How popular isStaub?
In September 2026, people searched for Staub by name about 780 times in New Zealand, a 27.9% increase from the previous year. These searches made up 5.1% of all New Zealand cookware brand searches, placing Staub fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about cookware brands, Staub did not appear in any of the answers.
Staub is the fourth most searched of 9 competitors and not listed in any AI answer.
Le CreusetShare of searches 53.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
ScanpanShare of searches 21.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TefalShare of searches 9.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
StaubShare of searches 5.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
GreenPanShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top cookware brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Staub did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Scanpan1st
- Tefal2nd
- GreenPan3rd
- Le Creuset4th
Essteele5th- Staub–
HexClad–
Tramontina–
Circulon–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Scanpan5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tefal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Le Creuset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- GreenPan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Essteele2 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
- HexClad0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tramontina0 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 cookware brands
5 answers
Asked ChatGPT
“Which cookware brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cookware brands in New Zealand?”
Asked ChatGPT
“What's the best cookware brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“pots and pans nz”
Searched Google, AI Overview
“non stick cookware”
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 cookware brands compete with Staub?
Share of searches by month for Le Creuset, Scanpan, Tefal, Staub, GreenPan, HexClad, Tramontina, Circulon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Le Creuset | Scanpan | Tefal | Staub | GreenPan | HexClad | Tramontina | Circulon | Essteele |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 51.2% | 19.8% | 10% | 4.7% | 4.5% | 3.6% | 2.2% | 3.2% | 0.69% |
| Nov 2025 | 55.8% | 17% | 8.7% | 5.3% | 3.3% | 4.1% | 2.1% | 2.7% | 1.1% |
| Dec 2025 | 60% | 15.7% | 6.6% | 3.9% | 4.3% | 4.1% | 1.9% | 2.4% | 0.99% |
| Jan 2026 | 52.9% | 20.1% | 7.6% | 4.7% | 3.9% | 3.8% | 2.4% | 3.5% | 1.1% |
| Feb 2026 | 56.6% | 17.2% | 8% | 4.9% | 4.1% | 3.6% | 2.1% | 2.7% | 0.85% |
| Mar 2026 | 58.5% | 14.3% | 9.5% | 5.9% | 3.5% | 2.8% | 1.9% | 2.7% | 0.88% |
| Apr 2026 | 50.1% | 20.8% | 9.3% | 5.2% | 4.3% | 3.6% | 2.6% | 3.1% | 1.1% |
| May 2026 | 53.7% | 18.8% | 9.3% | 5.1% | 3.9% | 3.2% | 2.2% | 2.8% | 0.99% |
| Jun 2026 | 55.3% | 18.4% | 9.6% | 5.2% | 2.5% | 3.2% | 1.8% | 2.7% | 1.3% |
| Jul 2026 | 52.9% | 20.2% | 9.4% | 4.2% | 2.9% | 3.3% | 3.8% | 2.4% | 0.97% |
| Aug 2026 | 51.2% | 21% | 10.7% | 5.1% | 2.9% | 3% | 2.6% | 2.6% | 0.91% |
| Sep 2026 | 53.1% | 21.2% | 9.2% | 5.1% | 3.1% | 3% | 2.3% | 2.2% | 0.85% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.1% | 8.1K | -3.4% | +1.8 points | |
| 2, held 2nd | 21.2% | 3.3K | -6.1% | +0.2 points | |
| 3, held 3rd | 9.2% | 1.4K | -19.9% | -1.5 points | |
| 4, held 4th | 5.1% | 780 | -7.1% | 0 points | |
| 5, moved from 6th to 5th | 3.1% | 480 | 0% | +0.2 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3% | 460 | -6.1% | 0 pointsmoved from 5th to 6th | |
| 7, moved from 8th to 7th | 2.3% | 360 | -14.3% | -0.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 2.2% | 330 | -21.4% | -0.4 pointsmoved from 7th to 8th | |
| 9, held 9th | 0.85% | 130 | -13.3% | -0.1 points |
53.1%
Held 1st. 8.1K estimated branded searches, -3.4% vs prior month. Share +1.8 points.
2.
Scanpan21.2%
Held 2nd. 3.3K estimated branded searches, -6.1% vs prior month. Share +0.2 points.
3.
Tefal9.2%
Held 3rd. 1.4K estimated branded searches, -19.9% vs prior month. Share -1.5 points.
4.
Staub5.1%
Held 4th. 780 estimated branded searches, -7.1% vs prior month. Share 0 points.
5.
GreenPan3.1%
Moved from 6th to 5th. 480 estimated branded searches, 0% vs prior month. Share +0.2 points.
6.
HexClad3%
Moved from 5th to 6th. 460 estimated branded searches, -6.1% vs prior month. Share 0 points.
2.3%
Moved from 8th to 7th. 360 estimated branded searches, -14.3% vs prior month. Share -0.2 points.
8.
Circulon2.2%
Moved from 7th to 8th. 330 estimated branded searches, -21.4% vs prior month. Share -0.4 points.
9.
Essteele0.85%
Held 9th. 130 estimated branded searches, -13.3% vs prior month. Share -0.1 points.
Compare popularity between Staub and its closest rivals
Every comparison with Staub
13 comparisons
How has branded search demand for Staub changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Staub in New Zealand rose from 610 to 780.
- Across the 12 months ending September 2026, Staub’s share of searches among cookware brands in New Zealand peaked at 5.9% in March 2026 and was lowest at 3.9% in December 2025.
How did search popularity change for New Zealand cookware brands in September 2026?
6 changes
In September 2026, Le Creuset gained share of searches among cookware brands in New Zealand, from 51.2% to 53.1%.
In September 2026, Tefal lost share of searches among cookware brands in New Zealand, from 10.7% to 9.2%.
Scanpan’s share of searches among cookware brands in New Zealand has gained ground for 3 months in a row, from 18.4% to 21.2% in September 2026.
GreenPan’s share of searches among cookware brands in New Zealand has gained ground for 3 months in a row, from 2.5% to 3.1% in September 2026.
In September 2026, Tramontina rose from 8th to 7th among cookware brands in New Zealand.
In September 2026, Circulon fell from 7th to 8th among cookware brands in New Zealand.
How are Staub’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Staub’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.
- staub
- staub cast iron
- staub cocottes
- staub frying pan
- staub pots
Do you work for Staub? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Staub compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Griddle pan brands | 5th of 7 | 4.1% | Show ranking |
| Cookware brands | 4th of 9 | 5.1% | Shown above |
| Roasting dish brands | 5th of 5 | 4.8% | Show ranking |
| Cast iron skillet brands | 3rd of 5 | 5.7% | Show ranking |
Is Staub your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.