---
title: "Air fryer brands in the United Kingdom: Which are searched most?"
description: "Compare the air fryer brands people in the UK buy. Share of Search among Ninja, Tower, Tefal, COSORI, Philips, Salter, Lakeland, Russell Hobbs, Swan, Instant, Sage and Morphy Richards, the air fryer brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/uk/categories/uk-air-fryer-brands"
publisher: "Brandwave"
---

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

Compare the air fryer brands people in the UK buy. Share of Search among Ninja, Tower, Tefal, COSORI, Philips, Salter, Lakeland, Russell Hobbs, Swan, Instant, Sage and Morphy Richards, the air fryer brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Air fryer brands
- **Market**: United Kingdom
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ninja, 67.3%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Ninja | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| COSORI | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Instant | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Philips | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Tefal | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Tower | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Russell Hobbs | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Salter | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Lakeland | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Swan | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sage | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Morphy Richards | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about air fryer brands

- Asked ChatGPT "Which air fryer should I buy in the UK?": 1. Ninja, 2. COSORI, 3. Instant
- Asked ChatGPT "What are the best air fryer brands?": 1. Ninja, 2. COSORI, 3. Instant, 4. Philips, 5. Tower, 6. Russell Hobbs
- Asked ChatGPT "What is the best dual basket air fryer?": 1. Ninja, 2. Philips, 3. Instant
- Searched Google, AI Overview "air fryer": named none of the brands we track
- Searched Google, AI Overview "best air fryer": 1. Ninja, 2. Tefal

Not named in any answer: Salter, Lakeland, Swan, Sage and Morphy Richards.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026.

