--- title: "Baker's Secret vs Wilton: Which is searched more?" description: "Is Baker's Secret or Wilton more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bakeware brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/bakers-secret-vs-wilton" publisher: "Brandwave" --- # Baker's Secret vs Wilton: Which is searched more? Is Baker's Secret or Wilton more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Bakeware brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Baker's Secret and Wilton - **Competitive set**: Bakeware brands - **Market**: Global - **Month measured**: Sep 2026 - **Baker's Secret Share of Search**: 0.09% - **Wilton Share of Search**: 0.04% ## Is Baker's Secret or Wilton more popular in search? - In September 2026, Baker's Secret had more branded searches than Wilton among bakeware brands worldwide. Baker's Secret had about 2,740 branded searches, while Wilton had 1,300. Baker's Secret made up 0.09% of all bakeware brand searches we track, and Wilton accounted for 0.04%. - The lead changed hands once in the 12 months ending September 2026: Baker's Secret took it in November 2025. - Across the 12 months ending September 2026, Baker's Secret’s share of searches among bakeware brands worldwide moved from 0.06% to 0.09%, and its estimated monthly branded searches moved from 2.2K to 2.7K. - Across the 12 months ending September 2026, Wilton’s share of searches among bakeware brands worldwide moved from 0.07% to 0.04%, and its estimated monthly branded searches moved from 2.4K to 1.3K. ## 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. Baker's Secret did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Nordic Ware | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | USA Pan | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Fat Daddio's | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Le Creuset | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Wilton | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Chicago Metallic | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Pyrex | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Tramontina | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wiltshire | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Baker's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about bakeware brands - Asked ChatGPT "Which bakeware brand should I buy?": 1. USA Pan, 2. Nordic Ware, 3. Le Creuset - Asked ChatGPT "What are the best bakeware brands?": 1. Nordic Ware, 2. USA Pan, 3. Fat Daddio's, 4. Pyrex, 5. Le Creuset, 6. Chicago Metallic - Asked ChatGPT "What's the best bakeware brand for home baking?": 1. Nordic Ware, 2. USA Pan, 3. Fat Daddio's, 4. Wilton - Searched Google, AI Overview "bakeware brands": 1. Nordic Ware, 2. USA Pan, 3. Wilton, 4. Fat Daddio's, 5. Tramontina, 6. Le Creuset, 7. Pyrex - Searched Google, AI Overview "good baking trays": 1. Nordic Ware, 2. USA Pan, 3. Chicago Metallic, 4. Le Creuset Not named in any answer: KitchenAid, Wiltshire and Baker's Secret. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for bakeware brands worldwide in September 2026? - 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. - Estimated monthly branded searches for Wilton worldwide fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026. ## Month by month | Month | Baker's Secret estimated searches | Baker's Secret Share of Search | Baker's Secret rank | Wilton estimated searches | Wilton Share of Search | Wilton rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.2K | 0.06% | 11 | 2.4K | 0.07% | 10 | | Nov 2025 | 2.8K | 0.06% | 10 | 2.4K | 0.05% | 11 | | Dec 2025 | 3.2K | 0.07% | 10 | 2.4K | 0.05% | 11 | | Jan 2026 | 2.7K | 0.08% | 10 | 1.9K | 0.05% | 11 | | Feb 2026 | 1.9K | 0.07% | 10 | 1.6K | 0.06% | 11 | | Mar 2026 | 2.3K | 0.08% | 10 | 1.6K | 0.06% | 11 | | Apr 2026 | 2.3K | 0.08% | 10 | 1.6K | 0.06% | 11 | | May 2026 | 2.7K | 0.1% | 9 | 1.6K | 0.06% | 11 | | Jun 2026 | 2.3K | 0.08% | 10 | 1.3K | 0.05% | 11 | | Jul 2026 | 2.2K | 0.08% | 10 | 1.6K | 0.06% | 11 | | Aug 2026 | 2.8K | 0.1% | 9 | 1.6K | 0.06% | 11 | | Sep 2026 | 2.7K | 0.09% | 9 | 1.3K | 0.04% | 11 | ## How each brand is measured Brandwave collects information about searches that people make online using Baker's Secret’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. - **Baker's Secret**: Measured on the search terms “baker s secret”, “baker's secret” and “bakerssecret”, summed into one figure. - **Wilton**: Measured on the search term “wilton bakeware”. - [Baker's Secret profile](/demand/global-en/brands/bakers-secret) - [Wilton profile](/demand/global-en/brands/wilton) - [All bakeware brands worldwide](/demand/global-en/categories/bakeware-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Baker's Secret or Wilton more popular in search? In September 2026, Baker's Secret had more branded searches than Wilton among bakeware brands worldwide. Baker's Secret had about 2,740 branded searches, while Wilton had 1,300. Baker's Secret made up 0.09% of all bakeware brand searches we track, and Wilton accounted for 0.04%. ## Cite this page Brandwave. "Baker's Secret vs Wilton: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/bakers-secret-vs-wilton This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/bakers-secret-vs-wilton. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.