---
title: "Toaster brands: Which brands are most popular in search?"
description: "Compare the toaster brands people buy. Share of Search among Philips, Breville, Smeg, Russell Hobbs and Dualit, the toaster brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/toaster-brands"
publisher: "Brandwave"
---

# Toaster brands: Which brands are most popular in search?

Compare the toaster brands people buy. Share of Search among Philips, Breville, Smeg, Russell Hobbs and Dualit, the toaster brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Toaster brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Philips, 40.5%

## Which brand is most popular in search among toaster brands worldwide?

- In August 2026, Philips was the most searched among toaster brands worldwide, with an estimated 1.1M branded searches and 40.5% estimated Share of Search within this set.
- Breville is in 2nd place, 9.4 percentage points behind at 31.1% Share of Search.
- Across the 11 months ending August 2026, Philips’ estimated Share of Search among toaster brands worldwide increased from 37.6% to 40.5%.
- Across the 11 months ending August 2026, Breville’s estimated Share of Search among toaster brands worldwide increased from 28.5% to 31.1%.
- Across the 11 months ending August 2026, Smeg’s estimated Share of Search among toaster brands worldwide decreased from 28.6% to 24.7%.
- Across the 11 months ending August 2026, Russell Hobbs’ estimated Share of Search among toaster brands worldwide decreased from 4.7% to 3.3%.
- Across the 11 months ending August 2026, Philips’ estimated Share of Search among toaster brands worldwide peaked at 40.5% in August 2026 and was lowest at 33.1% in January 2026.
- Across the 11 months ending August 2026, Breville’s estimated Share of Search among toaster brands worldwide peaked at 35.5% in November 2025 and was lowest at 28.3% in February 2026.
- Across the 11 months ending August 2026, Smeg’s estimated Share of Search among toaster brands worldwide peaked at 30.8% in March 2026 and was lowest at 23.5% in June 2026.
- Across the 11 months ending August 2026, Breville rose from 3rd to 2nd among toaster brands worldwide.
- Across the 11 months ending August 2026, Smeg fell from 2nd to 3rd among toaster brands worldwide.
- Across the 11 months ending August 2026, Dualit held steady: its estimated Share of Search among toaster brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Philips vs Breville: compare search popularity](/demand/global-en/compare/breville-vs-philips): 40.5% against 31.1% Share of Search.
- [Philips vs Smeg: compare search popularity](/demand/global-en/compare/philips-vs-smeg): 40.5% against 24.7% Share of Search.
- [Philips vs Russell Hobbs: compare search popularity](/demand/global-en/compare/philips-vs-russell-hobbs): 40.5% against 3.3% Share of Search.
- [Breville vs Smeg: compare search popularity](/demand/global-en/compare/breville-vs-smeg): 31.1% against 24.7% Share of Search.
- [Breville vs Russell Hobbs: compare search popularity](/demand/global-en/compare/breville-vs-russell-hobbs): 31.1% against 3.3% Share of Search.
- [Smeg vs Russell Hobbs: compare search popularity](/demand/global-en/compare/russell-hobbs-vs-smeg): 24.7% against 3.3% Share of Search.

