Brandwave

How popular isWilton?

In September 2026, people searched for Wilton by name about 2,900 times worldwide, a 32.6% decrease from the previous year. These searches made up 0.04% of all global bakeware brand searches, placing Wilton 11th out of 11 brands. When we asked both ChatGPT and Google AI Overviews about bakeware brands, Wilton appeared in two of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Wilton is the 11th most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Le CreusetShare of searches 50.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. KitchenAidShare of searches 29.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. TramontinaShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  4. PyrexShare of searches 5.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. WiltonShare of searches 0.04%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+6 more

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Top bakeware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wilton was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Wilton is the fifth most recommended of the 11.

Most recommended by AI

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

  1. Nordic Ware1st
  2. USA Pan2nd
  3. Fat Daddio's3rd
  4. Le Creuset4th
  5. Wilton5th
  6. Chicago Metallic6th
  7. Pyrex7th
  8. Tramontina8th
  9. KitchenAid–
  10. Wiltshire–
  11. +1 more

Mentioned by AI

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

  • Nordic Ware5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • USA Pan5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Creuset4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fat Daddio's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pyrex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chicago Metallic2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wilton2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tramontina1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiltshire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about bakeware 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 bakeware brands compete with Wilton?

Wilton against bakeware brands worldwide, by month

Share of searches by month for Le Creuset, KitchenAid, Tramontina, Pyrex, Wiltshire, Wilton. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetKitchenAidTramontinaPyrexWiltshireNordic WareUSA PanFat Daddio'sBaker's SecretChicago MetallicWilton
Oct 202544.2%38.1%8.9%4.9%2.2%1.2%0.36%0.09%0.06%0.09%0.07%
Nov 202545.1%40.2%7.4%4%1.5%1.2%0.36%0.07%0.06%0.06%0.05%
Dec 202545.9%40.3%6.2%4.1%1.5%1.2%0.46%0.09%0.07%0.07%0.05%
Jan 202643.2%37.8%8.7%5.8%2.6%1.2%0.43%0.1%0.08%0.08%0.05%
Feb 202642.8%37.7%8.6%5.8%3.2%1.2%0.42%0.1%0.07%0.1%0.06%
Mar 202642%37%10.4%5.7%3.1%1.1%0.42%0.12%0.08%0.1%0.06%
Apr 202642.3%36.8%10.4%5.7%3.1%0.94%0.34%0.1%0.08%0.08%0.06%
May 202645.1%32.6%11.1%6.1%3.3%1%0.37%0.11%0.1%0.09%0.06%
Jun 202645.3%32.4%11.2%6.1%3.4%1%0.3%0.11%0.08%0.09%0.05%
Jul 202645.3%32.4%11.2%6.1%3.4%1%0.37%0.11%0.08%0.09%0.06%
Aug 202644.1%31.9%10.9%7.3%4%1.2%0.36%0.1%0.1%0.09%0.06%
Sep 202650.1%29.5%10.1%5.5%3%1.1%0.4%0.1%0.09%0.08%0.04%

  1. 1.Le Creuset

    50.1%

    Held 1st. 1.5M estimated branded searches, +23% vs prior month. Share +6 points.

  2. 2.KitchenAid

    29.5%

    Held 2nd. 884K estimated branded searches, 0% vs prior month. Share -2.4 points.

  3. 3.Tramontina

    10.1%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share -0.8 points.

  4. 4.Pyrex

    5.5%

    Held 4th. 165K estimated branded searches, -17.9% vs prior month. Share -1.8 points.

  5. 5.Wiltshire

    3%

    Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1 points.

  6. 6.Nordic Ware

    1.1%

    Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.USA Pan

    0.4%

    Held 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  8. 8.Fat Daddio's

    0.1%

    Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Baker's Secret

    0.09%

    Held 9th. 2.7K estimated branded searches, -2.5% vs prior month. Share 0 points.

  10. 10.Chicago Metallic

    0.08%

    Held 10th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Wilton

    0.04%

    Held 11th. 1.3K estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare popularity between Wilton and its closest rivals

Every comparison with Wilton

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wilton worldwide fell from 4.3K to 2.9K.
  • Across the 12 months ending September 2026, Wilton fell from 10th to 11th among bakeware brands worldwide.

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

6 changes

  1. In September 2026, Le Creuset gained share of searches among bakeware brands worldwide, from 44.1% to 50.1%.

  2. In September 2026, KitchenAid lost share of searches among bakeware brands worldwide, from 31.9% to 29.5%.

  3. In September 2026, Pyrex lost share of searches among bakeware brands worldwide, from 7.3% to 5.5%.

  4. In September 2026, Wiltshire lost share of searches among bakeware brands worldwide, from 4% to 3%.

  5. In September 2026, Tramontina lost share of searches among bakeware brands worldwide, from 10.9% to 10.1%.

  6. Estimated monthly branded searches for Baker's Secret worldwide rose 26.3% over 12 measured months, from 2.2K to 2.7K in September 2026.

How are Wilton’s branded searches counted?

2 search terms

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

  • wilton bakeware
  • wilton cake

Do you work for Wilton? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Wilton compete?

Wilton is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bakeware brands11th of 110.04%Shown above
Workbench vice brands4th of 63.2%Show ranking
Cake decorating4th of 74%Show ranking
Creator with pink hair and a pink jacket

Is Wilton your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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