.1%1.4%0.98%
May 202679.9%8.7%9.5%0.98%0.85%
Jun 202678.9%9.9%9.4%1.2%0.68%
Jul 202682.6%8.7%7.1%0.98%0.62%
Aug 202681.7%8.7%7.9%1.1%0.56%
Sep 202678.3%10.5%9.3%1.1%0.82%

  1. 1.Fisher & Paykel

    78.3%

    Held 1st. 20.1K estimated branded searches, -18.8% vs prior month. Share -3.4 points.

  2. 2.Electrolux

    10.5%

    Held 2nd. 2.7K estimated branded searches, +1.9% vs prior month. Share +1.8 points.

  3. 3.Miele

    9.3%

    Held 3rd. 2.4K estimated branded searches, 0% vs prior month. Share +1.4 points.

  4. 4.LG

    1.1%

    Held 4th. 280 estimated branded searches, -15.2% vs prior month. Share 0 points.

  5. 5.Bosch

    0.82%

    Held 5th. 210 estimated branded searches, +23.5% vs prior month. Share +0.3 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 washer and dryer brands in New Zealand peaked at 11.3% in November 2025 and was lowest at 7.1% in July 2026.

How did search popularity change for New Zealand washer and dryer brands in September 2026?

4 changes

  1. In September 2026, Electrolux gained share of searches among washer and dryer brands in New Zealand, from 8.7% to 10.5%.

  2. In September 2026, Miele gained share of searches among washer and dryer brands in New Zealand, from 7.9% to 9.3%.

  3. In September 2026, Fisher & Paykel lost share of searches among washer and dryer brands in New Zealand, from 81.7% to 78.3%.

  4. Estimated monthly branded searches for Bosch in New Zealand rose 23.5% over 12 measured months, from 170 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%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%Show ranking
Integrated dishwasher brands4th of 73.4%Show ranking
Washer and dryer brands3rd of 59.3%Shown above
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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