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 54.9% of all New Zealand pots and pans brand searches, placing Le Creuset first out of seven brands. When we asked both ChatGPT and Google AI Overviews about pots and pans brands, Le Creuset appeared in two of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

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

  1. Le CreusetShare of searches 54.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. ScanpanShare of searches 19.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. NinjaShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. TefalShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. HexCladShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top pots and pans 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 fifth 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. GreenPan2nd
  3. Tefal3rd
  4. WMF4th
  5. Le Creuset5th
  6. Ninja–
  7. HexClad–

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 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GreenPan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Creuset2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WMF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja0 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

See every answer about pots and pans 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 pots and pans brands compete with Le Creuset?

Le Creuset against pots and pans brands in New Zealand, by month

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

View monthly share of searches table
MonthLe CreusetScanpanNinjaTefalHexCladGreenPanWMF
Oct 202554.1%18.4%7.6%9.4%4.9%4.8%0.74%
Nov 202558.5%15.6%8.7%7.8%5.4%3.5%0.65%
Dec 202561.9%14.4%7.5%6%5.3%4.5%0.36%
Jan 202655.8%18.6%8.8%7%5.1%4.1%0.63%
Feb 202659.2%15.7%8.4%7.2%4.4%4.3%0.63%
Mar 202662.6%13.3%6.3%9.1%4.2%3.8%0.71%
Apr 202652.5%19.8%8.8%8.6%5%4.5%0.85%
May 202656.7%17.4%8.1%8.6%4.2%4.2%0.78%
Jun 202657.4%17.1%8%9.2%4.6%2.8%0.78%
Jul 202655.4%18.9%8.3%8.8%4.3%3.2%1.1%
Aug 202654.3%19.9%7.5%10.2%4.3%3.2%0.72%
Sep 202654.9%19.3%8.6%8.4%4.8%3.3%0.75%

  1. 1.Le Creuset

    54.9%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +0.6 points.

  2. 2.Scanpan

    19.3%

    Held 2nd. 2.8K estimated branded searches, -6% vs prior month. Share -0.6 points.

  3. 3.Ninja

    8.6%

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

  4. 4.Tefal

    8.4%

    Moved from 3rd to 4th. 1.2K estimated branded searches, -20.6% vs prior month. Share -1.8 points.

  5. 5.HexClad

    4.8%

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

  6. 6.GreenPan

    3.3%

    Held 6th. 480 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.WMF

    0.75%

    Held 7th. 110 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 pots and pans brands in New Zealand increased from 54.1% to 54.9%.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among pots and pans brands in New Zealand peaked at 62.6% in March 2026 and was lowest at 52.5% in April 2026.

How did search popularity change for New Zealand pots and pans brands in September 2026?

6 changes

  1. In September 2026, Ninja overtook Tefal to rank 3rd among pots and pans brands in New Zealand, with 8.6% of the searches.

  2. In September 2026, Le Creuset gained share of searches among pots and pans brands in New Zealand, from 54.3% to 54.9%.

  3. In September 2026, HexClad gained share of searches among pots and pans brands in New Zealand, from 4.3% to 4.8%.

  4. In September 2026, Tefal lost share of searches among pots and pans brands in New Zealand, from 10.2% to 8.4%.

  5. In September 2026, Scanpan lost share of searches among pots and pans brands in New Zealand, from 19.9% to 19.3%.

  6. Estimated monthly branded searches for WMF in New Zealand rose 22.2% over 12 measured months, from 90 to 110 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%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%Shown above
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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