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 3.6% estimated Share of Search among measuring cups brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Le Creuset44.6%
  2. KitchenAid37.9%
  3. Cuisinart6.3%
  4. All-Clad4.3%
  5. Oxo3.6%
  6. Joseph Joseph3.3%
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Which measuring cups brands compete with Oxo?

Oxo against measuring cups brands worldwide, by month

Share of Search by month for Le Creuset, KitchenAid, Cuisinart, All-Clad, Oxo, Joseph Joseph. The figures are in the table below the chart.

View monthly share of search table
MonthLe CreusetKitchenAidCuisinartAll-CladOxoJoseph Joseph
Oct 202537%45%6.3%4.8%3.6%3.3%
Nov 202535.2%46.6%6.8%6%2.9%2.6%
Dec 202535%47%7.1%6%2.3%2.6%
Jan 202635.2%42.5%9%6%3.5%3.9%
Feb 202636.3%43.3%6.9%5.8%3.6%4%
Mar 202635.4%43.8%8.4%5%3.4%3.9%
Apr 202636.8%44.3%6.4%4.8%3.6%4.1%
May 202638.6%41%7.8%5.4%3.7%3.5%
Jun 202639.1%37.3%6.7%9.5%3.7%3.5%
Jul 202639.6%39.9%8%5.2%3.8%3.6%
Aug 202639.4%39.4%8.2%4.9%3.9%4.4%
Sep 202644.6%37.9%6.3%4.3%3.6%3.3%

  1. 1.Le Creuset

    44.6%

    Moved from 2nd to 1st. 1.5M estimated branded searches, +23% vs prior month. Share +5.3 points.

  2. 2.KitchenAid

    37.9%

    Moved from 1st to 2nd. 1.3M estimated branded searches, +4.5% vs prior month. Share -1.4 points.

  3. 3.Cuisinart

    6.3%

    Held 3rd. 213K estimated branded searches, -16% vs prior month. Share -1.8 points.

  4. 4.All-Clad

    4.3%

    Held 4th. 143K estimated branded searches, -4.9% vs prior month. Share -0.6 points.

  5. 5.Oxo

    3.6%

    Moved from 6th to 5th. 120K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Joseph Joseph

    3.3%

    Moved from 5th to 6th. 110K estimated branded searches, -18.5% vs prior month. Share -1.1 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 measuring cups brands worldwide peaked at 3.9% in August 2026 and was lowest at 2.3% in December 2025.

How did search popularity change for measuring cups brands worldwide in September 2026?

  1. In September 2026, Le Creuset overtook KitchenAid to become the leader among measuring cups brands worldwide, with 44.6% estimated Share of Search.

  2. In September 2026, Cuisinart lost estimated Share of Search among measuring cups brands worldwide, from 8.2% to 6.3%.

  3. In September 2026, KitchenAid lost estimated Share of Search among measuring cups brands worldwide, from 39.4% to 37.9%.

  4. In September 2026, Joseph Joseph lost estimated Share of Search among measuring cups brands worldwide, from 4.4% to 3.3%.

  5. In September 2026, All-Clad lost estimated Share of Search among measuring cups brands worldwide, from 4.9% to 4.3%.

  6. In September 2026, Oxo rose from 6th to 5th among measuring cups brands worldwide.

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
Measuring cups brands5th of 63.6%Shown above
Bbq tool brands4th of 65.1%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
Grill brush brands3rd of 610.1%Show ranking
Stock cubes3rd of 611.6%Show ranking
Poultry shears brands3rd of 513.7%Show ranking
Tea infuser brands3rd of 414.2%Show ranking
Soap dispenser brands3rd of 615.4%Show ranking
Mixing bowls brands3rd of 420.5%Show ranking
Jar opener brands2nd of 526.3%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%Show ranking
Rolling pin brands1st of 350.8%Show ranking

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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