---
title: "Kitchen utensil brands in New Zealand: Which are searched most?"
description: "Compare the kitchen utensil brands New Zealanders buy. Share of Search among Wiltshire, Joseph Joseph, OXO, Avanti Homewares and Zyliss, the kitchen utensil brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-kitchen-utensil-brands"
publisher: "Brandwave"
---

# Kitchen utensil brands in New Zealand: Which are searched most?

Compare the kitchen utensil brands New Zealanders buy. Share of Search among Wiltshire, Joseph Joseph, OXO, Avanti Homewares and Zyliss, the kitchen utensil brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Kitchen utensil brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Wiltshire, 44.2%

## Which brand is most popular in search among kitchen utensil brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| OXO | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Joseph Joseph | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Wiltshire | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Avanti Homewares | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Zyliss | 5th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about kitchen utensil brands

- Asked ChatGPT "Which kitchen utensil brand should I buy in New Zealand?": 1. OXO, 2. Joseph Joseph, 3. Wiltshire, 4. Avanti Homewares
- Asked ChatGPT "What are the best kitchen utensil brands in New Zealand?": 1. OXO, 2. Joseph Joseph, 3. Avanti Homewares, 4. Wiltshire, 5. Zyliss
- Asked ChatGPT "What's the best kitchen utensil brand in New Zealand for everyday cooking?": 1. OXO, 2. Joseph Joseph, 3. Avanti Homewares
- Searched Google, AI Overview "kitchen tools nz": 1. Joseph Joseph, 2. Wiltshire, 3. OXO
- Searched Google, AI Overview "utensil set nz": 1. Joseph Joseph

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Wiltshire vs Joseph Joseph: compare search popularity](/demand/nz/compare/joseph-joseph-vs-wiltshire): 44.2% against 36.2% Share of Search.
- [Wiltshire vs OXO: compare search popularity](/demand/nz/compare/oxo-vs-wiltshire): 44.2% against 10.4% Share of Search.
- [Wiltshire vs Avanti Homewares: compare search popularity](/demand/nz/compare/avanti-homewares-vs-wiltshire): 44.2% against 4.9% Share of Search.
- [Wiltshire vs Zyliss: compare search popularity](/demand/nz/compare/wiltshire-vs-zyliss): 44.2% against 4.3% Share of Search.
- [Joseph Joseph vs OXO: compare search popularity](/demand/nz/compare/joseph-joseph-vs-oxo): 36.2% against 10.4% Share of Search.
- [Joseph Joseph vs Avanti Homewares: compare search popularity](/demand/nz/compare/avanti-homewares-vs-joseph-joseph): 36.2% against 4.9% Share of Search.
- [Joseph Joseph vs Zyliss: compare search popularity](/demand/nz/compare/joseph-joseph-vs-zyliss): 36.2% against 4.3% Share of Search.
- [OXO vs Avanti Homewares: compare search popularity](/demand/nz/compare/avanti-homewares-vs-oxo): 10.4% against 4.9% Share of Search.
- [OXO vs Zyliss: compare search popularity](/demand/nz/compare/oxo-vs-zyliss): 10.4% against 4.3% Share of Search.
- [Avanti Homewares vs Zyliss: compare search popularity](/demand/nz/compare/avanti-homewares-vs-zyliss): 4.9% against 4.3% Share of Search.

