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 7.2% of all New Zealand tea kettle brand searches, placing Russell Hobbs third out of six brands. When we asked both ChatGPT and Google AI Overviews about tea kettle brands, Russell Hobbs appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Russell Hobbs is the third most searched of 6 competitors and the most recommended in AI answers.

  1. BrevilleShare of searches 53.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. SmegShare of searches 33.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. Russell HobbsShare of searches 7.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. SunbeamShare of searches 3.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. BodumShare of searches 1.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+1 more

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Top tea kettle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Russell Hobbs appeared in all five answers. Russell Hobbs is the most recommended of the six.

Most recommended by AI

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

  1. Russell Hobbs1st
  2. Breville2nd
  3. Sunbeam3rd
  4. Smeg4th
  5. Bodum–
  6. ZWILLING–

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 Hobbs5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sunbeam4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smeg1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bodum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ZWILLING0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tea kettle 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 tea kettle brands compete with Russell Hobbs?

Russell Hobbs against tea kettle brands in New Zealand, by month

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

View monthly share of searches table
MonthBrevilleSmegRussell HobbsSunbeamBodumZWILLING
Oct 202561.9%21%7.7%5.7%2.8%0.98%
Nov 202564.4%20.3%7.3%4.2%2.8%1%
Dec 202566.3%17%7.5%4.3%3.5%1.3%
Jan 202666%17.3%7.7%5.2%2.8%1%
Feb 202665.5%17.8%8.1%5.3%2.4%1%
Mar 202665.4%18.8%7.5%4.7%2.5%1.1%
Apr 202667.8%15.9%7.5%5.5%2.1%1.2%
May 202670.2%15.1%7.4%4.5%2%0.87%
Jun 202667.2%17.8%7.4%4.5%2%1.1%
Jul 202652.9%35.2%6.4%3.4%1.2%0.81%
Aug 202647.2%41%6.1%3.3%1.8%0.63%
Sep 202653.4%33.2%7.2%3.8%1.7%0.74%

  1. 1.Breville

    53.4%

    Held 1st. 12.3K estimated branded searches, -3.5% vs prior month. Share +6.2 points.

  2. 2.Smeg

    33.2%

    Held 2nd. 7.6K estimated branded searches, -31% vs prior month. Share -7.9 points.

  3. 3.Russell Hobbs

    7.2%

    Held 3rd. 1.6K estimated branded searches, +0.61% vs prior month. Share +1.1 points.

  4. 4.Sunbeam

    3.8%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Bodum

    1.7%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

  6. 6.ZWILLING

    0.74%

    Held 6th. 170 estimated branded searches, 0% 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 tea kettle brands in New Zealand decreased from 7.7% to 7.2%.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among tea kettle brands in New Zealand peaked at 8.1% in February 2026 and was lowest at 6.1% in August 2026.

How did search popularity change for New Zealand tea kettle brands in September 2026?

5 changes

  1. In September 2026, Breville gained share of searches among tea kettle brands in New Zealand, from 47.2% to 53.4%.

  2. In September 2026, Russell Hobbs gained share of searches among tea kettle brands in New Zealand, from 6.1% to 7.2%.

  3. In September 2026, Sunbeam gained share of searches among tea kettle brands in New Zealand, from 3.3% to 3.8%.

  4. In September 2026, Smeg lost share of searches among tea kettle brands in New Zealand, from 41% to 33.2%.

  5. Estimated monthly branded searches for Bodum in New Zealand fell 18.8% over 12 measured months, from 480 to 390 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%Shown above
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
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