Wilton vs Wiltshire:Which is more popular?
In September 2026, Wiltshire had more branded searches than Wilton among bakeware brands worldwide. Wiltshire had about 90,500 branded searches, while Wilton had 1,300. Wiltshire made up 3% of all bakeware brand searches we track, and Wilton accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Wilton appeared in two of the five answers and Wiltshire in none.
Who do people search for more?
Wiltshire, about 70 searches for every 1 for Wilton
Who does AI mention more?
Wilton, mentioned in 2 of 5 answers, Wiltshire in 0
Who does AI recommend more?
Wilton, the only one of the two named
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Top bakeware brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. Wiltshire 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.
Nordic Ware1st
USA Pan2nd
Fat Daddio's3rd
Le Creuset4th- Wilton5th
- Chicago Metallic6th
Pyrex7th
Tramontina8th
KitchenAid–- Wiltshire–
- +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
See every answer about bakeware brands
5 answers
Asked ChatGPT
“Which bakeware brand should I buy?”
Asked ChatGPT
“What are the best bakeware brands?”
Asked ChatGPT
“What's the best bakeware brand for home baking?”
Searched Google, AI Overview
“bakeware brands”
Searched Google, AI Overview
“good baking trays”
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 Wilton or Wiltshire more popular in search?
This chart shows how often people search Google for Wilton and Wiltshire 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.
Share of searches by month for Wiltshire, Wilton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Le Creuset | KitchenAid | Tramontina | Pyrex | Wiltshire | Nordic Ware | USA Pan | Fat Daddio's | Baker's Secret | Chicago Metallic | Wilton |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.2% | 38.1% | 8.9% | 4.9% | 2.2% | 1.2% | 0.36% | 0.09% | 0.06% | 0.09% | 0.07% |
| Nov 2025 | 45.1% | 40.2% | 7.4% | 4% | 1.5% | 1.2% | 0.36% | 0.07% | 0.06% | 0.06% | 0.05% |
| Dec 2025 | 45.9% | 40.3% | 6.2% | 4.1% | 1.5% | 1.2% | 0.46% | 0.09% | 0.07% | 0.07% | 0.05% |
| Jan 2026 | 43.2% | 37.8% | 8.7% | 5.8% | 2.6% | 1.2% | 0.43% | 0.1% | 0.08% | 0.08% | 0.05% |
| Feb 2026 | 42.8% | 37.7% | 8.6% | 5.8% | 3.2% | 1.2% | 0.42% | 0.1% | 0.07% | 0.1% | 0.06% |
| Mar 2026 | 42% | 37% | 10.4% | 5.7% | 3.1% | 1.1% | 0.42% | 0.12% | 0.08% | 0.1% | 0.06% |
| Apr 2026 | 42.3% | 36.8% | 10.4% | 5.7% | 3.1% | 0.94% | 0.34% | 0.1% | 0.08% | 0.08% | 0.06% |
| May 2026 | 45.1% | 32.6% | 11.1% | 6.1% | 3.3% | 1% | 0.37% | 0.11% | 0.1% | 0.09% | 0.06% |
| Jun 2026 | 45.3% | 32.4% | 11.2% | 6.1% | 3.4% | 1% | 0.3% | 0.11% | 0.08% | 0.09% | 0.05% |
| Jul 2026 | 45.3% | 32.4% | 11.2% | 6.1% | 3.4% | 1% | 0.37% | 0.11% | 0.08% | 0.09% | 0.06% |
| Aug 2026 | 44.1% | 31.9% | 10.9% | 7.3% | 4% | 1.2% | 0.36% | 0.1% | 0.1% | 0.09% | 0.06% |
| Sep 2026 | 50.1% | 29.5% | 10.1% | 5.5% | 3% | 1.1% | 0.4% | 0.1% | 0.09% | 0.08% | 0.04% |
How has the Wilton and Wiltshire comparison changed over the last 12 months?
3 findings
- Wiltshire was ahead of Wilton in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among bakeware brands worldwide moved from 2.2% to 3%, and its estimated monthly branded searches moved from 74K to 90.5K.
How did search popularity change for bakeware brands worldwide in September 2026?
2 changes
In September 2026, Wiltshire lost share of searches among bakeware brands worldwide, from 4% to 3%.
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 Wilton’s and Wiltshire’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.
Other head-to-heads among bakeware brands
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