Brandwave

Breville vs Smeg:Which is more popular?

In September 2026, Breville had more branded searches than Smeg among hand mixer brands in New Zealand. Breville had about 12,100 branded searches, while Smeg had 8,940. Breville made up 40.4% of all hand mixer brand searches we track, and Smeg accounted for 29.9%. When we asked ChatGPT and Google AI Overviews about hand mixer brands, Breville appeared in three of the five answers and Smeg in one. Breville was mentioned before Smeg in every answer that named either.

Among hand mixer brands in New Zealand in September 2026

Who do people search for more?

Breville, about 35% more searches than Smeg

Breville 12.1K searchesSmeg 8.9K searches

Who does AI mention more?

Breville, mentioned in 3 of 5 answers, Smeg in 1

Breville in 3 of 5Smeg in 1 of 5

Who does AI recommend more?

Breville, named ahead of Smeg in 3 of 3 answers

Breville first in 3Smeg never first

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Top hand mixer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Breville was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Smeg was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Breville was listed before Smeg in every answer that named either.

Most recommended by AI

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

  1. KitchenAid1st
  2. Kenwood1st
  3. Breville3rd
  4. Braun4th
  5. Smeg–

Mentioned by AI

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

  • KitchenAid5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kenwood5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Breville3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smeg1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Braun1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hand mixer brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Breville or Smeg more popular in search?

This chart shows how often people search Google for Breville and Smeg by name. Each line represents a brand's share of searches for all five hand mixer brands we track, month by month, from searches in New Zealand.

Breville and Smeg among hand mixer brands in New Zealand, by month

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

View monthly share of searches table
MonthBrevilleSmegKitchenAidKenwoodBraun
Oct 202544.4%19.1%28.8%7.6%0.08%
Nov 202539.8%15.4%35.4%9.3%0.06%
Dec 202539.2%12.9%35.9%11.9%0.09%
Jan 202643.6%15.2%32.7%8.3%0.12%
Feb 202643.3%15.7%33.7%7.3%0.05%
Mar 202644.8%16.9%30.3%8%0.09%
Apr 202648%15.1%26.4%10.3%0.16%
May 202649.4%15%27.1%8.4%0.08%
Jun 202647.2%18.3%27.2%7.1%0.08%
Jul 202640.3%32.1%20.9%6.5%0.09%
Aug 202636.4%37.4%19.6%6.5%0.06%
Sep 202640.4%29.9%22.7%6.9%0.03%

How has the Breville and Smeg comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Smeg took it in August 2026, Breville took it in September 2026.
  • Across the 12 months ending September 2026, Breville’s share of searches among hand mixer brands in New Zealand moved from 44.4% to 40.4%, and its estimated monthly branded searches moved from 10.5K to 12.1K.
  • Across the 12 months ending September 2026, Smeg’s share of searches among hand mixer brands in New Zealand moved from 19.1% to 29.9%, and its estimated monthly branded searches moved from 4.5K to 8.9K.

How did search popularity change for New Zealand hand mixer brands in September 2026?

2 changes

  1. In September 2026, Breville overtook Smeg to become the leader among hand mixer brands in New Zealand, with 40.4% of the searches.

  2. In September 2026, Smeg lost share of searches among hand mixer brands in New Zealand, from 37.4% to 29.9%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Breville’s and Smeg’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Breville

8 branded search terms

  • breville
  • breville barista express
  • breville barista pro
  • breville barista touch
  • breville bread maker
  • breville descaler
  • breville double boiler
  • breville oracle

Smeg

10 branded search terms

  • smeg
  • smeg aus
  • smeg cocotte
  • smeg coffee machine
  • smeg kitchen
  • smeg microwaves
  • smeg promotions
  • smeg range hoods
  • smeg sale
  • smeg stoves

How the Brand Demand Index is measured

Other head-to-heads among hand mixer brands

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