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 8.2% of all United Kingdom washing machine brand searches, placing Miele sixth out of 14 brands. When we asked both ChatGPT and Google AI Overviews about washing machine brands, Miele appeared in one of the five answers and was the fifth most recommended of the 14.

Search and AI answers in September 2026

Miele is the sixth most searched of 14 competitors and the fifth most recommended in AI answers.

  1. BoschShare of searches 15%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. HotpointShare of searches 12.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SamsungShare of searches 12.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. BekoShare of searches 10%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. MieleShare of searches 8.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+9 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 washing machine 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 fifth most recommended of the 14.

Most recommended by AI

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

  1. Beko1st
  2. LG2nd
  3. Bosch3rd
  4. Hoover4th
  5. Miele5th
  6. Samsung6th
  7. AEG7th
  8. Hotpoint–
  9. Indesit–
  10. Hisense–
  11. +4 more

Mentioned by AI

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

  • Beko4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • LG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bosch3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hoover2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Miele1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AEG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotpoint0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Indesit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hisense0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about washing machine brands

5 answers

  • Asked ChatGPT

    “Which washing machine should I buy in the UK?”

    1. 1Bosch
    2. 2Beko
    3. 3Samsung
    4. 4LG

  • Asked ChatGPT

    “What are the most reliable washing machine brands?”

    1. 1Miele
    2. 2LG
    3. 3Bosch
    4. 4AEG
    5. 5Beko

  • Asked ChatGPT

    “What is the best washing machine for a family?”

    1. 1LG
    2. 2Bosch

  • Searched Google, AI Overview

    “washing machine”

    1. 1Beko
    2. 2Hoover

  • Searched Google, AI Overview

    “washing machines”

    1. 1Beko
    2. 2Hoover
    3. 3LG
    4. 4Samsung

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 washing machine brands compete with Miele?

Miele against washing machine brands in the United Kingdom, by month

Share of searches by month for Bosch, Hotpoint, Samsung, Beko, Indesit, Miele, Hisense, Hoover, LG, Haier, Zanussi, AEG, Candy. The figures are in the table below the chart.

View monthly share of searches table
MonthBoschHotpointSamsungBekoIndesitMieleHisenseHooverLGHaierZanussiAEGCandyWhirlpool
Oct 202513.5%13.5%13.5%11%7.4%9%6%6%6%3.3%4%2.7%3.3%0.96%
Nov 202513.3%13.3%13.3%10.8%7.3%8.9%5.9%5.9%7.3%3.2%4%2.7%3.2%0.95%
Dec 202515.1%12.4%15.1%10.1%6.8%8.3%5.5%5.5%6.8%3.7%3.7%3%3%0.9%
Jan 202613.3%13.3%13.3%10.8%7.3%8.9%5.9%5.9%7.3%3.2%4%2.7%3.2%0.95%
Feb 202615%12.3%12.3%10.1%8.2%8.2%6.7%6.7%6.7%3.7%3.7%2.4%3%0.89%
Mar 202613.7%13.7%13.7%11.2%7.5%9.1%6.1%6.1%6.1%3.3%3.3%2.7%2.7%0.81%
Apr 202612.6%12.6%12.6%10.3%8.4%10.3%6.9%5.6%6.9%3.8%3.8%2.5%3.1%0.91%
May 202612.9%12.9%12.9%10.6%7.1%8.7%7.1%5.8%7.1%3.9%3.9%3.2%3.2%0.94%
Jun 202613.5%13.5%13.5%11%7.4%9%7.4%6%6%3.3%3.3%2.7%2.7%0.77%
Jul 202614.3%14.3%11.7%9.6%7.8%9.6%6.4%6.4%6.4%3.5%3.5%2.9%2.9%0.82%
Aug 202615.6%12.7%12.7%10.4%7%8.5%7%5.7%7%3.8%3.1%2.5%3.1%0.73%
Sep 202615%12.2%12.2%10%8.2%8.2%6.7%6.7%6.7%3.7%3.7%3%3%0.89%

  1. 1.Bosch

    15%

    Held 1st. 40.5K estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Hotpoint

    12.2%

    Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Samsung

    12.2%

    Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Beko

    10%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Indesit

    8.2%

    Moved from 7th to 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.2 points.

  6. 6.Miele

    8.2%

    Moved from 5th to 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.Hisense

    6.7%

    Moved from 6th to 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.Hoover

    6.7%

    Moved from 9th to 8th. 18.1K estimated branded searches, +22.3% vs prior month. Share +1 points.

  9. 9.LG

    6.7%

    Moved from 8th to 9th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Haier

    3.7%

    Held 10th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Zanussi

    3.7%

    Moved from 12th to 11th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  12. 12.AEG

    3%

    Moved from 13th to 12th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  13. 13.Candy

    3%

    Moved from 11th to 13th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  14. 14.Whirlpool

    0.89%

    Held 14th. 2.4K estimated branded searches, +26.3% 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 washing machine brands in the United Kingdom decreased from 9% to 8.2%.
  • Across the 12 months ending September 2026, Miele’s share of searches among washing machine brands in the United Kingdom peaked at 10.3% in April 2026 and was lowest at 8.2% in September 2026.
  • Across the 12 months ending September 2026, Miele fell from 5th to 6th among washing machine brands in the United Kingdom.

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

6 changes

  1. In September 2026, Zanussi overtook Candy to rank 11th among washing machine brands in the United Kingdom, with 3.7% of the searches.

  2. In September 2026, Hoover overtook LG to rank 8th among washing machine brands in the United Kingdom, with 6.7% of the searches.

  3. In September 2026, Indesit overtook Miele and Hisense to rank 5th among washing machine brands in the United Kingdom, with 8.2% of the searches.

  4. In September 2026, Bosch lost share of searches among washing machine brands in the United Kingdom, from 15.6% to 15%.

  5. In September 2026, Hotpoint lost share of searches among washing machine brands in the United Kingdom, from 12.7% to 12.2%.

  6. In September 2026, Samsung lost share of searches among washing machine brands in the United Kingdom, from 12.7% to 12.2%.

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%Shown above
Dishwasher brands3rd of 1411.4%Show ranking
Fridge brands10th of 153.5%Show ranking
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