--- title: "Instant vs Russell Hobbs: Which is searched more in the United Kingdom?" description: "Is Instant or Russell Hobbs more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Air fryer brands set in the United Kingdom. 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/compare/instant-brands-vs-russell-hobbs" publisher: "Brandwave" --- # Instant vs Russell Hobbs: Which is searched more in the United Kingdom? Is Instant or Russell Hobbs more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Air fryer brands set in the United Kingdom. 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 - **Compared**: Instant and Russell Hobbs - **Competitive set**: Air fryer brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Instant Share of Search**: 0.65% - **Russell Hobbs Share of Search**: 1.8% ## Is Instant or Russell Hobbs more popular in search? - In September 2026, Russell Hobbs had more branded searches than Instant among air fryer brands in the United Kingdom. Russell Hobbs had about 4,400 branded searches, while Instant had 1,600. Russell Hobbs made up 1.8% of all air fryer brand searches we track, and Instant accounted for 0.65%. - Russell Hobbs 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, Russell Hobbs’ share of searches among air fryer brands in the United Kingdom held steady at 1.8%, and its estimated monthly branded searches moved from 5.4K to 4.4K. ## 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. Russell Hobbs was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Instant was listed before Russell Hobbs in every answer that named either. 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. ## How did search popularity change for United Kingdom air fryer brands 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 Russell Hobbs in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026. ## Month by month | Month | Instant estimated searches | Instant Share of Search | Instant rank | Russell Hobbs estimated searches | Russell Hobbs Share of Search | Russell Hobbs rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 0.81% | 10 | 5.4K | 1.8% | 8 | | Nov 2025 | 2.4K | 0.57% | 10 | 6.6K | 1.6% | 8 | | Dec 2025 | 2.4K | 0.69% | 10 | 4.4K | 1.3% | 8 | | Jan 2026 | 2.4K | 0.8% | 10 | 4.4K | 1.5% | 8 | | Feb 2026 | 1.6K | 0.79% | 10 | 4.4K | 2.2% | 8 | | Mar 2026 | 1.6K | 0.66% | 10 | 4.4K | 1.8% | 8 | | Apr 2026 | 1.6K | 0.68% | 10 | 3.6K | 1.5% | 8 | | May 2026 | 1.6K | 0.79% | 10 | 3.6K | 1.8% | 7 | | Jun 2026 | 1.3K | 0.66% | 10 | 3.6K | 1.8% | 8 | | Jul 2026 | 1.3K | 0.67% | 10 | 2.9K | 1.5% | 8 | | Aug 2026 | 1.6K | 0.67% | 10 | 3.6K | 1.5% | 8 | | Sep 2026 | 1.6K | 0.65% | 10 | 4.4K | 1.8% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using Instant’s and Russell Hobbs’ 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. - **Instant**: Measured on the search term “instant air fryer”. - **Russell Hobbs**: Measured on the search term “russell hobbs air fryer”. - [Instant profile](/demand/uk/brands/instant-brands) - [Russell Hobbs profile](/demand/uk/brands/russell-hobbs) - [All air fryer brands in the United Kingdom](/demand/uk/categories/uk-air-fryer-brands): The set both shares are measured inside, 12 brands. ## 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 ### Is Instant or Russell Hobbs more popular in search? In September 2026, Russell Hobbs had more branded searches than Instant among air fryer brands in the United Kingdom. Russell Hobbs had about 4,400 branded searches, while Instant had 1,600. Russell Hobbs made up 1.8% of all air fryer brand searches we track, and Instant accounted for 0.65%. ## Cite this page Brandwave. "Instant vs Russell Hobbs: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/instant-brands-vs-russell-hobbs This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/instant-brands-vs-russell-hobbs. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.