Brandwave

How popular isInstant?

In September 2026, people searched for Instant by name about 564,000 times worldwide, about the same as the previous year. These searches made up 47.6% of all global multi cooker brand searches, placing Instant second out of four brands. When we asked both ChatGPT and Google AI Overviews about multi cooker brands, Instant appeared in three of the four answers and was the most recommended of the four.

Search and AI answers in September 2026

Instant is the second most searched of 4 competitors and the most recommended in AI answers.

  1. CrockpotShare of searches 47.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. InstantShare of searches 47.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. NinjaShare of searches 4.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. PhilipsShare of searches 0.47%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top multi cooker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Instant was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Instant is the most recommended of the four.

Most recommended by AI

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

  1. Instant1st
  2. Ninja2nd
  3. Crockpot3rd
  4. Philips–

Mentioned by AI

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

  • Crockpot4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Instant3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ninja3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Philips0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about multi cooker brands

4 answers

  • Asked ChatGPT

    “Which multi cooker brand should I buy?”

    1. 1Instant
    2. 2Ninja
    3. 3Crockpot

  • Asked ChatGPT

    “What are the best multi cooker brands?”

    1. 1Instant
    2. 2Ninja
    3. 3Crockpot

  • Asked ChatGPT

    “What's the best multi cooker brand for everyday family meals?”

    1. 1Instant
    2. 2Ninja
    3. 3Crockpot

  • Searched Google, AI Overview

    “easy family dinners”

    1. 1Crockpot

  • Searched Google, AI Overview

    “pressure cooker air fryer”

    Google showed no AI Overview for this search.

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 21, 2026.

Which multi cooker brands compete with Instant?

Instant against multi cooker brands worldwide, by month

Share of searches by month for Crockpot, Instant, Ninja. The figures are in the table below the chart.

View monthly share of searches table
MonthCrockpotInstantNinjaPhilips
Oct 202548.9%48.9%1.6%0.59%
Nov 202543.8%53.5%2.2%0.53%
Dec 202548.8%48.8%2%0.48%
Jan 202643.9%53.8%1.8%0.53%
Feb 202643.9%53.7%1.8%0.64%
Mar 202639.2%58.6%1.6%0.58%
Apr 202639%58.4%1.9%0.7%
May 202639%58.4%1.9%0.7%
Jun 202634.3%62.8%2.1%0.75%
Jul 202639%58.4%1.9%0.7%
Aug 202639.1%58.4%1.9%0.57%
Sep 202647.6%47.6%4.3%0.47%

  1. 1.Crockpot

    47.6%

    Moved from 2nd to 1st. 550K estimated branded searches, +49.5% vs prior month. Share +8.5 points.

  2. 2.Instant

    47.6%

    Moved from 1st to 2nd. 550K estimated branded searches, 0% vs prior month. Share -10.8 points.

  3. 3.Ninja

    4.3%

    Held 3rd. 49.5K estimated branded searches, +173.5% vs prior month. Share +2.4 points.

  4. 4.Philips

    0.47%

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

Compare popularity between Instant and its closest rivals

Every comparison with Instant

18 comparisons

How has branded search demand for Instant changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Instant worldwide held steady, from 567K to 564K.
  • Across the 12 months ending September 2026, Instant’s share of searches among multi cooker brands worldwide decreased from 48.9% to 47.6%.
  • Across the 12 months ending September 2026, Instant’s share of searches among multi cooker brands worldwide peaked at 62.8% in June 2026 and was lowest at 47.6% in September 2026.

How did search popularity change for multi cooker brands worldwide in September 2026?

4 changes

  1. In September 2026, Crockpot overtook Instant to become the leader among multi cooker brands worldwide, with 47.6% of the searches.

  2. In September 2026, Ninja gained share of searches among multi cooker brands worldwide, from 1.9% to 4.3%.

  3. In September 2026, Instant lost share of searches among multi cooker brands worldwide, from 58.4% to 47.6%.

  4. Estimated monthly branded searches for Philips worldwide fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are Instant’s branded searches counted?

6 search terms

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

  • air fryer instant
  • instant air fryer
  • instant milk frother
  • instant pot
  • instant sous vide
  • instant vortex

Do you work for Instant? 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 Instant compete?

Instant is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Air fryer brands3rd of 814.6%Show ranking
Multi cooker brands2nd of 447.6%Shown above
Milk frother brands7th of 80.3%Show ranking
Pressure cooker brands6th of 70.07%Show ranking
Sous vide brands5th of 50.03%Show ranking
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