Fable vs Maxwell & Williams:Which is more popular?
In September 2026, Maxwell & Williams had more branded searches than Fable among dinnerware brands worldwide. Maxwell & Williams had about 18,100 branded searches, while Fable had 2,900. Maxwell & Williams made up 3.8% of all dinnerware brand searches we track, and Fable accounted for 0.61%. When we asked ChatGPT and Google AI Overviews about dinnerware brands, Fable appeared in three of the five answers and Maxwell & Williams in none.
Who do people search for more?
Maxwell & Williams, about 6 searches for every 1 for Fable
Who does AI mention more?
Fable, mentioned in 3 of 5 answers, Maxwell & Williams in 0
Who does AI recommend more?
Fable, the only one of the two named
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Top dinnerware brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fable was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Maxwell & Williams did not appear in any of the five answers.
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.
Corelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mikasa3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fiesta3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Fable3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Villeroy & Boch1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Portmeirion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Royal Doulton0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Denby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Maxwell & Williams0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dinnerware brands
5 answers
Asked ChatGPT
“Which dinnerware brand should I buy?”
Asked ChatGPT
“What are the best dinnerware brands?”
Asked ChatGPT
“What's the best dinnerware brand for everyday dining?”
Searched Google, AI Overview
“dinnerware set”
Searched Google, AI Overview
“best dinnerware brands”
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 Fable or Maxwell & Williams more popular in search?
This chart shows how often people search Google for Fable and Maxwell & Williams by name. Each line represents a brand's share of searches for all nine dinnerware brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Maxwell & Williams, Fable. The figures are in the table below the chart.
View monthly share of searches table
| Month | Portmeirion | Villeroy & Boch | Corelle | Royal Doulton | Denby | Maxwell & Williams | Mikasa | Fiesta | Fable |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 26.8% | 32.7% | 12% | 9.8% | 8% | 4.4% | 4% | 1.3% | 0.87% |
| Nov 2025 | 15% | 40.7% | 15% | 10% | 8.2% | 4.5% | 4.1% | 1.3% | 1.3% |
| Dec 2025 | 16.1% | 44.1% | 10.9% | 8.9% | 8.9% | 4.9% | 3.6% | 1.5% | 1.2% |
| Jan 2026 | 19.6% | 35.8% | 13.2% | 10.8% | 8.8% | 4.8% | 4.2% | 1.8% | 1.2% |
| Feb 2026 | 29.6% | 29.6% | 13.3% | 8.9% | 7.3% | 4.9% | 4.2% | 1.4% | 0.96% |
| Mar 2026 | 27.3% | 27.3% | 10% | 8.2% | 18.2% | 3.7% | 3.3% | 1.3% | 0.73% |
| Apr 2026 | 31.8% | 21.4% | 9.6% | 7.8% | 21.4% | 2.9% | 2.8% | 1.6% | 0.85% |
| May 2026 | 39.4% | 21.6% | 9.7% | 6.5% | 14.5% | 3.6% | 2.8% | 1.3% | 0.58% |
| Jun 2026 | 39.8% | 17.8% | 9.8% | 6.6% | 17.8% | 3.6% | 2.8% | 1.1% | 0.71% |
| Jul 2026 | 48.2% | 21.6% | 9.7% | 6.5% | 6.5% | 2.9% | 2.8% | 1.1% | 0.71% |
| Aug 2026 | 46.1% | 20.7% | 9.3% | 7.6% | 9.3% | 2.8% | 2.7% | 1% | 0.55% |
| Sep 2026 | 34.5% | 28.2% | 12.7% | 8.5% | 6.9% | 3.8% | 3.7% | 1.1% | 0.61% |
How has the Fable and Maxwell & Williams comparison changed over the last 12 months?
3 findings
- Maxwell & Williams was ahead of Fable in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fable’s share of searches among dinnerware brands worldwide moved from 0.87% to 0.61%, and its estimated monthly branded searches moved from 4.4K to 2.9K.
- Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among dinnerware brands worldwide moved from 4.4% to 3.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for dinnerware brands worldwide in September 2026?
2 changes
In September 2026, Maxwell & Williams gained share of searches among dinnerware brands worldwide, from 2.8% to 3.8%.
Estimated monthly branded searches for Fable worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fable’s and Maxwell & Williams’ 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.
Fable
1 branded search term
- fable dinnerware
Maxwell & Williams
1 branded search term
- maxwell williams
Other head-to-heads among dinnerware brands
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