Breville vs OXO:Which is more popular?
In September 2026, Breville had more branded searches than OXO among electric kettle brands worldwide. Breville had about 165,000 branded searches, while OXO had 112,000. Breville made up 5.3% of all electric kettle brand searches we track, and OXO accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about electric kettle brands, OXO appeared in three of the five answers and Breville in two. Breville and OXO were each mentioned first in two of the four answers.
Who do people search for more?
Breville, about 48% more searches than OXO
Who does AI mention more?
OXO, mentioned in 3 of 5 answers, Breville in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
Follow Breville vs 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
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. Breville was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Breville and OXO were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Cuisinart1st
Fellow2nd- OXO3rd
- Breville4th
KitchenAid–
Smeg–
Philips–
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
Asked ChatGPT
“Which electric kettle brand should I buy?”
Asked ChatGPT
“What are the best electric kettle brands?”
Asked ChatGPT
“What's the best electric kettle brand for everyday tea?”
Searched Google, AI Overview
“best electric kettle”
Searched Google, AI Overview
“electric kettle for tea”
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.
Is Breville or OXO more popular in search?
This chart shows how often people search Google for Breville and OXO by name. Each line represents a brand's share of searches for all eight electric kettle brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Breville, OXO. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Smeg | Cuisinart | Breville | Philips | Russell Hobbs | OXO | Fellow |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 48.9% | 28.1% | 6.9% | 3.6% | 3% | 5.2% | 3.7% | 0.7% |
| Nov 2025 | 53.9% | 23.2% | 7.9% | 4.5% | 2.3% | 4.4% | 3% | 0.82% |
| Dec 2025 | 54.8% | 22.9% | 8.2% | 4.5% | 2% | 4.3% | 2.5% | 0.78% |
| Jan 2026 | 44.2% | 30.6% | 9.4% | 4% | 2.6% | 4.9% | 3.3% | 0.9% |
| Feb 2026 | 45.3% | 31.3% | 7.2% | 4.2% | 2.8% | 4.9% | 3.5% | 0.82% |
| Mar 2026 | 45.2% | 30.2% | 8.7% | 4% | 2.7% | 5% | 3.3% | 0.91% |
| Apr 2026 | 48.4% | 28.2% | 7% | 4.4% | 2.9% | 4.6% | 3.7% | 0.86% |
| May 2026 | 44.6% | 29.5% | 8.5% | 4.7% | 3.1% | 4.8% | 3.8% | 0.99% |
| Jun 2026 | 44.7% | 28.2% | 8.1% | 5.2% | 3.3% | 5.3% | 4.3% | 0.95% |
| Jul 2026 | 43.2% | 30.1% | 8.7% | 4.7% | 3.7% | 4.8% | 3.9% | 0.87% |
| Aug 2026 | 41.9% | 30.9% | 8.7% | 4.6% | 4.3% | 4.8% | 3.8% | 1% |
| Sep 2026 | 40.8% | 33.5% | 6.8% | 5.3% | 4.8% | 4.4% | 3.6% | 0.79% |
How has the Breville and OXO comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Breville took it in November 2025.
- Across the 12 months ending September 2026, Breville’s share of searches among electric kettle brands worldwide moved from 3.6% to 5.3%, and its estimated monthly branded searches moved from 135K to 165K.
- Across the 12 months ending September 2026, OXO’s share of searches among electric kettle brands worldwide moved from 3.7% to 3.6%, and its estimated monthly branded searches moved from 137K to 112K.
How did search popularity change for electric kettle brands worldwide in September 2026?
2 changes
In September 2026, Breville overtook Russell Hobbs to rank 4th among electric kettle brands worldwide, with 5.3% of the searches.
OXO’s share of searches among electric kettle brands worldwide has lost ground for 3 months in a row, from 4.3% to 3.6% in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Breville’s and OXO’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among electric kettle brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.