Brandwave

Ninja vs Russell Hobbs:Which is more popular?

In September 2026, Ninja had more branded searches than Russell Hobbs among air fryer brands in the United Kingdom. Ninja had about 165,000 branded searches, while Russell Hobbs had 4,400. Ninja made up 67.3% of all air fryer brand searches we track, and Russell Hobbs accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about air fryer brands, Ninja appeared in four of the five answers and Russell Hobbs in one. Ninja was mentioned before Russell Hobbs in every answer.

Among air fryer brands in the United Kingdom in September 2026

Who do people search for more?

Ninja, about 38 searches for every 1 for Russell Hobbs

Ninja 165K searchesRussell Hobbs 4.4K searches

Who does AI mention more?

Ninja, mentioned in 4 of 5 answers, Russell Hobbs in 1

Ninja in 4 of 5Russell Hobbs in 1 of 5

Who does AI recommend more?

Ninja, named ahead of Russell Hobbs in every answer

Ninja first in 4Russell Hobbs never first

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Top air fryer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ninja was mentioned in four out of five: in all three ChatGPT answers and in one 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. Ninja was listed before Russell Hobbs in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Ninja1st
  2. COSORI2nd
  3. Instant3rd
  4. Philips4th
  5. Tefal5th
  6. Tower6th
  7. Russell Hobbs7th
  8. Salter–
  9. Lakeland–
  10. Swan–
  11. +2 more

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

+2 more

See every answer about air fryer brands

5 answers

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 Ninja or Russell Hobbs more popular in search?

This chart shows how often people search Google for Ninja and Russell Hobbs 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.

Ninja and Russell Hobbs among air fryer brands in the United Kingdom, by month

Share of searches by month for Ninja, Russell Hobbs. The figures are in the table below the chart.

View monthly share of searches table
MonthNinjaTowerTefalCOSORIPhilipsSalterLakelandRussell HobbsSwanInstantSageMorphy Richards
Oct 202568.1%9.2%6.1%4.1%3.4%2.7%1.8%1.8%1.2%0.81%0.34%0.34%
Nov 202571.4%7.9%6.4%3.5%2.9%2.3%1.9%1.6%0.85%0.57%0.38%0.24%
Dec 202570.3%7.7%6.3%4.2%3.5%2.8%1.5%1.3%1%0.69%0.29%0.25%
Jan 202667%9%6%4.9%4%2.7%1.8%1.5%1.5%0.8%0.33%0.33%
Feb 202666.6%8.9%6%4.9%3.3%3.3%2.2%2.2%1.2%0.79%0.49%0.35%
Mar 202667.7%9.1%6.1%5%3.3%2.7%1.8%1.8%0.98%0.66%0.53%0.36%
Apr 202670.5%7.7%5.2%4.2%4.2%2.8%1.5%1.5%0.81%0.68%0.38%0.31%
May 202667%9%6%4.9%4%3.3%1.4%1.8%0.94%0.79%0.44%0.36%
Jun 202669%7.6%6.2%5.1%3.4%2.8%1.8%1.8%0.97%0.66%0.45%0.3%
Jul 202670.1%7.7%6.3%4.2%2.8%3.4%1.9%1.5%0.83%0.67%0.37%0.31%
Aug 202669%7.6%6.2%5.1%3.4%3.4%1.8%1.5%0.79%0.67%0.42%0.25%
Sep 202667.3%9.1%6%4.9%3.3%3.3%2.2%1.8%0.77%0.65%0.36%0.29%

How has the Ninja and Russell Hobbs comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Ninja lost share of searches among air fryer brands in the United Kingdom, from 69% to 67.3%.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Ninja’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.

Ninja

1 branded search term

  • ninja air fryer

Russell Hobbs

1 branded search term

  • russell hobbs air fryer

How the Brand Demand Index is measured

Other head-to-heads among air fryer brands

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