Brandwave

Essteele vs Le Creuset:Which is more popular?

In September 2026, Le Creuset had more branded searches than Essteele among cookware brands in Australia. Le Creuset had about 49,500 branded searches, while Essteele had 2,400. Le Creuset made up 49.6% of all cookware brand searches we track, and Essteele accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about cookware brands, Le Creuset appeared in two of the five answers and Essteele in one. Essteele and Le Creuset were each mentioned first in one of the two answers that named either.

Among cookware brands in Australia in September 2026

Who do people search for more?

Le Creuset, about 21 searches for every 1 for Essteele

Le Creuset 49.5K searchesEssteele 2.4K searches

Who does AI mention more?

Le Creuset, mentioned in 2 of 5 answers, Essteele in 1

Le Creuset in 2 of 5Essteele in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Essteele first in 1Le Creuset first in 1

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Top cookware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Le Creuset was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Essteele was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Essteele and Le Creuset were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Solidteknics1st
  2. Scanpan2nd
  3. Baccarat2nd
  4. Le Creuset4th
  5. Essteele5th
  6. Tefal6th
  7. HexClad–
  8. Staub–
  9. GreenPan–
  10. Tramontina–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Solidteknics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Creuset2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Scanpan1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Baccarat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tefal1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Essteele1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HexClad0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Staub0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GreenPan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about cookware brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Essteele or Le Creuset more popular in search?

This chart shows how often people search Google for Essteele and Le Creuset by name. Each line represents a brand's share of searches for all 13 cookware brands we track, month by month, from searches in Australia.

Essteele and Le Creuset among cookware brands in Australia, by month

Share of searches by month for Le Creuset, Essteele. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetHexCladSolidteknicsScanpanStaubBaccaratGreenPanTefalEssteeleTramontinaStanley RogersPyroluxCirculon
Oct 202546.8%11.4%14%7.7%4.2%2.7%4.2%2.5%2.3%1.5%1.2%0.83%0.83%
Nov 202541.5%15.2%15.2%6.8%8.3%2%3.7%2.2%2%1.1%0.87%0.46%0.6%
Dec 202553.5%13.1%8.7%7.1%3.9%2.1%3.9%2.3%1.7%1.4%1.1%0.52%0.52%
Jan 202648.2%11.8%11.8%7.9%4.3%2.3%4.3%2.6%2.3%1.9%1.3%0.7%0.7%
Feb 202647.9%11.7%11.7%7.8%4.3%2.8%4.3%2.7%2.2%1.9%1%0.85%0.7%
Mar 202650.6%10.1%10.1%8.3%5.5%2.5%3.7%2.8%1.9%1.6%1.3%0.74%0.74%
Apr 202646.7%14%11.4%7.6%4.1%3.4%4.1%2.5%1.8%1.8%1.2%0.68%0.68%
May 202646.2%11.3%17%7.6%4.1%3.4%3.4%2.1%1.5%1.5%0.99%0.67%0.45%
Jun 202645.3%13.5%11.1%7.4%6.1%4%4%2.5%2.2%1.2%1.2%0.75%0.66%
Jul 202645.3%11.1%13.6%7.4%4.9%4%4%3%2.2%1.7%1.2%0.81%0.66%
Aug 202646.5%11.4%11.4%7.6%5.1%4.1%4.1%3.5%2.3%1.5%1.2%0.83%0.55%
Sep 202649.6%9.9%9.9%6.6%6.6%3.6%3.6%3.3%2.4%1.6%1.3%0.88%0.72%

How has the Essteele and Le Creuset comparison changed over the last 12 months?

3 findings
  • Le Creuset was ahead of Essteele in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Essteele’s share of searches among cookware brands in Australia moved from 2.3% to 2.4%, and its estimated monthly branded searches held steady at 2.4K.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among cookware brands in Australia moved from 46.8% to 49.6%, and its estimated monthly branded searches held steady at 49.5K.

How did search popularity change for Australia cookware brands in September 2026?

1 change

  1. In September 2026, Le Creuset gained share of searches among cookware brands in Australia, from 46.5% to 49.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Essteele’s and Le Creuset’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.

Essteele

1 branded search term

  • essteele

Le Creuset

1 branded search term

  • le creuset

How the Brand Demand Index is measured

Other head-to-heads among cookware brands

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