Live: The 2026 Holiday Shopping AI Shelf Index. See the shelf

Holiday Shopping 2026 · August 2026 to January 2027

The Kitchen shelf

What ChatGPT and Google AI Mode recommend when a UK shopper asks them about kitchen — ranked by how often each brand made the shelf.

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AI Shopping Shelf Insights

Ninja rules the British kitchen — until you have money

🇬🇧 Kitchen · UK · August 2026

Ninja rules the British kitchen — until you have money

Ninja tops the shelf for nearly every UK cook. Ask as a buy-it-for-life premium cook, though, and it slips behind De'Longhi, Dualit and Sage.

Most cooks → Ninja

Ninja 39.5% Sage 11.9% Cosori 6.7%

The premium cook → Ninja slips

De'Longhi 17.4% Dualit 14.1% Sage 13.4%

See the full story →

See all kitchen stories →

Shopper Journeys

How the kitchen shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The First-Kitchen Founder The Household Upgrader The Empty-Nest Cook The New Shopper
Awareness
Ninja 29%
Le Creuset 11%
Sage 9%
De'Longhi 9%
Jura 4%
Research
Ninja 27%
Tower 4%
Cosori 4%
Daewoo 3%
Swan 3%
Comparison
Ninja 28%
De'Longhi 10%
Dualit 8%
Sage 7%
Philips 6%
Validation
Ninja 33%
Sage 8%
De'Longhi 8%
Dualit 5%
Nutribullet 5%
Purchase
Ninja 31%
De'Longhi 10%
Tower 7%
Philips 7%
Sage 4%

All 4 shopper personas we run for kitchen in UK, pooled. Each stage's bar is shelf-share within that stage.

Brand
Shelf-share
Shelf Share Trend
Visibility
1
Ninja
31.3%
58.8%
2
De'Longhi
7.6%
23.8%
3
Le Creuset
5.6%
20.6%
4
Sage
5.0%
18.1%
5
Philips
4.6%
▲2.1
20.0%
6
Tower
3.2%
15.6%
7
Daewoo
3.1%
9.4%
8
Jura
2.9%
11.9%
9
Dualit
2.8%
8.8%
10
Instant Pot
2.7%
11.3%
11
Cosori
2.7%
10.0%
12
ProCook
1.9%
8.8%
13
Nespresso
1.8%
8.1%
14
Tefal
1.4%
9.4%
15
Breville
1.3%
8.1%
16
Nutribullet
1.1%
5.6%
17
Our Place
1.1%
4.4%
18
GreenPan
1.0%
5.0%
19
Russell Hobbs
0.9%
7.5%
20
Salter
0.9%
5.0%
21
KitchenAid
0.9%
4.4%
22
Staub
0.7%
6.9%
23
Quest
0.7%
2.5%
24
All-Clad
0.6%
5.6%
25
VonShef
0.6%
0.6%
No brand named
6.3%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Movement shows only where a week-over-week change is larger than the variation between readings. Most weeks, most brands are steady.

Products the engines name

The specific SKUs surfaced inside kitchen answers.

Rank
Product
Shelf-share
Shelf Share Trend
Visibility
Price
1
Foodi MAX Dual Zone AF400UK
Ninja
9.3%
14.7%
£125.50
2
AF140UK 4.7L Air Fryer PRO
Ninja
3.1%
6.3%
£129.90
3
AF100UK
Ninja
2.5%
5.3%
£63.09
4
Barista Express Impress
Sage
2.1%
5.3%
£503.00 – £1022.65
5
Foodi FlexDrawer AF500UK 10.4L
Ninja
1.8%
5.3%
—
6
Magnifica Evo
De'Longhi
1.7%
4.4%
—
7
Classic Kettle
Dualit
1.7%
4.1%
£29.99 – £30.99
8
Foodi MAX Dual Zone Air Fryer AF400UK
Ninja
1.5%
2.5%
—
9
Double Stack XL SL400UK
Ninja
1.2%
5.3%
—
10
Rivelia
De'Longhi
1.2%
5.0%
—
11
Bambino Plus
Sage
1.2%
4.7%
—
12
Oracle Jet
Sage
1.2%
3.1%
£1529.00 – £2574.43
13
AF400UK
Ninja
1.0%
1.6%
£229.99 – £249.00
14
Magnifica Evo Next
De'Longhi
0.7%
2.5%
—
15
E8
Jura
0.7%
2.2%
£958.00 – £1295.00
16
Luxe Café Premier (ES601UK)
Ninja
0.7%
1.3%
£499.00 – £579.99
17
Iced Coffee Maker (VCF155)
Breville
0.6%
1.6%
£29.99
18
2.5L Single Drawer Air Fryer
Daewoo
0.6%
1.3%
—
19
Barista Pro
Sage
0.6%
1.3%
—
20
Vortx Elite 10.4L
Tower
0.5%
2.5%
£89.99 – £120.00
How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

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