Brandwave

Russell Hobbs vs Smeg:Which is more popular?

In September 2026, Smeg had more branded searches than Russell Hobbs among tea kettle brands in New Zealand. Smeg had about 7,640 branded searches, while Russell Hobbs had 1,650. Smeg made up 33.2% of all tea kettle brand searches we track, and Russell Hobbs accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about tea kettle brands, Russell Hobbs appeared in all five answers and Smeg in one. Russell Hobbs was mentioned before Smeg in every answer.

Among tea kettle brands in New Zealand in September 2026

Who do people search for more?

Smeg, about 5 searches for every 1 for Russell Hobbs

Smeg 7.6K searchesRussell Hobbs 1.6K searches

Who does AI mention more?

Russell Hobbs, mentioned in every answer we collected

Russell Hobbs in 5 of 5Smeg in 1 of 5

Who does AI recommend more?

Russell Hobbs, named ahead of Smeg in every answer

Russell Hobbs 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, Russell Hobbs 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. Russell Hobbs 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 Russell Hobbs or Smeg more popular in search?

This chart shows how often people search Google for Russell Hobbs 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.

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

Share of searches by month for Smeg, Russell Hobbs. 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 Russell Hobbs and Smeg comparison changed over the last 12 months?

3 findings
  • Smeg was ahead of Russell Hobbs in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Russell Hobbs’ share of searches among tea kettle brands in New Zealand moved from 7.7% to 7.2%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
  • 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, Russell Hobbs gained share of searches among tea kettle brands in New Zealand, from 6.1% to 7.2%.

  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?

14 search terms

Brandwave collects information about searches that people make online using Russell Hobbs’ 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.

Russell Hobbs

5 branded search terms

  • multicooker russell hobbs
  • russell hobbs
  • russell hobbs chopper
  • russell hobbs jug
  • russellhobbs

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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