Brandwave

How popular isMiele?

In September 2026, people searched for Miele by name about 56,700 times in the United Kingdom, a 7.2% decrease from the previous year. These searches made up 3.5% of all United Kingdom fridge brand searches, placing Miele tenth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fridge brands, Miele appeared in one of the five answers and was the ninth most recommended of the 15.

Search and AI answers in September 2026

Miele is the tenth most searched of 15 competitors and the ninth most recommended in AI answers.

  1. SmegShare of searches 32.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SamsungShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. BekoShare of searches 7.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. FridgemasterShare of searches 6.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. MieleShare of searches 3.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+10 more

Miele website (opens in a new tab)

Follow Miele and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top fridge brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Miele was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Miele is the ninth most recommended of the 15.

Most recommended by AI

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

  1. Hisense1st
  2. LG2nd
  3. Samsung3rd
  4. Beko4th
  5. Fridgemaster5th
  6. Bosch5th
  7. Liebherr7th
  8. Haier8th
  9. Miele9th
  10. Smeg–
  11. +5 more

Mentioned by AI

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

  • Hisense4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beko2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bosch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LG2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fridgemaster1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Haier1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Liebherr1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Miele1 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

+5 more

See every answer about fridge brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which fridge brands compete with Miele?

Miele against fridge brands in the United Kingdom, by month

Share of searches by month for Smeg, Samsung, Beko, Fridgemaster, Haier, Hisense, Liebherr, Bosch, Hotpoint, Miele, Fisher & Paykel, LG. The figures are in the table below the chart.

View monthly share of searches table
MonthSmegSamsungBekoFridgemasterHaierHisenseLiebherrBoschHotpointMieleFisher & PaykelLGIndesitZanussiAEG
Oct 202535.6%15.9%5.8%5.8%3.8%5.8%5.8%4.7%3.2%2.5%3.2%2.5%1.7%2.1%1.7%
Nov 202530.4%16.6%6%7.4%4%7.4%4.9%4.9%3.3%3.3%3.3%3.3%1.8%2.2%1.4%
Dec 202535.3%15.7%5.7%7%3.8%7%4.6%4.6%3%2.5%3%3%1.6%1.6%1.4%
Jan 202636.9%16.5%6%6%4%6%4.9%4%2.6%2.6%3.3%2.6%1.8%1.8%1.2%
Feb 202637.6%13.7%6.1%6.1%3.2%6.1%4.9%4.9%3.2%3.2%3.2%2.7%1.7%1.7%1.5%
Mar 202634.5%15.4%6.8%5.6%3.7%5.6%5.6%4.5%3.7%3%3%3%2%2%1.6%
Apr 202635.9%13.1%5.8%5.8%7.1%5.8%4.7%3.9%3.1%3.9%2.6%3.1%2.1%1.6%1.4%
May 202632.2%14.4%6.4%6.4%6.4%6.4%5.2%4.2%4.2%3.5%2.8%2.8%1.9%1.9%1.5%
Jun 202630.1%13.4%7.3%7.3%4.9%7.3%6%4.9%3.9%3.3%2.6%3.3%2.2%2.2%1.4%
Jul 202630.5%11.1%7.4%7.4%5%7.4%6.1%5%4%3.3%3.3%3.3%2.2%2.2%1.8%
Aug 202635%10.5%7%7%4.6%7%5.7%4.6%3.7%3.7%3.1%3.1%1.7%2.1%1.3%
Sep 202632.1%11.7%7.8%6.4%6.4%6.4%6.4%5.2%3.5%3.5%2.7%2.7%1.9%1.9%1.4%

  1. 1.Smeg

    32.1%

    Held 1st. 22.2K estimated branded searches, -18.1% vs prior month. Share -2.8 points.

  2. 2.Samsung

    11.7%

    Held 2nd. 8.1K estimated branded searches, 0% vs prior month. Share +1.3 points.

  3. 3.Beko

    7.8%

    Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Fridgemaster

    6.4%

    Held 4th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  5. 5.Haier

    6.4%

    Moved from 8th to 5th. 4.4K estimated branded searches, +22.2% vs prior month. Share +1.7 points.

  6. 6.Hisense

    6.4%

    Moved from 5th to 6th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  7. 7.Liebherr

    6.4%

    Moved from 6th to 7th. 4.4K estimated branded searches, 0% vs prior month. Share +0.7 points.

  8. 8.Bosch

    5.2%

    Moved from 7th to 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.6 points.

  9. 9.Hotpoint

    3.5%

    Held 9th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.3 points.

  10. 10.Miele

    3.5%

    Held 10th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.3 points.

  11. 11.Fisher & Paykel

    2.7%

    Held 11th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.

  12. 12.LG

    2.7%

    Held 12th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.

  13. 13.Indesit

    1.9%

    Moved from 14th to 13th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.Zanussi

    1.9%

    Moved from 13th to 14th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.2 points.

  15. 15.AEG

    1.4%

    Held 15th. 1K estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Miele and its closest rivals

Every comparison with Miele

29 comparisons

How has branded search demand for Miele changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Miele in the United Kingdom fell from 61.1K to 56.7K.
  • Across the 12 months ending September 2026, Miele’s share of searches among fridge brands in the United Kingdom increased from 2.5% to 3.5%.
  • Across the 12 months ending September 2026, Miele’s share of searches among fridge brands in the United Kingdom peaked at 3.9% in April 2026 and was lowest at 2.5% in October 2025.
  • Across the 12 months ending September 2026, Miele rose from 12th to 10th among fridge brands in the United Kingdom.

How did search popularity change for United Kingdom fridge brands in September 2026?

6 changes

  1. In September 2026, Haier overtook Hisense and 2 others to rank 5th among fridge brands in the United Kingdom, with 6.4% of the searches.

  2. In September 2026, Samsung gained share of searches among fridge brands in the United Kingdom, from 10.5% to 11.7%.

  3. In September 2026, Beko gained share of searches among fridge brands in the United Kingdom, from 7% to 7.8%.

  4. In September 2026, Liebherr gained share of searches among fridge brands in the United Kingdom, from 5.7% to 6.4%.

  5. In September 2026, Bosch gained share of searches among fridge brands in the United Kingdom, from 4.6% to 5.2%.

  6. In September 2026, Smeg lost share of searches among fridge brands in the United Kingdom, from 35% to 32.1%.

How are Miele’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Miele’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • miele dishwasher
  • miele fridge
  • miele vacuum
  • miele washing machine

Do you work for Miele? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Miele compete?

Miele is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Vacuum cleaner brands5th of 136.8%Show ranking
Washing machine brands6th of 148.2%Show ranking
Dishwasher brands3rd of 1411.4%Show ranking
Fridge brands10th of 153.5%Shown above
Creator with pink hair and a pink jacket

Is Miele your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free