Brandwave

How popular isLe Creuset?

In September 2026, people searched for Le Creuset by name about 8,140 times in New Zealand, a 22.4% increase from the previous year. These searches made up 49% of all New Zealand bakeware brand searches, placing Le Creuset first out of nine brands. When we asked both ChatGPT and Google AI Overviews about bakeware brands, Le Creuset appeared in three of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Le Creuset is the most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Le CreusetShare of searches 49%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. KitchenAidShare of searches 39.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. PyrexShare of searches 4.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. WiltshireShare of searches 4.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. TramontinaShare of searches 1.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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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 three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Le Creuset 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. Wiltshire1st
  2. Nordic Ware2nd
  3. USA Pan3rd
  4. Bakemaster4th
  5. Le Creuset5th
  6. Tala6th
  7. Pyrex7th
  8. KitchenAid–
  9. Tramontina–

Mentioned by AI

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

  • Wiltshire5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nordic Ware4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Creuset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bakemaster3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • USA Pan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tala2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pyrex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KitchenAid0 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

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 New Zealand on October 20, 2026.

Which bakeware brands compete with Le Creuset?

Le Creuset against bakeware brands in New Zealand, by month

Share of searches by month for Le Creuset, KitchenAid, Pyrex, Wiltshire. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetKitchenAidPyrexWiltshireTramontinaNordic WareBakemasterUSA PanTala
Oct 202544.6%44.7%4%4%1.6%0.47%0.2%0.27%0.14%
Nov 202543.1%49.7%2.6%2.6%1.3%0.3%0.13%0.17%0.04%
Dec 202547.1%45.7%2.8%2.3%1.2%0.55%0.08%0.16%0.08%
Jan 202645.5%44.6%4.1%3.3%1.7%0.4%0.11%0.17%0.06%
Feb 202645.3%43.6%5%4.1%1.3%0.35%0.14%0.14%0.14%
Mar 202649.7%39.7%4.5%3.7%1.3%0.56%0.19%0.25%0.13%
Apr 202645.9%42.8%4%4%2%0.61%0.13%0.47%0.13%
May 202649.1%39.5%4.4%4.4%1.6%0.43%0.18%0.24%0.12%
Jun 202650.1%38.5%4.4%4.4%1.4%0.55%0.12%0.31%0.12%
Jul 202647.6%36.4%4.1%7.4%3.1%0.63%0.17%0.51%0.11%
Aug 202649.3%38.1%4.3%5.2%1.9%0.54%0.12%0.42%0.12%
Sep 202649%39.6%4.4%4.4%1.6%0.55%0.18%0.18%0.12%

  1. 1.Le Creuset

    49%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share -0.2 points.

  2. 2.KitchenAid

    39.6%

    Held 2nd. 6.5K estimated branded searches, +2.2% vs prior month. Share +1.5 points.

  3. 3.Pyrex

    4.4%

    Moved from 4th to 3rd. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Wiltshire

    4.4%

    Moved from 3rd to 4th. 720 estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  5. 5.Tramontina

    1.6%

    Held 5th. 270 estimated branded searches, -15.6% vs prior month. Share -0.3 points.

  6. 6.Nordic Ware

    0.55%

    Held 6th. 90 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Bakemaster

    0.18%

    Moved from 8th to 7th. 30 estimated branded searches, +50% vs prior month. Share +0.1 points.

  8. 8.USA Pan

    0.18%

    Moved from 7th to 8th. 30 estimated branded searches, -57.1% vs prior month. Share -0.2 points.

  9. 9.Tala

    0.12%

    Held 9th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Le Creuset and its closest rivals

Every comparison with Le Creuset

29 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Le Creuset in New Zealand rose from 6.7K to 8.1K.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands in New Zealand increased from 44.6% to 49%.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands in New Zealand peaked at 50.1% in June 2026 and was lowest at 43.1% in November 2025.
  • Across the 12 months ending September 2026, Le Creuset rose from 2nd to 1st among bakeware brands in New Zealand.

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

6 changes

  1. In September 2026, KitchenAid gained share of searches among bakeware brands in New Zealand, from 38.1% to 39.6%.

  2. In September 2026, Wiltshire lost share of searches among bakeware brands in New Zealand, from 5.2% to 4.4%.

  3. In September 2026, Bakemaster rose from 8th to 7th among bakeware brands in New Zealand.

  4. In September 2026, Pyrex rose from 4th to 3rd among bakeware brands in New Zealand.

  5. In September 2026, USA Pan fell from 7th to 8th among bakeware brands in New Zealand.

  6. Estimated monthly branded searches for Nordic Ware in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

How are Le Creuset’s branded searches counted?

9 search terms

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

  • le creuset
  • le creuset cookware
  • le creuset kettle
  • le creuset mugs
  • le creuset outlet
  • le creuset pot
  • le creuset sale
  • lecreuset
  • lecreuset cookware

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How the Brand Demand Index is measured

Where does Le Creuset compete?

Le Creuset is ranked in 14 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Measuring spoons brands1st of 545.8%Show ranking
Bakeware brands1st of 949%Shown above
Measuring cups brands1st of 552.3%Show ranking
Grill pan brands1st of 752.4%Show ranking
Griddle pan brands1st of 752.7%Show ranking
Cookware brands1st of 953.1%Show ranking
Frying pan brands1st of 753%Show ranking
Dinnerware and tableware brands1st of 953.7%Show ranking
Induction pans brands1st of 754.7%Show ranking
Pots and pans brands1st of 754.9%Show ranking
Roasting dish brands1st of 562.2%Show ranking
Roasting pan brands1st of 466.6%Show ranking
Cast iron skillet brands1st of 573.3%Show ranking
Loaf pan brands1st of 489.8%Show ranking
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