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 24.2% of all New Zealand steam iron brand searches, placing Russell Hobbs second out of five brands. When we asked both ChatGPT and Google AI Overviews about steam iron brands, Russell Hobbs appeared in two of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Russell Hobbs is the second most searched of 5 competitors and the fourth 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 –
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Top steam iron 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 fourth 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 Russell Hobbs?

Russell Hobbs 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 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 steam iron brands in New Zealand increased from 23% to 24.2%.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among steam iron brands in New Zealand peaked at 26.9% in November 2025 and was lowest at 19.7% in June 2026.

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 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%Show ranking
Crepe maker brands3rd of 59.2%Show ranking
Clothes steamer brands2nd of 518.5%Show ranking
Steam iron brands2nd of 524.2%Shown above
Creator with pink hair and a pink jacket

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