How popular isFellow?
In September 2026, people searched for Fellow by name about 59,400 times worldwide, about the same as the previous year. These searches made up 0.79% of all global electric kettle brand searches, placing Fellow eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about electric kettle brands, Fellow appeared in all answers and was the second most recommended of the eight.
Fellow is the eighth most searched of 8 competitors and the second most recommended in AI answers.
KitchenAidShare of searches 40.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
SmegShare of searches 33.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
CuisinartShare of searches 6.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
BrevilleShare of searches 5.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
FellowShare of searches 0.79%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top electric kettle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fellow appeared in all five answers. Fellow is the second most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Cuisinart1st
- Fellow2nd
OXO3rd- Breville4th
- KitchenAid–
- Smeg–
Philips–
Russell Hobbs–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Fellow5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Cuisinart4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- OXO3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Breville2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- KitchenAid0 of 5Named in 0 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
- Philips0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Russell Hobbs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about electric kettle brands
5 answers
Asked ChatGPT
“Which electric kettle brand should I buy?”
Asked ChatGPT
“What are the best electric kettle brands?”
Asked ChatGPT
“What's the best electric kettle brand for everyday tea?”
Searched Google, AI Overview
“best electric kettle”
Searched Google, AI Overview
“electric kettle for tea”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Which electric kettle brands compete with Fellow?
Share of searches by month for KitchenAid, Smeg, Cuisinart, Breville, Philips, Russell Hobbs, OXO, Fellow. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Smeg | Cuisinart | Breville | Philips | Russell Hobbs | OXO | Fellow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.9% | 28.1% | 6.9% | 3.6% | 3% | 5.2% | 3.7% | 0.7% |
| Nov 2025 | 53.9% | 23.2% | 7.9% | 4.5% | 2.3% | 4.4% | 3% | 0.82% |
| Dec 2025 | 54.8% | 22.9% | 8.2% | 4.5% | 2% | 4.3% | 2.5% | 0.78% |
| Jan 2026 | 44.2% | 30.6% | 9.4% | 4% | 2.6% | 4.9% | 3.3% | 0.9% |
| Feb 2026 | 45.3% | 31.3% | 7.2% | 4.2% | 2.8% | 4.9% | 3.5% | 0.82% |
| Mar 2026 | 45.2% | 30.2% | 8.7% | 4% | 2.7% | 5% | 3.3% | 0.91% |
| Apr 2026 | 48.4% | 28.2% | 7% | 4.4% | 2.9% | 4.6% | 3.7% | 0.86% |
| May 2026 | 44.6% | 29.5% | 8.5% | 4.7% | 3.1% | 4.8% | 3.8% | 0.99% |
| Jun 2026 | 44.7% | 28.2% | 8.1% | 5.2% | 3.3% | 5.3% | 4.3% | 0.95% |
| Jul 2026 | 43.2% | 30.1% | 8.7% | 4.7% | 3.7% | 4.8% | 3.9% | 0.87% |
| Aug 2026 | 41.9% | 30.9% | 8.7% | 4.6% | 4.3% | 4.8% | 3.8% | 1% |
| Sep 2026 | 40.8% | 33.5% | 6.8% | 5.3% | 4.8% | 4.4% | 3.6% | 0.79% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.8% | 1.3M | +4.5% | -1.1 points | |
| 2, held 2nd | 33.5% | 1M | +16.7% | +2.7 points | |
| 3, held 3rd | 6.8% | 213K | -16% | -1.9 points | |
| 4, moved from 5th to 4th | 5.3% | 165K | +22.2% | +0.6 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 4.8% | 150K | +20% | +0.5 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 4.4% | 138K | 0% | -0.3 pointsmoved from 4th to 6th | |
| 7, held 7th | 3.6% | 112K | 0% | -0.3 points | |
| 8, held 8th | 0.79% | 24.7K | -18.5% | -0.3 points |
40.8%
Held 1st. 1.3M estimated branded searches, +4.5% vs prior month. Share -1.1 points.
2.
Smeg33.5%
Held 2nd. 1M estimated branded searches, +16.7% vs prior month. Share +2.7 points.
6.8%
Held 3rd. 213K estimated branded searches, -16% vs prior month. Share -1.9 points.
4.
Breville5.3%
Moved from 5th to 4th. 165K estimated branded searches, +22.2% vs prior month. Share +0.6 points.
5.
Philips4.8%
Moved from 6th to 5th. 150K estimated branded searches, +20% vs prior month. Share +0.5 points.
4.4%
Moved from 4th to 6th. 138K estimated branded searches, 0% vs prior month. Share -0.3 points.
7.
OXO3.6%
Held 7th. 112K estimated branded searches, 0% vs prior month. Share -0.3 points.
8.
Fellow0.79%
Held 8th. 24.7K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
Compare popularity between Fellow and its closest rivals
Every comparison with Fellow
23 comparisons
- 1Zpresso vs Fellow
- Breville vs Fellow
- Cuisinart vs Fellow
- Fellow vs KitchenAid
- Fellow vs OXO
- Fellow vs Philips
- Fellow vs Russell Hobbs
- Fellow vs Smeg
- DF64 vs Fellow
- Fellow vs Rancilio
- Baratza vs Fellow
- Eureka vs Fellow
- Bodum vs Fellow
- Chilly's vs Fellow
- Fellow vs Frank Green
- Fellow vs KeepCup
- Fellow vs Huskee
- Fellow vs Stojo
- Avanti Homewares vs Fellow
- Chemex vs Fellow
- Fellow vs Hario
- Fellow vs Kalita
- Fellow vs Melitta
How has branded search demand for Fellow changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Fellow worldwide held steady, from 58.7K to 59.4K.
- Across the 12 months ending September 2026, Fellow’s share of searches among electric kettle brands worldwide held steady, from 0.7% to 0.79%.
How did search popularity change for electric kettle brands worldwide in September 2026?
6 changes
In September 2026, Breville overtook Russell Hobbs to rank 4th among electric kettle brands worldwide, with 5.3% of the searches.
In September 2026, Philips overtook Russell Hobbs to rank 5th among electric kettle brands worldwide, with 4.8% of the searches.
In September 2026, Smeg gained share of searches among electric kettle brands worldwide, from 30.9% to 33.5%.
In September 2026, Cuisinart lost share of searches among electric kettle brands worldwide, from 8.7% to 6.8%.
In September 2026, KitchenAid lost share of searches among electric kettle brands worldwide, from 41.9% to 40.8%.
Russell Hobbs’ share of searches among electric kettle brands worldwide has lost ground for 3 months in a row, from 5.3% to 4.4% in September 2026.
How are Fellow’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Fellow’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.
- fellow carter
- fellow coffee
- fellow kettle
- fellow ode
- fellow pour over
Do you work for Fellow? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Fellow compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Electric kettle brands | 8th of 8 | 0.79% | Shown above |
| Burr grinder brands | 4th of 7 | 3.1% | Show ranking |
| Keep cup brands | 5th of 8 | 2.1% | Show ranking |
| Coffee grinder brands | 2nd of 7 | 13.8% | Show ranking |
| Pour-over coffee maker brands | 6th of 6 | 0.46% | Show ranking |
Is Fellow 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.