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 19.1% of all New Zealand dinner set brand searches, placing Maxwell & Williams fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about dinner set brands, Maxwell & Williams appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Maxwell & Williams is the fourth most searched of 6 competitors and the second most recommended in AI answers.

  1. Royal DoultonShare of searches 32%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. CorelleShare of searches 19.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. WedgwoodShare of searches 19.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Maxwell & WilliamsShare of searches 19.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. DenbyShare of searches 6.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+1 more

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Top dinner set brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maxwell & Williams was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Maxwell & Williams is the second most recommended of the six.

Most recommended by AI

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

  1. Corelle1st
  2. Maxwell & Williams2nd
  3. Denby3rd
  4. Royal Doulton4th
  5. Wedgwood5th
  6. Ecology6th

Mentioned by AI

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

  • Corelle4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maxwell & Williams3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Royal Doulton2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Denby2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecology2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wedgwood1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dinner set brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which dinner set brands compete with Maxwell & Williams?

Maxwell & Williams against dinner set brands in New Zealand, by month

Share of searches by month for Royal Doulton, Corelle, Wedgwood, Maxwell & Williams, Denby, Ecology. The figures are in the table below the chart.

View monthly share of searches table
MonthRoyal DoultonCorelleWedgwoodMaxwell & WilliamsDenbyEcology
Oct 202534.7%21.5%22.8%12.5%5.5%2.9%
Nov 202535.4%21.6%19%15.7%4.6%3.6%
Dec 202535.4%20.2%15.4%20.2%4.8%3.9%
Jan 202636.6%16%18%20.6%4.9%4%
Feb 202634.9%17.3%20%18.8%5.5%3.5%
Mar 202629.4%18.9%22.7%16.8%9.1%3.1%
Apr 202633.4%16.4%19.1%17.9%9.7%3.3%
May 202633.2%15.7%25.2%17.5%5%3.3%
Jun 202631.7%15%23.1%16.4%10.8%3.1%
Jul 202630.3%16.6%22.7%21%6.1%3.2%
Aug 202627.8%21.5%19.2%22.7%5.4%3.5%
Sep 202632%19.7%19.4%19.1%6.8%2.9%

  1. 1.Royal Doulton

    32%

    Held 1st. 990 estimated branded searches, +12.5% vs prior month. Share +4.3 points.

  2. 2.Corelle

    19.7%

    Moved from 3rd to 2nd. 610 estimated branded searches, -10.3% vs prior month. Share -1.7 points.

  3. 3.Wedgwood

    19.4%

    Moved from 4th to 3rd. 600 estimated branded searches, -1.6% vs prior month. Share +0.2 points.

  4. 4.Maxwell & Williams

    19.1%

    Moved from 2nd to 4th. 590 estimated branded searches, -18.1% vs prior month. Share -3.6 points.

  5. 5.Denby

    6.8%

    Held 5th. 210 estimated branded searches, +23.5% vs prior month. Share +1.4 points.

  6. 6.Ecology

    2.9%

    Held 6th. 90 estimated branded searches, -18.2% vs prior month. Share -0.6 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 dinner set brands in New Zealand increased from 12.5% to 19.1%.
  • Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among dinner set brands in New Zealand peaked at 22.7% in August 2026 and was lowest at 12.5% in October 2025.

How did search popularity change for New Zealand dinner set brands in September 2026?

6 changes

  1. In September 2026, Royal Doulton gained share of searches among dinner set brands in New Zealand, from 27.8% to 32%.

  2. In September 2026, Denby gained share of searches among dinner set brands in New Zealand, from 5.4% to 6.8%.

  3. In September 2026, Maxwell & Williams lost share of searches among dinner set brands in New Zealand, from 22.7% to 19.1%.

  4. In September 2026, Corelle lost share of searches among dinner set brands in New Zealand, from 21.5% to 19.7%.

  5. In September 2026, Ecology lost share of searches among dinner set brands in New Zealand, from 3.5% to 2.9%.

  6. In September 2026, Wedgwood rose from 4th to 3rd among dinner set 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%Show ranking
Teapot brands2nd of 618.6%Show ranking
Dinner set brands4th of 619.1%Shown above
Creator with pink hair and a pink jacket

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