--- title: "OXO vs Russell Hobbs: Which is searched more?" description: "Is OXO or Russell Hobbs more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Electric kettle brands set worldwide. 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/compare/oxo-vs-russell-hobbs" publisher: "Brandwave" --- # OXO vs Russell Hobbs: Which is searched more? Is OXO or Russell Hobbs more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Electric kettle brands set worldwide. 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 - **Compared**: OXO and Russell Hobbs - **Competitive set**: Electric kettle brands - **Market**: Global - **Month measured**: Sep 2026 - **OXO Share of Search**: 3.6% - **Russell Hobbs Share of Search**: 4.4% ## Is OXO or Russell Hobbs more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Cuisinart | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Fellow | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | OXO | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Breville | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Smeg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Philips | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Russell Hobbs | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about electric kettle brands - Asked ChatGPT "Which electric kettle brand should I buy?": 1. OXO, 2. Cuisinart, 3. Fellow - Asked ChatGPT "What are the best electric kettle brands?": 1. Fellow, 2. Breville, 3. Cuisinart, 4. OXO - Asked ChatGPT "What's the best electric kettle brand for everyday tea?": 1. Cuisinart, 2. Breville, 3. Fellow - Searched Google, AI Overview "best electric kettle": 1. Fellow, 2. Cuisinart, 3. OXO - Searched Google, AI Overview "electric kettle for tea": 1. Fellow Not named in any answer: KitchenAid, Smeg, Philips and Russell Hobbs. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for electric kettle brands worldwide in September 2026? - 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. ## Month by month | Month | OXO estimated searches | OXO Share of Search | OXO rank | Russell Hobbs estimated searches | Russell Hobbs Share of Search | Russell Hobbs rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 137K | 3.7% | 5 | 194K | 5.2% | 4 | | Nov 2025 | 167K | 3% | 6 | 242K | 4.4% | 5 | | Dec 2025 | 138K | 2.5% | 6 | 237K | 4.3% | 5 | | Jan 2026 | 137K | 3.3% | 6 | 203K | 4.9% | 4 | | Feb 2026 | 112K | 3.5% | 6 | 158K | 4.9% | 4 | | Mar 2026 | 112K | 3.3% | 6 | 165K | 5% | 4 | | Apr 2026 | 112K | 3.7% | 6 | 138K | 4.6% | 4 | | May 2026 | 112K | 3.8% | 6 | 138K | 4.8% | 4 | | Jun 2026 | 112K | 4.3% | 6 | 138K | 5.3% | 4 | | Jul 2026 | 112K | 3.9% | 6 | 136K | 4.8% | 4 | | Aug 2026 | 112K | 3.8% | 7 | 138K | 4.8% | 4 | | Sep 2026 | 112K | 3.6% | 7 | 138K | 4.4% | 6 | ## How each brand is measured 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**: Measured on the search terms “oxo” and “oxo kettle”, summed into one figure. - **Russell Hobbs**: Measured on the search terms “russell hobbs”, “russell hobbs kettle”, “russell hobbs toaster” and “russellhobbs”, summed into one figure. - [OXO profile](/demand/global-en/brands/oxo) - [Russell Hobbs profile](/demand/global-en/brands/russell-hobbs) - [All electric kettle brands worldwide](/demand/global-en/categories/electric-kettle-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is OXO or Russell Hobbs more popular in search? 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%. ## Cite this page Brandwave. "OXO vs Russell Hobbs: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/oxo-vs-russell-hobbs This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/oxo-vs-russell-hobbs. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.