## How did search popularity change for New Zealand kitchen utensil brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Wiltshire | 44.2% | 720 | -18.2% | Wiltshire |
| 2 | Joseph Joseph | 36.2% | 590 | -18.1% | Joseph Joseph |
| 3 | OXO | 10.4% | 170 | -19.0% | Oxo |
| 4 | Avanti Homewares | 4.9% | 80 | +14.3% | Avanti Homewares |
| 5 | Zyliss | 4.3% | 70 | -12.5% | Zyliss |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Joseph Joseph | 590 | 39.1% | 1 |
| Oct 2025 | Wiltshire | 590 | 39.1% | 2 |
| Oct 2025 | OXO | 170 | 11.3% | 3 |
| Oct 2025 | Zyliss | 120 | 7.9% | 4 |
| Oct 2025 | Avanti Homewares | 40 | 2.6% | 5 |
| Nov 2025 | Joseph Joseph | 720 | 45.9% | 1 |
| Nov 2025 | Wiltshire | 590 | 37.6% | 2 |
| Nov 2025 | OXO | 140 | 8.9% | 3 |
| Nov 2025 | Zyliss | 80 | 5.1% | 4 |
| Nov 2025 | Avanti Homewares | 40 | 2.5% | 5 |
| Dec 2025 | Joseph Joseph | 720 | 43.1% | 1 |
| Dec 2025 | Wiltshire | 590 | 35.3% | 2 |
| Dec 2025 | OXO | 210 | 12.6% | 3 |
| Dec 2025 | Zyliss | 100 | 6% | 4 |
| Dec 2025 | Avanti Homewares | 50 | 3% | 5 |
| Jan 2026 | Joseph Joseph | 720 | 41.9% | 1 |
| Jan 2026 | Wiltshire | 590 | 34.3% | 2 |
| Jan 2026 | OXO | 260 | 15.1% | 3 |
| Jan 2026 | Zyliss | 100 | 5.8% | 4 |
| Jan 2026 | Avanti Homewares | 50 | 2.9% | 5 |
| Feb 2026 | Wiltshire | 590 | 43.7% | 1 |
| Feb 2026 | Joseph Joseph | 480 | 35.6% | 2 |
| Feb 2026 | OXO | 170 | 12.6% | 3 |
| Feb 2026 | Zyliss | 70 | 5.2% | 4 |
| Feb 2026 | Avanti Homewares | 40 | 3% | 5 |
| Mar 2026 | Joseph Joseph | 590 | 39.3% | 1 |
| Mar 2026 | Wiltshire | 590 | 39.3% | 2 |
| Mar 2026 | OXO | 210 | 14% | 3 |
| Mar 2026 | Zyliss | 70 | 4.7% | 4 |
| Mar 2026 | Avanti Homewares | 40 | 2.7% | 5 |
| Apr 2026 | Joseph Joseph | 590 | 39.3% | 1 |
| Apr 2026 | Wiltshire | 590 | 39.3% | 2 |
| Apr 2026 | OXO | 210 | 14% | 3 |
| Apr 2026 | Zyliss | 70 | 4.7% | 4 |
| Apr 2026 | Avanti Homewares | 40 | 2.7% | 5 |
| May 2026 | Wiltshire | 720 | 45% | 1 |
| May 2026 | Joseph Joseph | 590 | 36.9% | 2 |
| May 2026 | OXO | 170 | 10.6% | 3 |
| May 2026 | Zyliss | 70 | 4.4% | 4 |
| May 2026 | Avanti Homewares | 50 | 3.1% | 5 |
| Jun 2026 | Wiltshire | 720 | 45.3% | 1 |
| Jun 2026 | Joseph Joseph | 590 | 37.1% | 2 |
| Jun 2026 | OXO | 170 | 10.7% | 3 |
| Jun 2026 | Zyliss | 70 | 4.4% | 4 |
| Jun 2026 | Avanti Homewares | 40 | 2.5% | 5 |
| Jul 2026 | Wiltshire | 1.3K | 59.1% | 1 |
| Jul 2026 | Joseph Joseph | 590 | 26.8% | 2 |
| Jul 2026 | OXO | 170 | 7.7% | 3 |
| Jul 2026 | Zyliss | 90 | 4.1% | 4 |
| Jul 2026 | Avanti Homewares | 50 | 2.3% | 5 |
| Aug 2026 | Wiltshire | 880 | 44.9% | 1 |
| Aug 2026 | Joseph Joseph | 720 | 36.7% | 2 |
| Aug 2026 | OXO | 210 | 10.7% | 3 |
| Aug 2026 | Zyliss | 80 | 4.1% | 4 |
| Aug 2026 | Avanti Homewares | 70 | 3.6% | 5 |
| Sep 2026 | Wiltshire | 720 | 44.2% | 1 |
| Sep 2026 | Joseph Joseph | 590 | 36.2% | 2 |
| Sep 2026 | OXO | 170 | 10.4% | 3 |
| Sep 2026 | Avanti Homewares | 80 | 4.9% | 4 |
| Sep 2026 | Zyliss | 70 | 4.3% | 5 |

## What is being compared

- **Avanti Homewares**: Measured on the search terms “avanti cup”, “avanti jar opener” and “avanti salad spinner”, summed into one figure.
- **Joseph Joseph**: Measured on the search term “joseph joseph”.
- **OXO**: Measured on the search term “oxo good grips”.
- **Wiltshire**: Measured on the search term “wiltshire”.
- **Zyliss**: Measured on the search terms “zyliss” and “zyliss kitchen”, summed into one figure.

- [Avanti Homewares](/demand/nz/brands/avanti-homewares)
- [Joseph Joseph](/demand/nz/brands/joseph-joseph)
- [OXO](/demand/nz/brands/oxo)
- [Wiltshire](/demand/nz/brands/wiltshire)
- [Zyliss](/demand/nz/brands/zyliss)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among kitchen utensil brands in New Zealand?

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.

## Cite this page

Brandwave. "Kitchen utensil brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-kitchen-utensil-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-kitchen-utensil-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.