--- title: "Joseph Joseph vs Wiltshire: Which is searched more in New Zealand?" description: "Is Joseph Joseph or Wiltshire more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen utensil brands set in New Zealand. 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/compare/joseph-joseph-vs-wiltshire" publisher: "Brandwave" --- # Joseph Joseph vs Wiltshire: Which is searched more in New Zealand? Is Joseph Joseph or Wiltshire more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen utensil brands set in New Zealand. 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 - **Compared**: Joseph Joseph and Wiltshire - **Competitive set**: Kitchen utensil brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Joseph Joseph Share of Search**: 36.2% - **Wiltshire Share of Search**: 44.2% ## Is Joseph Joseph or Wiltshire more popular in search? - In September 2026, Wiltshire had more branded searches than Joseph Joseph among kitchen utensil brands in New Zealand. Wiltshire had about 720 branded searches, while Joseph Joseph had 590. Wiltshire made up 44.2% of all kitchen utensil brand searches we track, and Joseph Joseph accounted for 36.2%. - The lead changed hands once in the 12 months ending September 2026: Wiltshire took it in February 2026. - Across the 12 months ending September 2026, Joseph Joseph’s share of searches among kitchen utensil brands in New Zealand moved from 39.1% to 36.2%, and its estimated monthly branded searches held steady at 590. - Across the 12 months ending September 2026, Wiltshire’s share of searches among kitchen utensil brands in New Zealand moved from 39.1% to 44.2%, and its estimated monthly branded searches moved from 590 to 720. ## Top kitchen utensil brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Joseph Joseph appeared in all five answers. Wiltshire was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Joseph Joseph was listed before Wiltshire in every answer. 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 | | --- | --- | --- | --- | --- | | OXO | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Joseph Joseph | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Wiltshire | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Avanti Homewares | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Zyliss | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about kitchen utensil brands - Asked ChatGPT "Which kitchen utensil brand should I buy in New Zealand?": 1. OXO, 2. Joseph Joseph, 3. Wiltshire, 4. Avanti Homewares - Asked ChatGPT "What are the best kitchen utensil brands in New Zealand?": 1. OXO, 2. Joseph Joseph, 3. Avanti Homewares, 4. Wiltshire, 5. Zyliss - Asked ChatGPT "What's the best kitchen utensil brand in New Zealand for everyday cooking?": 1. OXO, 2. Joseph Joseph, 3. Avanti Homewares - Searched Google, AI Overview "kitchen tools nz": 1. Joseph Joseph, 2. Wiltshire, 3. OXO - Searched Google, AI Overview "utensil set nz": 1. Joseph Joseph Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand kitchen utensil brands in September 2026? - In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%. - In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%. ## Month by month | Month | Joseph Joseph estimated searches | Joseph Joseph Share of Search | Joseph Joseph rank | Wiltshire estimated searches | Wiltshire Share of Search | Wiltshire rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 39.1% | 1 | 590 | 39.1% | 2 | | Nov 2025 | 720 | 45.9% | 1 | 590 | 37.6% | 2 | | Dec 2025 | 720 | 43.1% | 1 | 590 | 35.3% | 2 | | Jan 2026 | 720 | 41.9% | 1 | 590 | 34.3% | 2 | | Feb 2026 | 480 | 35.6% | 2 | 590 | 43.7% | 1 | | Mar 2026 | 590 | 39.3% | 1 | 590 | 39.3% | 2 | | Apr 2026 | 590 | 39.3% | 1 | 590 | 39.3% | 2 | | May 2026 | 590 | 36.9% | 2 | 720 | 45% | 1 | | Jun 2026 | 590 | 37.1% | 2 | 720 | 45.3% | 1 | | Jul 2026 | 590 | 26.8% | 2 | 1.3K | 59.1% | 1 | | Aug 2026 | 720 | 36.7% | 2 | 880 | 44.9% | 1 | | Sep 2026 | 590 | 36.2% | 2 | 720 | 44.2% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Joseph Joseph’s and Wiltshire’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. - **Joseph Joseph**: Measured on the search term “joseph joseph”. - **Wiltshire**: Measured on the search term “wiltshire”. - [Joseph Joseph profile](/demand/nz/brands/joseph-joseph) - [Wiltshire profile](/demand/nz/brands/wiltshire) - [All kitchen utensil brands in New Zealand](/demand/nz/categories/nz-kitchen-utensil-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Joseph Joseph or Wiltshire more popular in search? In September 2026, Wiltshire had more branded searches than Joseph Joseph among kitchen utensil brands in New Zealand. Wiltshire had about 720 branded searches, while Joseph Joseph had 590. Wiltshire made up 44.2% of all kitchen utensil brand searches we track, and Joseph Joseph accounted for 36.2%. ## Cite this page Brandwave. "Joseph Joseph vs Wiltshire: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/joseph-joseph-vs-wiltshire This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/joseph-joseph-vs-wiltshire. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.