Brandwave

Joseph Joseph vs Wiltshire:Which is more popular?

In September 2026, Wiltshire had more branded searches than Joseph Joseph among kitchen utensil brands in New Zealand. Wiltshire had about 720 branded searches, while Joseph Joseph had 590. Wiltshire made up 44.2% of all kitchen utensil brand searches we track, and Joseph Joseph accounted for 36.2%. When we asked ChatGPT and Google AI Overviews about kitchen utensil brands, Joseph Joseph appeared in all five answers and Wiltshire in three. Joseph Joseph was mentioned before Wiltshire in every answer.

Among kitchen utensil brands in New Zealand in September 2026

Who do people search for more?

Wiltshire, about 22% more searches than Joseph Joseph

Wiltshire 720 searchesJoseph Joseph 590 searches

Who does AI mention more?

Joseph Joseph, mentioned in every answer we collected

Joseph Joseph in 5 of 5Wiltshire in 3 of 5

Who does AI recommend more?

Joseph Joseph, named ahead of Wiltshire in every answer

Joseph Joseph first in 4Wiltshire never first

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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. Wiltshire was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Joseph Joseph was listed before Wiltshire in every answer.

Most recommended by AI

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

  1. OXO1st
  2. Joseph Joseph2nd
  3. Wiltshire3rd
  4. Avanti Homewares4th
  5. 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

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 Wiltshire more popular in search?

This chart shows how often people search Google for Joseph Joseph and Wiltshire 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.

Joseph Joseph and Wiltshire among kitchen utensil brands in New Zealand, by month

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

View monthly share of searches table
MonthWiltshireJoseph JosephOXOAvanti HomewaresZyliss
Oct 202539.1%39.1%11.3%2.6%7.9%
Nov 202537.6%45.9%8.9%2.5%5.1%
Dec 202535.3%43.1%12.6%3%6%
Jan 202634.3%41.9%15.1%2.9%5.8%
Feb 202643.7%35.6%12.6%3%5.2%
Mar 202639.3%39.3%14%2.7%4.7%
Apr 202639.3%39.3%14%2.7%4.7%
May 202645%36.9%10.6%3.1%4.4%
Jun 202645.3%37.1%10.7%2.5%4.4%
Jul 202659.1%26.8%7.7%2.3%4.1%
Aug 202644.9%36.7%10.7%3.6%4.1%
Sep 202644.2%36.2%10.4%4.9%4.3%

How has the Joseph Joseph and Wiltshire comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Wiltshire took it in February 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, Wiltshire’s share of searches among kitchen utensil brands in New Zealand moved from 39.1% to 44.2%, and its estimated monthly branded searches moved from 590 to 720.

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

2 changes

  1. In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%.

  2. 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 Wiltshire’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

Wiltshire

1 branded search term

  • wiltshire

How the Brand Demand Index is measured

Other head-to-heads among kitchen utensil brands

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