Brandwave

How popular isKogan?

In September 2026, people searched for Kogan by name about 217,000 times in Australia, a 17.3% decrease from the previous year. These searches made up 0.86% of all Australia air fryer brand searches, placing Kogan ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Kogan did not appear in any of the answers.

Search and AI answers in September 2026

Kogan is the ninth most searched of 10 competitors and not listed in any AI answer.

  1. NinjaShare of searches 42.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. KmartShare of searches 28.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. PhilipsShare of searches 12.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. TefalShare of searches 4.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. KoganShare of searches 0.86%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top air fryer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kogan 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. Ninja1st
  2. Philips2nd
  3. Breville3rd
  4. Kmart4th
  5. Tefal5th
  6. Sunbeam5th
  7. Russell Hobbs–
  8. COSORI–
  9. Kogan–
  10. NutriBullet–

Mentioned by AI

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

  • Ninja5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Philips5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tefal2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sunbeam2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Breville2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Russell Hobbs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COSORI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kogan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NutriBullet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about air fryer brands

5 answers

Not named in any answer:

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

Which air fryer brands compete with Kogan?

Kogan against air fryer brands in Australia, by month

Share of searches by month for Ninja, Kmart, Philips, Tefal, Sunbeam, Russell Hobbs, Breville, Kogan. The figures are in the table below the chart.

View monthly share of searches table
MonthNinjaKmartPhilipsTefalSunbeamRussell HobbsBrevilleCOSORIKoganNutriBullet
Oct 202536.9%30.1%16.5%4.9%4%2.6%2.2%0.8%1.2%0.8%
Nov 202537.3%25%20.4%5%4.1%2.7%2.7%0.99%0.99%0.8%
Dec 202537.9%25.3%20.7%4.1%4.1%2.8%2.3%0.81%1%1%
Jan 202639.5%26.4%17.7%4.3%3.5%2.9%2.3%1.3%1%1%
Feb 202641.9%28%15.3%3.7%3.7%2.5%2%1%0.91%0.91%
Mar 202638.8%31.7%14.2%3.5%2.8%2.8%1.8%2.8%0.96%0.69%
Apr 202643.5%29.1%13%3.9%3.2%2.6%2.1%1.1%0.88%0.63%
May 202643.6%29.1%13%3.9%3.2%2.6%2.1%0.88%0.88%0.77%
Jun 202650.6%22.6%12.4%5.5%2.5%2.5%1.6%1.1%0.68%0.6%
Jul 202642.3%28.3%12.6%4.6%3.8%2.5%2%2%1.1%0.75%
Aug 202641.1%27.5%12.3%4.5%3.7%3%2.4%1.6%1.1%3%
Sep 202642.4%28.4%12.7%4.6%3.8%3.1%2.1%1.4%0.86%0.75%

  1. 1.Ninja

    42.4%

    Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Kmart

    28.4%

    Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.Philips

    12.7%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Tefal

    4.6%

    Held 4th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Sunbeam

    3.8%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Russell Hobbs

    3.1%

    Moved from 7th to 6th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Breville

    2.1%

    Moved from 8th to 7th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.3 points.

  8. 8.COSORI

    1.4%

    Moved from 9th to 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

  9. 9.Kogan

    0.86%

    Moved from 10th to 9th. 1K estimated branded searches, -23.1% vs prior month. Share -0.2 points.

  10. 10.NutriBullet

    0.75%

    Moved from 6th to 10th. 880 estimated branded searches, -75.6% vs prior month. Share -2.2 points.

Kogan and Kmart sell other things too, so only their searches that name this product count here, like “kogan air fryer”.

Compare popularity between Kogan and its closest rivals

Every comparison with Kogan

27 comparisons

How has branded search demand for Kogan changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kogan in Australia fell from 262K to 217K.
  • Across the 12 months ending September 2026, Kogan fell from 8th to 9th among air fryer brands in Australia.

How did search popularity change for Australia air fryer brands in September 2026?

6 changes

  1. In September 2026, Ninja gained share of searches among air fryer brands in Australia, from 41.1% to 42.4%.

  2. In September 2026, Kmart gained share of searches among air fryer brands in Australia, from 27.5% to 28.4%.

  3. In September 2026, NutriBullet lost share of searches among air fryer brands in Australia, from 3% to 0.75%.

  4. Russell Hobbs’ share of searches among air fryer brands in Australia has gained ground for 3 months in a row, from 2.5% to 3.1% in September 2026.

  5. In September 2026, Breville rose from 8th to 7th among air fryer brands in Australia.

  6. In September 2026, COSORI rose from 9th to 8th among air fryer brands in Australia.

How are Kogan’s branded searches counted?

3 search terms

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

  • kogan
  • kogan air fryer
  • kogan tv

How the Brand Demand Index is measured

Who owns Kogan?

Kogan is owned by Kogan.com. Brandwave does not track any other brands owned by Kogan.com.

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

Where does Kogan compete?

Kogan 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
Electronics retailers4th of 84.1%Show ranking
Online marketplaces5th of 55.2%Show ranking
Air fryer brands9th of 100.86%Shown above
TV brands4th of 915.6%Show ranking
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Is Kogan your brand?

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