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 18.6% of all New Zealand teapot brand searches, placing Maxwell & Williams second out of six brands. When we asked both ChatGPT and Google AI Overviews about teapot brands, Maxwell & Williams appeared in four of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

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

  1. T2Share of searches 59.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Maxwell & WilliamsShare of searches 18.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. BodumShare of searches 13.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HarioShare of searches 3.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. Zero JapanShare of searches 3.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

+1 more

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Top teapot 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 two of the three ChatGPT answers and in both Google AI Overviews. Maxwell & Williams is the third most recommended of the six.

Most recommended by AI

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

  1. Zero Japan1st
  2. T22nd
  3. Maxwell & Williams3rd
  4. Hario4th
  5. Avanti Homewares4th
  6. Bodum–

Mentioned by AI

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

  • Maxwell & Williams4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • T23 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zero Japan3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Avanti Homewares3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hario1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bodum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about teapot 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 teapot brands compete with Maxwell & Williams?

Maxwell & Williams against teapot brands in New Zealand, by month

Share of searches by month for T2, Maxwell & Williams, Bodum, Hario, Zero Japan. The figures are in the table below the chart.

View monthly share of searches table
MonthT2Maxwell & WilliamsBodumHarioZero JapanAvanti Homewares
Oct 202571.4%9.6%12.8%3.4%2.2%0.49%
Nov 202577.1%8.4%11%1.9%1.2%0.35%
Dec 202574.9%10%11%1.8%1.9%0.42%
Jan 202661.9%18.6%13.1%3.4%2.3%0.77%
Feb 202661.5%18.5%13.5%3.1%2.7%0.77%
Mar 202662.7%15.8%14.2%3%3.6%0.66%
Apr 202659.9%18.6%13.6%3.8%3.5%0.63%
May 202659.6%18.5%13.8%3.1%4.4%0.63%
Jun 202666.1%16.3%11.6%2.5%3%0.55%
Jul 202658.5%22.2%11.4%2.8%4.3%0.92%
Aug 202656%21.2%15.6%3.2%3.2%0.59%
Sep 202659.7%18.6%13.2%3.5%3.5%1.6%

  1. 1.T2

    59.7%

    Held 1st. 1.9K estimated branded searches, 0% vs prior month. Share +3.7 points.

  2. 2.Maxwell & Williams

    18.6%

    Held 2nd. 590 estimated branded searches, -18.1% vs prior month. Share -2.7 points.

  3. 3.Bodum

    13.2%

    Held 3rd. 420 estimated branded searches, -20.8% vs prior month. Share -2.4 points.

  4. 4.Hario

    3.5%

    Held 4th. 110 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Zero Japan

    3.5%

    Held 5th. 110 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Avanti Homewares

    1.6%

    Held 6th. 50 estimated branded searches, +150% vs prior month. Share +1 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?

4 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 teapot brands in New Zealand increased from 9.6% to 18.6%.
  • Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among teapot brands in New Zealand peaked at 22.2% in July 2026 and was lowest at 8.4% in November 2025.
  • Across the 12 months ending September 2026, Maxwell & Williams rose from 3rd to 2nd among teapot brands in New Zealand.

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

6 changes

  1. In September 2026, T2 gained share of searches among teapot brands in New Zealand, from 56% to 59.7%.

  2. In September 2026, Avanti Homewares gained share of searches among teapot brands in New Zealand, from 0.59% to 1.6%.

  3. In September 2026, Maxwell & Williams lost share of searches among teapot brands in New Zealand, from 21.2% to 18.6%.

  4. In September 2026, Bodum lost share of searches among teapot brands in New Zealand, from 15.6% to 13.2%.

  5. Hario’s share of searches among teapot brands in New Zealand has gained ground for 3 months in a row, from 2.5% to 3.5% in September 2026.

  6. Estimated monthly branded searches for Zero Japan in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in September 2026.

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%Shown above
Dinner set brands4th of 619.1%Show ranking
Creator with pink hair and a pink jacket

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