Kitchen utensil brands in New Zealand:Which are most popular?
In September 2026, Wiltshire was the most searched kitchen utensil brand in New Zealand, accounting for 44.2% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Joseph Joseph showed up in every answer. OXO was recommended most often, coming first in three out of four responses that gave a list.
WiltshireShare of searches 44.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Joseph JosephShare of searches 36.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
OXOShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Avanti HomewaresShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
ZylissShare of searches 4.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top kitchen utensil brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Joseph Joseph appeared every time. OXO was recommended most often, coming first in three out of four answers that gave a list. Joseph Joseph was second, and Wiltshire was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- OXO1st
- Joseph Joseph2nd
- Wiltshire3rd
- Avanti Homewares4th
- Zyliss5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Joseph Joseph5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- OXO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wiltshire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Avanti Homewares3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Zyliss1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kitchen utensil brands
5 answers
Asked ChatGPT
“Which kitchen utensil brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen utensil brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen utensil brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen tools nz”
Searched Google, AI Overview
“utensil set nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which kitchen utensil brands do people search for most?
This chart shows how often people search Google for each kitchen utensil brand by name. Each line represents a brand's share of searches for all five kitchen utensil brands we track, month by month, from searches in New Zealand.
Share of searches by month for Wiltshire, Joseph Joseph, OXO, Avanti Homewares, Zyliss. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wiltshire | Joseph Joseph | OXO | Avanti Homewares | Zyliss |
|---|---|---|---|---|---|
| Oct 2025 | 39.1% | 39.1% | 11.3% | 2.6% | 7.9% |
| Nov 2025 | 37.6% | 45.9% | 8.9% | 2.5% | 5.1% |
| Dec 2025 | 35.3% | 43.1% | 12.6% | 3% | 6% |
| Jan 2026 | 34.3% | 41.9% | 15.1% | 2.9% | 5.8% |
| Feb 2026 | 43.7% | 35.6% | 12.6% | 3% | 5.2% |
| Mar 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| Apr 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| May 2026 | 45% | 36.9% | 10.6% | 3.1% | 4.4% |
| Jun 2026 | 45.3% | 37.1% | 10.7% | 2.5% | 4.4% |
| Jul 2026 | 59.1% | 26.8% | 7.7% | 2.3% | 4.1% |
| Aug 2026 | 44.9% | 36.7% | 10.7% | 3.6% | 4.1% |
| Sep 2026 | 44.2% | 36.2% | 10.4% | 4.9% | 4.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.2% | 720 | -18.2% | -0.7 points | |
| 2, held 2nd | 36.2% | 590 | -18.1% | -0.5 points | |
| 3, held 3rd | 10.4% | 170 | -19% | -0.3 points | |
| 4, moved from 5th to 4th | 4.9% | 80 | +14.3% | +1.3 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4.3% | 70 | -12.5% | +0.2 pointsmoved from 4th to 5th |
44.2%
Held 1st. 720 estimated branded searches, -18.2% vs prior month. Share -0.7 points.
36.2%
Held 2nd. 590 estimated branded searches, -18.1% vs prior month. Share -0.5 points.
3.
OXO10.4%
Held 3rd. 170 estimated branded searches, -19% vs prior month. Share -0.3 points.
4.9%
Moved from 5th to 4th. 80 estimated branded searches, +14.3% vs prior month. Share +1.3 points.
5.
Zyliss4.3%
Moved from 4th to 5th. 70 estimated branded searches, -12.5% vs prior month. Share +0.2 points.
Which brand is most popular in search among kitchen utensil brands in New Zealand?
5 brands
In September 2026, Wiltshire was the most searched among kitchen utensil brands in New Zealand, with an estimated 720 branded searches, 44.2% of all searches for the five we track. Joseph Joseph is in 2nd place, 8 percentage points behind at 36.2%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Wiltshire | 39.1% → 44.2% | 59.1%Jul 2026 | 34.3%Jan 2026 | 2nd → 1st |
| Joseph Joseph | 39.1% → 36.2% | 45.9%Nov 2025 | 26.8%Jul 2026 | 1st → 2nd |
| OXO | 11.3% → 10.4% | 15.1%Jan 2026 | 7.7%Jul 2026 | 3rd |
| Avanti Homewares | 2.6% → 4.9% | 4.9%Sep 2026 | 2.3%Jul 2026 | 5th → 4th |
| Zyliss | 7.9% → 4.3% | 7.9%Oct 2025 | 4.1%Aug 2026 | 4th → 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Wiltshire’s share of searches among kitchen utensil brands in New Zealand increased from 39.1% to 44.2%.
- Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand decreased from 39.1% to 36.2%.
- Across the 12 months ending September 2026, OXO’s share of searches among kitchen utensil brands in New Zealand decreased from 11.3% to 10.4%.
- Across the 12 months ending September 2026, Avanti Homewares’ share of searches among kitchen utensil brands in New Zealand increased from 2.6% to 4.9%.
- Across the 12 months ending September 2026, Zyliss’ share of searches among kitchen utensil brands in New Zealand decreased from 7.9% to 4.3%.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among kitchen utensil brands in New Zealand peaked at 59.1% in July 2026 and was lowest at 34.3% in January 2026.
- Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand peaked at 45.9% in November 2025 and was lowest at 26.8% in July 2026.
- Across the 12 months ending September 2026, OXO’s share of searches among kitchen utensil brands in New Zealand peaked at 15.1% in January 2026 and was lowest at 7.7% in July 2026.
- Across the 12 months ending September 2026, Avanti Homewares’ share of searches among kitchen utensil brands in New Zealand peaked at 4.9% in September 2026 and was lowest at 2.3% in July 2026.
- Across the 12 months ending September 2026, Zyliss’ share of searches among kitchen utensil brands in New Zealand peaked at 7.9% in October 2025 and was lowest at 4.1% in August 2026.
- Across the 12 months ending September 2026, Wiltshire rose from 2nd to 1st among kitchen utensil brands in New Zealand.
- Across the 12 months ending September 2026, Joseph Joseph fell from 1st to 2nd among kitchen utensil brands in New Zealand.
- Across the 12 months ending September 2026, Avanti Homewares rose from 5th to 4th among kitchen utensil brands in New Zealand.
- Across the 12 months ending September 2026, Zyliss fell from 4th to 5th among kitchen utensil brands in New Zealand.
How did search popularity change for New Zealand kitchen utensil brands in September 2026?
4 changes
In September 2026, Avanti Homewares overtook Zyliss to rank 4th among kitchen utensil brands in New Zealand, with 4.9% of the searches.
In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%.
In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%.
Estimated monthly branded searches for Zyliss in New Zealand fell 41.7% over 12 measured months, from 120 to 70 in September 2026.
Compare popularity between leading brands
- Wiltshire vs Joseph Joseph: compare popularity
- Wiltshire vs OXO: compare popularity
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- Wiltshire vs Zyliss: compare popularity
- Joseph Joseph vs OXO: compare popularity
- Joseph Joseph vs Avanti Homewares: compare popularity
- Joseph Joseph vs Zyliss: compare popularity
- OXO vs Avanti Homewares: compare popularity
- OXO vs Zyliss: compare popularity
- Avanti Homewares vs Zyliss: compare popularity
- Compare any of these brands
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