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 5.7% of all New Zealand toaster oven brand searches, placing Russell Hobbs fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about toaster oven 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 fourth most searched of 5 competitors and the second most recommended in AI answers.

  1. BrevilleShare of searches 46.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. KitchenAidShare of searches 22.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. De'LonghiShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Russell HobbsShare of searches 5.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. NinjaShare of searches 4.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top toaster oven 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. Breville1st
  2. Russell Hobbs2nd
  3. Ninja3rd
  4. KitchenAid–
  5. De'Longhi–

Mentioned by AI

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

  • Russell Hobbs4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Breville3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • De'Longhi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toaster oven brands

5 answers

  • Asked ChatGPT

    “Which toaster oven brand should I buy in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs

  • Asked ChatGPT

    “What are the best toaster oven brands in New Zealand?”

    1. 1Breville
    2. 2Russell Hobbs
    3. 3Ninja

  • Asked ChatGPT

    “What's the best toaster oven brand in New Zealand for everyday cooking?”

    1. 1Breville
    2. 2Russell Hobbs

  • Searched Google, AI Overview

    “toaster oven nz”

    1. 1Russell Hobbs
    2. 2Ninja

  • Searched Google, AI Overview

    “best countertop oven”

    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 toaster oven brands compete with Russell Hobbs?

    Russell Hobbs against toaster oven brands in New Zealand, by month

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

    View monthly share of searches table
    MonthBrevilleKitchenAidDe'LonghiRussell HobbsNinja
    Oct 202546.6%25.8%18.7%5.2%3.6%
    Nov 202542.6%33.2%15.4%4.5%4.3%
    Dec 202541.5%33.5%16.4%4.3%4.2%
    Jan 202643.9%28.4%18.5%4.7%4.6%
    Feb 202643.5%28.3%19.2%4.9%4.2%
    Mar 202645.3%26.4%20.1%4.8%3.3%
    Apr 202646.8%22.5%21.8%4.8%4%
    May 202648.3%21%22.3%4.7%3.7%
    Jun 202648.1%21.1%22.1%4.9%3.8%
    Jul 202647.7%20.5%22.5%5.3%4%
    Aug 202646.3%20.9%23.7%5.4%3.7%
    Sep 202646.4%22.4%21.1%5.7%4.4%

    1. 1.Breville

      46.4%

      Held 1st. 13.5K estimated branded searches, -4.9% vs prior month. Share 0 points.

    2. 2.KitchenAid

      22.4%

      Moved from 3rd to 2nd. 6.5K estimated branded searches, +2.2% vs prior month. Share +1.6 points.

    3. 3.De'Longhi

      21.1%

      Moved from 2nd to 3rd. 6.2K estimated branded searches, -15.3% vs prior month. Share -2.6 points.

    4. 4.Russell Hobbs

      5.7%

      Held 4th. 1.6K estimated branded searches, +0.61% vs prior month. Share +0.3 points.

    5. 5.Ninja

      4.4%

      Held 5th. 1.3K estimated branded searches, +11.4% vs prior month. Share +0.6 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 toaster oven brands in New Zealand peaked at 5.7% in September 2026 and was lowest at 4.3% in December 2025.

    How did search popularity change for New Zealand toaster oven brands in September 2026?

    5 changes

    1. In September 2026, KitchenAid overtook De'Longhi to rank 2nd among toaster oven brands in New Zealand, with 22.4% of the searches.

    2. In September 2026, Ninja gained share of searches among toaster oven brands in New Zealand, from 3.7% to 4.4%.

    3. In September 2026, De'Longhi lost share of searches among toaster oven brands in New Zealand, from 23.7% to 21.1%.

    4. Russell Hobbs’ share of searches among toaster oven brands in New Zealand has gained ground for 3 months in a row, from 4.9% to 5.7% in September 2026.

    5. Estimated monthly branded searches for Breville in New Zealand rose 12.9% over 12 measured months, from 11.9K to 13.5K 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%Shown above
    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%Show ranking
    Creator with pink hair and a pink jacket

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