Ateco vs Wilton:Which is more popular?
In September 2026, Ateco had more branded searches than Wilton among cake decorating worldwide. Ateco had about 14,800 branded searches, while Wilton had 1,600. Ateco made up 37.1% of all cake decorating searches we track, and Wilton accounted for 4%. When we asked ChatGPT and Google AI Overviews about cake decorating, Ateco and Wilton each appeared in three of the four answers. Wilton was mentioned before Ateco in every answer.
Who do people search for more?
Ateco, about 9 searches for every 1 for Wilton
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Wilton, named ahead of Ateco in every answer
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Top cake decorating in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Ateco and Wilton were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Wilton was listed before Ateco in every answer.
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.
- Ateco3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wilton3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- PME3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
FunCakes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Ann Clark0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sugarflair0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Culpitt0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about cake decorating
4 answers
Asked ChatGPT
“Which cake decorating brand should I buy?”
Asked ChatGPT
“What are the best cake decorating brands?”
Asked ChatGPT
“What's the best cake decorating brand for home baking?”
Searched Google, AI Overview
“cake decorating supplies”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“cake decorating tools”
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.
Is Ateco or Wilton more popular in search?
This chart shows how often people search Google for Ateco and Wilton by name. Each line represents a brand's share of searches for all seven cake decorating we track, month by month, from English-language searches worldwide.
Share of searches by month for Ateco, Wilton. The figures are in the table below the chart.
View monthly share of searches table
| Month | FunCakes | Ateco | Ann Clark | Wilton | PME | Sugarflair | Culpitt |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.8% | 39.8% | 10.5% | 4.2% | 3.5% | 2.2% | 0.02% |
| Nov 2025 | 39.3% | 39.3% | 11.5% | 4.1% | 3.5% | 2.2% | 0.02% |
| Dec 2025 | 43% | 28.7% | 16.1% | 4.5% | 3.8% | 3.8% | 0.02% |
| Jan 2026 | 36.9% | 36.9% | 15.9% | 4.9% | 3.3% | 2% | 0.02% |
| Feb 2026 | 24.1% | 29.4% | 39.2% | 3.1% | 2.6% | 1.6% | 0.02% |
| Mar 2026 | 36.4% | 36.4% | 18.1% | 3.8% | 3.2% | 2% | 0.02% |
| Apr 2026 | 41.1% | 41.1% | 8.6% | 4.3% | 2.9% | 2% | 0.02% |
| May 2026 | 41.8% | 34.2% | 14.6% | 4.4% | 3% | 2% | 0.02% |
| Jun 2026 | 40.4% | 40.4% | 8.7% | 5.2% | 2.7% | 2.4% | 0.03% |
| Jul 2026 | 42% | 34.4% | 13.6% | 4.5% | 2.8% | 2.5% | 0.09% |
| Aug 2026 | 46.5% | 31.1% | 11% | 6% | 3.1% | 2.3% | 0.03% |
| Sep 2026 | 45.4% | 37.1% | 8% | 4% | 3.3% | 2.2% | 0.03% |
How has the Ateco and Wilton comparison changed over the last 12 months?
3 findings
- Ateco was ahead of Wilton in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ateco’s share of searches among cake decorating worldwide moved from 39.8% to 37.1%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, Wilton’s share of searches among cake decorating worldwide moved from 4.2% to 4%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
How did search popularity change for cake decorating worldwide in September 2026?
2 changes
In September 2026, Ateco gained share of searches among cake decorating worldwide, from 31.1% to 37.1%.
In September 2026, Wilton lost share of searches among cake decorating worldwide, from 6% to 4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Ateco’s and Wilton’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.
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