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 62.2% of all New Zealand roasting dish brand searches, placing Le Creuset first out of five brands. When we asked both ChatGPT and Google AI Overviews about roasting dish brands, Le Creuset appeared in three of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

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

  1. Le CreusetShare of searches 62.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. ScanpanShare of searches 21.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. PyrexShare of searches 5.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. WiltshireShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. StaubShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top roasting dish 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 second most recommended of the five.

Most recommended by AI

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

  1. Scanpan1st
  2. Le Creuset2nd
  3. Pyrex3rd
  4. Wiltshire4th
  5. Staub–

Mentioned by AI

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

  • Le Creuset3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Scanpan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiltshire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pyrex2 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

See every answer about roasting dish 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 roasting dish brands compete with Le Creuset?

Le Creuset against roasting dish brands in New Zealand, by month

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

View monthly share of searches table
MonthLe CreusetScanpanPyrexWiltshireStaub
Oct 202563.3%21.5%5.7%5.7%3.9%
Nov 202568.5%18.3%4.1%4.1%5.2%
Dec 202571.8%16.7%4.3%3.5%3.7%
Jan 202664.2%21.4%5.8%4.7%4%
Feb 202665.4%17.4%7.2%5.9%4.2%
Mar 202668.7%14.6%6.2%5.1%5.4%
Apr 202661.6%23.2%5.3%5.3%4.6%
May 202664.5%19.8%5.8%5.8%4.1%
Jun 202665%19.4%5.8%5.8%4.1%
Jul 202660.8%20.8%5.2%9.4%3.8%
Aug 202661.1%22.3%5.3%6.5%4.7%
Sep 202662.2%21.8%5.5%5.5%4.8%

  1. 1.Le Creuset

    62.2%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +1.1 points.

  2. 2.Scanpan

    21.8%

    Held 2nd. 2.8K estimated branded searches, -6% vs prior month. Share -0.5 points.

  3. 3.Pyrex

    5.5%

    Moved from 4th to 3rd. 720 estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Wiltshire

    5.5%

    Moved from 3rd to 4th. 720 estimated branded searches, -18.2% vs prior month. Share -1 points.

  5. 5.Staub

    4.8%

    Held 5th. 630 estimated branded searches, -1.6% 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 roasting dish brands in New Zealand decreased from 63.3% to 62.2%.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among roasting dish brands in New Zealand peaked at 71.8% in December 2025 and was lowest at 60.8% in July 2026.

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

5 changes

  1. In September 2026, Le Creuset gained share of searches among roasting dish brands in New Zealand, from 61.1% to 62.2%.

  2. In September 2026, Wiltshire lost share of searches among roasting dish brands in New Zealand, from 6.5% to 5.5%.

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

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

  5. Estimated monthly branded searches for Scanpan in New Zealand rose 26.8% over 12 measured months, from 2.2K to 2.8K 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%Show ranking
Roasting dish brands1st of 562.2%Shown above
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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