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 53% of all New Zealand frying pan brand searches, placing Le Creuset first out of seven brands. When we asked both ChatGPT and Google AI Overviews about frying pan brands, Le Creuset appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Le Creuset is the most searched of 7 competitors and the fourth most recommended in AI answers.

  1. Le CreusetShare of searches 53%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. ScanpanShare of searches 19.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. NinjaShare of searches 8.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. TefalShare of searches 8.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. HexCladShare of searches 4.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top frying pan brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Le Creuset was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Le Creuset is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Scanpan1st
  2. Lodge1st
  3. Tefal3rd
  4. Le Creuset4th
  5. HexClad5th
  6. Ninja–
  7. Circulon–

Mentioned by AI

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

  • Scanpan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lodge4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tefal3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Creuset2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HexClad1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ninja0 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 frying pan 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 frying pan brands compete with Le Creuset?

Le Creuset against frying pan brands in New Zealand, by month

Share of searches by month for Le Creuset, Scanpan, Ninja, Tefal, HexClad, Circulon, Lodge. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetScanpanNinjaTefalHexCladCirculonLodge
Oct 202552.5%18.7%7.4%9.1%4.8%4.5%3.1%
Nov 202556.7%15.9%8.4%7.5%5.2%3.5%2.7%
Dec 202561.1%14.7%7.4%6%5.2%3.1%2.4%
Jan 202653.4%18.7%8.5%6.7%4.9%4.7%3.2%
Feb 202657.6%16.1%8.2%7%4.3%4%2.8%
Mar 202660.6%13.6%6.1%8.8%4%3.9%3%
Apr 202650.3%19.8%8.4%8.3%4.8%4.1%4.4%
May 202654.6%17.9%7.8%8.3%4.1%4.1%3.3%
Jun 202653.4%17.7%7.5%8.6%4.3%3.9%4.7%
Jul 202652.4%19.2%7.9%8.3%4.1%3.6%4.5%
Aug 202652.2%20.2%7.2%9.8%4.1%3.5%3%
Sep 202653%19.5%8.3%8.1%4.7%3.3%3.1%

  1. 1.Le Creuset

    53%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +0.8 points.

  2. 2.Scanpan

    19.5%

    Held 2nd. 3K estimated branded searches, -6.6% vs prior month. Share -0.6 points.

  3. 3.Ninja

    8.3%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.1 points.

  4. 4.Tefal

    8.1%

    Moved from 3rd to 4th. 1.2K estimated branded searches, -20.6% vs prior month. Share -1.7 points.

  5. 5.HexClad

    4.7%

    Held 5th. 710 estimated branded searches, +9.2% vs prior month. Share +0.5 points.

  6. 6.Circulon

    3.3%

    Held 6th. 500 estimated branded searches, -10.7% vs prior month. Share -0.3 points.

  7. 7.Lodge

    3.1%

    Held 7th. 480 estimated branded searches, 0% vs prior month. Share +0.1 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 frying pan brands in New Zealand increased from 52.5% to 53%.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among frying pan brands in New Zealand peaked at 61.1% in December 2025 and was lowest at 50.3% in April 2026.

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

6 changes

  1. In September 2026, Ninja overtook Tefal to rank 3rd among frying pan brands in New Zealand, with 8.3% of the searches.

  2. In September 2026, Le Creuset gained share of searches among frying pan brands in New Zealand, from 52.2% to 53%.

  3. In September 2026, HexClad gained share of searches among frying pan brands in New Zealand, from 4.1% to 4.7%.

  4. In September 2026, Tefal lost share of searches among frying pan brands in New Zealand, from 9.8% to 8.1%.

  5. In September 2026, Scanpan lost share of searches among frying pan brands in New Zealand, from 20.2% to 19.5%.

  6. Circulon’s share of searches among frying pan brands in New Zealand has lost ground for 3 months in a row, from 3.9% to 3.3% 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

Do you work for Le Creuset? 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

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%Shown above
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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