How popular isFable?
In September 2026, people searched for Fable by name about 2,900 times worldwide, a 34.1% decrease from the previous year. These searches made up 0.61% of all global dinnerware brand searches, placing Fable ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about dinnerware brands, Fable appeared in three of the five answers and was the second most recommended of the nine.
Fable is the ninth most searched of 9 competitors and the second most recommended in AI answers.
PortmeirionShare of searches 34.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Villeroy & BochShare of searches 28.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
CorelleShare of searches 12.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Royal DoultonShare of searches 8.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
FableShare of searches 0.61%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top dinnerware brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fable was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fable is the second most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Corelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mikasa3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fiesta3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Fable3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Villeroy & Boch1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Portmeirion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Royal Doulton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Denby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Maxwell & Williams0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dinnerware brands
5 answers
Asked ChatGPT
“Which dinnerware brand should I buy?”
Asked ChatGPT
“What are the best dinnerware brands?”
Asked ChatGPT
“What's the best dinnerware brand for everyday dining?”
Searched Google, AI Overview
“dinnerware set”
Searched Google, AI Overview
“best dinnerware brands”
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 dinnerware brands compete with Fable?
Share of searches by month for Portmeirion, Villeroy & Boch, Corelle, Royal Doulton, Denby, Maxwell & Williams, Mikasa, Fable. The figures are in the table below the chart.
View monthly share of searches table
| Month | Portmeirion | Villeroy & Boch | Corelle | Royal Doulton | Denby | Maxwell & Williams | Mikasa | Fiesta | Fable |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.8% | 32.7% | 12% | 9.8% | 8% | 4.4% | 4% | 1.3% | 0.87% |
| Nov 2025 | 15% | 40.7% | 15% | 10% | 8.2% | 4.5% | 4.1% | 1.3% | 1.3% |
| Dec 2025 | 16.1% | 44.1% | 10.9% | 8.9% | 8.9% | 4.9% | 3.6% | 1.5% | 1.2% |
| Jan 2026 | 19.6% | 35.8% | 13.2% | 10.8% | 8.8% | 4.8% | 4.2% | 1.8% | 1.2% |
| Feb 2026 | 29.6% | 29.6% | 13.3% | 8.9% | 7.3% | 4.9% | 4.2% | 1.4% | 0.96% |
| Mar 2026 | 27.3% | 27.3% | 10% | 8.2% | 18.2% | 3.7% | 3.3% | 1.3% | 0.73% |
| Apr 2026 | 31.8% | 21.4% | 9.6% | 7.8% | 21.4% | 2.9% | 2.8% | 1.6% | 0.85% |
| May 2026 | 39.4% | 21.6% | 9.7% | 6.5% | 14.5% | 3.6% | 2.8% | 1.3% | 0.58% |
| Jun 2026 | 39.8% | 17.8% | 9.8% | 6.6% | 17.8% | 3.6% | 2.8% | 1.1% | 0.71% |
| Jul 2026 | 48.2% | 21.6% | 9.7% | 6.5% | 6.5% | 2.9% | 2.8% | 1.1% | 0.71% |
| Aug 2026 | 46.1% | 20.7% | 9.3% | 7.6% | 9.3% | 2.8% | 2.7% | 1% | 0.55% |
| Sep 2026 | 34.5% | 28.2% | 12.7% | 8.5% | 6.9% | 3.8% | 3.7% | 1.1% | 0.61% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.5% | 165K | -45.2% | -11.6 points | |
| 2, held 2nd | 28.2% | 135K | 0% | +7.5 points | |
| 3, held 3rd | 12.7% | 60.5K | 0% | +3.4 points | |
| 4, moved from 5th to 4th | 8.5% | 40.5K | -18.2% | +0.9 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 6.9% | 33.1K | -45.3% | -2.4 pointsmoved from 4th to 5th | |
| 6, held 6th | 3.8% | 18.1K | 0% | +1 points | |
| 7, held 7th | 3.7% | 17.5K | 0% | +1 points | |
| 8, held 8th | 1.1% | 5.4K | -18.2% | +0.1 points | |
| 9, held 9th | 0.61% | 2.9K | -19.4% | +0.1 points |
34.5%
Held 1st. 165K estimated branded searches, -45.2% vs prior month. Share -11.6 points.
28.2%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +7.5 points.
3.
Corelle12.7%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +3.4 points.
8.5%
Moved from 5th to 4th. 40.5K estimated branded searches, -18.2% vs prior month. Share +0.9 points.
5.Denby
6.9%
Moved from 4th to 5th. 33.1K estimated branded searches, -45.3% vs prior month. Share -2.4 points.
3.8%
Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share +1 points.
7.
Mikasa3.7%
Held 7th. 17.5K estimated branded searches, 0% vs prior month. Share +1 points.
8.
Fiesta1.1%
Held 8th. 5.4K estimated branded searches, -18.2% vs prior month. Share +0.1 points.
9.
Fable0.61%
Held 9th. 2.9K estimated branded searches, -19.4% vs prior month. Share +0.1 points.
Compare popularity between Fable and its closest rivals
Every comparison with Fable
8 comparisons
How has branded search demand for Fable changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Fable worldwide fell from 4.4K to 2.9K.
- Across the 12 months ending September 2026, Fable’s share of searches among dinnerware brands worldwide held steady, from 0.87% to 0.61%.
How did search popularity change for dinnerware brands worldwide in September 2026?
6 changes
In September 2026, Royal Doulton overtook Denby to rank 4th among dinnerware brands worldwide, with 8.5% of the searches.
In September 2026, Villeroy & Boch gained share of searches among dinnerware brands worldwide, from 20.7% to 28.2%.
In September 2026, Corelle gained share of searches among dinnerware brands worldwide, from 9.3% to 12.7%.
In September 2026, Maxwell & Williams gained share of searches among dinnerware brands worldwide, from 2.8% to 3.8%.
In September 2026, Mikasa gained share of searches among dinnerware brands worldwide, from 2.7% to 3.7%.
In September 2026, Portmeirion lost share of searches among dinnerware brands worldwide, from 46.1% to 34.5%.
How are Fable’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Fable’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.
- fable dinnerware
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