Brandwave

How popular isRussell Hobbs in search?

In September 2026, there were an estimated 153K branded searches for Russell Hobbs worldwide which is down 26.5% over the last 12 months. Russell Hobbs holds 3.3% estimated Share of Search among air fryer brands worldwide and is ranked 7th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Ninja24.8%
  2. Philips21.1%
  3. Breville19.1%
  4. Instant12.2%
  5. Tefal12.2%
  6. COSORI6.2%
  7. Russell Hobbs3.3%
  8. Dreo1.1%
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Which air fryer brands compete with Russell Hobbs?

Russell Hobbs against air fryer brands worldwide, by month

Share of Search by month for Ninja, Philips, Breville, Instant, Tefal, COSORI, Russell Hobbs. The figures are in the table below the chart.

View monthly share of search table
MonthNinjaPhilipsBrevilleInstantTefalCOSORIRussell HobbsDreo
Oct 202523.6%22.3%17.6%12.1%12.6%6.5%4.5%0.78%
Nov 202525.3%17.8%19.9%12.4%13.5%6.8%3.8%0.64%
Dec 202525.1%20.5%21%10.7%11.4%6.6%3.9%0.81%
Jan 202624.9%18.7%19.1%12.5%12.9%7.1%3.9%0.96%
Feb 202625.1%21.5%17.6%10.7%13.2%7.2%3.9%0.67%
Mar 202624.7%20.3%17.4%12.8%13%7%4%0.79%
Apr 202626.7%21.7%18.6%11.2%11.3%6%3.7%0.84%
May 202623.8%21.3%18.9%11.4%13.5%5.8%3.7%1.5%
Jun 202626.3%20.7%18.6%11.1%11%5.5%3.6%3.3%
Jul 202622.7%24.3%20.6%11.2%9.5%5.5%3.6%2.7%
Aug 202624.8%22.7%18.3%12.2%10.4%6.9%3.3%1.3%
Sep 202624.8%21.1%19.1%12.2%12.2%6.2%3.3%1.1%

  1. 1.Ninja

    24.8%

    Held 1st. 1.1M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Philips

    21.1%

    Held 2nd. 970K estimated branded searches, -7.3% vs prior month. Share -1.6 points.

  3. 3.Breville

    19.1%

    Held 3rd. 879K estimated branded searches, +4.1% vs prior month. Share +0.8 points.

  4. 4.Instant

    12.2%

    Held 4th. 561K estimated branded searches, -0.34% vs prior month. Share 0 points.

  5. 5.Tefal

    12.2%

    Held 5th. 560K estimated branded searches, +17.2% vs prior month. Share +1.8 points.

  6. 6.COSORI

    6.2%

    Held 6th. 286K estimated branded searches, -9.5% vs prior month. Share -0.6 points.

  7. 7.Russell Hobbs

    3.3%

    Held 7th. 153K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Dreo

    1.1%

    Held 8th. 50.8K estimated branded searches, -17.8% vs prior month. Share -0.2 points.

Compare search popularity between Russell Hobbs and its closest rivals

Every comparison with Russell Hobbs

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Russell Hobbs worldwide fell from 208K to 153K.
  • Across the 12 months ending September 2026, Russell Hobbs’ estimated Share of Search among air fryer brands worldwide decreased from 4.5% to 3.3%.
  • Across the 12 months ending September 2026, Russell Hobbs’ estimated Share of Search among air fryer brands worldwide peaked at 4.5% in October 2025 and was lowest at 3.3% in August 2026.

How did search popularity change for air fryer brands worldwide in September 2026?

  1. In September 2026, Tefal gained estimated Share of Search among air fryer brands worldwide, from 10.4% to 12.2%.

  2. In September 2026, Breville gained estimated Share of Search among air fryer brands worldwide, from 18.3% to 19.1%.

  3. In September 2026, Philips lost estimated Share of Search among air fryer brands worldwide, from 22.7% to 21.1%.

  4. In September 2026, COSORI lost estimated Share of Search among air fryer brands worldwide, from 6.9% to 6.2%.

  5. Dreo’s estimated Share of Search among air fryer brands worldwide has lost ground for 3 months in a row, from 3.3% to 1.1% in September 2026.

  6. Estimated monthly branded searches for Russell Hobbs worldwide fell 26.5% over 12 measured months, from 208K to 153K in September 2026.

Where does Russell Hobbs compete?

Russell Hobbs is ranked in 11 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Heaters4th of 61.5%Show ranking
Small kitchen appliance brands8th of 92.1%Show ranking
Rice cooker brands5th of 52.7%Show ranking
Air fryer brands7th of 83.3%Shown above
Electric kettle brands5th of 53.5%Show ranking
Chip Fryer brands5th of 53.7%Show ranking
Pancake Maker brands6th of 64.3%Show ranking
Toaster brands4th of 54.8%Show ranking
Slow cooker brands4th of 55.7%Show ranking
Steam Iron brands6th of 66.8%Show ranking
Crepe Maker brands3rd of 411.4%Show ranking

How is Russell Hobbs measured?

Brandwave collects information about searches that people make online using Russell Hobbs’ 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.

5 branded search terms

  • russell hobbs
  • russell hobbs irons
  • russell hobbs kettle
  • russell hobbs toaster
  • russellhobbs

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How the Brand Demand Index is measured

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