Joseph Joseph vs Oxo:Which is searched more?
In September 2026, Oxo had more branded searches than Joseph Joseph among kitchen utensil brands worldwide. Oxo was estimated to have 120K branded searches compared to Joseph Joseph’s 110K, and held a 50.4% Share of Search versus Joseph Joseph’s 46.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Joseph Joseph or Oxo?
Compare the kitchen utensil brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Oxo, Joseph Joseph. The figures are in the table below the chart.
View monthly share of search table
| Month | Oxo | Joseph Joseph | Zyliss |
|---|---|---|---|
| Oct 2025 | 50% | 46.5% | 3.4% |
| Nov 2025 | 50.9% | 45.8% | 3.4% |
| Dec 2025 | 45.4% | 50.8% | 3.7% |
| Jan 2026 | 45.5% | 50.8% | 3.7% |
| Feb 2026 | 45.3% | 50.9% | 3.7% |
| Mar 2026 | 45% | 51.3% | 3.8% |
| Apr 2026 | 45.6% | 51.3% | 3.1% |
| May 2026 | 50.1% | 46.5% | 3.4% |
| Jun 2026 | 49.7% | 46.8% | 3.4% |
| Jul 2026 | 50.1% | 46.5% | 3.4% |
| Aug 2026 | 45.6% | 51.3% | 3.1% |
| Sep 2026 | 50.4% | 46.2% | 3.4% |
How has the Joseph Joseph and Oxo comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Joseph Joseph took it in December 2025, Oxo took it in May 2026, Joseph Joseph took it in August 2026, Oxo took it in September 2026.
- Across the 12 months ending September 2026, Joseph Joseph’s estimated Share of Search among kitchen utensil brands worldwide moved from 46.5% to 46.2%, and its estimated monthly branded searches moved from 135K to 110K.
- Across the 12 months ending September 2026, Oxo’s estimated Share of Search among kitchen utensil brands worldwide moved from 50% to 50.4%, and its estimated monthly branded searches moved from 145K to 120K.
How did search popularity change for kitchen utensil brands worldwide in September 2026?
2 changes
In September 2026, Oxo overtook Joseph Joseph to become the leader among kitchen utensil brands worldwide, with 50.4% estimated Share of Search.
In September 2026, Joseph Joseph lost estimated Share of Search among kitchen utensil brands worldwide, from 51.3% to 46.2%.
Other head-to-heads among kitchen utensil brands
How each brand is measured
Brandwave collects information about searches that people make online using Joseph Joseph’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.
Joseph Joseph
1 branded search term
- joseph joseph
Oxo
3 branded search terms
- oxo
- oxo cubes
- oxo soup
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