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 66.6% of all New Zealand roasting pan brand searches, placing Le Creuset first out of four brands. When we asked both ChatGPT and Google AI Overviews about roasting pan brands, Le Creuset appeared in four of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Le Creuset is the most searched of 4 competitors and the second most recommended in AI answers.

  1. Le CreusetShare of searches 66.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. ScanpanShare of searches 23.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. HexCladShare of searches 5.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. CirculonShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top roasting pan brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Scanpan1st
  2. Le Creuset2nd
  3. HexClad–
  4. Circulon–

Mentioned by AI

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

  • Le Creuset4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Scanpan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HexClad0 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 roasting pan brands

5 answers

  • Asked ChatGPT

    “Which roasting pan brand should I buy in New Zealand?”

    1. 1Scanpan
    2. 2Le Creuset

  • Asked ChatGPT

    “What are the best roasting pan brands in New Zealand?”

    1. 1Scanpan
    2. 2Le Creuset

  • Asked ChatGPT

    “What's the best roasting pan brand in New Zealand for oven cooking?”

    1. 1Scanpan
    2. 2Le Creuset

  • Searched Google, AI Overview

    “roasting pan”

    1. 1Le Creuset

  • Searched Google, AI Overview

    “large roasting pan”

    1. 1Scanpan

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 pan brands compete with Le Creuset?

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

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

View monthly share of searches table
MonthLe CreusetScanpanHexCladCirculon
Oct 202565.9%22.4%6%5.7%
Nov 202570.4%18.8%6.4%4.4%
Dec 202573%17%6.3%3.7%
Jan 202666.1%22%6.1%5.8%
Feb 202670.9%18.8%5.3%5%
Mar 202674.4%15.8%5%4.8%
Apr 202664.4%24.3%6.1%5.2%
May 202668.7%21.1%5.1%5.1%
Jun 202668.9%20.6%5.5%5%
Jul 202667.2%23%5.2%4.6%
Aug 202666.1%24.2%5.2%4.5%
Sep 202666.6%23.4%5.8%4.1%

  1. 1.Le Creuset

    66.6%

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

  2. 2.Scanpan

    23.4%

    Held 2nd. 2.8K estimated branded searches, -6% vs prior month. Share -0.8 points.

  3. 3.HexClad

    5.8%

    Held 3rd. 710 estimated branded searches, +9.2% vs prior month. Share +0.6 points.

  4. 4.Circulon

    4.1%

    Held 4th. 500 estimated branded searches, -10.7% vs prior month. Share -0.4 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 pan brands in New Zealand increased from 65.9% to 66.6%.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among roasting pan brands in New Zealand peaked at 74.4% in March 2026 and was lowest at 64.4% in April 2026.

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

4 changes

  1. In September 2026, HexClad gained share of searches among roasting pan brands in New Zealand, from 5.2% to 5.8%.

  2. In September 2026, Le Creuset gained share of searches among roasting pan brands in New Zealand, from 66.1% to 66.6%.

  3. In September 2026, Scanpan lost share of searches among roasting pan brands in New Zealand, from 24.2% to 23.4%.

  4. Circulon’s share of searches among roasting pan brands in New Zealand has lost ground for 3 months in a row, from 5% to 4.1% 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%Shown above
Cast iron skillet brands1st of 573.3%Show ranking
Loaf pan brands1st of 489.8%Show ranking
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