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 8.9% of all New Zealand chip fryer brand searches, placing Russell Hobbs third out of five brands. When we asked both ChatGPT and Google AI Overviews about chip fryer brands, Russell Hobbs appeared in one of the four answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Russell Hobbs is the third most searched of 5 competitors and the fourth most recommended in AI answers.

  1. BrevilleShare of searches 55.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  2. De'LonghiShare of searches 24.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Russell HobbsShare of searches 8.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  4. TefalShare of searches 5.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  5. NinjaShare of searches 5.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
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Top chip fryer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Russell Hobbs was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Russell Hobbs is the fourth most recommended of the five.

Most recommended by AI

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

  1. Tefal1st
  2. Ninja2nd
  3. Breville3rd
  4. Russell Hobbs4th
  5. De'Longhi–

Mentioned by AI

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

  • Tefal3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ninja2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Breville1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Russell Hobbs1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • De'Longhi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about chip fryer brands

4 answers

  • Asked ChatGPT

    “Which chip fryer brand should I buy in New Zealand?”

    1. 1Ninja
    2. 2Tefal

  • Asked ChatGPT

    “What are the best chip fryer brands in New Zealand?”

    1. 1Tefal
    2. 2Breville
    3. 3Ninja

  • Asked ChatGPT

    “What's the best chip fryer brand in New Zealand for everyday cooking?”

    1. 1Tefal
    2. 2Russell Hobbs

  • Searched Google, AI Overview

    “best chip fryer”

    1. Searched Google, AI Overview

      “electric chip fryer”

      Google showed no AI Overview for this search.

    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 chip fryer brands compete with Russell Hobbs?

    Russell Hobbs against chip fryer brands in New Zealand, by month

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

    View monthly share of searches table
    MonthBrevilleDe'LonghiRussell HobbsTefalNinja
    Oct 202558.1%22.3%8.8%6.2%4.6%
    Nov 202557.9%20.3%9.9%6%5.9%
    Dec 202557.5%22%9.1%5.5%5.9%
    Jan 202656.6%22.8%9%5.6%6%
    Feb 202655%24.5%9.2%5.7%5.6%
    Mar 202655.7%24.5%8.5%7%4.3%
    Apr 202656%25.5%8.1%5.5%5%
    May 202654.8%27.1%7.8%5.6%4.7%
    Jun 202653.5%27%8.1%6.4%4.9%
    Jul 202654.4%26.3%8.6%5.7%4.9%
    Aug 202653.6%26.9%8.4%6.7%4.4%
    Sep 202655.7%24.3%8.9%5.8%5.3%

    1. 1.Breville

      55.7%

      Held 1st. 13.2K estimated branded searches, -4.1% vs prior month. Share +2.2 points.

    2. 2.De'Longhi

      24.3%

      Held 2nd. 5.8K estimated branded searches, -17% vs prior month. Share -2.7 points.

    3. 3.Russell Hobbs

      8.9%

      Held 3rd. 2.1K estimated branded searches, -2.3% vs prior month. Share +0.5 points.

    4. 4.Tefal

      5.8%

      Held 4th. 1.4K estimated branded searches, -20.3% vs prior month. Share -0.9 points.

    5. 5.Ninja

      5.3%

      Held 5th. 1.3K estimated branded searches, +11.4% vs prior month. Share +0.9 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 chip fryer brands in New Zealand peaked at 9.9% in November 2025 and was lowest at 7.8% in May 2026.

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

    5 changes

    1. In September 2026, Breville gained share of searches among chip fryer brands in New Zealand, from 53.6% to 55.7%.

    2. In September 2026, Ninja gained share of searches among chip fryer brands in New Zealand, from 4.4% to 5.3%.

    3. In September 2026, Russell Hobbs gained share of searches among chip fryer brands in New Zealand, from 8.4% to 8.9%.

    4. In September 2026, De'Longhi lost share of searches among chip fryer brands in New Zealand, from 26.9% to 24.3%.

    5. In September 2026, Tefal lost share of searches among chip fryer brands in New Zealand, from 6.7% to 5.8%.

    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%Show ranking
    Chip fryer brands3rd of 58.9%Shown above
    Tea kettle brands3rd of 67.2%Show ranking
    Crepe maker brands3rd of 58.9%Show ranking
    Pancake maker brands2nd of 411.8%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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