Brandwave

How popular isCirculon in search?

In August 2026, there were an estimated 650 branded searches for Circulon in New Zealand which is down 5.8% over the last 11 months. Circulon holds 2.5% estimated Share of Search among New Zealand cookware brands and is ranked 5th of 7 competitors for search popularity.

Share of Search, August 2026
  1. Le Creuset66.7%
  2. Scanpan19.2%
  3. Staub4.9%
  4. HexClad4.1%
  5. Circulon2.5%
  6. Tramontina1.8%
  7. Essteele0.66%
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Which cookware brands compete with Circulon?

Circulon against cookware brands in New Zealand, by month

Share of Search by month for Le Creuset, Scanpan, Staub, HexClad, Circulon. The figures are in the table below the chart.

View monthly share of search table
MonthLe CreusetScanpanStaubHexCladCirculonTramontinaEssteele
Oct 202563.4%19.9%5.3%5.4%3.6%1.9%0.67%
Nov 202566.3%16.9%5.7%5.8%2.8%1.6%1%
Dec 202570.2%15.6%4.1%5.4%2.3%1.5%0.9%
Jan 202663.9%19.5%4.8%5.5%3.6%1.8%0.9%
Feb 202668.6%16.6%4.9%4.6%3%1.6%0.7%
Mar 202670.4%15.1%5.6%3.9%2.8%1.5%0.83%
Apr 202665%19.2%5%5%2.9%1.8%1%
May 202669.8%16.3%4.6%4.1%2.8%1.7%0.7%
Jun 202673.7%14.2%4.1%3.6%2.3%1.2%0.91%
Jul 202670.5%16.6%3.8%3.8%2.3%2.4%0.68%
Aug 202666.7%19.2%4.9%4.1%2.5%1.8%0.66%
Sep 2026———————

  1. 1.Le Creuset

    66.7%

    held 1st · 17.1K estimated branded searches · -17.1% vs prior month · -3.8 points

  2. 2.Scanpan

    19.2%

    held 2nd · 4.9K estimated branded searches · +1.7% vs prior month · +2.6 points

  3. 3.Staub

    4.9%

    moved from 4th to 3rd · 1.3K estimated branded searches · +14.5% vs prior month · +1.2 points

  4. 4.HexClad

    4.1%

    moved from 3rd to 4th · 1.1K estimated branded searches · -3.6% vs prior month · +0.4 points

  5. 5.Circulon

    2.5%

    moved from 6th to 5th · 650 estimated branded searches · -4.4% vs prior month · +0.2 points

  6. 6.Tramontina

    1.8%

    moved from 5th to 6th · 470 estimated branded searches · -32.9% vs prior month · -0.6 points

  7. 7.Essteele

    0.66%

    held 7th · 170 estimated branded searches · -15% vs prior month · 0 points

Compare search popularity between Circulon and its closest rivals

How has branded search demand for Circulon changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Circulon in New Zealand fell from 690 to 650.
  • Across the 11 months ending August 2026, Circulon’s estimated Share of Search among cookware brands in New Zealand decreased from 3.6% to 2.5%.
  • Across the 11 months ending August 2026, Circulon’s estimated Share of Search among cookware brands in New Zealand peaked at 3.6% in January 2026 and was lowest at 2.3% in June 2026.

How did search popularity change for New Zealand cookware brands in August 2026?

  1. In August 2026, Staub overtook HexClad to rank 3rd among cookware brands in New Zealand, at 4.9%.

  2. In August 2026, Scanpan gained estimated Share of Search among cookware brands in New Zealand, from 16.6% to 19.2%.

  3. In August 2026, Le Creuset lost estimated Share of Search among cookware brands in New Zealand, from 70.5% to 66.7%.

  4. In August 2026, Tramontina lost estimated Share of Search among cookware brands in New Zealand, from 2.4% to 1.8%.

  5. In August 2026, Circulon rose from 6th to 5th among cookware brands in New Zealand.

  6. Estimated monthly branded searches for Essteele in New Zealand rose 30.8% over 11 measured months, from 130 to 170 in August 2026.

How is Circulon measured?

Brandwave collects information about searches that people make online using Circulon’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

8 branded search terms

  • circulon
  • circulon bakeware
  • circulon cast iron
  • circulon com au
  • circulon frypans
  • circulon near me
  • circulon nz
  • circulon pans

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How the Brand Demand Index is measured

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