## How did search popularity change for toaster brands worldwide in August 2026?

- In August 2026, Philips gained estimated Share of Search among toaster brands worldwide, from 39.4% to 40.5%.
- In August 2026, Breville lost estimated Share of Search among toaster brands worldwide, from 31.7% to 31.1%.
- Estimated monthly branded searches for Russell Hobbs worldwide fell 33% over 11 measured months, from 135K to 90.5K in August 2026.
- Estimated monthly branded searches for Dualit worldwide fell 18.2% over 11 measured months, from 14.8K to 12.1K in August 2026.
- Estimated monthly branded searches for Smeg worldwide fell 18.2% over 11 measured months, from 823K to 673K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Philips | 40.5% | 1.1M | +4.3% | Philips |
| 2 | Breville | 31.1% | 845K | -0.3% | Breville |
| 3 | Smeg | 24.7% | 673K | 0.0% | Smeg |
| 4 | Russell Hobbs | 3.3% | 90.5K | 0.0% | Russell Hobbs |
| 5 | Dualit | 0.44% | 12.1K | +22.2% | Dualit |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Philips | 1.1M | 37.6% | 1 |
| Oct 2025 | Smeg | 823K | 28.6% | 2 |
| Oct 2025 | Breville | 820K | 28.5% | 3 |
| Oct 2025 | Russell Hobbs | 135K | 4.7% | 4 |
| Oct 2025 | Dualit | 14.8K | 0.51% | 5 |
| Nov 2025 | Breville | 1.4M | 35.5% | 1 |
| Nov 2025 | Philips | 1.3M | 33.4% | 2 |
| Nov 2025 | Smeg | 1M | 26.2% | 3 |
| Nov 2025 | Russell Hobbs | 165K | 4.3% | 4 |
| Nov 2025 | Dualit | 22.2K | 0.58% | 5 |
| Dec 2025 | Philips | 1.4M | 35.3% | 1 |
| Dec 2025 | Breville | 1.3M | 34.4% | 2 |
| Dec 2025 | Smeg | 1M | 25.5% | 3 |
| Dec 2025 | Russell Hobbs | 165K | 4.2% | 4 |
| Dec 2025 | Dualit | 22.2K | 0.57% | 5 |
| Jan 2026 | Philips | 1.1M | 33.1% | 1 |
| Jan 2026 | Breville | 1.1M | 32% | 2 |
| Jan 2026 | Smeg | 1M | 30.3% | 3 |
| Jan 2026 | Russell Hobbs | 135K | 4.1% | 4 |
| Jan 2026 | Dualit | 18.1K | 0.55% | 5 |
| Feb 2026 | Philips | 975K | 36.3% | 1 |
| Feb 2026 | Smeg | 823K | 30.7% | 2 |
| Feb 2026 | Breville | 759K | 28.3% | 3 |
| Feb 2026 | Russell Hobbs | 110K | 4.1% | 4 |
| Feb 2026 | Dualit | 14.8K | 0.55% | 5 |
| Mar 2026 | Philips | 957K | 35.8% | 1 |
| Mar 2026 | Smeg | 823K | 30.8% | 2 |
| Mar 2026 | Breville | 765K | 28.7% | 3 |
| Mar 2026 | Russell Hobbs | 110K | 4.1% | 4 |
| Mar 2026 | Dualit | 14.8K | 0.55% | 5 |
| Apr 2026 | Philips | 939K | 37.8% | 1 |
| Apr 2026 | Breville | 768K | 30.9% | 2 |
| Apr 2026 | Smeg | 673K | 27.1% | 3 |
| Apr 2026 | Russell Hobbs | 90.5K | 3.6% | 4 |
| Apr 2026 | Dualit | 12.1K | 0.49% | 5 |
| May 2026 | Philips | 909K | 37.1% | 1 |
| May 2026 | Breville | 768K | 31.3% | 2 |
| May 2026 | Smeg | 673K | 27.4% | 3 |
| May 2026 | Russell Hobbs | 90.5K | 3.7% | 4 |
| May 2026 | Dualit | 12.1K | 0.49% | 5 |
| Jun 2026 | Philips | 911K | 39% | 1 |
| Jun 2026 | Breville | 775K | 33.1% | 2 |
| Jun 2026 | Smeg | 550K | 23.5% | 3 |
| Jun 2026 | Russell Hobbs | 90.5K | 3.9% | 4 |
| Jun 2026 | Dualit | 12.1K | 0.52% | 5 |
| Jul 2026 | Philips | 1.1M | 39.4% | 1 |
| Jul 2026 | Breville | 848K | 31.7% | 2 |
| Jul 2026 | Smeg | 673K | 25.1% | 3 |
| Jul 2026 | Russell Hobbs | 90.5K | 3.4% | 4 |
| Jul 2026 | Dualit | 9.9K | 0.37% | 5 |
| Aug 2026 | Philips | 1.1M | 40.5% | 1 |
| Aug 2026 | Breville | 845K | 31.1% | 2 |
| Aug 2026 | Smeg | 673K | 24.7% | 3 |
| Aug 2026 | Russell Hobbs | 90.5K | 3.3% | 4 |
| Aug 2026 | Dualit | 12.1K | 0.44% | 5 |
| Sep 2026 | Breville | — | — | — |
| Sep 2026 | Dualit | — | — | — |
| Sep 2026 | Philips | — | — | — |
| Sep 2026 | Russell Hobbs | — | — | — |
| Sep 2026 | Smeg | — | — | — |

## What is being compared

- **Breville**: Measured on the search terms “breville”, “breville barista express”, “breville barista touch”, “breville coffee machine”, “breville com”, “breville dual boiler”, “breville espresso machine” and “breville oracle”, summed into one figure.
- **Dualit**: Measured on the search term “dualit”.
- **Philips**: Measured on the search terms “air fryer philips”, “philips air fryer”, “philips airfryer”, “philips com”, “philips oneblade”, “philips shaver” and “shaver philips”, summed into one figure.
- **Russell Hobbs**: Measured on the search term “russell hobbs”.
- **Smeg**: Measured on the search term “smeg”.

- [Breville](/demand/global-en/brands/breville)
- [Dualit](/demand/global-en/brands/dualit)
- [Philips](/demand/global-en/brands/philips)
- [Russell Hobbs](/demand/global-en/brands/russell-hobbs)
- [Smeg](/demand/global-en/brands/smeg)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among toaster brands worldwide?

In August 2026, Philips was the most searched among toaster brands worldwide, with an estimated 1.1M branded searches and 40.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Toaster brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/toaster-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/toaster-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.