## Compare search popularity between leading brands

- [Ninja vs Tower: compare search popularity](/demand/uk/compare/ninja-kitchen-vs-tower-housewares): 67.3% against 9.1% Share of Search.
- [Ninja vs Tefal: compare search popularity](/demand/uk/compare/ninja-kitchen-vs-tefal): 67.3% against 6% Share of Search.
- [Ninja vs COSORI: compare search popularity](/demand/uk/compare/cosori-vs-ninja-kitchen): 67.3% against 4.9% Share of Search.
- [Ninja vs Philips: compare search popularity](/demand/uk/compare/ninja-kitchen-vs-philips): 67.3% against 3.3% Share of Search.
- [Tower vs Tefal: compare search popularity](/demand/uk/compare/tefal-vs-tower-housewares): 9.1% against 6% Share of Search.
- [Tower vs COSORI: compare search popularity](/demand/uk/compare/cosori-vs-tower-housewares): 9.1% against 4.9% Share of Search.
- [Tower vs Philips: compare search popularity](/demand/uk/compare/philips-vs-tower-housewares): 9.1% against 3.3% Share of Search.
- [Tefal vs COSORI: compare search popularity](/demand/uk/compare/cosori-vs-tefal): 6% against 4.9% Share of Search.
- [Tefal vs Philips: compare search popularity](/demand/uk/compare/philips-vs-tefal): 6% against 3.3% Share of Search.
- [COSORI vs Philips: compare search popularity](/demand/uk/compare/cosori-vs-philips): 4.9% against 3.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ninja | 67.3% | 165K | 0.0% | SharkNinja |
| 2 | Tower | 9.1% | 22.2K | +22.7% | Tower |
| 3 | Tefal | 6% | 14.8K | 0.0% | Tefal |
| 4 | COSORI | 4.9% | 12.1K | 0.0% | COSORI |
| 5 | Philips | 3.3% | 8.1K | 0.0% | Philips |
| 6 | Salter | 3.3% | 8.1K | 0.0% | Salter |
| 7 | Lakeland | 2.2% | 5.4K | +22.7% | Lakeland |
| 8 | Russell Hobbs | 1.8% | 4.4K | +22.2% | Russell Hobbs |
| 9 | Swan | 0.77% | 1.9K | 0.0% | Swan |
| 10 | Instant | 0.65% | 1.6K | 0.0% | Instant |
| 11 | Sage | 0.36% | 880 | -12.0% | Sage |
| 12 | Morphy Richards | 0.29% | 720 | +22.0% | Morphy Richards |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ninja | 201K | 68.1% | 1 |
| Oct 2025 | Tower | 27.1K | 9.2% | 2 |
| Oct 2025 | Tefal | 18.1K | 6.1% | 3 |
| Oct 2025 | COSORI | 12.1K | 4.1% | 4 |
| Oct 2025 | Philips | 9.9K | 3.4% | 5 |
| Oct 2025 | Salter | 8.1K | 2.7% | 6 |
| Oct 2025 | Lakeland | 5.4K | 1.8% | 7 |
| Oct 2025 | Russell Hobbs | 5.4K | 1.8% | 8 |
| Oct 2025 | Swan | 3.6K | 1.2% | 9 |
| Oct 2025 | Instant | 2.4K | 0.81% | 10 |
| Oct 2025 | Morphy Richards | 1K | 0.34% | 11 |
| Oct 2025 | Sage | 1K | 0.34% | 12 |
| Nov 2025 | Ninja | 301K | 71.4% | 1 |
| Nov 2025 | Tower | 33.1K | 7.9% | 2 |
| Nov 2025 | Tefal | 27.1K | 6.4% | 3 |
| Nov 2025 | COSORI | 14.8K | 3.5% | 4 |
| Nov 2025 | Philips | 12.1K | 2.9% | 5 |
| Nov 2025 | Salter | 9.9K | 2.3% | 6 |
| Nov 2025 | Lakeland | 8.1K | 1.9% | 7 |
| Nov 2025 | Russell Hobbs | 6.6K | 1.6% | 8 |
| Nov 2025 | Swan | 3.6K | 0.85% | 9 |
| Nov 2025 | Instant | 2.4K | 0.57% | 10 |
| Nov 2025 | Sage | 1.6K | 0.38% | 11 |
| Nov 2025 | Morphy Richards | 1K | 0.24% | 12 |
| Dec 2025 | Ninja | 246K | 70.3% | 1 |
| Dec 2025 | Tower | 27.1K | 7.7% | 2 |
| Dec 2025 | Tefal | 22.2K | 6.3% | 3 |
| Dec 2025 | COSORI | 14.8K | 4.2% | 4 |
| Dec 2025 | Philips | 12.1K | 3.5% | 5 |
| Dec 2025 | Salter | 9.9K | 2.8% | 6 |
| Dec 2025 | Lakeland | 5.4K | 1.5% | 7 |
| Dec 2025 | Russell Hobbs | 4.4K | 1.3% | 8 |
| Dec 2025 | Swan | 3.6K | 1% | 9 |
| Dec 2025 | Instant | 2.4K | 0.69% | 10 |
| Dec 2025 | Sage | 1K | 0.29% | 11 |
| Dec 2025 | Morphy Richards | 880 | 0.25% | 12 |
| Jan 2026 | Ninja | 201K | 67% | 1 |
| Jan 2026 | Tower | 27.1K | 9% | 2 |
| Jan 2026 | Tefal | 18.1K | 6% | 3 |
| Jan 2026 | COSORI | 14.8K | 4.9% | 4 |
| Jan 2026 | Philips | 12.1K | 4% | 5 |
| Jan 2026 | Salter | 8.1K | 2.7% | 6 |
| Jan 2026 | Lakeland | 5.4K | 1.8% | 7 |
| Jan 2026 | Russell Hobbs | 4.4K | 1.5% | 8 |
| Jan 2026 | Swan | 4.4K | 1.5% | 9 |
| Jan 2026 | Instant | 2.4K | 0.8% | 10 |
| Jan 2026 | Morphy Richards | 1K | 0.33% | 11 |
| Jan 2026 | Sage | 1K | 0.33% | 12 |
