Brandwave

Le Creuset vs Wilton:Which is more popular?

In September 2026, Le Creuset had more branded searches than Wilton among bakeware brands worldwide. Le Creuset had about 1.5 million branded searches, while Wilton had 1,300. Le Creuset made up 50.1% of all bakeware brand searches we track, and Wilton accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Le Creuset appeared in four of the five answers and Wilton in two. Le Creuset was mentioned before Wilton in three out of five answers.

Among bakeware brands worldwide in September 2026

Who do people search for more?

Le Creuset, about 1154 searches for every 1 for Wilton

Le Creuset 1.5M searchesWilton 1.3K searches

Who does AI mention more?

Le Creuset, mentioned in 4 of 5 answers, Wilton in 2

Le Creuset in 4 of 5Wilton in 2 of 5

Who does AI recommend more?

Le Creuset, named ahead of Wilton in 3 of 5 answers

Le Creuset first in 3Wilton 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, Le Creuset was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Le Creuset was listed before Wilton in three out of five answers.

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 Le Creuset or Wilton more popular in search?

This chart shows how often people search Google for Le Creuset 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.

Le Creuset and Wilton among bakeware brands worldwide, by month

Share of searches by month for Le Creuset, 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 Le Creuset and Wilton comparison changed over the last 12 months?

3 findings
  • Le Creuset was ahead of Wilton in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands worldwide moved from 44.2% to 50.1%, and its estimated monthly branded searches held steady at 1.5M.
  • 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. In September 2026, Le Creuset gained share of searches among bakeware brands worldwide, from 44.1% to 50.1%.

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Le Creuset’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.

Le Creuset

1 branded search term

  • le creuset

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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