Air fryer brands in the United Kingdom:Which are most popular?

Name: Air fryer brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Ninja was the most searched air fryer brand in the United Kingdom, accounting for 67.3% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Ninja was mentioned most often, in four of the five answers. Ninja was recommended most often, coming first in all four responses that gave a list.

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Top air fryer brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Ninja was mentioned most often, in four of the five answers. Ninja was recommended most often, coming first in all four answers that gave a list. COSORI was second, and Instant was third. Salter, which ranked sixth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Ninja	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Instant	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
COSORI	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Philips	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Tower	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Tefal	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Russell Hobbs	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Salter	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lakeland	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Swan	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Sage	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Morphy Richards	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Sage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morphy Richards0 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?”
1. 1Ninja
2. 2COSORI
3. 3Instant
Asked ChatGPT
“What are the best air fryer brands?”
1. 1Ninja
2. 2COSORI
3. 3Instant
4. 4Philips
5. 5Tower
6. 6Russell Hobbs
Asked ChatGPT
“What is the best dual basket air fryer?”
1. 1Ninja
2. 2Philips
3. 3Instant
Searched Google, AI Overview
“air fryer”
Searched Google, AI Overview
“best air fryer”
1. 1Ninja
2. 2Tefal

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 do people search for most?

This chart shows how often people search Google for each air fryer brand by name. Each line represents a brand's share of searches for all 12 air fryer brands we track, month by month, from searches in United Kingdom.

Share of searches among air fryer brands in the United Kingdom, by month

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	Ninja SharkNinja	67.3%	165K	0%	-1.7 points
2, held 2nd	Tower	9.1%	22.2K	+22.7%	+1.5 points
3, held 3rd	Tefal	6%	14.8K	0%	-0.1 points
4, held 4th	COSORI	4.9%	12.1K	0%	-0.1 points
5, held 5th	Philips	3.3%	8.1K	0%	-0.1 points
6, held 6th	Salter	3.3%	8.1K	0%	-0.1 points
7, held 7th	Lakeland	2.2%	5.4K	+22.7%	+0.4 points
8, held 8th	Russell Hobbs	1.8%	4.4K	+22.2%	+0.3 points
9, held 9th	Swan	0.77%	1.9K	0%	0 points
10, held 10th	Instant	0.65%	1.6K	0%	0 points
11, held 11th	Sage	0.36%	880	-12%	-0.1 points
12, held 12th	Morphy Richards	0.29%	720	+22%	0 points

1.Ninja
67.3%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1.7 points.
2.Tower
9.1%
Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.5 points.
3.Tefal
6%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.COSORI
4.9%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.Philips
3.3%
Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.Salter
3.3%
Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
7.Lakeland
2.2%
Held 7th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.4 points.
8.Russell Hobbs
1.8%
Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.3 points.
9.Swan
0.77%
Held 9th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.Instant
0.65%
Held 10th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.
11.Sage
0.36%
Held 11th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.
12.Morphy Richards
0.29%
Held 12th. 720 estimated branded searches, +22% vs prior month. Share 0 points.

Which brand is most popular in search among air fryer brands in the United Kingdom?

12 brands

In September 2026, Ninja was the most searched among air fryer brands in the United Kingdom, with an estimated 165K branded searches, 67.3% of all searches for the 12 we track. Tower is in 2nd place, 58.2 percentage points behind at 9.1%.

United Kingdom air fryer brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Ninja	68.1% → 67.3%	71.4%Nov 2025	66.6%Feb 2026	1st
Tower	9.2% → 9.1%	9.2%Oct 2025	7.6%Jun 2026	2nd
Tefal	6.1% → 6%	6.4%Nov 2025	5.2%Apr 2026	3rd
COSORI	4.1% → 4.9%	5.1%Jun 2026	3.5%Nov 2025	4th
Philips	3.4% → 3.3%	4.2%Apr 2026	2.8%Jul 2026	5th
Salter	2.7% → 3.3%	3.4%Jul 2026	2.3%Nov 2025	6th
Lakeland	1.8% → 2.2%	2.2%Sep 2026	1.4%May 2026	7th
Russell Hobbs	1.8%	2.2%Feb 2026	1.3%Dec 2025	8th
Swan	1.2% → 0.77%	1.5%Jan 2026	0.77%Sep 2026	9th
Instant	0.81% → 0.65%	0.81%Oct 2025	0.57%Nov 2025	10th
Sage	0.34% → 0.36%	0.53%Mar 2026	0.29%Dec 2025	12th → 11th
Morphy Richards	0.34% → 0.29%	0.36%Mar 2026	0.24%Nov 2025	11th → 12th

Each finding as a sentence

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, COSORI’s share of searches among air fryer brands in the United Kingdom increased from 4.1% to 4.9%.
Across the 12 months ending September 2026, Salter’s share of searches among air fryer brands in the United Kingdom increased from 2.7% to 3.3%.
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.
Across the 12 months ending September 2026, Tower’s share of searches among air fryer brands in the United Kingdom peaked at 9.2% in October 2025 and was lowest at 7.6% in June 2026.
Across the 12 months ending September 2026, Tefal’s share of searches among air fryer brands in the United Kingdom peaked at 6.4% in November 2025 and was lowest at 5.2% in April 2026.
Across the 12 months ending September 2026, COSORI’s share of searches among air fryer brands in the United Kingdom peaked at 5.1% in June 2026 and was lowest at 3.5% in November 2025.
Across the 12 months ending September 2026, Philips’ share of searches among air fryer brands in the United Kingdom peaked at 4.2% in April 2026 and was lowest at 2.8% in July 2026.
Across the 12 months ending September 2026, Salter’s share of searches among air fryer brands in the United Kingdom peaked at 3.4% in July 2026 and was lowest at 2.3% in November 2025.
Across the 12 months ending September 2026, Sage rose from 12th to 11th among air fryer brands in the United Kingdom.
Across the 12 months ending September 2026, Morphy Richards fell from 11th to 12th among air fryer brands in the United Kingdom.
Across the 12 months ending September 2026, Tower, Tefal, Philips, Lakeland, Russell Hobbs, Swan and Instant held steady: their share of searches among air fryer brands in the United Kingdom each moved less than 0.5 percentage points.

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

8 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.
Estimated monthly branded searches for Tefal in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
Estimated monthly branded searches for Philips in the United Kingdom fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

How are branded searches counted for air fryer brands?

12 search terms

Each brand's share of searches among air fryer brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.