Brandwave

How popular isNinja in search?

In September 2026, there were an estimated 1.4M branded searches for Ninja worldwide which is up 12.7% over the last 12 months. Ninja holds 24.5% estimated Share of Search among toaster oven brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. KitchenAid38%
  2. Ninja24.5%
  3. De'Longhi20.1%
  4. Black and Decker6.6%
  5. Cuisinart5.9%
  6. Breville4.9%
Ninja website (opens in a new tab)

Follow Ninja 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

Which toaster oven brands compete with Ninja?

Ninja against toaster oven brands worldwide, by month

Share of Search by month for KitchenAid, Ninja, De'Longhi, Black and Decker, Cuisinart, Breville. The figures are in the table below the chart.

View monthly share of search table
MonthKitchenAidNinjaDe'LonghiBlack and DeckerCuisinartBreville
Oct 202544.6%20.1%20.1%6%5.9%3.3%
Nov 202546.9%19.3%19.3%4.3%6.5%3.9%
Dec 202549.1%19.9%16.3%4%6.7%4%
Jan 202641.6%23%18.9%5%7.7%3.8%
Feb 202641.6%23.5%19.2%5.7%6.1%3.9%
Mar 202641.5%22.6%18.5%6.1%7.6%3.7%
Apr 202641.8%23.4%19.1%6.2%5.6%3.8%
May 202639.5%20.5%20.5%8.2%7.1%4.1%
Jun 202635.9%25.4%20.8%7.6%6.1%4.2%
Jul 202638.8%21.3%21.3%7%7.4%4.3%
Aug 202636.8%24.8%20.3%6.6%7.3%4.1%
Sep 202638%24.5%20.1%6.6%5.9%4.9%

  1. 1.KitchenAid

    38%

    Held 1st. 1.3M estimated branded searches, +4.5% vs prior month. Share +1.2 points.

  2. 2.Ninja

    24.5%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.De'Longhi

    20.1%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share -0.3 points.

  4. 4.Black and Decker

    6.6%

    Moved from 5th to 4th. 220K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Cuisinart

    5.9%

    Moved from 4th to 5th. 198K estimated branded searches, -18% vs prior month. Share -1.4 points.

  6. 6.Breville

    4.9%

    Held 6th. 165K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

Compare search popularity between Ninja and its closest rivals

Every comparison with Ninja

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Ninja worldwide rose from 1.2M to 1.4M.
  • Across the 12 months ending September 2026, Ninja’s estimated Share of Search among toaster oven brands worldwide increased from 20.1% to 24.5%.
  • Across the 12 months ending September 2026, Ninja’s estimated Share of Search among toaster oven brands worldwide peaked at 25.4% in June 2026 and was lowest at 19.3% in November 2025.
  • Across the 12 months ending September 2026, Ninja rose from 3rd to 2nd among toaster oven brands worldwide.

How did search popularity change for toaster oven brands worldwide in September 2026?

  1. In September 2026, KitchenAid gained estimated Share of Search among toaster oven brands worldwide, from 36.8% to 38%.

  2. In September 2026, Breville gained estimated Share of Search among toaster oven brands worldwide, from 4.1% to 4.9%.

  3. In September 2026, Cuisinart lost estimated Share of Search among toaster oven brands worldwide, from 7.3% to 5.9%.

  4. Black and Decker’s estimated Share of Search among toaster oven brands worldwide has lost ground for 3 months in a row, from 7.6% to 6.6% in September 2026.

  5. Estimated monthly branded searches for De'Longhi worldwide fell 18.2% over 12 measured months, from 823K to 673K in September 2026.

Where does Ninja compete?

Ninja is ranked in 22 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Small kitchen appliance brands3rd of 915.2%Show ranking
Air fryer brands1st of 829.4%Show ranking
Blender brands2nd of 529.6%Show ranking
Toaster oven brands2nd of 624.5%Shown above
Ice cream maker brands2nd of 524.9%Show ranking
Induction pans brands2nd of 428.4%Show ranking
Chip fryer brands1st of 534.9%Show ranking
Griddle pan brands6th of 60.01%Show ranking
Pancake maker brands1st of 639.3%Show ranking
Pots and pans brands6th of 70.75%Show ranking
Grill pan brands7th of 8<0.01%Show ranking
Frying pan brands6th of 70.54%Show ranking
Pressure cooker brands1st of 548.9%Show ranking
Crock pot brands4th of 45.4%Show ranking
Mini chopper brands3rd of 30.13%Show ranking
Knife set brands5th of 65.4%Show ranking
Belgian waffle maker brands1st of 462.8%Show ranking
Cold press juicer brands1st of 577.3%Show ranking
Smoker grill brands3rd of 30.57%Show ranking
Soda maker brands4th of 50.1%Show ranking
Multi cooker brands2nd of 37.8%Show ranking
Egg poacher brands4th of 40.04%Show ranking

How is Ninja measured?

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

14 branded search terms

  • air fryer ninja
  • ninja air fryer
  • ninja crock pot
  • ninja egg poacher
  • ninja frying pan
  • ninja griddle pan
  • ninja grill pan
  • ninja kitchen
  • ninja knife set
  • ninja mini chopper
  • ninja multi cooker
  • ninja pots and pans
  • ninja smoker grill
  • ninja soda

How the Brand Demand Index is measured

Who owns Ninja?

Ninja is owned by SharkNinja. Brandwave also tracks Shark, owned by the same company, worldwide.

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

Creator with pink hair and a pink jacket

Is Ninja 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