Brandwave

How popular isOXO?

In September 2026, people searched for OXO by name about 170 times in New Zealand, about the same as the previous year. These searches made up 21.3% of all New Zealand food scale brand searches, placing OXO second out of four brands. When we asked both ChatGPT and Google AI Overviews about food scale brands, OXO appeared in two of the five answers and was the joint most recommended of the four.

Search and AI answers in September 2026

OXO is the second most searched of 4 competitors and the joint most recommended in AI answers.

  1. SalterShare of searches 58.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. OXOShare of searches 21.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. RenphoShare of searches 17.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. EtekcityShare of searches 2.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
OXO website (opens in a new tab)

Follow 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 food scale brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, OXO was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. OXO is the joint most recommended of the four.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Salter1st
  2. OXO1st
  3. Renpho–
  4. Etekcity–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Salter5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OXO2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Renpho0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Etekcity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about food scale brands

5 answers

  • Asked ChatGPT

    “Which food scale brand should I buy in New Zealand?”

    1. 1Salter
    2. 2OXO

  • Asked ChatGPT

    “What are the best food scale brands in New Zealand?”

    1. 1OXO
    2. 2Salter

  • Asked ChatGPT

    “What's the best food scale brand in New Zealand for precise cooking?”

    1. 1Salter

  • Searched Google, AI Overview

    “food scales nz”

    1. 1Salter

  • Searched Google, AI Overview

    “digital kitchen scale”

    1. 1Salter

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which food scale brands compete with OXO?

OXO against food scale brands in New Zealand, by month

Share of searches by month for Salter, OXO, Renpho, Etekcity. The figures are in the table below the chart.

View monthly share of searches table
MonthSalterOXORenphoEtekcity
Oct 202561%22.1%14.3%2.6%
Nov 202561.8%20.6%16.2%1.5%
Dec 202551.1%22.8%22.8%3.3%
Jan 202653.5%26.3%17.2%3%
Feb 202658.3%23.6%15.3%2.8%
Mar 202656.6%27.6%11.8%3.9%
Apr 202660.5%24.4%12.8%2.3%
May 202656.6%20.5%20.5%2.4%
Jun 202663.4%20.7%13.4%2.4%
Jul 202662.4%20%16.5%1.2%
Aug 202659.1%23.9%15.9%1.1%
Sep 202658.8%21.3%17.5%2.5%

  1. 1.Salter

    58.8%

    Held 1st. 470 estimated branded searches, -9.6% vs prior month. Share -0.3 points.

  2. 2.OXO

    21.3%

    Held 2nd. 170 estimated branded searches, -19% vs prior month. Share -2.6 points.

  3. 3.Renpho

    17.5%

    Held 3rd. 140 estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Etekcity

    2.5%

    Held 4th. 20 estimated branded searches, +100% vs prior month. Share +1.4 points.

Compare popularity between OXO and its closest rivals

Every comparison with OXO

31 comparisons

How has branded search demand for OXO changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for OXO in New Zealand held steady at 170.
  • Across the 12 months ending September 2026, OXO’s share of searches among food scale brands in New Zealand decreased from 22.1% to 21.3%.
  • Across the 12 months ending September 2026, OXO’s share of searches among food scale brands in New Zealand peaked at 27.6% in March 2026 and was lowest at 20% in July 2026.

How did search popularity change for New Zealand food scale brands in September 2026?

4 changes

  1. In September 2026, Renpho gained share of searches among food scale brands in New Zealand, from 15.9% to 17.5%.

  2. In September 2026, Etekcity gained share of searches among food scale brands in New Zealand, from 1.1% to 2.5%.

  3. In September 2026, OXO lost share of searches among food scale brands in New Zealand, from 23.9% to 21.3%.

  4. Salter’s share of searches among food scale brands in New Zealand has lost ground for 3 months in a row, from 63.4% to 58.8% in September 2026.

How are OXO’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using OXO’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • oxo good grips

Do you work for OXO? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does OXO compete?

OXO is ranked in 16 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Coffee maker brands8th of 90.35%Show ranking
Kitchen scale brands4th of 60.88%Show ranking
Measuring spoons brands4th of 50.96%Show ranking
Tea infuser brands6th of 71%Show ranking
Measuring cups brands4th of 51.1%Show ranking
Loaf pan brands3rd of 41.9%Show ranking
Grill brush brands5th of 52.4%Show ranking
Potato peeler brands3rd of 34.3%Show ranking
Poultry shears brands3rd of 58.7%Show ranking
Kitchen utensil brands3rd of 510.4%Show ranking
Measuring jug brands3rd of 311.5%Show ranking
Jar opener brands2nd of 313.5%Show ranking
Salad spinner brands2nd of 519.5%Show ranking
Herb cutter brands2nd of 320.5%Show ranking
Food scale brands2nd of 421.3%Shown above
Lemon juicer brands2nd of 321.8%Show ranking
Creator with pink hair and a pink jacket

Is OXO your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free