OXO vs Russell Hobbs:Which is more popular?
In September 2026, Russell Hobbs had more branded searches than OXO among electric kettle brands worldwide. Russell Hobbs had about 138,000 branded searches, while OXO had 112,000. Russell Hobbs made up 4.4% 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 Russell Hobbs in none.
Who do people search for more?
Russell Hobbs, about 24% more searches than OXO
Who does AI mention more?
OXO, mentioned in 3 of 5 answers, Russell Hobbs in 0
Who does AI recommend more?
OXO, the only one of the two named
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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. Russell Hobbs did not appear in any of the five 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 OXO or Russell Hobbs more popular in search?
This chart shows how often people search Google for OXO and Russell Hobbs 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 Russell Hobbs, 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 OXO and Russell Hobbs comparison changed over the last 12 months?
3 findings
- Russell Hobbs was ahead of OXO in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Russell Hobbs’ share of searches among electric kettle brands worldwide moved from 5.2% to 4.4%, and its estimated monthly branded searches moved from 194K to 138K.
How did search popularity change for electric kettle brands worldwide in September 2026?
4 changes
In September 2026, Breville overtook Russell Hobbs to rank 4th among electric kettle brands worldwide, with 5.3% of the searches.
In September 2026, Philips overtook Russell Hobbs to rank 5th among electric kettle brands worldwide, with 4.8% of the searches.
Russell Hobbs’ share of searches among electric kettle brands worldwide has lost ground for 3 months in a row, from 5.3% to 4.4% in September 2026.
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?
6 search terms
Brandwave collects information about searches that people make online using OXO’s and Russell Hobbs’ 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.
OXO
2 branded search terms
- oxo
- oxo kettle
Russell Hobbs
4 branded search terms
- russell hobbs
- russell hobbs kettle
- russell hobbs toaster
- russellhobbs
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