Brandwave

How popular isOXO?

In September 2026, people searched for OXO by name about 112,000 times worldwide, an 18.3% decrease from the previous year. These searches made up 11.1% of all global cleaning tool brand searches, placing OXO fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about cleaning tool brands, OXO appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

OXO is the fifth most searched of 10 competitors and the second most recommended in AI answers.

  1. SwifferShare of searches 24.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th
  2. Scotch-BriteShare of searches 20.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. ViledaShare of searches 20.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. BrabantiaShare of searches 11.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. OXOShare of searches 11.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top cleaning tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, OXO was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. OXO is the second most recommended of the ten.

Most recommended by AI

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

  1. O-Cedar1st
  2. OXO2nd
  3. Rubbermaid3rd
  4. Libman4th
  5. Bona5th
  6. Scotch-Brite6th
  7. Vileda7th
  8. Swiffer8th
  9. Brabantia–
  10. Oates–

Mentioned by AI

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

  • O-Cedar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rubbermaid4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Swiffer3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Scotch-Brite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OXO3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Libman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bona2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vileda1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brabantia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oates0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cleaning tool brands

5 answers

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 cleaning tool brands compete with OXO?

OXO against cleaning tool brands worldwide, by month

Share of searches by month for Swiffer, Scotch-Brite, Vileda, Brabantia, OXO, Rubbermaid, Bona. The figures are in the table below the chart.

View monthly share of searches table
MonthSwifferScotch-BriteViledaBrabantiaOXORubbermaidBonaO-CedarOatesLibman
Oct 202525.2%16.9%20.6%9.3%13.8%6.2%3.4%2.3%1.2%1%
Nov 202520.5%16.8%20.5%11.2%16.8%6.2%3.4%2.3%1.5%1%
Dec 202521.6%17.8%21.6%9.7%14.5%6.5%3.6%1.9%1.6%1.1%
Jan 202624.5%16.5%20%11%13.5%6%4%1.8%1.5%1.2%
Feb 202621.9%17.9%21.9%12%12%5.4%4.4%2%1.3%1.3%
Mar 202621%17.2%21%14.1%11.5%6.3%4.2%1.9%1.5%1.3%
Apr 202622.5%18.5%18.5%12.3%12.3%6.8%4.5%2%1.4%1.1%
May 202622.1%18.1%18.1%14.8%12.1%6.7%3.6%2%1.3%1.1%
Jun 202623.6%19.4%19.4%10.6%12.9%5.8%3.9%1.7%1.7%0.95%
Jul 202623%18.9%18.9%12.6%12.6%5.7%3.8%2.1%1.4%1.1%
Aug 202624.8%20.3%16.7%13.6%11.1%6.1%3.3%1.8%1.2%1%
Sep 202624.8%20.2%20.2%11.1%11.1%5%3.3%1.8%1.5%1%

  1. 1.Swiffer

    24.8%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  2. 2.Scotch-Brite

    20.2%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Vileda

    20.2%

    Held 3rd. 201K estimated branded searches, +21.8% vs prior month. Share +3.6 points.

  4. 4.Brabantia

    11.1%

    Held 4th. 110K estimated branded searches, -18.5% vs prior month. Share -2.6 points.

  5. 5.OXO

    11.1%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Rubbermaid

    5%

    Held 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  7. 7.Bona

    3.3%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.O-Cedar

    1.8%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Oates

    1.5%

    Held 9th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  10. 10.Libman

    1%

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

Compare popularity between OXO and its closest rivals

Every comparison with OXO

93 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for OXO worldwide fell from 137K to 112K.
  • Across the 12 months ending September 2026, OXO’s share of searches among cleaning tool brands worldwide decreased from 13.8% to 11.1%.
  • Across the 12 months ending September 2026, OXO’s share of searches among cleaning tool brands worldwide peaked at 16.8% in November 2025 and was lowest at 11.1% in September 2026.
  • Across the 12 months ending September 2026, OXO fell from 4th to 5th among cleaning tool brands worldwide.

How did search popularity change for cleaning tool brands worldwide in September 2026?

6 changes

  1. In September 2026, Vileda gained share of searches among cleaning tool brands worldwide, from 16.7% to 20.2%.

  2. In September 2026, Brabantia lost share of searches among cleaning tool brands worldwide, from 13.6% to 11.1%.

  3. In September 2026, Rubbermaid lost share of searches among cleaning tool brands worldwide, from 6.1% to 5%.

  4. OXO’s share of searches among cleaning tool brands worldwide has lost ground for 3 months in a row, from 12.9% to 11.1% in September 2026.

  5. Bona’s share of searches among cleaning tool brands worldwide has lost ground for 3 months in a row, from 3.9% to 3.3% in September 2026.

  6. Estimated monthly branded searches for Oates worldwide rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

How are OXO’s branded searches counted?

3 search terms

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

  • oxo
  • oxo kettle
  • oxo straws

Do you work for OXO? 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 OXO compete?

OXO is ranked in 30 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Coffee maker brands8th of 102%Show ranking
Electric kettle brands7th of 83.6%Show ranking
Measuring cups brands7th of 73.6%Show ranking
Griddle pan brands5th of 94.4%Show ranking
Food storage container brands6th of 85.4%Show ranking
BBQ tool brands4th of 65.4%Show ranking
Loaf pan brands4th of 85.5%Show ranking
Burr grinder brands3rd of 76.5%Show ranking
Kitchen scale brands3rd of 76.9%Show ranking
Box grater brands3rd of 36.9%Show ranking
Kitchen timer brands4th of 77.7%Show ranking
Grill brush brands3rd of 98.8%Show ranking
Ceramic cookware brands4th of 69.1%Show ranking
Potato peeler brands2nd of 49.6%Show ranking
Lemon juicer brands3rd of 59.9%Show ranking
Cleaning tool brands5th of 1011.1%Shown above
Tea infuser brands3rd of 612.3%Show ranking
Soap dispenser brands4th of 614.2%Show ranking
Mixing bowls brands5th of 515.9%Show ranking
Metal straw brands6th of 60.02%Show ranking
Jar opener brands3rd of 523.8%Show ranking
Food scale brands2nd of 626.7%Show ranking
Measuring jug brands3rd of 427%Show ranking
Toilet brush brands2nd of 630.1%Show ranking
Kitchen utensil brands3rd of 532.3%Show ranking
Dish drainer brands2nd of 434.5%Show ranking
Cutting boards2nd of 642.2%Show ranking
Rolling pin brands2nd of 543%Show ranking
Coffee grinder brands1st of 744.9%Show ranking
Herb cutter brands2nd of 348.2%Show ranking
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