Instant vs Philips:Which is more popular?
In September 2026, Philips had more branded searches than Instant among air fryer brands in the United Kingdom. Philips had about 8,100 branded searches, while Instant had 1,600. Philips made up 3.3% of all air fryer brand searches we track, and Instant accounted for 0.65%. When we asked ChatGPT and Google AI Overviews about air fryer brands, Instant appeared in three of the five answers and Philips in two. Instant was mentioned before Philips in two out of three answers that named either.
Who do people search for more?
Philips, about 5 searches for every 1 for Instant
Who does AI mention more?
Instant, mentioned in 3 of 5 answers, Philips in 2
Who does AI recommend more?
Instant, named ahead of Philips in 2 of 3 answers
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Top air fryer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Instant was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Philips was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Instant was listed before Philips in two out of three answers that named either.
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 Instant or Philips more popular in search?
This chart shows how often people search Google for Instant and Philips 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 Philips, Instant. 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 Instant and Philips comparison changed over the last 12 months?
3 findings
- Philips was ahead of Instant in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Instant’s share of searches among air fryer brands in the United Kingdom moved from 0.81% to 0.65%, and its estimated monthly branded searches moved from 2.4K to 1.6K.
- Across the 12 months ending September 2026, Philips’ share of searches among air fryer brands in the United Kingdom moved from 3.4% to 3.3%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
How did search popularity change for United Kingdom air fryer brands in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Instant’s and Philips’ 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.
Other head-to-heads among air fryer brands
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