Brandwave

How popular isTefal?

In September 2026, people searched for Tefal by name about 1,860 times in New Zealand, an 8.1% increase from the previous year. These searches made up 9.2% of all New Zealand cookware brand searches, placing Tefal third out of nine brands. When we asked both ChatGPT and Google AI Overviews about cookware brands, Tefal appeared in four of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Tefal is the third most searched of 9 competitors and the second most recommended in AI answers.

  1. Le CreusetShare of searches 53.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. ScanpanShare of searches 21.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. TefalShare of searches 9.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. StaubShare of searches 5.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. GreenPanShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+4 more

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Top cookware brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Scanpan1st
  2. Tefal2nd
  3. GreenPan3rd
  4. Le Creuset4th
  5. Essteele5th
  6. Staub–
  7. HexClad–
  8. Tramontina–
  9. 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

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 Tefal?

Tefal against cookware brands in New Zealand, by month

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
MonthLe CreusetScanpanTefalStaubGreenPanHexCladTramontinaCirculonEssteele
Oct 202551.2%19.8%10%4.7%4.5%3.6%2.2%3.2%0.69%
Nov 202555.8%17%8.7%5.3%3.3%4.1%2.1%2.7%1.1%
Dec 202560%15.7%6.6%3.9%4.3%4.1%1.9%2.4%0.99%
Jan 202652.9%20.1%7.6%4.7%3.9%3.8%2.4%3.5%1.1%
Feb 202656.6%17.2%8%4.9%4.1%3.6%2.1%2.7%0.85%
Mar 202658.5%14.3%9.5%5.9%3.5%2.8%1.9%2.7%0.88%
Apr 202650.1%20.8%9.3%5.2%4.3%3.6%2.6%3.1%1.1%
May 202653.7%18.8%9.3%5.1%3.9%3.2%2.2%2.8%0.99%
Jun 202655.3%18.4%9.6%5.2%2.5%3.2%1.8%2.7%1.3%
Jul 202652.9%20.2%9.4%4.2%2.9%3.3%3.8%2.4%0.97%
Aug 202651.2%21%10.7%5.1%2.9%3%2.6%2.6%0.91%
Sep 202653.1%21.2%9.2%5.1%3.1%3%2.3%2.2%0.85%

  1. 1.Le Creuset

    53.1%

    Held 1st. 8.1K estimated branded searches, -3.4% vs prior month. Share +1.8 points.

  2. 2.Scanpan

    21.2%

    Held 2nd. 3.3K estimated branded searches, -6.1% vs prior month. Share +0.2 points.

  3. 3.Tefal

    9.2%

    Held 3rd. 1.4K estimated branded searches, -19.9% vs prior month. Share -1.5 points.

  4. 4.Staub

    5.1%

    Held 4th. 780 estimated branded searches, -7.1% vs prior month. Share 0 points.

  5. 5.GreenPan

    3.1%

    Moved from 6th to 5th. 480 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.HexClad

    3%

    Moved from 5th to 6th. 460 estimated branded searches, -6.1% vs prior month. Share 0 points.

  7. 7.Tramontina

    2.3%

    Moved from 8th to 7th. 360 estimated branded searches, -14.3% vs prior month. Share -0.2 points.

  8. 8.Circulon

    2.2%

    Moved from 7th to 8th. 330 estimated branded searches, -21.4% vs prior month. Share -0.4 points.

  9. 9.Essteele

    0.85%

    Held 9th. 130 estimated branded searches, -13.3% vs prior month. Share -0.1 points.

Compare popularity between Tefal and its closest rivals

Every comparison with Tefal

24 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tefal in New Zealand rose from 1.7K to 1.9K.
  • Across the 12 months ending September 2026, Tefal’s share of searches among cookware brands in New Zealand decreased from 10% to 9.2%.
  • Across the 12 months ending September 2026, Tefal’s share of searches among cookware brands in New Zealand peaked at 10.7% in August 2026 and was lowest at 6.6% in December 2025.

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

6 changes

  1. In September 2026, Le Creuset gained share of searches among cookware brands in New Zealand, from 51.2% to 53.1%.

  2. In September 2026, Tefal lost share of searches among cookware brands in New Zealand, from 10.7% to 9.2%.

  3. 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.

  4. 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.

  5. In September 2026, Tramontina rose from 8th to 7th among cookware brands in New Zealand.

  6. In September 2026, Circulon fell from 7th to 8th among cookware brands in New Zealand.

How are Tefal’s branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Tefal’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.

  • multicooker tefal
  • tefal
  • tefal actifry
  • tefal air fryer
  • tefal blender
  • tefal cook set
  • tefal cookware
  • tefal ingenio
  • tefal jamie oliver
  • tefal kettle
  • tefal mixer
  • tefal saucepans
  • tefal set
  • tefal steam
  • tefal thermosignal
  • tefal toaster
  • tefal ultimate
  • tefal unlimited
  • tefal vok

Do you work for Tefal? 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 Tefal compete?

Tefal is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Small kitchen appliance brands10th of 101.7%Show ranking
Air fryer brands5th of 75.3%Show ranking
Chip fryer brands4th of 55.8%Show ranking
Pancake maker brands3rd of 47.6%Show ranking
Crepe maker brands4th of 56.9%Show ranking
Griddle pan brands3rd of 79.2%Show ranking
Cookware brands3rd of 99.2%Shown above
Frying pan brands4th of 78.1%Show ranking
Induction pans brands3rd of 79.5%Show ranking
Pots and pans brands4th of 78.4%Show ranking
Clothes steamer brands3rd of 515.4%Show ranking
Steam iron brands3rd of 515.6%Show ranking
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