Brandwave

How popular isRussell Hobbs?

In September 2026, people searched for Russell Hobbs by name about 3,810 times in New Zealand, a 16.9% increase from the previous year. These searches made up 8.3% of all New Zealand air fryer brand searches, placing Russell Hobbs third out of seven brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Russell Hobbs appeared in two of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Russell Hobbs is the third most searched of 7 competitors and the fifth 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 –

+2 more

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Top air fryer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Russell Hobbs was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Russell Hobbs is the fifth 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 Russell Hobbs?

Russell Hobbs 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 Russell Hobbs and its closest rivals

Every comparison with Russell Hobbs

16 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Russell Hobbs in New Zealand rose from 3.3K to 3.8K.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among air fryer brands in New Zealand peaked at 8.9% in November 2025 and was lowest at 7.2% in May 2026.

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 Russell Hobbs’ branded searches counted?

15 search terms

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

  • multicooker russell hobbs
  • russell hobbs
  • russell hobbs blender
  • russell hobbs chopper
  • russell hobbs irons
  • russell hobbs jug
  • russell hobbs kettle
  • russell hobbs mixer
  • russell hobbs steam
  • russell hobbs toaster
  • russellhobbs
  • russellhobbs blender
  • russellhobbs kettle
  • russellhobbs mixer
  • russellhobbs toaster

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

How the Brand Demand Index is measured

Where does Russell Hobbs compete?

Russell Hobbs is ranked in nine 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 brands9th of 103.9%Show ranking
Toaster oven brands4th of 55.7%Show ranking
Air fryer brands3rd of 78.3%Shown above
Chip fryer brands3rd of 58.9%Show ranking
Tea kettle brands3rd of 67.2%Show ranking
Pancake maker brands2nd of 411.8%Show ranking
Crepe maker brands3rd of 59.2%Show ranking
Clothes steamer brands2nd of 518.5%Show ranking
Steam iron brands2nd of 524.2%Show ranking
Creator with pink hair and a pink jacket

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