Brandwave

How popular isWilton in search?

In August 2026, there were an estimated 1.9K branded searches for Wilton worldwide which held steady over the last 11 months. Wilton holds 9.5% estimated Share of Search among cake decorating worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. FunCakes73.9%
  2. Wilton9.5%
  3. Ann Clark8%
  4. PME5%
  5. Sugarflair3.6%
  6. Culpitt0.05%
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Which cake decorating compete with Wilton?

Wilton against cake decorating worldwide, by month

Share of Search by month for FunCakes, Wilton, Ann Clark, PME, Sugarflair. The figures are in the table below the chart.

View monthly share of search table
MonthFunCakesWiltonAnn ClarkPMESugarflairCulpitt
Oct 202571%7.4%11.4%6.3%3.9%0.04%
Nov 202571%7.4%11.4%6.3%3.9%0.04%
Dec 202565.6%6.9%15.9%5.8%5.8%0.04%
Jan 202663.5%8.4%18.9%5.6%3.5%0.04%
Feb 202635.7%4.6%53.5%3.9%2.4%0.02%
Mar 202662%6.5%22.6%5.5%3.4%0.03%
Apr 202675.1%7.9%7.9%5.4%3.7%0.04%
May 202668.1%7.1%16.5%4.9%3.3%0.04%
Jun 202673.3%9.4%7.9%5%4.4%0.05%
Jul 202669.8%7.5%13.7%4.7%4.1%0.14%
Aug 202673.9%9.5%8%5%3.6%0.05%
Sep 2026——————

  1. 1.FunCakes

    73.9%

    Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +4.1 points.

  2. 2.Wilton

    9.5%

    Moved from 3rd to 2nd. 1.9K estimated branded searches, +18.8% vs prior month. Share +1.9 points.

  3. 3.Ann Clark

    8%

    Moved from 2nd to 3rd. 1.6K estimated branded searches, -44.8% vs prior month. Share -5.7 points.

  4. 4.PME

    5%

    Held 4th. 1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Sugarflair

    3.6%

    Held 5th. 720 estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  6. 6.Culpitt

    0.05%

    Held 6th. 10 estimated branded searches, -66.7% vs prior month. Share -0.1 points.

Compare search popularity between Wilton and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Wilton worldwide held steady at 1.9K.
  • Across the 11 months ending August 2026, Wilton’s estimated Share of Search among cake decorating worldwide increased from 7.4% to 9.5%.
  • Across the 11 months ending August 2026, Wilton’s estimated Share of Search among cake decorating worldwide peaked at 9.5% in August 2026 and was lowest at 4.6% in February 2026.
  • Across the 11 months ending August 2026, Wilton rose from 3rd to 2nd among cake decorating worldwide.

How did search popularity change for cake decorating worldwide in August 2026?

  1. In August 2026, Wilton overtook Ann Clark to rank 2nd among cake decorating worldwide, at 9.5%.

  2. In August 2026, FunCakes gained estimated Share of Search among cake decorating worldwide, from 69.8% to 73.9%.

  3. In August 2026, Ann Clark lost estimated Share of Search among cake decorating worldwide, from 13.7% to 8%.

  4. In August 2026, Sugarflair lost estimated Share of Search among cake decorating worldwide, from 4.1% to 3.6%.

  5. Estimated monthly branded searches for PME worldwide fell 37.5% over 11 measured months, from 1.6K to 1K in August 2026.

Where does Wilton compete?

Wilton is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Workbench vice brands5th of 60.89%Show ranking
Cake decorating2nd of 69.5%Shown above

How is Wilton measured?

Brandwave collects information about searches that people make online using Wilton’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.

1 branded search term

  • 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

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