Fable vs Villeroy & Boch:Which is more popular?
In September 2026, Villeroy & Boch had more branded searches than Fable among dinnerware brands worldwide. Villeroy & Boch had about 135,000 branded searches, while Fable had 2,900. Villeroy & Boch made up 28.2% 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 Villeroy & Boch in one. Fable was mentioned before Villeroy & Boch in two out of three answers that named either.
Who do people search for more?
Villeroy & Boch, about 47 searches for every 1 for Fable
Who does AI mention more?
Fable, mentioned in 3 of 5 answers, Villeroy & Boch in 1
Who does AI recommend more?
Fable, named ahead of Villeroy & Boch in 2 of 3 answers
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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. Villeroy & Boch was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fable was listed before Villeroy & Boch 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.
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 Villeroy & Boch more popular in search?
This chart shows how often people search Google for Fable and Villeroy & Boch 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 Villeroy & Boch, 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 Villeroy & Boch comparison changed over the last 12 months?
3 findings
- Villeroy & Boch 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, Villeroy & Boch’s share of searches among dinnerware brands worldwide moved from 32.7% to 28.2%, and its estimated monthly branded searches moved from 165K to 135K.
How did search popularity change for dinnerware brands worldwide in September 2026?
2 changes
In September 2026, Villeroy & Boch gained share of searches among dinnerware brands worldwide, from 20.7% to 28.2%.
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 Villeroy & Boch’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.
Fable
1 branded search term
- fable dinnerware
Villeroy & Boch
1 branded search term
- villeroy & boch
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