Brandwave

Chicago Metallic vs Wilton:Which is more popular?

In September 2026, Chicago Metallic had more branded searches than Wilton among bakeware brands worldwide. Chicago Metallic had about 2,400 branded searches, while Wilton had 1,300. Chicago Metallic made up 0.08% of all bakeware brand searches we track, and Wilton accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Chicago Metallic and Wilton each appeared in two of the five answers. Chicago Metallic and Wilton were each mentioned first in two of the four answers that named either.

Among bakeware brands worldwide in September 2026

Who do people search for more?

Chicago Metallic, about 85% more searches than Wilton

Chicago Metallic 2.4K searchesWilton 1.3K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Chicago Metallic in 2 of 5Wilton in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Chicago Metallic first in 2Wilton first in 2

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Top bakeware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Chicago Metallic and Wilton were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Chicago Metallic and Wilton were each listed first in two of the four answers that named either.

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.

Is Chicago Metallic or Wilton more popular in search?

This chart shows how often people search Google for Chicago Metallic and Wilton by name. Each line represents a brand's share of searches for all 11 bakeware brands we track, month by month, from English-language searches worldwide.

Chicago Metallic and Wilton among bakeware brands worldwide, by month

Share of searches by month for Chicago Metallic, 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%

How has the Chicago Metallic and Wilton comparison changed over the last 12 months?

3 findings
  • Chicago Metallic was ahead of Wilton in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Chicago Metallic’s share of searches among bakeware brands worldwide moved from 0.09% to 0.08%, and its estimated monthly branded searches moved from 2.9K to 2.4K.
  • 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.

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

2 changes

  1. Estimated monthly branded searches for Wilton worldwide fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026.

  2. Estimated monthly branded searches for Chicago Metallic worldwide fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.

How are branded searches counted?

2 search terms

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

Chicago Metallic

1 branded search term

  • chicago metallic

Wilton

1 branded search term

  • wilton bakeware

How the Brand Demand Index is measured

Other head-to-heads among bakeware brands

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