Brandwave

How popular isOxo in search?

In September 2026, there were an estimated 120K branded searches for Oxo worldwide which is down 17.2% over the last 12 months. Oxo holds 50.4% estimated Share of Search among kitchen utensil brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Oxo50.4%
  2. Joseph Joseph46.2%
  3. Zyliss3.4%
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Which kitchen utensil brands compete with Oxo?

Oxo against kitchen utensil brands worldwide, by month

Share of Search by month for Oxo, Joseph Joseph, Zyliss. The figures are in the table below the chart.

View monthly share of search table
MonthOxoJoseph JosephZyliss
Oct 202550%46.5%3.4%
Nov 202550.9%45.8%3.4%
Dec 202545.4%50.8%3.7%
Jan 202645.5%50.8%3.7%
Feb 202645.3%50.9%3.7%
Mar 202645%51.3%3.8%
Apr 202645.6%51.3%3.1%
May 202650.1%46.5%3.4%
Jun 202649.7%46.8%3.4%
Jul 202650.1%46.5%3.4%
Aug 202645.6%51.3%3.1%
Sep 202650.4%46.2%3.4%

  1. 1.Oxo

    50.4%

    Moved from 2nd to 1st. 120K estimated branded searches, 0% vs prior month. Share +4.8 points.

  2. 2.Joseph Joseph

    46.2%

    Moved from 1st to 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -5.1 points.

  3. 3.Zyliss

    3.4%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

Compare search popularity between Oxo and its closest rivals

Every comparison with Oxo

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Oxo worldwide fell from 145K to 120K.
  • Across the 12 months ending September 2026, Oxo’s estimated Share of Search among kitchen utensil brands worldwide peaked at 50.9% in November 2025 and was lowest at 45% in March 2026.

How did search popularity change for kitchen utensil brands worldwide in September 2026?

  1. In September 2026, Oxo overtook Joseph Joseph to become the leader among kitchen utensil brands worldwide, with 50.4% estimated Share of Search.

  2. In September 2026, Joseph Joseph lost estimated Share of Search among kitchen utensil brands worldwide, from 51.3% to 46.2%.

  3. Estimated monthly branded searches for Zyliss worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

Where does Oxo compete?

Oxo is ranked in 25 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Coffee maker brands6th of 81.9%Show ranking
Bbq tool brands5th of 63.1%Show ranking
Measuring Cups brands5th of 63.6%Show ranking
Grill Brush brands4th of 64.5%Show ranking
Kitchen scale brands3rd of 55.2%Show ranking
Loaf Pan brands4th of 66%Show ranking
Kitchen timer brands3rd of 66.5%Show ranking
Food storage container brands4th of 66.8%Show ranking
Box Grater brands3rd of 37.5%Show ranking
Burr Grinder brands3rd of 37.5%Show ranking
Potato Peeler brands3rd of 37.6%Show ranking
Lemon Juicer brands2nd of 38%Show ranking
Jar Opener brands4th of 59.4%Show ranking
Stock cubes3rd of 611.6%Show ranking
Soap dispenser brands4th of 613.1%Show ranking
Poultry Shears brands3rd of 513.7%Show ranking
Tea Infuser brands3rd of 414.2%Show ranking
Rolling Pin brands2nd of 319.9%Show ranking
Mixing Bowls brands3rd of 420.5%Show ranking
Food Scale brands2nd of 527.4%Show ranking
Measuring Jug brands2nd of 330.4%Show ranking
Toilet brush brands1st of 631.1%Show ranking
Cutting boards1st of 644.3%Show ranking
Herb Cutter brands1st of 350.4%Show ranking
Kitchen utensil brands1st of 350.4%Shown above

How is Oxo measured?

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.

3 branded search terms

  • oxo
  • oxo cubes
  • oxo soup

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

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