How popular isOXO?
In September 2026, people searched for OXO by name about 170 times in New Zealand, about the same as the previous year. These searches made up 10.4% of all New Zealand kitchen utensil brand searches, placing OXO third out of five brands. When we asked both ChatGPT and Google AI Overviews about kitchen utensil brands, OXO appeared in four of the five answers and was the most recommended of the five.
OXO is the third most searched of 5 competitors and the most recommended in AI answers.
WiltshireShare of searches 44.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Joseph JosephShare of searches 36.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
OXOShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Avanti HomewaresShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
ZylissShare of searches 4.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top kitchen utensil brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, OXO was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. OXO is the most recommended of the five.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- OXO1st
- Joseph Joseph2nd
- Wiltshire3rd
- Avanti Homewares4th
- Zyliss5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Joseph Joseph5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- OXO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wiltshire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Avanti Homewares3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Zyliss1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kitchen utensil brands
5 answers
Asked ChatGPT
“Which kitchen utensil brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen utensil brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen utensil brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen tools nz”
Searched Google, AI Overview
“utensil set nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which kitchen utensil brands compete with OXO?
Share of searches by month for Wiltshire, Joseph Joseph, OXO, Avanti Homewares, Zyliss. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wiltshire | Joseph Joseph | OXO | Avanti Homewares | Zyliss |
|---|---|---|---|---|---|
| Oct 2025 | 39.1% | 39.1% | 11.3% | 2.6% | 7.9% |
| Nov 2025 | 37.6% | 45.9% | 8.9% | 2.5% | 5.1% |
| Dec 2025 | 35.3% | 43.1% | 12.6% | 3% | 6% |
| Jan 2026 | 34.3% | 41.9% | 15.1% | 2.9% | 5.8% |
| Feb 2026 | 43.7% | 35.6% | 12.6% | 3% | 5.2% |
| Mar 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| Apr 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| May 2026 | 45% | 36.9% | 10.6% | 3.1% | 4.4% |
| Jun 2026 | 45.3% | 37.1% | 10.7% | 2.5% | 4.4% |
| Jul 2026 | 59.1% | 26.8% | 7.7% | 2.3% | 4.1% |
| Aug 2026 | 44.9% | 36.7% | 10.7% | 3.6% | 4.1% |
| Sep 2026 | 44.2% | 36.2% | 10.4% | 4.9% | 4.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.2% | 720 | -18.2% | -0.7 points | |
| 2, held 2nd | 36.2% | 590 | -18.1% | -0.5 points | |
| 3, held 3rd | 10.4% | 170 | -19% | -0.3 points | |
| 4, moved from 5th to 4th | 4.9% | 80 | +14.3% | +1.3 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4.3% | 70 | -12.5% | +0.2 pointsmoved from 4th to 5th |
44.2%
Held 1st. 720 estimated branded searches, -18.2% vs prior month. Share -0.7 points.
36.2%
Held 2nd. 590 estimated branded searches, -18.1% vs prior month. Share -0.5 points.
3.
OXO10.4%
Held 3rd. 170 estimated branded searches, -19% vs prior month. Share -0.3 points.
4.9%
Moved from 5th to 4th. 80 estimated branded searches, +14.3% vs prior month. Share +1.3 points.
5.
Zyliss4.3%
Moved from 4th to 5th. 70 estimated branded searches, -12.5% vs prior month. Share +0.2 points.
Compare popularity between OXO and its closest rivals
Every comparison with OXO
31 comparisons
- Brabantia vs OXO
- Breville vs OXO
- De'Longhi vs OXO
- Joseph Joseph vs OXO
- Jumbuck vs OXO
- Jura vs OXO
- KitchenAid vs OXO
- Le Creuset vs OXO
- Miele vs OXO
- Moccamaster vs OXO
- Nespresso vs OXO
- OXO vs Pyrex
- OXO vs Salter
- OXO vs Scrub Daddy
- OXO vs Smeg
- OXO vs Traeger
- OXO vs Tupperware
- OXO vs Weber
- OXO vs Wiltshire
- OXO vs Wusthof
- OXO vs ZWILLING
- Bodum vs OXO
- Frank Green vs OXO
- OXO vs t leaf T
- OXO vs T2
- OXO vs Victorinox
- OXO vs Webster’s Tea
- Bento Ninja vs OXO
- OXO vs Renpho
- OXO vs Shun
- OXO vs Zyliss
How has branded search demand for OXO changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for OXO in New Zealand held steady at 170.
- Across the 12 months ending September 2026, OXO’s share of searches among kitchen utensil brands in New Zealand decreased from 11.3% to 10.4%.
- Across the 12 months ending September 2026, OXO’s share of searches among kitchen utensil brands in New Zealand peaked at 15.1% in January 2026 and was lowest at 7.7% in July 2026.
How did search popularity change for New Zealand kitchen utensil brands in September 2026?
4 changes
In September 2026, Avanti Homewares overtook Zyliss to rank 4th among kitchen utensil brands in New Zealand, with 4.9% of the searches.
In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%.
In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%.
Estimated monthly branded searches for Zyliss in New Zealand fell 41.7% over 12 measured months, from 120 to 70 in September 2026.
How are OXO’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using OXO’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- oxo good grips
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Where does OXO compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Coffee maker brands | 8th of 9 | 0.35% | Show ranking |
| Kitchen scale brands | 4th of 6 | 0.88% | Show ranking |
| Measuring spoons brands | 4th of 5 | 0.96% | Show ranking |
| Tea infuser brands | 6th of 7 | 1% | Show ranking |
| Measuring cups brands | 4th of 5 | 1.1% | Show ranking |
| Loaf pan brands | 3rd of 4 | 1.9% | Show ranking |
| Salad spinner brands | 3rd of 5 | 2.3% | Show ranking |
| Lemon juicer brands | 3rd of 3 | 2.3% | Show ranking |
| Grill brush brands | 5th of 5 | 2.4% | Show ranking |
| Potato peeler brands | 3rd of 3 | 4.3% | Show ranking |
| Poultry shears brands | 3rd of 5 | 8.7% | Show ranking |
| Kitchen utensil brands | 3rd of 5 | 10.4% | Shown above |
| Measuring jug brands | 3rd of 3 | 11.5% | Show ranking |
| Jar opener brands | 2nd of 3 | 13.5% | Show ranking |
| Herb cutter brands | 2nd of 3 | 20.5% | Show ranking |
| Food scale brands | 2nd of 4 | 21.3% | Show ranking |
Is OXO your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.