OXO vs Wiltshire:Which is more popular?
In September 2026, Wiltshire had more branded searches than OXO among kitchen utensil brands in New Zealand. Wiltshire had about 720 branded searches, while OXO had 170. Wiltshire made up 44.2% 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, OXO appeared in four of the five answers and Wiltshire in three. OXO was mentioned before Wiltshire in three out of four answers.
Who do people search for more?
Wiltshire, about 4 searches for every 1 for OXO
Who does AI mention more?
OXO, mentioned in 4 of 5 answers, Wiltshire in 3
Who does AI recommend more?
OXO, named ahead of Wiltshire 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, OXO was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Wiltshire was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. OXO was listed before Wiltshire 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 OXO or Wiltshire more popular in search?
This chart shows how often people search Google for OXO 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.
Share of searches by month for Wiltshire, 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 OXO and Wiltshire comparison changed over the last 12 months?
3 findings
- Wiltshire was ahead of OXO in every measured month of the 12 months ending September 2026.
- 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.
- 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?
1 change
In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using OXO’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.
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