---
title: "Steam iron brands in New Zealand: Which are searched most?"
description: "Compare the steam iron brands people buy. Share of Search among Philips, Russell Hobbs, Tefal, Braun and Bosch, the steam iron 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-steam-iron-brands"
publisher: "Brandwave"
---

# Steam iron brands in New Zealand: Which are searched most?

Compare the steam iron brands people buy. Share of Search among Philips, Russell Hobbs, Tefal, Braun and Bosch, the steam iron 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**: Steam iron brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Philips, 59.7%

## Which brand is most popular in search among steam iron brands in New Zealand?

- In September 2026, Philips was the most searched among steam iron brands in New Zealand, with an estimated 5.2K branded searches, 59.7% of all searches for the five we track.
- Russell Hobbs is in 2nd place, 35.5 percentage points behind at 24.2%.
- Across the 12 months ending September 2026, Russell Hobbs’ share of searches among steam iron brands in New Zealand increased from 23% to 24.2%.
- Across the 12 months ending September 2026, Tefal’s share of searches among steam iron brands in New Zealand decreased from 16.3% to 15.6%.
- Across the 12 months ending September 2026, Philips’ share of searches among steam iron brands in New Zealand peaked at 64.9% in May 2026 and was lowest at 56% in November 2025.
- Across the 12 months ending September 2026, Russell Hobbs’ share of searches among steam iron brands in New Zealand peaked at 26.9% in November 2025 and was lowest at 19.7% in June 2026.
- Across the 12 months ending September 2026, Tefal’s share of searches among steam iron brands in New Zealand peaked at 18.1% in March 2026 and was lowest at 13.6% in February 2026.
- Across the 12 months ending September 2026, Philips, Braun and Bosch held steady: their share of searches among steam iron brands in New Zealand each moved less than 0.5 percentage points.

## Top steam iron brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Philips appeared every time. Philips was recommended most often, coming first in four out of five answers. Braun was second, and Tefal was third. Bosch, which ranked fifth in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Philips | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Braun | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Tefal | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Russell Hobbs | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Bosch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about steam iron brands

- Asked ChatGPT "Which steam iron brand should I buy in New Zealand?": 1. Philips, 2. Tefal, 3. Braun
- Asked ChatGPT "What are the best steam iron brands in New Zealand?": 1. Philips, 2. Tefal, 3. Braun, 4. Russell Hobbs
- Asked ChatGPT "What's the best steam iron brand in New Zealand for easy wrinkle removal?": 1. Philips, 2. Tefal
- Searched Google, AI Overview "steam iron nz": 1. Braun, 2. Russell Hobbs, 3. Philips, 4. Tefal
- Searched Google, AI Overview "iron for shirts": 1. Philips, 2. Braun

Not named in any answer: Bosch.

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

- [Philips vs Russell Hobbs: compare search popularity](/demand/nz/compare/philips-vs-russell-hobbs): 59.7% against 24.2% Share of Search.
- [Philips vs Tefal: compare search popularity](/demand/nz/compare/philips-vs-tefal): 59.7% against 15.6% Share of Search.
- [Russell Hobbs vs Tefal: compare search popularity](/demand/nz/compare/russell-hobbs-vs-tefal): 24.2% against 15.6% Share of Search.

