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 18.5% of all New Zealand clothes steamer brand searches, placing Russell Hobbs second out of five brands. When we asked both ChatGPT and Google AI Overviews about clothes steamer brands, Russell Hobbs appeared in four of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

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

  1. PhilipsShare of searches 58.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Russell HobbsShare of searches 18.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. TefalShare of searches 15.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. SamsungShare of searches 4.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. LGShare of searches 3.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top clothes steamer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Russell Hobbs was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Russell Hobbs is the second 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. Russell Hobbs2nd
  3. Tefal3rd
  4. Samsung–
  5. LG–

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
  • Russell Hobbs4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tefal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about clothes steamer 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 clothes steamer brands compete with Russell Hobbs?

Russell Hobbs against clothes steamer brands in New Zealand, by month

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

View monthly share of searches table
MonthPhilipsRussell HobbsTefalSamsungLG
Oct 202558.5%17.1%15.9%5%3.6%
Nov 202557%17.1%16.5%5.3%4%
Dec 202560.3%16.6%14.7%5.2%3.2%
Jan 202663%15.2%13.8%4.6%3.3%
Feb 202662.7%15.8%13.5%4.6%3.4%
Mar 202657.6%15.7%17.5%5.3%3.9%
Apr 202662.2%15.2%14.1%4.4%4.1%
May 202663.9%15.3%14.3%3.4%3.2%
Jun 202663%14.8%15.1%3.3%3.8%
Jul 202659.4%17.6%15.5%4.1%3.5%
Aug 202657.8%16.6%17.4%4.9%3.3%
Sep 202658.6%18.5%15.4%4.4%3.1%

  1. 1.Philips

    58.6%

    Held 1st. 5.2K estimated branded searches, -8.6% vs prior month. Share +0.8 points.

  2. 2.Russell Hobbs

    18.5%

    Moved from 3rd to 2nd. 1.6K estimated branded searches, +0.61% vs prior month. Share +1.9 points.

  3. 3.Tefal

    15.4%

    Moved from 2nd to 3rd. 1.4K estimated branded searches, -20.3% vs prior month. Share -2 points.

  4. 4.Samsung

    4.4%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  5. 5.LG

    3.1%

    Held 5th. 280 estimated branded searches, -15.2% vs prior month. Share -0.2 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?

3 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 clothes steamer brands in New Zealand increased from 17.1% to 18.5%.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among clothes steamer brands in New Zealand peaked at 18.5% in September 2026 and was lowest at 14.8% in June 2026.

How did search popularity change for New Zealand clothes steamer brands in September 2026?

4 changes

  1. In September 2026, Russell Hobbs overtook Tefal to rank 2nd among clothes steamer brands in New Zealand, with 18.5% of the searches.

  2. In September 2026, Philips gained share of searches among clothes steamer brands in New Zealand, from 57.8% to 58.6%.

  3. In September 2026, Tefal lost share of searches among clothes steamer brands in New Zealand, from 17.4% to 15.4%.

  4. LG’s share of searches among clothes steamer brands in New Zealand has lost ground for 3 months in a row, from 3.8% to 3.1% 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

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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%Show ranking
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%Shown above
Steam iron brands2nd of 524.2%Show ranking
Creator with pink hair and a pink jacket

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