Brandwave

How popular isSmeg?

In September 2026, people searched for Smeg by name about 13,700 times in New Zealand, a 65.5% increase from the previous year. These searches made up 33.2% of all New Zealand tea kettle brand searches, placing Smeg second out of six brands. When we asked both ChatGPT and Google AI Overviews about tea kettle brands, Smeg appeared in one of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Smeg is the second most searched of 6 competitors and the fourth 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 –

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Top tea kettle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smeg was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Smeg is the fourth 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 Smeg?

Smeg 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 Smeg and its closest rivals

Every comparison with Smeg

28 comparisons

How has branded search demand for Smeg changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smeg in New Zealand rose from 8.3K to 13.7K.
  • Across the 12 months ending September 2026, Smeg’s share of searches among tea kettle brands in New Zealand increased from 21% to 33.2%.
  • Across the 12 months ending September 2026, Smeg’s share of searches among tea kettle brands in New Zealand peaked at 41% in August 2026 and was lowest at 15.1% in May 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 Smeg’s branded searches counted?

25 search terms

Brandwave collects information about searches that people make online using Smeg’s 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.

  • smeg
  • smeg appliances
  • smeg aus
  • smeg cocotte
  • smeg coffee machine
  • smeg cooktop
  • smeg dishwasher
  • smeg double oven
  • smeg freestanding oven
  • smeg fridge
  • smeg gas cooktop
  • smeg gas oven
  • smeg home appliances
  • smeg induction oven
  • smeg kitchen
  • smeg microwaves
  • smeg mixer
  • smeg oven
  • smeg promotions
  • smeg range hoods
  • smeg sale
  • smeg stand mixer
  • smeg stoves
  • smeg victoria oven
  • smeg washing machine

Do you work for Smeg? 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 Smeg compete?

Smeg is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Home appliance brands2nd of 1114.5%Show ranking
Coffee maker brands3rd of 918.2%Show ranking
Freestanding oven brands2nd of 819.1%Show ranking
Oven and cooktop brands2nd of 721.9%Show ranking
Stand mixer brands2nd of 623.7%Show ranking
Gas cooktop brands8th of 90.77%Show ranking
Hand mixer brands2nd of 529.9%Show ranking
Pasta maker brands1st of 632.2%Show ranking
Gas stove brands6th of 60.9%Show ranking
Tea kettle brands2nd of 633.2%Shown above
Stick blender brands1st of 733.9%Show ranking
Freestanding gas range brands6th of 62.1%Show ranking
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