How popular isNinja?
In September 2026, people searched for Ninja by name about 322,000 times in the United Kingdom, a 16% decrease from the previous year. These searches made up 67.3% of all United Kingdom air fryer brand searches, placing Ninja first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Ninja appeared in four of the five answers and was the most recommended of the 12.
Ninja is the most searched of 12 competitors and the most recommended in AI answers.
NinjaShare of searches 67.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
TowerShare of searches 9.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
TefalShare of searches 6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
COSORIShare of searches 4.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
PhilipsShare of searches 3.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top air fryer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Ninja was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Ninja is the most recommended of the 12.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ninja4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Instant3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- COSORI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Philips2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tower1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tefal1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Russell Hobbs1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Salter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lakeland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Swan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about air fryer brands
5 answers
Asked ChatGPT
“Which air fryer should I buy in the UK?”
Asked ChatGPT
“What are the best air fryer brands?”
Asked ChatGPT
“What is the best dual basket air fryer?”
Searched Google, AI Overview
“air fryer”
Searched Google, AI Overview
“best air fryer”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Which air fryer brands compete with Ninja?
Share of searches by month for Ninja, Tower, Tefal, COSORI, Philips, Salter, Lakeland. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ninja | Tower | Tefal | COSORI | Philips | Salter | Lakeland | Russell Hobbs | Swan | Instant | Sage | Morphy Richards |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 68.1% | 9.2% | 6.1% | 4.1% | 3.4% | 2.7% | 1.8% | 1.8% | 1.2% | 0.81% | 0.34% | 0.34% |
| Nov 2025 | 71.4% | 7.9% | 6.4% | 3.5% | 2.9% | 2.3% | 1.9% | 1.6% | 0.85% | 0.57% | 0.38% | 0.24% |
| Dec 2025 | 70.3% | 7.7% | 6.3% | 4.2% | 3.5% | 2.8% | 1.5% | 1.3% | 1% | 0.69% | 0.29% | 0.25% |
| Jan 2026 | 67% | 9% | 6% | 4.9% | 4% | 2.7% | 1.8% | 1.5% | 1.5% | 0.8% | 0.33% | 0.33% |
| Feb 2026 | 66.6% | 8.9% | 6% | 4.9% | 3.3% | 3.3% | 2.2% | 2.2% | 1.2% | 0.79% | 0.49% | 0.35% |
| Mar 2026 | 67.7% | 9.1% | 6.1% | 5% | 3.3% | 2.7% | 1.8% | 1.8% | 0.98% | 0.66% | 0.53% | 0.36% |
| Apr 2026 | 70.5% | 7.7% | 5.2% | 4.2% | 4.2% | 2.8% | 1.5% | 1.5% | 0.81% | 0.68% | 0.38% | 0.31% |
| May 2026 | 67% | 9% | 6% | 4.9% | 4% | 3.3% | 1.4% | 1.8% | 0.94% | 0.79% | 0.44% | 0.36% |
| Jun 2026 | 69% | 7.6% | 6.2% | 5.1% | 3.4% | 2.8% | 1.8% | 1.8% | 0.97% | 0.66% | 0.45% | 0.3% |
| Jul 2026 | 70.1% | 7.7% | 6.3% | 4.2% | 2.8% | 3.4% | 1.9% | 1.5% | 0.83% | 0.67% | 0.37% | 0.31% |
| Aug 2026 | 69% | 7.6% | 6.2% | 5.1% | 3.4% | 3.4% | 1.8% | 1.5% | 0.79% | 0.67% | 0.42% | 0.25% |
| Sep 2026 | 67.3% | 9.1% | 6% | 4.9% | 3.3% | 3.3% | 2.2% | 1.8% | 0.77% | 0.65% | 0.36% | 0.29% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.3% | 165K | 0% | -1.7 points | |
| 2, held 2nd | 9.1% | 22.2K | +22.7% | +1.5 points | |
| 3, held 3rd | 6% | 14.8K | 0% | -0.1 points | |
| 4, held 4th | 4.9% | 12.1K | 0% | -0.1 points | |
| 5, held 5th | 3.3% | 8.1K | 0% | -0.1 points | |
| 6, held 6th | 3.3% | 8.1K | 0% | -0.1 points | |
| 7, held 7th | 2.2% | 5.4K | +22.7% | +0.4 points | |
| 8, held 8th | 1.8% | 4.4K | +22.2% | +0.3 points | |
| 9, held 9th | 0.77% | 1.9K | 0% | 0 points | |
| 10, held 10th | 0.65% | 1.6K | 0% | 0 points | |
| 11, held 11th | 0.36% | 880 | -12% | -0.1 points | |
| 12, held 12th | 0.29% | 720 | +22% | 0 points |
1.
