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 34.5% of all global dish drainer brand searches, placing OXO second out of four brands. When we asked both ChatGPT and Google AI Overviews about dish drainer brands, OXO appeared in three of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

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

  1. Joseph JosephShare of searches 34.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. OXOShare of searches 34.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. RubbermaidShare of searches 15.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. SimplehumanShare of searches 15.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
OXO website (opens in a new tab)

Follow OXO 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

Top dish drainer 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. OXO is the second most recommended of the four.

Most recommended by AI

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

  1. Simplehuman1st
  2. OXO2nd
  3. Joseph Joseph3rd
  4. Rubbermaid4th

Mentioned by AI

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

  • Simplehuman5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Joseph Joseph4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OXO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rubbermaid2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about dish drainer brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which dish drainer brands compete with OXO?

OXO against dish drainer brands worldwide, by month

Share of searches by month for Joseph Joseph, OXO, Rubbermaid, Simplehuman. The figures are in the table below the chart.

View monthly share of searches table
MonthJoseph JosephOXORubbermaidSimplehuman
Oct 202535.5%35.5%15.9%13%
Nov 202536.6%36.6%13.4%13.4%
Dec 202538%31.1%13.9%17%
Jan 202638%31.1%13.9%17%
Feb 202638%31%13.9%17%
Mar 202636.9%30.1%16.5%16.5%
Apr 202636.9%30.1%16.5%16.5%
May 202632.3%32.3%17.7%17.7%
Jun 202634.5%34.5%15.5%15.5%
Jul 202633.3%33.3%15%18.3%
Aug 202635.6%29%15.9%19.5%
Sep 202634.5%34.5%15.5%15.5%

  1. 1.Joseph Joseph

    34.5%

    Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -1.1 points.

  2. 2.OXO

    34.5%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share +5.5 points.

  3. 3.Rubbermaid

    15.5%

    Moved from 4th to 3rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  4. 4.Simplehuman

    15.5%

    Moved from 3rd to 4th. 49.5K estimated branded searches, -33.1% vs prior month. Share -4 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?

3 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 dish drainer brands worldwide decreased from 35.5% to 34.5%.
  • Across the 12 months ending September 2026, OXO’s share of searches among dish drainer brands worldwide peaked at 36.6% in November 2025 and was lowest at 29% in August 2026.

How did search popularity change for dish drainer brands worldwide in September 2026?

4 changes

  1. In September 2026, OXO gained share of searches among dish drainer brands worldwide, from 29% to 34.5%.

  2. In September 2026, Simplehuman lost share of searches among dish drainer brands worldwide, from 19.5% to 15.5%.

  3. In September 2026, Joseph Joseph lost share of searches among dish drainer brands worldwide, from 35.6% to 34.5%.

  4. In September 2026, Rubbermaid rose from 4th to 3rd among dish drainer brands worldwide.

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%Show ranking
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%Shown above
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
Creator with pink hair and a pink jacket

Is OXO 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