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 3.6% of all global electric kettle brand searches, placing OXO seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about electric kettle brands, OXO appeared in three of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

OXO is the seventh most searched of 8 competitors and the third most recommended in AI answers.

  1. KitchenAidShare of searches 40.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SmegShare of searches 33.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CuisinartShare of searches 6.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. BrevilleShare of searches 5.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. OXOShare of searches 3.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top electric kettle 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 third most recommended of the eight.

Most recommended by AI

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

  1. Cuisinart1st
  2. Fellow2nd
  3. OXO3rd
  4. Breville4th
  5. KitchenAid–
  6. Smeg–
  7. Philips–
  8. 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

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 OXO?

OXO against electric kettle brands worldwide, by month

Share of searches by month for KitchenAid, Smeg, Cuisinart, Breville, Philips, Russell Hobbs, OXO. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidSmegCuisinartBrevillePhilipsRussell HobbsOXOFellow
Oct 202548.9%28.1%6.9%3.6%3%5.2%3.7%0.7%
Nov 202553.9%23.2%7.9%4.5%2.3%4.4%3%0.82%
Dec 202554.8%22.9%8.2%4.5%2%4.3%2.5%0.78%
Jan 202644.2%30.6%9.4%4%2.6%4.9%3.3%0.9%
Feb 202645.3%31.3%7.2%4.2%2.8%4.9%3.5%0.82%
Mar 202645.2%30.2%8.7%4%2.7%5%3.3%0.91%
Apr 202648.4%28.2%7%4.4%2.9%4.6%3.7%0.86%
May 202644.6%29.5%8.5%4.7%3.1%4.8%3.8%0.99%
Jun 202644.7%28.2%8.1%5.2%3.3%5.3%4.3%0.95%
Jul 202643.2%30.1%8.7%4.7%3.7%4.8%3.9%0.87%
Aug 202641.9%30.9%8.7%4.6%4.3%4.8%3.8%1%
Sep 202640.8%33.5%6.8%5.3%4.8%4.4%3.6%0.79%

  1. 1.KitchenAid

    40.8%

    Held 1st. 1.3M estimated branded searches, +4.5% vs prior month. Share -1.1 points.

  2. 2.Smeg

    33.5%

    Held 2nd. 1M estimated branded searches, +16.7% vs prior month. Share +2.7 points.

  3. 3.Cuisinart

    6.8%

    Held 3rd. 213K estimated branded searches, -16% vs prior month. Share -1.9 points.

  4. 4.Breville

    5.3%

    Moved from 5th to 4th. 165K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

  5. 5.Philips

    4.8%

    Moved from 6th to 5th. 150K estimated branded searches, +20% vs prior month. Share +0.5 points.

  6. 6.Russell Hobbs

    4.4%

    Moved from 4th to 6th. 138K estimated branded searches, 0% vs prior month. Share -0.3 points.

  7. 7.OXO

    3.6%

    Held 7th. 112K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.Fellow

    0.79%

    Held 8th. 24.7K estimated branded searches, -18.5% vs prior month. Share -0.3 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 electric kettle brands worldwide peaked at 4.3% in June 2026 and was lowest at 2.5% in December 2025.
  • Across the 12 months ending September 2026, OXO fell from 5th to 7th among electric kettle brands worldwide.

How did search popularity change for electric kettle brands worldwide in September 2026?

6 changes

  1. In September 2026, Breville overtook Russell Hobbs to rank 4th among electric kettle brands worldwide, with 5.3% of the searches.

  2. In September 2026, Philips overtook Russell Hobbs to rank 5th among electric kettle brands worldwide, with 4.8% of the searches.

  3. In September 2026, Smeg gained share of searches among electric kettle brands worldwide, from 30.9% to 33.5%.

  4. In September 2026, Cuisinart lost share of searches among electric kettle brands worldwide, from 8.7% to 6.8%.

  5. In September 2026, KitchenAid lost share of searches among electric kettle brands worldwide, from 41.9% to 40.8%.

  6. 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 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

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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%Shown above
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%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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