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 14.4% of all New Zealand small kitchen appliance brand searches, placing Philips third out of ten brands. When we asked both ChatGPT and Google AI Overviews about small kitchen appliance brands, Philips appeared in two of the five answers and was the eighth most recommended of the ten.

Search and AI answers in September 2026

Philips is the third most searched of 10 competitors and the eighth most recommended in AI answers.

  1. NinjaShare of searches 27.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. BrevilleShare of searches 15.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. PhilipsShare of searches 14.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  4. KitchenAidShare of searches 11.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. ThermomixShare of searches 8.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top small kitchen appliance brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Breville1st
  2. Ninja2nd
  3. Russell Hobbs3rd
  4. KitchenAid4th
  5. Sunbeam5th
  6. Kenwood6th
  7. De'Longhi7th
  8. Philips8th
  9. Thermomix–
  10. Tefal–

Mentioned by AI

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

  • Ninja4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Breville4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Russell Hobbs3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Philips2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kenwood2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • De'Longhi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sunbeam2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thermomix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tefal0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about small kitchen appliance 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 19, 2026.

Which small kitchen appliance brands compete with Philips?

Philips against small kitchen appliance brands in New Zealand, by month

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

View monthly share of searches table
MonthNinjaBrevillePhilipsKitchenAidThermomixKenwoodDe'LonghiSunbeamRussell HobbsTefal
Oct 202526.8%13.6%12.2%12.5%13.3%6.4%4.7%5.4%3.4%1.6%
Nov 202529.7%13.5%11.9%15.6%8.6%7.2%4.2%4.4%3.4%1.5%
Dec 202528.6%13.1%12.3%15.6%8.4%8.2%4.4%4.8%3.2%1.3%
Jan 202627.2%14.4%13.3%13.6%9.1%7.1%5.1%5%3.5%1.5%
Feb 202623.7%14.4%14.3%14.5%9.6%7.1%5.6%5.2%3.9%1.6%
Mar 202622.1%15.4%13.3%13.8%11.1%7%6%5.2%4%2.1%
Apr 202622.4%15.9%15.2%13.2%9.2%7.2%6.4%5%3.8%1.7%
May 202622.5%15.1%15.2%13.9%10.3%6.8%6.6%4.5%3.6%1.6%
Jun 202624.1%14.4%14.6%11.3%12.8%6.3%6.4%4.9%3.5%1.8%
Jul 202626.3%15.2%13.7%11.1%9.9%6.3%6.5%5.1%3.9%2%
Aug 202624.2%15.5%14.9%11.1%10.1%6.4%6.8%4.9%3.9%2.1%
Sep 202627.7%15.3%14.4%11.3%8.5%6.2%5.9%5%3.9%1.7%

  1. 1.Ninja

    27.7%

    Held 1st. 27.3K estimated branded searches, +11% vs prior month. Share +3.5 points.

  2. 2.Breville

    15.3%

    Held 2nd. 15.1K estimated branded searches, -3.9% vs prior month. Share -0.1 points.

  3. 3.Philips

    14.4%

    Held 3rd. 14.2K estimated branded searches, -5.9% vs prior month. Share -0.4 points.

  4. 4.KitchenAid

    11.3%

    Held 4th. 11.2K estimated branded searches, -0.8% vs prior month. Share +0.3 points.

  5. 5.Thermomix

    8.5%

    Held 5th. 8.4K estimated branded searches, -18.6% vs prior month. Share -1.6 points.

  6. 6.Kenwood

    6.2%

    Moved from 7th to 6th. 6.1K estimated branded searches, -5.7% vs prior month. Share -0.2 points.

  7. 7.De'Longhi

    5.9%

    Moved from 6th to 7th. 5.8K estimated branded searches, -17% vs prior month. Share -1 points.

  8. 8.Sunbeam

    5%

    Held 8th. 4.9K estimated branded searches, -1.4% vs prior month. Share +0.1 points.

  9. 9.Russell Hobbs

    3.9%

    Held 9th. 3.8K estimated branded searches, -3.8% vs prior month. Share 0 points.

  10. 10.Tefal

    1.7%

    Held 10th. 1.7K estimated branded searches, -22.6% vs prior month. Share -0.4 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?

4 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 small kitchen appliance brands in New Zealand increased from 12.2% to 14.4%.
  • Across the 12 months ending September 2026, Philips’ share of searches among small kitchen appliance brands in New Zealand peaked at 15.2% in April 2026 and was lowest at 11.9% in November 2025.
  • Across the 12 months ending September 2026, Philips rose from 5th to 3rd among small kitchen appliance brands in New Zealand.

How did search popularity change for New Zealand small kitchen appliance brands in September 2026?

6 changes

  1. In September 2026, Ninja gained share of searches among small kitchen appliance brands in New Zealand, from 24.2% to 27.7%.

  2. In September 2026, Thermomix lost share of searches among small kitchen appliance brands in New Zealand, from 10.1% to 8.5%.

  3. In September 2026, De'Longhi lost share of searches among small kitchen appliance brands in New Zealand, from 6.8% to 5.9%.

  4. In September 2026, Kenwood rose from 7th to 6th among small kitchen appliance brands in New Zealand.

  5. Estimated monthly branded searches for Philips in New Zealand rose 23% over 12 measured months, from 11.5K to 14.2K in September 2026.

  6. Estimated monthly branded searches for Russell Hobbs in New Zealand rose 16.9% over 12 measured months, from 3.3K to 3.8K 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%Shown above
TV brands2nd of 813.1%Show ranking
Air fryer brands2nd of 725%Show ranking
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

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