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 59.7% of all New Zealand steam iron brand searches, placing Philips first out of five brands. When we asked both ChatGPT and Google AI Overviews about steam iron brands, Philips appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Philips is the most searched of 5 competitors and the most recommended in AI answers.

  1. PhilipsShare of searches 59.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Russell HobbsShare of searches 24.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. TefalShare of searches 15.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. BraunShare of searches 0.46%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. BoschShare of searches 0%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Philips website (opens in a new tab)

Follow Philips and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top steam iron brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Philips appeared in all five answers. Philips is the most recommended of the five.

Most recommended by AI

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

  1. Philips1st
  2. Braun2nd
  3. Tefal3rd
  4. Russell Hobbs4th
  5. Bosch–

Mentioned by AI

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

  • Philips5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tefal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Braun4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Russell Hobbs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bosch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about steam iron 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 21, 2026.

Which steam iron brands compete with Philips?

Philips against steam iron brands in New Zealand, by month

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

View monthly share of searches table
MonthPhilipsRussell HobbsTefalBraunBosch
Oct 202559.9%23%16.3%0.65%0.13%
Nov 202556%26.9%16.2%0.76%0.11%
Dec 202560.1%24.6%14.7%0.54%0.11%
Jan 202663.1%22.4%13.8%0.59%0.12%
Feb 202663.4%22.2%13.6%0.58%0.15%
Mar 202659.4%22.1%18.1%0.42%0%
Apr 202663.8%21.3%14.5%0.46%0%
May 202664.9%20.1%14.5%0.43%0.11%
Jun 202664.4%19.7%15.5%0.42%0%
Jul 202660.3%23.5%15.7%0.43%0.11%
Aug 202659.2%22.4%17.8%0.52%0.1%
Sep 202659.7%24.2%15.6%0.46%0%

  1. 1.Philips

    59.7%

    Held 1st. 5.2K estimated branded searches, -8.6% vs prior month. Share +0.6 points.

  2. 2.Russell Hobbs

    24.2%

    Held 2nd. 2.1K estimated branded searches, -2.3% vs prior month. Share +1.8 points.

  3. 3.Tefal

    15.6%

    Held 3rd. 1.4K estimated branded searches, -20.3% vs prior month. Share -2.1 points.

  4. 4.Braun

    0.46%

    Held 4th. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.

  5. 5.Bosch

    0%

    Held 5th. 0 estimated branded searches, -100% vs prior month. Share -0.1 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?

2 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 steam iron brands in New Zealand peaked at 64.9% in May 2026 and was lowest at 56% in November 2025.

How did search popularity change for New Zealand steam iron brands in September 2026?

5 changes

  1. In September 2026, Russell Hobbs gained share of searches among steam iron brands in New Zealand, from 22.4% to 24.2%.

  2. In September 2026, Philips gained share of searches among steam iron brands in New Zealand, from 59.2% to 59.7%.

  3. In September 2026, Tefal lost share of searches among steam iron brands in New Zealand, from 17.8% to 15.6%.

  4. Estimated monthly branded searches for Bosch in New Zealand fell 100% over 12 measured months, from 10 to 0 in September 2026.

  5. Estimated monthly branded searches for Braun in New Zealand fell 20% over 12 measured months, from 50 to 40 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%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%Shown above
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?

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.

Start free