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 11.8% of all New Zealand pancake maker brand searches, placing Russell Hobbs second out of four brands. When we asked both ChatGPT and Google AI Overviews about pancake maker brands, Russell Hobbs did not appear in any of the answers.

Search and AI answers in September 2026

Russell Hobbs is the second most searched of 4 competitors.

  1. BrevilleShare of searches 73.5%Mentioned in 5 of 5 AI answers
  2. Russell HobbsShare of searches 11.8%Mentioned in 0 of 5 AI answers
  3. TefalShare of searches 7.6%Mentioned in 0 of 5 AI answers
  4. NinjaShare of searches 7.1%Mentioned in 0 of 5 AI answers
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Top pancake maker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Russell Hobbs did not appear in any of the five answers.

Mentioned by AI

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

  • Breville5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Russell Hobbs0 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
  • Ninja0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pancake maker brands

5 answers

  • Asked ChatGPT

    “Which pancake maker brand should I buy in New Zealand?”

    1. 1Breville

  • Asked ChatGPT

    “What are the best pancake maker brands in New Zealand?”

    1. 1Breville

  • Asked ChatGPT

    “What's the best pancake maker brand in New Zealand for easy breakfast?”

    1. 1Breville

  • Searched Google, AI Overview

    “best pancake maker”

    1. 1Breville

  • Searched Google, AI Overview

    “electric pancake maker”

    1. 1Breville

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 pancake maker brands compete with Russell Hobbs?

Russell Hobbs against pancake maker brands in New Zealand, by month

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

View monthly share of searches table
MonthBrevilleRussell HobbsTefalNinja
Oct 202574.8%11.3%8%6%
Nov 202572.7%12.4%7.5%7.4%
Dec 202573.7%11.7%7%7.6%
Jan 202673.4%11.6%7.2%7.8%
Feb 202672.8%12.2%7.5%7.4%
Mar 202673.8%11.3%9.2%5.7%
Apr 202675.1%10.8%7.4%6.7%
May 202675.1%10.7%7.7%6.5%
Jun 202673.3%11.1%8.8%6.8%
Jul 202673.9%11.7%7.8%6.7%
Aug 202673.3%11.5%9.1%6.1%
Sep 202673.5%11.8%7.6%7.1%

  1. 1.Breville

    73.5%

    Held 1st. 13.2K estimated branded searches, -4.1% vs prior month. Share +0.3 points.

  2. 2.Russell Hobbs

    11.8%

    Held 2nd. 2.1K estimated branded searches, -2.3% vs prior month. Share +0.3 points.

  3. 3.Tefal

    7.6%

    Held 3rd. 1.4K estimated branded searches, -20.3% vs prior month. Share -1.5 points.

  4. 4.Ninja

    7.1%

    Held 4th. 1.3K estimated branded searches, +11.4% vs prior month. Share +1 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 pancake maker brands in New Zealand increased from 11.3% to 11.8%.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among pancake maker brands in New Zealand peaked at 12.4% in November 2025 and was lowest at 10.7% in May 2026.

How did search popularity change for New Zealand pancake maker brands in September 2026?

4 changes

  1. In September 2026, Ninja gained share of searches among pancake maker brands in New Zealand, from 6.1% to 7.1%.

  2. In September 2026, Tefal lost share of searches among pancake maker brands in New Zealand, from 9.1% to 7.6%.

  3. 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.

  4. 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%Show ranking
Chip fryer brands3rd of 58.9%Show ranking
Tea kettle brands3rd of 67.2%Show ranking
Pancake maker brands2nd of 411.8%Shown above
Crepe maker brands3rd of 59.2%Show ranking
Clothes steamer brands2nd of 518.5%Show ranking
Steam iron brands2nd of 524.2%Show ranking
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