Sugarflair vs Wilton:Which is more popular by branded search?
In August 2026, Wilton had more branded searches than Sugarflair among cake decorating worldwide. Wilton was estimated to have 1.9K branded searches compared to Sugarflair’s 720, and held a 9.5% Share of Search versus Sugarflair’s 3.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Sugarflair or Wilton?
Compare the cake decorating people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Wilton, Sugarflair. The figures are in the table below the chart.
View monthly share of search table
| Month | FunCakes | Wilton | Ann Clark | PME | Sugarflair | Culpitt |
|---|---|---|---|---|---|---|
| Oct 2025 | 71% | 7.4% | 11.4% | 6.3% | 3.9% | 0.04% |
| Nov 2025 | 71% | 7.4% | 11.4% | 6.3% | 3.9% | 0.04% |
| Dec 2025 | 65.6% | 6.9% | 15.9% | 5.8% | 5.8% | 0.04% |
| Jan 2026 | 63.5% | 8.4% | 18.9% | 5.6% | 3.5% | 0.04% |
| Feb 2026 | 35.7% | 4.6% | 53.5% | 3.9% | 2.4% | 0.02% |
| Mar 2026 | 62% | 6.5% | 22.6% | 5.5% | 3.4% | 0.03% |
| Apr 2026 | 75.1% | 7.9% | 7.9% | 5.4% | 3.7% | 0.04% |
| May 2026 | 68.1% | 7.1% | 16.5% | 4.9% | 3.3% | 0.04% |
| Jun 2026 | 73.3% | 9.4% | 7.9% | 5% | 4.4% | 0.05% |
| Jul 2026 | 69.8% | 7.5% | 13.7% | 4.7% | 4.1% | 0.14% |
| Aug 2026 | 73.9% | 9.5% | 8% | 5% | 3.6% | 0.05% |
| Sep 2026 | — | — | — | — | — | — |
How has the Sugarflair and Wilton comparison changed over the last 12 months?
3 findings
- Wilton was ahead of Sugarflair in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Sugarflair’s estimated Share of Search among cake decorating worldwide moved from 3.9% to 3.6%, and its estimated monthly branded searches moved from 1K to 720.
- Across the 11 months ending August 2026, Wilton’s estimated Share of Search among cake decorating worldwide moved from 7.4% to 9.5%, and its estimated monthly branded searches held steady at 1.9K.
How did search popularity change for cake decorating worldwide in August 2026?
2 changes
In August 2026, Wilton overtook Ann Clark to rank 2nd among cake decorating worldwide, at 9.5%.
In August 2026, Sugarflair lost estimated Share of Search among cake decorating worldwide, from 4.1% to 3.6%.
How each brand is measured
Brandwave collects information about searches that people make online using Sugarflair’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.
Sugarflair
1 branded search term
- sugar flair
Wilton
1 branded search term
- wilton cake
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.