| Feb 2026 | Ninja | 135K | 66.6% | 1 |
| Feb 2026 | Tower | 18.1K | 8.9% | 2 |
| Feb 2026 | Tefal | 12.1K | 6% | 3 |
| Feb 2026 | COSORI | 9.9K | 4.9% | 4 |
| Feb 2026 | Philips | 6.6K | 3.3% | 5 |
| Feb 2026 | Salter | 6.6K | 3.3% | 6 |
| Feb 2026 | Lakeland | 4.4K | 2.2% | 7 |
| Feb 2026 | Russell Hobbs | 4.4K | 2.2% | 8 |
| Feb 2026 | Swan | 2.4K | 1.2% | 9 |
| Feb 2026 | Instant | 1.6K | 0.79% | 10 |
| Feb 2026 | Sage | 1K | 0.49% | 11 |
| Feb 2026 | Morphy Richards | 720 | 0.35% | 12 |
| Mar 2026 | Ninja | 165K | 67.7% | 1 |
| Mar 2026 | Tower | 22.2K | 9.1% | 2 |
| Mar 2026 | Tefal | 14.8K | 6.1% | 3 |
| Mar 2026 | COSORI | 12.1K | 5% | 4 |
| Mar 2026 | Philips | 8.1K | 3.3% | 5 |
| Mar 2026 | Salter | 6.6K | 2.7% | 6 |
| Mar 2026 | Lakeland | 4.4K | 1.8% | 7 |
| Mar 2026 | Russell Hobbs | 4.4K | 1.8% | 8 |
| Mar 2026 | Swan | 2.4K | 0.98% | 9 |
| Mar 2026 | Instant | 1.6K | 0.66% | 10 |
| Mar 2026 | Sage | 1.3K | 0.53% | 11 |
| Mar 2026 | Morphy Richards | 880 | 0.36% | 12 |
| Apr 2026 | Ninja | 165K | 70.5% | 1 |
| Apr 2026 | Tower | 18.1K | 7.7% | 2 |
| Apr 2026 | Tefal | 12.1K | 5.2% | 3 |
| Apr 2026 | COSORI | 9.9K | 4.2% | 4 |
| Apr 2026 | Philips | 9.9K | 4.2% | 5 |
| Apr 2026 | Salter | 6.6K | 2.8% | 6 |
| Apr 2026 | Lakeland | 3.6K | 1.5% | 7 |
| Apr 2026 | Russell Hobbs | 3.6K | 1.5% | 8 |
| Apr 2026 | Swan | 1.9K | 0.81% | 9 |
| Apr 2026 | Instant | 1.6K | 0.68% | 10 |
| Apr 2026 | Sage | 880 | 0.38% | 11 |
| Apr 2026 | Morphy Richards | 720 | 0.31% | 12 |
| May 2026 | Ninja | 135K | 67% | 1 |
| May 2026 | Tower | 18.1K | 9% | 2 |
| May 2026 | Tefal | 12.1K | 6% | 3 |
| May 2026 | COSORI | 9.9K | 4.9% | 4 |
| May 2026 | Philips | 8.1K | 4% | 5 |
| May 2026 | Salter | 6.6K | 3.3% | 6 |
| May 2026 | Russell Hobbs | 3.6K | 1.8% | 7 |
| May 2026 | Lakeland | 2.9K | 1.4% | 8 |
| May 2026 | Swan | 1.9K | 0.94% | 9 |
| May 2026 | Instant | 1.6K | 0.79% | 10 |
| May 2026 | Sage | 880 | 0.44% | 11 |
| May 2026 | Morphy Richards | 720 | 0.36% | 12 |
| Jun 2026 | Ninja | 135K | 69% | 1 |
| Jun 2026 | Tower | 14.8K | 7.6% | 2 |
| Jun 2026 | Tefal | 12.1K | 6.2% | 3 |
| Jun 2026 | COSORI | 9.9K | 5.1% | 4 |
| Jun 2026 | Philips | 6.6K | 3.4% | 5 |
| Jun 2026 | Salter | 5.4K | 2.8% | 6 |
| Jun 2026 | Lakeland | 3.6K | 1.8% | 7 |
| Jun 2026 | Russell Hobbs | 3.6K | 1.8% | 8 |
| Jun 2026 | Swan | 1.9K | 0.97% | 9 |
| Jun 2026 | Instant | 1.3K | 0.66% | 10 |
| Jun 2026 | Sage | 880 | 0.45% | 11 |
| Jun 2026 | Morphy Richards | 590 | 0.3% | 12 |
| Jul 2026 | Ninja | 135K | 70.1% | 1 |
| Jul 2026 | Tower | 14.8K | 7.7% | 2 |
| Jul 2026 | Tefal | 12.1K | 6.3% | 3 |
| Jul 2026 | COSORI | 8.1K | 4.2% | 4 |
| Jul 2026 | Salter | 6.6K | 3.4% | 5 |
| Jul 2026 | Philips | 5.4K | 2.8% | 6 |
| Jul 2026 | Lakeland | 3.6K | 1.9% | 7 |
| Jul 2026 | Russell Hobbs | 2.9K | 1.5% | 8 |
| Jul 2026 | Swan | 1.6K | 0.83% | 9 |
| Jul 2026 | Instant | 1.3K | 0.67% | 10 |
| Jul 2026 | Sage | 720 | 0.37% | 11 |
| Jul 2026 | Morphy Richards | 590 | 0.31% | 12 |
| Aug 2026 | Ninja | 165K | 69% | 1 |
| Aug 2026 | Tower | 18.1K | 7.6% | 2 |
| Aug 2026 | Tefal | 14.8K | 6.2% | 3 |
| Aug 2026 | COSORI | 12.1K | 5.1% | 4 |
| Aug 2026 | Philips | 8.1K | 3.4% | 5 |
| Aug 2026 | Salter | 8.1K | 3.4% | 6 |
| Aug 2026 | Lakeland | 4.4K | 1.8% | 7 |
| Aug 2026 | Russell Hobbs | 3.6K | 1.5% | 8 |
| Aug 2026 | Swan | 1.9K | 0.79% | 9 |
| Aug 2026 | Instant | 1.6K | 0.67% | 10 |
| Aug 2026 | Sage | 1K | 0.42% | 11 |
| Aug 2026 | Morphy Richards | 590 | 0.25% | 12 |
| Sep 2026 | Ninja | 165K | 67.3% | 1 |
| Sep 2026 | Tower | 22.2K | 9.1% | 2 |
| Sep 2026 | Tefal | 14.8K | 6% | 3 |
| Sep 2026 | COSORI | 12.1K | 4.9% | 4 |
| Sep 2026 | Philips | 8.1K | 3.3% | 5 |
| Sep 2026 | Salter | 8.1K | 3.3% | 6 |
| Sep 2026 | Lakeland | 5.4K | 2.2% | 7 |
| Sep 2026 | Russell Hobbs | 4.4K | 1.8% | 8 |
| Sep 2026 | Swan | 1.9K | 0.77% | 9 |
| Sep 2026 | Instant | 1.6K | 0.65% | 10 |
| Sep 2026 | Sage | 880 | 0.36% | 11 |
| Sep 2026 | Morphy Richards | 720 | 0.29% | 12 |

