Brandwave

Breville vs Smeg:Which is more popular?

In September 2026, Breville had more branded searches than Smeg among tea kettle brands in New Zealand. Breville had about 12,300 branded searches, while Smeg had 7,640. Breville made up 53.4% of all tea kettle brand searches we track, and Smeg accounted for 33.2%. When we asked ChatGPT and Google AI Overviews about tea kettle brands, Breville appeared in all five answers and Smeg in one. Breville was mentioned before Smeg in every answer.

Among tea kettle brands in New Zealand in September 2026

Who do people search for more?

Breville, about 61% more searches than Smeg

Breville 12.3K searchesSmeg 7.6K searches

Who does AI mention more?

Breville, mentioned in every answer we collected

Breville in 5 of 5Smeg in 1 of 5

Who does AI recommend more?

Breville, named ahead of Smeg in every answer

Breville first in 4Smeg never first

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Top tea kettle brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Russell Hobbs1st
  2. Breville2nd
  3. Sunbeam3rd
  4. Smeg4th
  5. Bodum–
  6. ZWILLING–

Mentioned by AI

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

  • Breville5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Russell Hobbs5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sunbeam4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smeg1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bodum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ZWILLING0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tea kettle brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Breville or Smeg more popular in search?

This chart shows how often people search Google for Breville and Smeg by name. Each line represents a brand's share of searches for all six tea kettle brands we track, month by month, from searches in New Zealand.

Breville and Smeg among tea kettle brands in New Zealand, by month

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

View monthly share of searches table
MonthBrevilleSmegRussell HobbsSunbeamBodumZWILLING
Oct 202561.9%21%7.7%5.7%2.8%0.98%
Nov 202564.4%20.3%7.3%4.2%2.8%1%
Dec 202566.3%17%7.5%4.3%3.5%1.3%
Jan 202666%17.3%7.7%5.2%2.8%1%
Feb 202665.5%17.8%8.1%5.3%2.4%1%
Mar 202665.4%18.8%7.5%4.7%2.5%1.1%
Apr 202667.8%15.9%7.5%5.5%2.1%1.2%
May 202670.2%15.1%7.4%4.5%2%0.87%
Jun 202667.2%17.8%7.4%4.5%2%1.1%
Jul 202652.9%35.2%6.4%3.4%1.2%0.81%
Aug 202647.2%41%6.1%3.3%1.8%0.63%
Sep 202653.4%33.2%7.2%3.8%1.7%0.74%

How has the Breville and Smeg comparison changed over the last 12 months?

3 findings
  • Breville was ahead of Smeg in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Breville’s share of searches among tea kettle brands in New Zealand moved from 61.9% to 53.4%, and its estimated monthly branded searches moved from 10.8K to 12.3K.
  • Across the 12 months ending September 2026, Smeg’s share of searches among tea kettle brands in New Zealand moved from 21% to 33.2%, and its estimated monthly branded searches moved from 3.6K to 7.6K.

How did search popularity change for New Zealand tea kettle brands in September 2026?

2 changes

  1. In September 2026, Breville gained share of searches among tea kettle brands in New Zealand, from 47.2% to 53.4%.

  2. In September 2026, Smeg lost share of searches among tea kettle brands in New Zealand, from 41% to 33.2%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Breville’s and Smeg’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.

Breville

9 branded search terms

  • breville
  • breville barista express
  • breville barista pro
  • breville barista touch
  • breville bread maker
  • breville descaler
  • breville double boiler
  • breville milk frother
  • breville oracle

Smeg

9 branded search terms

  • smeg
  • smeg aus
  • smeg cocotte
  • smeg kitchen
  • smeg microwaves
  • smeg promotions
  • smeg range hoods
  • smeg sale
  • smeg stoves

How the Brand Demand Index is measured

Other head-to-heads among tea kettle brands

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