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 13.7% estimated Share of Search among poultry shears brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Victorinox51.7%
  2. ZWILLING28.1%
  3. Oxo13.7%
  4. Wusthof4%
  5. Shun2.6%
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

Which poultry shears brands compete with Oxo?

Oxo against poultry shears brands worldwide, by month

Share of Search by month for Victorinox, ZWILLING, Oxo, Wusthof, Shun. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxZWILLINGOxoWusthofShun
Oct 202553.3%23.8%14%5.5%3.4%
Nov 202544.2%29.4%14.6%6.7%5%
Dec 202549.6%27.2%10.8%6.7%5.8%
Jan 202645%30.2%14.6%5.9%4.3%
Feb 202645.4%30.2%14.7%6.2%3.5%
Mar 202650.1%27.3%13.1%5.8%3.7%
Apr 202645.5%30.3%14.8%6.5%3%
May 202651%27.8%13.3%5.2%2.8%
Jun 202653.4%23.8%13.8%5.3%3.7%
Jul 202654.2%24.1%14.2%4.7%2.7%
Aug 202653.5%23.7%14.1%5.4%3.2%
Sep 202651.7%28.1%13.7%4%2.6%

  1. 1.Victorinox

    51.7%

    Held 1st. 454K estimated branded searches, -0.18% vs prior month. Share -1.8 points.

  2. 2.ZWILLING

    28.1%

    Held 2nd. 247K estimated branded searches, +22.3% vs prior month. Share +4.4 points.

  3. 3.Oxo

    13.7%

    Held 3rd. 120K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Wusthof

    4%

    Held 4th. 34.7K estimated branded searches, -24.4% vs prior month. Share -1.4 points.

  5. 5.Shun

    2.6%

    Held 5th. 22.7K estimated branded searches, -17.8% vs prior month. Share -0.7 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 poultry shears brands worldwide peaked at 14.8% in April 2026 and was lowest at 10.8% in December 2025.

How did search popularity change for poultry shears brands worldwide in September 2026?

  1. In September 2026, ZWILLING gained estimated Share of Search among poultry shears brands worldwide, from 23.7% to 28.1%.

  2. In September 2026, Victorinox lost estimated Share of Search among poultry shears brands worldwide, from 53.5% to 51.7%.

  3. In September 2026, Wusthof lost estimated Share of Search among poultry shears brands worldwide, from 5.4% to 4%.

  4. In September 2026, Shun lost estimated Share of Search among poultry shears brands worldwide, from 3.2% to 2.6%.

  5. Estimated monthly branded searches for Oxo worldwide fell 17.2% over 12 measured months, from 145K to 120K 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
Measuring cups brands5th of 63.6%Show ranking
BBQ tool brands4th of 64.8%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 69.3%Show ranking
Stock cubes3rd of 611.6%Show ranking
Poultry shears brands3rd of 513.7%Shown above
Tea infuser brands3rd of 414.2%Show ranking
Soap dispenser brands3rd of 615.3%Show ranking
Mixing bowls brands3rd of 420.5%Show ranking
Jar opener brands2nd of 525.4%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
Rolling pin brands1st of 347.7%Show ranking
Herb cutter brands1st of 350.4%Show ranking
Kitchen utensil brands1st of 350.4%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

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