Salter vs Tefal:Which is more popular?
In September 2026, Tefal had more branded searches than Salter among air fryer brands in the United Kingdom. Tefal had about 14,800 branded searches, while Salter had 8,100. Tefal made up 6% of all air fryer brand searches we track, and Salter accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about air fryer brands, Tefal appeared in one of the five answers and Salter in none.
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Top air fryer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tefal was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Salter 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.
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.
Is Salter or Tefal more popular in search?
This chart shows how often people search Google for Salter and Tefal 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 by month for Tefal, Salter. 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% |
How has the Salter and Tefal comparison changed over the last 12 months?
3 findings
- Tefal was ahead of Salter in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Salter’s share of searches among air fryer brands in the United Kingdom moved from 2.7% to 3.3%, and its estimated monthly branded searches held steady at 8.1K.
- Across the 12 months ending September 2026, Tefal’s share of searches among air fryer brands in the United Kingdom moved from 6.1% to 6%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for United Kingdom air fryer brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Salter’s and Tefal’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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