Brandwave

How popular isNinja?

In September 2026, people searched for Ninja by name about 27,600 times in New Zealand, a 7.5% increase from the previous year. These searches made up 4.4% of all New Zealand toaster oven brand searches, placing Ninja fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about toaster oven brands, Ninja appeared in two of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Ninja is the fifth most searched of 5 competitors and the third most recommended in AI answers.

  1. BrevilleShare of searches 46.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. KitchenAidShare of searches 22.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. De'LonghiShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Russell HobbsShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. NinjaShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top toaster oven brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ninja was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Ninja is the third most recommended of the five.

Most recommended by AI

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

  1. Breville1st
  2. Russell Hobbs2nd
  3. Ninja3rd
  4. KitchenAid–
  5. De'Longhi–

Mentioned by AI

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

  • Russell Hobbs4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Breville3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • De'Longhi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toaster oven brands

5 answers

  • Asked ChatGPT

    “Which toaster oven brand should I buy in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs

  • Asked ChatGPT

    “What are the best toaster oven brands in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs
    3. 3Ninja

  • Asked ChatGPT

    “What's the best toaster oven brand in New Zealand for everyday cooking?”

    1. 1Breville
    2. 2Russell Hobbs

  • Searched Google, AI Overview

    “toaster oven nz”

    1. 1Russell Hobbs
    2. 2Ninja

  • Searched Google, AI Overview

    “best countertop oven”

    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 toaster oven brands compete with Ninja?

    Ninja against toaster oven brands in New Zealand, by month

    Share of searches by month for Breville, KitchenAid, De'Longhi, Russell Hobbs, Ninja. The figures are in the table below the chart.

    View monthly share of searches table
    MonthBrevilleKitchenAidDe'LonghiRussell HobbsNinja
    Oct 202546.6%25.8%18.7%5.2%3.6%
    Nov 202542.6%33.2%15.4%4.5%4.3%
    Dec 202541.5%33.5%16.4%4.3%4.2%
    Jan 202643.9%28.4%18.5%4.7%4.6%
    Feb 202643.5%28.3%19.2%4.9%4.2%
    Mar 202645.3%26.4%20.1%4.8%3.3%
    Apr 202646.8%22.5%21.8%4.8%4%
    May 202648.3%21%22.3%4.7%3.7%
    Jun 202648.1%21.1%22.1%4.9%3.8%
    Jul 202647.7%20.5%22.5%5.3%4%
    Aug 202646.3%20.9%23.7%5.4%3.7%
    Sep 202646.4%22.4%21.1%5.7%4.4%

    1. 1.Breville

      46.4%

      Held 1st. 13.5K estimated branded searches, -4.9% vs prior month. Share 0 points.

    2. 2.KitchenAid

      22.4%

      Moved from 3rd to 2nd. 6.5K estimated branded searches, +2.2% vs prior month. Share +1.6 points.

    3. 3.De'Longhi

      21.1%

      Moved from 2nd to 3rd. 6.2K estimated branded searches, -15.3% vs prior month. Share -2.6 points.

    4. 4.Russell Hobbs

      5.7%

      Held 4th. 1.6K estimated branded searches, +0.61% vs prior month. Share +0.3 points.

    5. 5.Ninja

      4.4%

      Held 5th. 1.3K estimated branded searches, +11.4% vs prior month. Share +0.6 points.

    Compare popularity between Ninja and its closest rivals

    Every comparison with Ninja

    35 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Ninja in New Zealand rose from 25.7K to 27.6K.
    • Across the 12 months ending September 2026, Ninja’s share of searches among toaster oven brands in New Zealand increased from 3.6% to 4.4%.
    • Across the 12 months ending September 2026, Ninja’s share of searches among toaster oven brands in New Zealand peaked at 4.6% in January 2026 and was lowest at 3.3% in March 2026.

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

    5 changes

    1. In September 2026, KitchenAid overtook De'Longhi to rank 2nd among toaster oven brands in New Zealand, with 22.4% of the searches.

    2. In September 2026, Ninja gained share of searches among toaster oven brands in New Zealand, from 3.7% to 4.4%.

    3. In September 2026, De'Longhi lost share of searches among toaster oven brands in New Zealand, from 23.7% to 21.1%.

    4. Russell Hobbs’ share of searches among toaster oven brands in New Zealand has gained ground for 3 months in a row, from 4.9% to 5.7% in September 2026.

    5. Estimated monthly branded searches for Breville in New Zealand rose 12.9% over 12 measured months, from 11.9K to 13.5K in September 2026.

    How are Ninja’s branded searches counted?

    9 search terms

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

    • air fryer ninja
    • ninja air fryer
    • ninja blast
    • ninja blender
    • ninja creami
    • ninja foodi
    • ninja kettle
    • ninja mixer
    • ninja toaster

    How the Brand Demand Index is measured

    Who owns Ninja?

    Ninja is owned by SharkNinja. Brandwave also tracks Shark and Shark Beauty, owned by the same company, in New Zealand.

    Do you work for Ninja? To request corrections or removal please contact us via our support page and we will be happy to assist.

    Where does Ninja compete?

    Ninja is ranked in 16 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Small kitchen appliance brands1st of 1027.7%Show ranking
    Blender brands4th of 63.8%Show ranking
    Toaster oven brands5th of 54.4%Shown above
    Air fryer brands4th of 76.5%Show ranking
    Chip fryer brands5th of 55.3%Show ranking
    Pancake maker brands4th of 47.1%Show ranking
    Grill pan brands4th of 78.2%Show ranking
    Griddle pan brands4th of 78.3%Show ranking
    Frying pan brands3rd of 78.3%Show ranking
    Induction pans brands4th of 78.6%Show ranking
    Pots and pans brands3rd of 78.6%Show ranking
    Cold press juicer brands2nd of 58.7%Show ranking
    Knife set brands2nd of 712%Show ranking
    Smoker grill brands2nd of 527.5%Show ranking
    Egg poacher brands1st of 385.2%Show ranking
    Portable blender brands1st of 292%Show ranking
    Creator with pink hair and a pink jacket

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