## How did search popularity change for New Zealand steam iron brands in September 2026?

- In September 2026, Russell Hobbs gained share of searches among steam iron brands in New Zealand, from 22.4% to 24.2%.
- In September 2026, Philips gained share of searches among steam iron brands in New Zealand, from 59.2% to 59.7%.
- In September 2026, Tefal lost share of searches among steam iron brands in New Zealand, from 17.8% to 15.6%.
- Estimated monthly branded searches for Bosch in New Zealand fell 100% over 12 measured months, from 10 to 0 in September 2026.
- Estimated monthly branded searches for Braun in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Philips | 59.7% | 5.2K | -8.6% | Philips |
| 2 | Russell Hobbs | 24.2% | 2.1K | -2.3% | Russell Hobbs |
| 3 | Tefal | 15.6% | 1.4K | -20.3% | Tefal |
| 4 | Braun | 0.46% | 40 | -20.0% | Procter & Gamble |
| 5 | Bosch | 0% | 0 | -100.0% | Bosch |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Philips | 4.6K | 59.9% | 1 |
| Oct 2025 | Russell Hobbs | 1.8K | 23% | 2 |
| Oct 2025 | Tefal | 1.3K | 16.3% | 3 |
| Oct 2025 | Braun | 50 | 0.65% | 4 |
| Oct 2025 | Bosch | 10 | 0.13% | 5 |
| Nov 2025 | Philips | 5.1K | 56% | 1 |
| Nov 2025 | Russell Hobbs | 2.5K | 26.9% | 2 |
| Nov 2025 | Tefal | 1.5K | 16.2% | 3 |
| Nov 2025 | Braun | 70 | 0.76% | 4 |
| Nov 2025 | Bosch | 10 | 0.11% | 5 |
| Dec 2025 | Philips | 5.5K | 60.1% | 1 |
| Dec 2025 | Russell Hobbs | 2.3K | 24.6% | 2 |
| Dec 2025 | Tefal | 1.4K | 14.7% | 3 |
| Dec 2025 | Braun | 50 | 0.54% | 4 |
| Dec 2025 | Bosch | 10 | 0.11% | 5 |
| Jan 2026 | Philips | 5.3K | 63.1% | 1 |
| Jan 2026 | Russell Hobbs | 1.9K | 22.4% | 2 |
| Jan 2026 | Tefal | 1.2K | 13.8% | 3 |
| Jan 2026 | Braun | 50 | 0.59% | 4 |
| Jan 2026 | Bosch | 10 | 0.12% | 5 |
| Feb 2026 | Philips | 4.4K | 63.4% | 1 |
| Feb 2026 | Russell Hobbs | 1.5K | 22.2% | 2 |
| Feb 2026 | Tefal | 940 | 13.6% | 3 |
| Feb 2026 | Braun | 40 | 0.58% | 4 |
| Feb 2026 | Bosch | 10 | 0.15% | 5 |
| Mar 2026 | Philips | 4.3K | 59.4% | 1 |
| Mar 2026 | Russell Hobbs | 1.6K | 22.1% | 2 |
| Mar 2026 | Tefal | 1.3K | 18.1% | 3 |
| Mar 2026 | Braun | 30 | 0.42% | 4 |
| Mar 2026 | Bosch | 0 | 0% | 5 |
| Apr 2026 | Philips | 5.5K | 63.8% | 1 |
| Apr 2026 | Russell Hobbs | 1.9K | 21.3% | 2 |
| Apr 2026 | Tefal | 1.3K | 14.5% | 3 |
| Apr 2026 | Braun | 40 | 0.46% | 4 |
| Apr 2026 | Bosch | 0 | 0% | 5 |
| May 2026 | Philips | 6.1K | 64.9% | 1 |
| May 2026 | Russell Hobbs | 1.9K | 20.1% | 2 |
| May 2026 | Tefal | 1.4K | 14.5% | 3 |
| May 2026 | Braun | 40 | 0.43% | 4 |
| May 2026 | Bosch | 10 | 0.11% | 5 |
| Jun 2026 | Philips | 6.2K | 64.4% | 1 |
| Jun 2026 | Russell Hobbs | 1.9K | 19.7% | 2 |
| Jun 2026 | Tefal | 1.5K | 15.5% | 3 |
| Jun 2026 | Braun | 40 | 0.42% | 4 |
| Jun 2026 | Bosch | 0 | 0% | 5 |
| Jul 2026 | Philips | 5.6K | 60.3% | 1 |
| Jul 2026 | Russell Hobbs | 2.2K | 23.5% | 2 |
| Jul 2026 | Tefal | 1.5K | 15.7% | 3 |
| Jul 2026 | Braun | 40 | 0.43% | 4 |
| Jul 2026 | Bosch | 10 | 0.11% | 5 |
| Aug 2026 | Philips | 5.7K | 59.2% | 1 |
| Aug 2026 | Russell Hobbs | 2.2K | 22.4% | 2 |
| Aug 2026 | Tefal | 1.7K | 17.8% | 3 |
| Aug 2026 | Braun | 50 | 0.52% | 4 |
| Aug 2026 | Bosch | 10 | 0.1% | 5 |
| Sep 2026 | Philips | 5.2K | 59.7% | 1 |
| Sep 2026 | Russell Hobbs | 2.1K | 24.2% | 2 |
| Sep 2026 | Tefal | 1.4K | 15.6% | 3 |
| Sep 2026 | Braun | 40 | 0.46% | 4 |
| Sep 2026 | Bosch | 0 | 0% | 5 |

## What is being compared

- **Bosch**: Measured on the search term “bosch steam iron”.
- **Braun**: Measured on the search term “braun razor”.
- **Philips**: Measured on the search terms “china philips”, “philips”, “philips hue”, “philips hue bridge”, “philips lumea”, “philips oneblade” and “philips toothbrush”, summed into one figure.
- **Russell Hobbs**: Measured on the search terms “multicooker russell hobbs”, “russell hobbs”, “russell hobbs chopper”, “russell hobbs irons”, “russell hobbs jug”, “russell hobbs steam” and “russellhobbs”, summed into one figure.
- **Tefal**: Measured on the search terms “multicooker tefal”, “tefal”, “tefal actifry”, “tefal ingenio”, “tefal jamie oliver”, “tefal saucepans”, “tefal set”, “tefal steam”, “tefal thermosignal”, “tefal ultimate”, “tefal unlimited” and “tefal vok”, summed into one figure.

- [Bosch](/demand/nz/brands/bosch)
- [Braun](/demand/nz/brands/braun)
- [Philips](/demand/nz/brands/philips)
- [Russell Hobbs](/demand/nz/brands/russell-hobbs)
- [Tefal](/demand/nz/brands/tefal)

## 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 steam iron brands in New Zealand?

In September 2026, Philips was the most searched among steam iron brands in New Zealand, with an estimated 5.2K branded searches, 59.7% of all searches for the five we track.

## Cite this page

Brandwave. "Steam iron brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-steam-iron-brands

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