## What is being compared

- **COSORI**: Measured on the search term “cosori air fryer”.
- **Instant**: Measured on the search term “instant air fryer”.
- **Lakeland**: Measured on the search term “lakeland air fryer”.
- **Morphy Richards**: Measured on the search term “morphy richards air fryer”.
- **Ninja**: Measured on the search term “ninja air fryer”.
- **Philips**: Measured on the search term “philips air fryer”.
- **Russell Hobbs**: Measured on the search term “russell hobbs air fryer”.
- **Sage**: Measured on the search term “sage air fryer”.
- **Salter**: Measured on the search term “salter air fryer”.
- **Swan**: Measured on the search term “swan air fryer”.
- **Tefal**: Measured on the search term “tefal air fryer”.
- **Tower**: Measured on the search term “tower air fryer”.

- [COSORI](/demand/uk/brands/cosori)
- [Instant](/demand/uk/brands/instant-brands)
- [Lakeland](/demand/uk/brands/lakeland)
- [Morphy Richards](/demand/uk/brands/morphy-richards)
- [Ninja](/demand/uk/brands/ninja-kitchen)
- [Philips](/demand/uk/brands/philips)
- [Russell Hobbs](/demand/uk/brands/russell-hobbs)
- [Sage](/demand/uk/brands/sage-appliances)
- [Salter](/demand/uk/brands/salter)
- [Swan](/demand/uk/brands/swan-appliances)
- [Tefal](/demand/uk/brands/tefal)
- [Tower](/demand/uk/brands/tower-housewares)

## 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

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

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.

## Cite this page

Brandwave. "Air fryer brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-air-fryer-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-air-fryer-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.