Brandwave

De'Longhi vs Smeg:Which is more popular?

In September 2026, Smeg had more branded searches than De'Longhi among coffee maker brands in New Zealand. Smeg had about 8,940 branded searches, while De'Longhi had 5,760. Smeg made up 18.2% of all coffee maker brand searches we track, and De'Longhi accounted for 11.7%. When we asked ChatGPT and Google AI Overviews about coffee maker brands, De'Longhi appeared in all five answers and Smeg in none.

Among coffee maker brands in New Zealand in September 2026

Who do people search for more?

Smeg, about 55% more searches than De'Longhi

Smeg 8.9K searchesDe'Longhi 5.8K searches

Who does AI mention more?

De'Longhi, mentioned in every answer we collected

De'Longhi in 5 of 5Smeg in 0 of 5

Who does AI recommend more?

De'Longhi, the only one of the two named

De'Longhi first in 4Smeg never named

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Top coffee maker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, De'Longhi appeared in all five answers. Smeg did not appear in any of the five answers.

Most recommended by AI

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

  1. Breville1st
  2. De'Longhi2nd
  3. Nespresso3rd
  4. Moccamaster4th
  5. Jura5th
  6. Smeg–
  7. Miele–
  8. OXO–
  9. Braun–

Mentioned by AI

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

  • De'Longhi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nespresso4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Breville4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moccamaster2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jura1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smeg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Miele0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Braun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about coffee maker 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 20, 2026.

Is De'Longhi or Smeg more popular in search?

This chart shows how often people search Google for De'Longhi and Smeg by name. Each line represents a brand's share of searches for all nine coffee maker brands we track, month by month, from searches in New Zealand.

De'Longhi and Smeg among coffee maker brands in New Zealand, by month

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

View monthly share of searches table
MonthNespressoBrevilleSmegDe'LonghiMieleMoccamasterJuraOXOBraun
Oct 202545.5%24%10.4%10.2%6.6%2.3%0.59%0.39%0.02%
Nov 202543.8%25.6%9.9%9.8%8.1%1.9%0.62%0.27%0.02%
Dec 202548.1%25.2%8.3%10.4%5.2%1.9%0.5%0.4%0.02%
Jan 202647.1%24.3%8.5%10.8%6.3%2%0.47%0.58%0.02%
Feb 202646.9%22.6%8.2%11%7.8%2.4%0.57%0.46%0.03%
Mar 202644.2%24%9%11.4%8.2%2.2%0.42%0.52%0.02%
Apr 202642.3%26.8%8.5%13.1%6.5%2%0.47%0.47%0.02%
May 202644.1%24.9%7.5%13.4%7.4%1.8%0.43%0.35%0.02%
Jun 202640.4%25.3%9.8%14%7.6%2%0.58%0.38%0.02%
Jul 202635%24.2%19.3%12.8%5.3%2.5%0.61%0.32%0.02%
Aug 202634.2%22.4%23%12.6%5.1%1.8%0.58%0.38%0.02%
Sep 202637.2%24.5%18.2%11.7%5.7%1.8%0.53%0.35%0.02%

How has the De'Longhi and Smeg comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: De'Longhi took it in December 2025, Smeg took it in July 2026.
  • Across the 12 months ending September 2026, De'Longhi’s share of searches among coffee maker brands in New Zealand moved from 10.2% to 11.7%, and its estimated monthly branded searches moved from 4.5K to 5.8K.
  • Across the 12 months ending September 2026, Smeg’s share of searches among coffee maker brands in New Zealand moved from 10.4% to 18.2%, and its estimated monthly branded searches moved from 4.5K to 8.9K.

How did search popularity change for New Zealand coffee maker brands in September 2026?

3 changes

  1. In September 2026, Breville overtook Smeg to rank 2nd among coffee maker brands in New Zealand, with 24.5% of the searches.

  2. In September 2026, Smeg lost share of searches among coffee maker brands in New Zealand, from 23% to 18.2%.

  3. In September 2026, De'Longhi lost share of searches among coffee maker brands in New Zealand, from 12.6% to 11.7%.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using De'Longhi’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.

De'Longhi

9 branded search terms

  • de longhi
  • delonghi
  • delonghi dedica
  • delonghi descaler
  • delonghi ecodecalk descaler
  • delonghi eletta explore
  • delonghi la specialista
  • delonghi magnifica
  • delonghi magnifica evo

Smeg

10 branded search terms

  • smeg
  • smeg aus
  • smeg cocotte
  • smeg coffee machine
  • 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 coffee maker brands

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