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 73.3% of all New Zealand cast iron skillet brand searches, placing Le Creuset first out of five brands. When we asked both ChatGPT and Google AI Overviews about cast iron skillet brands, Le Creuset appeared in three of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Le Creuset is the most searched of 5 competitors and the third most recommended in AI answers.

  1. Le CreusetShare of searches 73.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. OoniShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. StaubShare of searches 5.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. LodgeShare of searches 4.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. VictoriaShare of searches 0.09%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top cast iron skillet 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. Le Creuset is the third most recommended of the five.

Most recommended by AI

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

  1. Lodge1st
  2. Victoria2nd
  3. Le Creuset3rd
  4. Staub4th
  5. Ooni–

Mentioned by AI

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

  • Lodge4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Creuset3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Staub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ooni0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cast iron skillet brands

5 answers

  • Asked ChatGPT

    “Which cast iron skillet brand should I buy in New Zealand?”

    1. 1Lodge
    2. 2Victoria
    3. 3Le Creuset

  • Asked ChatGPT

    “What are the best cast iron skillet brands in New Zealand?”

    1. 1Lodge
    2. 2Victoria
    3. 3Le Creuset
    4. 4Staub

  • Asked ChatGPT

    “What's the best cast iron skillet brand in New Zealand for everyday cooking?”

    1. 1Lodge
    2. 2Le Creuset

  • Searched Google, AI Overview

    “cast iron pan nz”

    1. 1Lodge

  • Searched Google, AI Overview

    “seasoned cast iron pan”

    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 cast iron skillet brands compete with Le Creuset?

    Le Creuset against cast iron skillet brands in New Zealand, by month

    Share of searches by month for Le Creuset, Ooni, Staub, Lodge. The figures are in the table below the chart.

    View monthly share of searches table
    MonthLe CreusetOoniStaubLodgeVictoria
    Oct 202571.6%19.6%4.4%4.2%0.11%
    Nov 202565.4%26.4%4.9%3.2%0.07%
    Dec 202575.7%17.3%3.9%3%0.06%
    Jan 202673.6%17.3%4.6%4.4%0.09%
    Feb 202677.3%13.8%5%3.8%0.12%
    Mar 202678.6%11.4%6.1%3.9%0.1%
    Apr 202675.4%12.3%5.6%6.5%0.22%
    May 202679%11.1%5%4.7%0.1%
    Jun 202677.5%10.8%4.9%6.9%0.1%
    Jul 202678.1%10.3%4.9%6.7%0.09%
    Aug 202673.8%16.2%5.7%4.3%0.09%
    Sep 202673.3%16.6%5.7%4.3%0.09%

    1. 1.Le Creuset

      73.3%

      Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share -0.5 points.

    2. 2.Ooni

      16.6%

      Held 2nd. 1.8K estimated branded searches, +1.1% vs prior month. Share +0.4 points.

    3. 3.Staub

      5.7%

      Held 3rd. 630 estimated branded searches, -1.6% vs prior month. Share 0 points.

    4. 4.Lodge

      4.3%

      Held 4th. 480 estimated branded searches, 0% vs prior month. Share +0.1 points.

    5. 5.Victoria

      0.09%

      Held 5th. 10 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?

    3 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 cast iron skillet brands in New Zealand increased from 71.6% to 73.3%.
    • Across the 12 months ending September 2026, Le Creuset’s share of searches among cast iron skillet brands in New Zealand peaked at 79% in May 2026 and was lowest at 65.4% in November 2025.

    How did search popularity change for New Zealand cast iron skillet brands in September 2026?

    3 changes

    1. Estimated monthly branded searches for Staub in New Zealand rose 53.7% over 12 measured months, from 410 to 630 in September 2026.

    2. Estimated monthly branded searches for Lodge in New Zealand rose 23.1% over 12 measured months, from 390 to 480 in September 2026.

    3. Estimated monthly branded searches for Le Creuset in New Zealand rose 22.6% over 12 measured months, from 6.6K to 8.1K 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%Show ranking
    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%Shown above
    Loaf pan brands1st of 489.8%Show ranking
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