Brandwave

How popular isBaldwin?

In September 2026, people searched for Baldwin by name about 6,600 times worldwide, an 18.5% decrease from the previous year. These searches made up 2.1% of all global door handle brand searches, placing Baldwin sixth out of ten brands. When we asked both ChatGPT and Google AI Overviews about door handle brands, Baldwin appeared in three of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Baldwin is the sixth most searched of 10 competitors and the third most recommended in AI answers.

  1. SchlageShare of searches 39.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. YaleShare of searches 33%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. EmtekShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. KwiksetShare of searches 10.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. BaldwinShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top door handle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Baldwin was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Baldwin is the third most recommended of the ten.

Most recommended by AI

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

  1. Schlage1st
  2. Emtek2nd
  3. Baldwin3rd
  4. Kwikset4th
  5. Yale5th
  6. Carlisle Brass–
  7. Croydex–
  8. Union–
  9. Era–
  10. Gainsborough–

Mentioned by AI

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

  • Schlage4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Emtek4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kwikset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baldwin3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carlisle Brass0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Croydex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Union0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Era0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gainsborough0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about door handle brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which door handle brands compete with Baldwin?

Baldwin against door handle brands worldwide, by month

Share of searches by month for Schlage, Yale, Emtek, Kwikset, Carlisle Brass, Baldwin. The figures are in the table below the chart.

View monthly share of searches table
MonthSchlageYaleEmtekKwiksetCarlisle BrassBaldwinCroydexUnionEraGainsborough
Oct 202537.6%30.9%10.8%13.2%2.6%2.2%2.2%0.31%0.11%0.16%
Nov 202537.8%32.8%9.9%12.1%2.4%2%2.4%0.32%0.1%0.14%
Dec 202539.3%32.5%9.8%12%2%1.6%2.4%0.36%0.1%0.09%
Jan 202640.2%30.2%11.1%11.1%2.2%2.2%2.2%0.36%0.1%0.11%
Feb 202644.1%28.5%10%10%2.4%2.4%2%0.39%0.09%0.14%
Mar 202645.3%28.8%8.7%10.6%2.1%2.1%1.7%0.37%0.1%0.15%
Apr 202647.9%27.5%9%9%2.2%2.2%1.5%0.39%0.1%0.11%
May 202647.3%27.7%9.1%9.1%2.2%2.2%1.5%0.65%0.09%0.13%
Jun 202649.9%25.5%8.4%10.2%2%2%1.4%0.34%0.07%0.1%
Jul 202646.4%27.5%9%11%2.2%1.8%1.5%0.38%0.08%0.13%
Aug 202641.2%33.1%8.9%10.9%2.2%1.8%1.4%0.42%0.07%0.13%
Sep 202639.2%33%10.4%10.4%2.5%2.1%1.7%0.44%0.11%0.1%

  1. 1.Schlage

    39.2%

    Held 1st. 125K estimated branded searches, -18.9% vs prior month. Share -2 points.

  2. 2.Yale

    33%

    Held 2nd. 105K estimated branded searches, -14.9% vs prior month. Share -0.1 points.

  3. 3.Emtek

    10.4%

    Moved from 4th to 3rd. 33.1K estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.Kwikset

    10.4%

    Moved from 3rd to 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  5. 5.Carlisle Brass

    2.5%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Baldwin

    2.1%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Croydex

    1.7%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Union

    0.44%

    Held 8th. 1.4K estimated branded searches, -9.6% vs prior month. Share 0 points.

  9. 9.Era

    0.11%

    Moved from 10th to 9th. 350 estimated branded searches, +40% vs prior month. Share 0 points.

  10. 10.Gainsborough

    0.1%

    Moved from 9th to 10th. 320 estimated branded searches, -33.3% vs prior month. Share 0 points.

Compare popularity between Baldwin and its closest rivals

Every comparison with Baldwin

9 comparisons

How has branded search demand for Baldwin changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Baldwin worldwide fell from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Baldwin’s share of searches among door handle brands worldwide held steady, from 2.2% to 2.1%.

How did search popularity change for door handle brands worldwide in September 2026?

6 changes

  1. In September 2026, Emtek overtook Kwikset to rank 3rd among door handle brands worldwide, with 10.4% of the searches.

  2. In September 2026, Schlage lost share of searches among door handle brands worldwide, from 41.2% to 39.2%.

  3. In September 2026, Era rose from 10th to 9th among door handle brands worldwide.

  4. In September 2026, Gainsborough fell from 9th to 10th among door handle brands worldwide.

  5. Estimated monthly branded searches for Union worldwide rose 22.6% over 12 measured months, from 1.1K to 1.4K in September 2026.

  6. Estimated monthly branded searches for Croydex worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.

How are Baldwin’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Baldwin’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • baldwin hardware

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How the Brand Demand Index is measured

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