Brandwave

How popular isMaxwell & Williams?

In September 2026, people searched for Maxwell & Williams by name about 670 times in New Zealand, a 45.7% increase from the previous year. These searches made up 4.4% of all New Zealand dinnerware and tableware brand searches, placing Maxwell & Williams seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about dinnerware and tableware brands, Maxwell & Williams appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Maxwell & Williams is the seventh most searched of 9 competitors and the most recommended in AI answers.

  1. Le CreusetShare of searches 53.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. Temuka PotteryShare of searches 11.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CorelleShare of searches 10%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Royal DoultonShare of searches 7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Maxwell & WilliamsShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top dinnerware and tableware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maxwell & Williams was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Maxwell & Williams is the most recommended of the nine.

Most recommended by AI

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

  1. Maxwell & Williams1st
  2. Denby2nd
  3. Corelle3rd
  4. Wedgwood4th
  5. Royal Doulton5th
  6. Le Creuset6th
  7. Robert Gordon7th
  8. Temuka Pottery–
  9. Ecology–

Mentioned by AI

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

  • Maxwell & Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Denby4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corelle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wedgwood3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Creuset2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Royal Doulton2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Robert Gordon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Temuka Pottery0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecology0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dinnerware and tableware 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 dinnerware and tableware brands compete with Maxwell & Williams?

Maxwell & Williams against dinnerware and tableware brands in New Zealand, by month

Share of searches by month for Le Creuset, Temuka Pottery, Corelle, Royal Doulton, Robert Gordon, Wedgwood, Maxwell & Williams. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetTemuka PotteryCorelleRoyal DoultonRobert GordonWedgwoodMaxwell & WilliamsDenbyEcology
Oct 202549%12.9%11.6%8.5%6.5%5.9%3.4%1.3%1%
Nov 202557.5%11.8%10.1%6.6%5%3.8%3.3%0.81%1%
Dec 202559.7%10%9.3%6.5%5.3%3.2%4%0.84%1.2%
Jan 202648.8%15.7%10.4%8.3%4.9%4.4%5%1%1.5%
Feb 202650.5%15.7%10.8%7.3%5.1%4.4%4.1%1.1%1.1%
Mar 202653.4%11.5%12.3%6.1%5.2%5%3.8%1.7%0.94%
Apr 202646.8%14%12.6%8%5.6%4.9%4.6%2.2%1.3%
May 202651.8%11.5%10.3%7.7%5.8%6.1%4.5%1.1%1.2%
Jun 202649.5%10.5%15.4%7.3%4.3%5.6%4%2.4%0.97%
Jul 202652.1%10.8%11.8%6.9%5.5%5.7%4.9%1.3%1.1%
Aug 202654.8%9.5%10.6%6.2%6.5%4.8%5.4%1.1%1.1%
Sep 202653.7%11.6%10%7%6.2%4.6%4.4%1.4%1.1%

  1. 1.Le Creuset

    53.7%

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

  2. 2.Temuka Pottery

    11.6%

    Moved from 3rd to 2nd. 1.7K estimated branded searches, +21.7% vs prior month. Share +2.1 points.

  3. 3.Corelle

    10%

    Moved from 2nd to 3rd. 1.5K estimated branded searches, -5% vs prior month. Share -0.5 points.

  4. 4.Royal Doulton

    7%

    Moved from 5th to 4th. 1.1K estimated branded searches, +11.7% vs prior month. Share +0.7 points.

  5. 5.Robert Gordon

    6.2%

    Moved from 4th to 5th. 940 estimated branded searches, -4.1% vs prior month. Share -0.3 points.

  6. 6.Wedgwood

    4.6%

    Moved from 7th to 6th. 690 estimated branded searches, -5.5% vs prior month. Share -0.3 points.

  7. 7.Maxwell & Williams

    4.4%

    Moved from 6th to 7th. 670 estimated branded searches, -17.3% vs prior month. Share -0.9 points.

  8. 8.Denby

    1.4%

    Held 8th. 210 estimated branded searches, +23.5% vs prior month. Share +0.3 points.

  9. 9.Ecology

    1.1%

    Held 9th. 160 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Maxwell & Williams and its closest rivals

Every comparison with Maxwell & Williams

12 comparisons

How has branded search demand for Maxwell & Williams changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Maxwell & Williams in New Zealand rose from 460 to 670.
  • Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among dinnerware and tableware brands in New Zealand increased from 3.4% to 4.4%.
  • Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among dinnerware and tableware brands in New Zealand peaked at 5.4% in August 2026 and was lowest at 3.3% in November 2025.

How did search popularity change for New Zealand dinnerware and tableware brands in September 2026?

6 changes

  1. In September 2026, Temuka Pottery overtook Corelle to rank 2nd among dinnerware and tableware brands in New Zealand, with 11.6% of the searches.

  2. In September 2026, Royal Doulton overtook Robert Gordon to rank 4th among dinnerware and tableware brands in New Zealand, with 7% of the searches.

  3. In September 2026, Le Creuset lost share of searches among dinnerware and tableware brands in New Zealand, from 54.8% to 53.7%.

  4. In September 2026, Maxwell & Williams lost share of searches among dinnerware and tableware brands in New Zealand, from 5.4% to 4.4%.

  5. In September 2026, Corelle lost share of searches among dinnerware and tableware brands in New Zealand, from 10.6% to 10%.

  6. In September 2026, Wedgwood rose from 7th to 6th among dinnerware and tableware brands in New Zealand.

How are Maxwell & Williams’ branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Maxwell & Williams’ 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.

  • maxwell and williams cashmere
  • maxwell williams
  • maxwell williams cashmere
  • maxwell williams tagine

Do you work for Maxwell & Williams? 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 Maxwell & Williams compete?

Maxwell & Williams is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Dinnerware and tableware brands7th of 94.4%Shown above
Teapot brands2nd of 618.6%Show ranking
Dinner set brands4th of 619.1%Show ranking
Creator with pink hair and a pink jacket

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