Ninja67.3%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1.7 points.
2.
Tower9.1%
Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.5 points.
3.
Tefal6%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.
COSORI4.9%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.
Philips3.3%
Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.
Salter3.3%
Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
7.
Lakeland2.2%
Held 7th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.4 points.
1.8%
Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.3 points.
9.
Swan0.77%
Held 9th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Instant0.65%
Held 10th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.
11.
Sage0.36%
Held 11th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.
0.29%
Held 12th. 720 estimated branded searches, +22% vs prior month. Share 0 points.
Compare popularity between Ninja and its closest rivals
Every comparison with Ninja
47 comparisons
- De'Longhi vs Ninja
- Ninja vs Sage
- Nespresso vs Ninja
- Lavazza vs Ninja
- Ninja vs Smeg
- Ninja vs Tassimo
- Ninja vs NutriBullet
- COSORI vs Ninja
- Dolce Gusto vs Ninja
- Ninja vs Philips
- Krups vs Ninja
- Big Green Egg vs Ninja
- Jura vs Ninja
- Kamado Joe vs Ninja
- Lakeland vs Ninja
- Ninja vs Vitamix
- Ninja vs Weber
- Ninja vs Russell Hobbs
- KitchenAid vs Ninja
- Gaggia vs Ninja
- Melitta vs Ninja
- Ninja vs Outback
- Ninja vs Swan
- Kenwood vs Ninja
- Instant vs Ninja
- Napoleon vs Ninja
- Ninja vs Traeger
- Circulon vs Ninja
- Eaziglide vs Ninja
- GreenPan vs Ninja
- HexClad vs Ninja
- Le Creuset vs Ninja
- Ninja vs ProCook
- Ninja vs Salter
- Ninja vs Scanpan
- Ninja vs Staub
- Ninja vs Tefal
- Ninja vs Tower
- Ninja vs Tramontina
- Blendtec vs Ninja
- Morphy Richards vs Ninja
- Masterbuilt vs Ninja
- Campingaz vs Ninja
- Char-Broil vs Ninja
- Everdure vs Ninja
- Landmann vs Ninja
- BlendJet vs Ninja
How has branded search demand for Ninja changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Ninja in the United Kingdom fell from 383K to 322K.
- Across the 12 months ending September 2026, Ninja’s share of searches among air fryer brands in the United Kingdom decreased from 68.1% to 67.3%.
- Across the 12 months ending September 2026, Ninja’s share of searches among air fryer brands in the United Kingdom peaked at 71.4% in November 2025 and was lowest at 66.6% in February 2026.
How did search popularity change for United Kingdom air fryer brands in September 2026?
6 changes
In September 2026, Tower gained share of searches among air fryer brands in the United Kingdom, from 7.6% to 9.1%.
In September 2026, Ninja lost share of searches among air fryer brands in the United Kingdom, from 69% to 67.3%.
Estimated monthly branded searches for Swan in the United Kingdom fell 47.2% over 12 measured months, from 3.6K to 1.9K in September 2026.
Estimated monthly branded searches for Instant in the United Kingdom fell 33.3% over 12 measured months, from 2.4K to 1.6K in September 2026.
Estimated monthly branded searches for Morphy Richards in the United Kingdom fell 28% over 12 measured months, from 1K to 720 in September 2026.
Estimated monthly branded searches for Russell Hobbs in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are Ninja’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Ninja’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- ninja air fryer
- ninja blender
- ninja coffee machine
- ninja woodfire
- ninja zerostick
Who owns Ninja?
Ninja is owned by 
SharkNinja. Brandwave also tracks Shark, owned by the same company, in the United Kingdom.
Do you work for Ninja? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Ninja compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Coffee machine brands | 1st of 13 | 28.6% | Show ranking |
| Cookware brands | 11th of 13 | 0.29% | Show ranking |
| Air fryer brands | 1st of 12 | 67.3% | Shown above |
| Blender brands | 1st of 10 | 57.1% | Show ranking |
| BBQ brands | 4th of 12 | 13.1% | Show ranking |
Is Ninja 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.