Brandwave

How popular isNoel Leeming?

In September 2026, people searched for Noel Leeming by name about 275,000 times in New Zealand, a 17.4% decrease from the previous year. These searches made up 6.2% of all New Zealand online retailers and marketplace searches, placing Noel Leeming fifth out of 14 marketplaces. When we asked both ChatGPT and Google AI Overviews about online retailers and marketplaces, Noel Leeming appeared in three of the five answers and was the joint fourth most recommended of the 14.

Search and AI answers in September 2026

Noel Leeming is the fifth most searched of 14 competitors and the joint fourth most recommended in AI answers.

  1. Trade MeShare of searches 34.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Kmart NZShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. The WarehouseShare of searches 7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. TemuShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Noel LeemingShare of searches 6.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+9 more

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Top online retailers and marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Noel Leeming was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Noel Leeming is the joint fourth most recommended of the 14.

Most recommended by AI

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

  1. The Warehouse1st
  2. Trade Me2nd
  3. Kmart NZ3rd
  4. Noel Leeming4th
  5. Mighty Ape4th
  6. Onceit6th
  7. The Iconic7th
  8. Postie8th
  9. Amazon9th
  10. Temu–
  11. +4 more

Mentioned by AI

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

  • Trade Me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Noel Leeming3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mighty Ape2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Postie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Onceit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Temu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online retailers and marketplaces

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 19, 2026.

Which online retailers and marketplaces compete with Noel Leeming?

Noel Leeming against online retailers and marketplaces in New Zealand, by month

Share of searches by month for Trade Me, Kmart NZ, The Warehouse, Temu, Noel Leeming, Shein, Amazon, AliExpress, Mighty Ape, eBay, Postie. The figures are in the table below the chart.

View monthly share of searches table
MonthTrade MeKmart NZThe WarehouseTemuNoel LeemingSheinAmazonAliExpressMighty ApeeBayPostieOnceitThe IconicKogan
Oct 202536.3%23.8%7.4%7.4%6.5%4.9%3.3%2.7%2.7%1.8%1.8%0.8%0.45%0.21%
Nov 202532.8%25.6%8.2%6.6%8.7%3.7%3%2.4%3.7%1.3%2%1.1%0.61%0.41%
Dec 202528.7%28.8%10.7%4.8%9.4%3.2%2.6%2.1%4.8%1.4%2.1%0.77%0.44%0.29%
Jan 202636.8%24.5%9.2%6.1%6.6%3.4%3.3%2.7%2.8%1.8%1.5%0.66%0.38%0.21%
Feb 202635.8%24.2%8.9%7.2%6.5%4%3.2%2.6%2.7%1.8%1.8%0.65%0.44%0.2%
Mar 202638.4%24.3%7.8%6.3%5.7%4.3%2.8%2.8%2.4%1.9%1.9%0.69%0.48%0.22%
Apr 202633%27.5%8.2%6.6%6%4.5%3%3%2.5%2%2.4%0.72%0.5%0.19%
May 202639.1%22.5%7.9%6.5%5.8%4.3%2.9%2.9%2.4%1.9%2.3%0.7%0.49%0.19%
Jun 202634.6%24.9%7%7%6.3%5.7%3.1%3.1%2.6%2.1%2.1%0.76%0.52%0.21%
Jul 202635.3%25.7%7.2%5.8%6.4%4.8%3.2%3.2%2.7%2.1%2.1%0.95%0.44%0.22%
Aug 202639.2%23.2%6.5%6.5%5.8%5.3%2.9%2.9%2.4%1.9%1.9%0.86%0.49%0.24%
Sep 202634.4%25%7%6.9%6.2%5.7%3.1%3.1%2.6%2.1%2.1%0.93%0.64%0.25%

  1. 1.Trade Me

    34.4%

    Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -4.7 points.

  2. 2.Kmart NZ

    25%

    Held 2nd. 1.1M estimated branded searches, +0.54% vs prior month. Share +1.8 points.

  3. 3.The Warehouse

    7%

    Held 3rd. 306K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.

  4. 4.Temu

    6.9%

    Held 4th. 303K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.

  5. 5.Noel Leeming

    6.2%

    Held 5th. 271K estimated branded searches, +0.08% vs prior month. Share +0.4 points.

  6. 6.Shein

    5.7%

    Held 6th. 249K estimated branded searches, +0.24% vs prior month. Share +0.4 points.

  7. 7.Amazon

    3.1%

    Held 7th. 136K estimated branded searches, -0.08% vs prior month. Share +0.2 points.

  8. 8.AliExpress

    3.1%

    Held 8th. 135K estimated branded searches, -0.07% vs prior month. Share +0.2 points.

  9. 9.Mighty Ape

    2.6%

    Held 9th. 113K estimated branded searches, +0.22% vs prior month. Share +0.2 points.

  10. 10.eBay

    2.1%

    Held 10th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Postie

    2.1%

    Held 11th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Onceit

    0.93%

    Held 12th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  13. 13.The Iconic

    0.64%

    Held 13th. 27.9K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  14. 14.Kogan

    0.25%

    Held 14th. 11K estimated branded searches, -0.45% vs prior month. Share 0 points.

Compare popularity between Noel Leeming and its closest rivals

Every comparison with Noel Leeming

30 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Noel Leeming in New Zealand fell from 334K to 275K.
  • Across the 12 months ending September 2026, Noel Leeming’s share of searches among online retailers and marketplaces in New Zealand peaked at 9.4% in December 2025 and was lowest at 5.7% in March 2026.

How did search popularity change for New Zealand online retailers and marketplaces in September 2026?

6 changes

  1. In September 2026, Kmart NZ gained share of searches among online retailers and marketplaces in New Zealand, from 23.2% to 25%.

  2. In September 2026, Trade Me lost share of searches among online retailers and marketplaces in New Zealand, from 39.2% to 34.4%.

  3. Estimated monthly branded searches for The Iconic in New Zealand rose 21.3% over 12 measured months, from 23K to 27.9K in September 2026.

  4. Estimated monthly branded searches for Temu in New Zealand fell 18.7% over 12 measured months, from 373K to 303K in September 2026.

  5. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.

  6. Estimated monthly branded searches for Amazon in New Zealand fell 18.2% over 12 measured months, from 166K to 136K in September 2026.

How are Noel Leeming’s branded searches counted?

18 search terms

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

  • Noel Leeming
  • noel leeming appliances
  • noel leeming computers
  • noel leeming electronics
  • noel leeming games
  • noel leeming headphones
  • noel leeming ipad
  • noel leeming laptops
  • noel leeming lowerhutt
  • noel leeming sale
  • noel leeming tvs
  • noel leeming westgate
  • noelleeming gore
  • noelleeming henderson
  • noelleeming hornby
  • noelleeming nelson
  • noelleeming ormiston
  • noelleeming richmond

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How the Brand Demand Index is measured

Where does Noel Leeming compete?

Noel Leeming is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
online retailers and marketplaces5th of 146.2%Shown above
appliance and electronics retailers1st of 828.7%Show ranking
Video game retailers2nd of 528.3%Show ranking
Computer retailers1st of 733.8%Show ranking
Storage drive and memory card brands1st of 894.5%Show ranking
Creator with pink hair and a pink jacket

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