Brandwave

How popular isEssteele?

In September 2026, people searched for Essteele by name about 130 times in New Zealand, a 44.4% increase from the previous year. These searches made up 0.85% of all New Zealand cookware brand searches, placing Essteele ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about cookware brands, Essteele appeared in two of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Essteele is the ninth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Le CreusetShare of searches 53.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. ScanpanShare of searches 21.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. TefalShare of searches 9.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. StaubShare of searches 5.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. EssteeleShare of searches 0.85%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+4 more

Essteele website (opens in a new tab)

Follow Essteele and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top cookware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Essteele was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Essteele is the fifth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Scanpan1st
  2. Tefal2nd
  3. GreenPan3rd
  4. Le Creuset4th
  5. Essteele5th
  6. Staub–
  7. HexClad–
  8. Tramontina–
  9. Circulon–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Scanpan5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tefal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Creuset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GreenPan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Essteele2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Staub0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HexClad0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Circulon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cookware brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which cookware brands compete with Essteele?

Essteele against cookware brands in New Zealand, by month

Share of searches by month for Le Creuset, Scanpan, Tefal, Staub, GreenPan, HexClad, Tramontina, Circulon, Essteele. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetScanpanTefalStaubGreenPanHexCladTramontinaCirculonEssteele
Oct 202551.2%19.8%10%4.7%4.5%3.6%2.2%3.2%0.69%
Nov 202555.8%17%8.7%5.3%3.3%4.1%2.1%2.7%1.1%
Dec 202560%15.7%6.6%3.9%4.3%4.1%1.9%2.4%0.99%
Jan 202652.9%20.1%7.6%4.7%3.9%3.8%2.4%3.5%1.1%
Feb 202656.6%17.2%8%4.9%4.1%3.6%2.1%2.7%0.85%
Mar 202658.5%14.3%9.5%5.9%3.5%2.8%1.9%2.7%0.88%
Apr 202650.1%20.8%9.3%5.2%4.3%3.6%2.6%3.1%1.1%
May 202653.7%18.8%9.3%5.1%3.9%3.2%2.2%2.8%0.99%
Jun 202655.3%18.4%9.6%5.2%2.5%3.2%1.8%2.7%1.3%
Jul 202652.9%20.2%9.4%4.2%2.9%3.3%3.8%2.4%0.97%
Aug 202651.2%21%10.7%5.1%2.9%3%2.6%2.6%0.91%
Sep 202653.1%21.2%9.2%5.1%3.1%3%2.3%2.2%0.85%

  1. 1.Le Creuset

    53.1%

    Held 1st. 8.1K estimated branded searches, -3.4% vs prior month. Share +1.8 points.

  2. 2.Scanpan

    21.2%

    Held 2nd. 3.3K estimated branded searches, -6.1% vs prior month. Share +0.2 points.

  3. 3.Tefal

    9.2%

    Held 3rd. 1.4K estimated branded searches, -19.9% vs prior month. Share -1.5 points.

  4. 4.Staub

    5.1%

    Held 4th. 780 estimated branded searches, -7.1% vs prior month. Share 0 points.

  5. 5.GreenPan

    3.1%

    Moved from 6th to 5th. 480 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.HexClad

    3%

    Moved from 5th to 6th. 460 estimated branded searches, -6.1% vs prior month. Share 0 points.

  7. 7.Tramontina

    2.3%

    Moved from 8th to 7th. 360 estimated branded searches, -14.3% vs prior month. Share -0.2 points.

  8. 8.Circulon

    2.2%

    Moved from 7th to 8th. 330 estimated branded searches, -21.4% vs prior month. Share -0.4 points.

  9. 9.Essteele

    0.85%

    Held 9th. 130 estimated branded searches, -13.3% vs prior month. Share -0.1 points.

Compare popularity between Essteele and its closest rivals

Every comparison with Essteele

8 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Essteele in New Zealand rose from 90 to 130.
  • Across the 12 months ending September 2026, Essteele’s share of searches among cookware brands in New Zealand held steady, from 0.69% to 0.85%.

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

6 changes

  1. In September 2026, Le Creuset gained share of searches among cookware brands in New Zealand, from 51.2% to 53.1%.

  2. In September 2026, Tefal lost share of searches among cookware brands in New Zealand, from 10.7% to 9.2%.

  3. Scanpan’s share of searches among cookware brands in New Zealand has gained ground for 3 months in a row, from 18.4% to 21.2% in September 2026.

  4. GreenPan’s share of searches among cookware brands in New Zealand has gained ground for 3 months in a row, from 2.5% to 3.1% in September 2026.

  5. In September 2026, Tramontina rose from 8th to 7th among cookware brands in New Zealand.

  6. In September 2026, Circulon fell from 7th to 8th among cookware brands in New Zealand.

How are Essteele’s branded searches counted?

4 search terms

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

  • essteele
  • essteele cookware
  • essteele frying pan
  • essteele pot

Do you work for Essteele? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Essteele your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free