Brandwave

Gillette vs Wahl:Which is more popular?

In September 2026, Gillette had more branded searches than Wahl among shaver and razor brands in New Zealand. Gillette had about 3,520 branded searches, while Wahl had 3,120. Gillette made up 15.3% of all shaver and razor brand searches we track, and Wahl accounted for 13.5%. When we asked ChatGPT and Google AI Overviews about shaver and razor brands, Gillette appeared in three of the five answers and Wahl in one. Gillette was mentioned before Wahl in every answer that named either.

Among shaver and razor brands in New Zealand in September 2026

Who do people search for more?

Gillette, about 13% more searches than Wahl

Gillette 3.5K searchesWahl 3.1K searches

Who does AI mention more?

Gillette, mentioned in 3 of 5 answers, Wahl in 1

Gillette in 3 of 5Wahl in 1 of 5

Who does AI recommend more?

Gillette, named ahead of Wahl in 3 of 3 answers

Gillette first in 3Wahl never first

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Top shaver and razor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gillette was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wahl was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Gillette was listed before Wahl in every answer that named either.

Most recommended by AI

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

  1. Braun1st
  2. Philips2nd
  3. Gillette3rd
  4. Panasonic4th
  5. Remington5th
  6. Schick6th
  7. Wahl7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Philips5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Braun5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Panasonic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gillette3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Remington2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wahl1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Schick1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about shaver and razor 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 Gillette or Wahl more popular in search?

This chart shows how often people search Google for Gillette and Wahl by name. Each line represents a brand's share of searches for all seven shaver and razor brands we track, month by month, from searches in New Zealand.

Gillette and Wahl among shaver and razor brands in New Zealand, by month

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

View monthly share of searches table
MonthPhilipsGilletteWahlSchickBraunRemingtonPanasonic
Oct 202557.8%14.9%14%4.9%3.8%3.3%1.4%
Nov 202560.3%13%13.5%4.8%4.4%2.9%1.2%
Dec 202560.4%13.4%12.9%4.7%4.2%3.2%1.2%
Jan 202657.8%15.1%12.9%6.1%4%2.9%1.2%
Feb 202656.7%15.8%14%5.2%4.2%2.8%1.2%
Mar 202654.4%16.4%15%6.3%4.3%2.7%0.96%
Apr 202662.4%13.4%12.5%4.4%3.3%2.8%1.1%
May 202663.9%13.8%11.8%4.3%2.9%2.2%0.98%
Jun 202661.5%15.1%12.2%4.9%3.3%2.2%0.87%
Jul 202658.1%17.5%11.4%5.8%3.6%2.6%1.1%
Aug 202658.8%14.4%13.7%5.5%3.6%3%0.95%
Sep 202658.4%15.3%13.5%5.8%3.2%2.6%1.2%

How has the Gillette and Wahl comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Wahl took it in November 2025, Gillette took it in December 2025.
  • Across the 12 months ending September 2026, Gillette’s share of searches among shaver and razor brands in New Zealand moved from 14.9% to 15.3%, and its estimated monthly branded searches moved from 2.7K to 3.5K.
  • Across the 12 months ending September 2026, Wahl’s share of searches among shaver and razor brands in New Zealand moved from 14% to 13.5%, and its estimated monthly branded searches moved from 2.5K to 3.1K.

How did search popularity change for New Zealand shaver and razor brands in September 2026?

2 changes

  1. In September 2026, Gillette gained share of searches among shaver and razor brands in New Zealand, from 14.4% to 15.3%.

  2. Estimated monthly branded searches for Wahl in New Zealand rose 23.3% over 12 measured months, from 2.5K to 3.1K in September 2026.

How are branded searches counted?

25 search terms

Brandwave collects information about searches that people make online using Gillette’s and Wahl’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.

Gillette

12 branded search terms

  • fusion gillette 5
  • gillette
  • gillette blades
  • gillette fusion
  • gillette labs
  • gillette proglide
  • gillette proglide razor
  • gillette razor
  • gillette razor blades
  • gillette shaving gel
  • gillette trimmer
  • gillette venus razor

Wahl

13 branded search terms

  • beret wahl trimmer
  • wahl beard trimmer
  • wahl clippers
  • wahl dog trimmer
  • wahl hair shaver
  • wahl hair trimmer
  • wahl peanut razor
  • wahl pet trimmer
  • wahl razor
  • wahl shaver
  • wahl trimmer
  • wahl trimmer set
  • wireless wahl clippers

How the Brand Demand Index is measured

Other head-to-heads among shaver and razor brands

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