Brandwave

How popular isPhilips?

In September 2026, people searched for Philips by name about 16,600 times in New Zealand, a 22% increase from the previous year. These searches made up 25% of all New Zealand air fryer brand searches, placing Philips second out of seven brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Philips appeared in three of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Philips is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. BrevilleShare of searches 51.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. PhilipsShare of searches 25%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Russell HobbsShare of searches 8.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. NinjaShare of searches 6.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. TefalShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top air fryer brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Ninja1st
  2. Philips2nd
  3. Breville3rd
  4. NutriBullet4th
  5. Russell Hobbs5th
  6. Tefal–
  7. COSORI–

Mentioned by AI

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

  • Ninja5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Breville3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Philips3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NutriBullet3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Russell Hobbs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tefal0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COSORI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about air fryer 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 20, 2026.

Which air fryer brands compete with Philips?

Philips against air fryer brands in New Zealand, by month

Share of searches by month for Breville, Philips, Russell Hobbs, Ninja, Tefal, NutriBullet. The figures are in the table below the chart.

View monthly share of searches table
MonthBrevillePhilipsRussell HobbsNinjaTefalNutriBulletCOSORI
Oct 202552.3%24.5%7.9%5.3%5.6%3.9%0.49%
Nov 202552.2%23%8.9%6.8%5.4%3.2%0.61%
Dec 202552.2%24%8.3%6.6%5%3.2%0.77%
Jan 202650.5%26.1%8%6.5%4.9%3%0.93%
Feb 202648.4%27.5%8.1%6.1%5%3.8%1.1%
Mar 202650.3%24.7%7.7%4.9%6.3%2.9%3.2%
Apr 202651.9%25.9%7.5%5.7%5.1%2.9%1%
May 202651%27.6%7.2%5.4%5.2%2.8%0.73%
Jun 202649.1%28.4%7.5%5.6%5.9%2.9%0.68%
Jul 202651.3%24.9%8.1%5.8%5.4%2.7%1.8%
Aug 202651.2%25.4%8%5.4%6.4%2.7%0.89%
Sep 202651.5%25%8.3%6.5%5.3%2.8%0.58%

  1. 1.Breville

    51.5%

    Held 1st. 13.2K estimated branded searches, -4.1% vs prior month. Share +0.4 points.

  2. 2.Philips

    25%

    Held 2nd. 6.4K estimated branded searches, -6.3% vs prior month. Share -0.4 points.

  3. 3.Russell Hobbs

    8.3%

    Held 3rd. 2.1K estimated branded searches, -2.3% vs prior month. Share +0.2 points.

  4. 4.Ninja

    6.5%

    Moved from 5th to 4th. 1.7K estimated branded searches, +13.7% vs prior month. Share +1.1 points.

  5. 5.Tefal

    5.3%

    Moved from 4th to 5th. 1.4K estimated branded searches, -20.3% vs prior month. Share -1 points.

  6. 6.NutriBullet

    2.8%

    Held 6th. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.COSORI

    0.58%

    Held 7th. 150 estimated branded searches, -37.5% vs prior month. Share -0.3 points.

Compare popularity between Philips and its closest rivals

Every comparison with Philips

38 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Philips in New Zealand rose from 13.6K to 16.6K.
  • Across the 12 months ending September 2026, Philips’ share of searches among air fryer brands in New Zealand increased from 24.5% to 25%.
  • Across the 12 months ending September 2026, Philips’ share of searches among air fryer brands in New Zealand peaked at 28.4% in June 2026 and was lowest at 23% in November 2025.

How did search popularity change for New Zealand air fryer brands in September 2026?

6 changes

  1. In September 2026, Ninja overtook Tefal to rank 4th among air fryer brands in New Zealand, with 6.5% of the searches.

  2. In September 2026, Tefal lost share of searches among air fryer brands in New Zealand, from 6.4% to 5.3%.

  3. Estimated monthly branded searches for COSORI in New Zealand rose 36.4% over 12 measured months, from 110 to 150 in September 2026.

  4. Estimated monthly branded searches for Russell Hobbs in New Zealand rose 20.5% over 12 measured months, from 1.8K to 2.1K in September 2026.

  5. Estimated monthly branded searches for Philips in New Zealand rose 17.3% over 12 measured months, from 5.5K to 6.4K in September 2026.

  6. Estimated monthly branded searches for Breville in New Zealand rose 13.2% over 12 measured months, from 11.7K to 13.2K in September 2026.

How are Philips’ branded searches counted?

26 search terms

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

  • china philips
  • philips
  • philips air fryer
  • philips airfryer
  • philips airfryer philips
  • philips ambilight tv
  • philips avent bottles
  • philips avent sterilizer
  • philips blender
  • philips hue
  • philips hue bridge
  • philips hue bulbs
  • philips hue lights
  • philips hue tv
  • philips humidifier
  • philips kettle
  • philips light bulbs
  • philips lumea
  • philips one blade
  • philips oneblade
  • philips razor
  • philips shaver
  • philips sonic air
  • philips toothbrush
  • philips trimmer
  • philips tv

How the Brand Demand Index is measured

Who owns Philips?

Philips is owned by Philips. Brandwave also tracks Philips Sonicare, Philips Avent, Philips Lumea and Philips Respironics, owned by the same company, in New Zealand.

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

Where does Philips compete?

Philips is ranked in 11 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 brands3rd of 1014.4%Show ranking
TV brands2nd of 813.1%Show ranking
Air fryer brands2nd of 725%Shown above
Pasta maker brands3rd of 622%Show ranking
Shaver and razor brands1st of 758.4%Show ranking
Water filter brands2nd of 832%Show ranking
Body trimmer brands1st of 645.8%Show ranking
Clothes steamer brands1st of 558.6%Show ranking
Steam iron brands1st of 559.7%Show ranking
Hair clipper brands1st of 960.2%Show ranking
Humidifier brands8th of 80.3%Show ranking
Creator with pink hair and a pink jacket

Is Philips your brand?

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