Brandwave

Baldwin vs Kwikset:Which is more popular?

In September 2026, Kwikset had more branded searches than Baldwin among door handle brands worldwide. Kwikset had about 33,100 branded searches, while Baldwin had 6,600. Kwikset made up 10.4% of all door handle brand searches we track, and Baldwin accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about door handle brands, Baldwin and Kwikset each appeared in three of the five answers. Baldwin was mentioned before Kwikset in two out of three answers that named either.

Among door handle brands worldwide in September 2026

Who do people search for more?

Kwikset, about 5 searches for every 1 for Baldwin

Kwikset 33.1K searchesBaldwin 6.6K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Baldwin in 3 of 5Kwikset in 3 of 5

Who does AI recommend more?

Baldwin, named ahead of Kwikset in 2 of 3 answers

Baldwin first in 2Kwikset first in 1

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Top door handle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Baldwin was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Kwikset was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Baldwin was listed before Kwikset in two out of three answers that named either.

Most recommended by AI

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

  1. Schlage1st
  2. Emtek2nd
  3. Baldwin3rd
  4. Kwikset4th
  5. Yale5th
  6. Carlisle Brass–
  7. Croydex–
  8. Union–
  9. Era–
  10. Gainsborough–

Mentioned by AI

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

  • Schlage4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Emtek4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kwikset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baldwin3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carlisle Brass0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Croydex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Union0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Era0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gainsborough0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about door handle 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.

Is Baldwin or Kwikset more popular in search?

This chart shows how often people search Google for Baldwin and Kwikset by name. Each line represents a brand's share of searches for all ten door handle brands we track, month by month, from English-language searches worldwide.

Baldwin and Kwikset among door handle brands worldwide, by month

Share of searches by month for Kwikset, Baldwin. The figures are in the table below the chart.

View monthly share of searches table
MonthSchlageYaleEmtekKwiksetCarlisle BrassBaldwinCroydexUnionEraGainsborough
Oct 202537.6%30.9%10.8%13.2%2.6%2.2%2.2%0.31%0.11%0.16%
Nov 202537.8%32.8%9.9%12.1%2.4%2%2.4%0.32%0.1%0.14%
Dec 202539.3%32.5%9.8%12%2%1.6%2.4%0.36%0.1%0.09%
Jan 202640.2%30.2%11.1%11.1%2.2%2.2%2.2%0.36%0.1%0.11%
Feb 202644.1%28.5%10%10%2.4%2.4%2%0.39%0.09%0.14%
Mar 202645.3%28.8%8.7%10.6%2.1%2.1%1.7%0.37%0.1%0.15%
Apr 202647.9%27.5%9%9%2.2%2.2%1.5%0.39%0.1%0.11%
May 202647.3%27.7%9.1%9.1%2.2%2.2%1.5%0.65%0.09%0.13%
Jun 202649.9%25.5%8.4%10.2%2%2%1.4%0.34%0.07%0.1%
Jul 202646.4%27.5%9%11%2.2%1.8%1.5%0.38%0.08%0.13%
Aug 202641.2%33.1%8.9%10.9%2.2%1.8%1.4%0.42%0.07%0.13%
Sep 202639.2%33%10.4%10.4%2.5%2.1%1.7%0.44%0.11%0.1%

How has the Baldwin and Kwikset comparison changed over the last 12 months?

3 findings
  • Kwikset was ahead of Baldwin in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Baldwin’s share of searches among door handle brands worldwide moved from 2.2% to 2.1%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Kwikset’s share of searches among door handle brands worldwide moved from 13.2% to 10.4%, and its estimated monthly branded searches moved from 49.5K to 33.1K.

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

3 changes

  1. In September 2026, Emtek overtook Kwikset to rank 3rd among door handle brands worldwide, with 10.4% of the searches.

  2. Estimated monthly branded searches for Kwikset worldwide fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026.

  3. Estimated monthly branded searches for Baldwin worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Baldwin’s and Kwikset’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.

Baldwin

1 branded search term

  • baldwin hardware

Kwikset

1 branded search term

  • kwikset

How the Brand Demand Index is measured

Other head-to-heads among door handle brands

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