Joseph Joseph vs OXO:Which is more popular?
In September 2026, Joseph Joseph had more branded searches than OXO among kitchen utensil brands in New Zealand. Joseph Joseph had about 590 branded searches, while OXO had 170. Joseph Joseph made up 36.2% of all kitchen utensil brand searches we track, and OXO accounted for 10.4%. When we asked ChatGPT and Google AI Overviews about kitchen utensil brands, Joseph Joseph appeared in all five answers and OXO in four. OXO was mentioned before Joseph Joseph in three out of four answers.
Who do people search for more?
Joseph Joseph, about 3 searches for every 1 for OXO
Who does AI mention more?
Joseph Joseph, mentioned in every answer we collected
Who does AI recommend more?
OXO, named ahead of Joseph Joseph in 3 of 4 answers
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Top kitchen utensil brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Joseph Joseph appeared in all five answers. OXO was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. OXO was listed before Joseph Joseph in three out of four answers.
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.
Is Joseph Joseph or OXO more popular in search?
This chart shows how often people search Google for Joseph Joseph and OXO 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 Joseph Joseph, OXO. 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% |
How has the Joseph Joseph and OXO comparison changed over the last 12 months?
3 findings
- Joseph Joseph was ahead of OXO in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand moved from 39.1% to 36.2%, and its estimated monthly branded searches held steady at 590.
- Across the 12 months ending September 2026, OXO’s share of searches among kitchen utensil brands in New Zealand moved from 11.3% to 10.4%, and its estimated monthly branded searches held steady at 170.
How did search popularity change for New Zealand kitchen utensil brands in September 2026?
1 change
In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Joseph Joseph’s and OXO’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.
Joseph Joseph
1 branded search term
- joseph joseph
OXO
1 branded search term
- oxo good grips
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