Brandwave

How popular isSage?

In September 2026, people searched for Sage by name about 74,900 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 0.36% of all United Kingdom air fryer brand searches, placing Sage 11th out of 12 brands. When we asked both ChatGPT and Google AI Overviews about air fryer brands, Sage did not appear in any of the answers.

Search and AI answers in September 2026

Sage is the 11th most searched of 12 competitors and not listed in any AI answer.

  1. NinjaShare of searches 67.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. TowerShare of searches 9.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. TefalShare of searches 6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. COSORIShare of searches 4.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. SageShare of searches 0.36%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top air fryer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sage 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.

  1. Ninja1st
  2. COSORI2nd
  3. Instant3rd
  4. Philips4th
  5. Tefal5th
  6. Tower6th
  7. Russell Hobbs7th
  8. +2 more
  9. Swan–
  10. Sage–
  11. Morphy Richards–

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
  • Sage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about air fryer brands

5 answers

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 Sage?

Sage against air fryer brands in the United Kingdom, by month

Share of searches by month for Ninja, Tower, Tefal, COSORI, Philips, Salter, Lakeland, Sage. The figures are in the table below the chart.

View monthly share of searches table
MonthNinjaTowerTefalCOSORIPhilipsSalterLakelandRussell HobbsSwanInstantSageMorphy Richards
Oct 202568.1%9.2%6.1%4.1%3.4%2.7%1.8%1.8%1.2%0.81%0.34%0.34%
Nov 202571.4%7.9%6.4%3.5%2.9%2.3%1.9%1.6%0.85%0.57%0.38%0.24%
Dec 202570.3%7.7%6.3%4.2%3.5%2.8%1.5%1.3%1%0.69%0.29%0.25%
Jan 202667%9%6%4.9%4%2.7%1.8%1.5%1.5%0.8%0.33%0.33%
Feb 202666.6%8.9%6%4.9%3.3%3.3%2.2%2.2%1.2%0.79%0.49%0.35%
Mar 202667.7%9.1%6.1%5%3.3%2.7%1.8%1.8%0.98%0.66%0.53%0.36%
Apr 202670.5%7.7%5.2%4.2%4.2%2.8%1.5%1.5%0.81%0.68%0.38%0.31%
May 202667%9%6%4.9%4%3.3%1.4%1.8%0.94%0.79%0.44%0.36%
Jun 202669%7.6%6.2%5.1%3.4%2.8%1.8%1.8%0.97%0.66%0.45%0.3%
Jul 202670.1%7.7%6.3%4.2%2.8%3.4%1.9%1.5%0.83%0.67%0.37%0.31%
Aug 202669%7.6%6.2%5.1%3.4%3.4%1.8%1.5%0.79%0.67%0.42%0.25%
Sep 202667.3%9.1%6%4.9%3.3%3.3%2.2%1.8%0.77%0.65%0.36%0.29%

  1. 1.Ninja

    67.3%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1.7 points.

  2. 2.Tower

    9.1%

    Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.5 points.

  3. 3.Tefal

    6%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.COSORI

    4.9%

    Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Philips

    3.3%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Salter

    3.3%

    Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Lakeland

    2.2%

    Held 7th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  8. 8.Russell Hobbs

    1.8%

    Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  9. 9.Swan

    0.77%

    Held 9th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Instant

    0.65%

    Held 10th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Sage

    0.36%

    Held 11th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.

  12. 12.Morphy Richards

    0.29%

    Held 12th. 720 estimated branded searches, +22% vs prior month. Share 0 points.

Compare popularity between Sage and its closest rivals

Every comparison with Sage

21 comparisons

How has branded search demand for Sage changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sage in the United Kingdom fell from 91.5K to 74.9K.
  • Across the 12 months ending September 2026, Sage rose from 12th to 11th among air fryer brands in the United Kingdom.

How did search popularity change for United Kingdom air fryer brands in September 2026?

6 changes

  1. In September 2026, Tower gained share of searches among air fryer brands in the United Kingdom, from 7.6% to 9.1%.

  2. In September 2026, Ninja lost share of searches among air fryer brands in the United Kingdom, from 69% to 67.3%.

  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.

  4. 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.

  5. Estimated monthly branded searches for Morphy Richards in the United Kingdom fell 28% over 12 measured months, from 1K to 720 in September 2026.

  6. 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 Sage’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sage’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.

  • sage air fryer
  • sage coffee machine

Do you work for Sage? 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 Sage compete?

Sage is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Coffee machine brands3rd of 1319.3%Show ranking
Air fryer brands11th of 120.36%Shown above
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Is Sage your brand?

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