Brandwave

How popular isWaterford?

In September 2026, people searched for Waterford by name about 1,040 times in New Zealand, a 22.4% increase from the previous year. These searches made up 57.8% of all New Zealand glassware brand searches, placing Waterford first out of seven brands. When we asked both ChatGPT and Google AI Overviews about glassware brands, Waterford did not appear in any of the answers.

Search and AI answers in September 2026

Waterford is the most searched of 7 competitors and not listed in any AI answer.

  1. WaterfordShare of searches 57.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. RiedelShare of searches 21.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Schott ZwieselShare of searches 7.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. Bormioli RoccoShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. DuralexShare of searches 5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+2 more

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Top glassware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Waterford 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.

  1. Schott Zwiesel1st
  2. Duralex2nd
  3. Riedel3rd
  4. Luigi Bormioli4th
  5. Bormioli Rocco5th
  6. Waterford–
  7. Libbey–

Mentioned by AI

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

  • Schott Zwiesel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Riedel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Duralex4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Luigi Bormioli3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bormioli Rocco2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Waterford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Libbey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about glassware 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 glassware brands compete with Waterford?

Waterford against glassware brands in New Zealand, by month

Share of searches by month for Waterford, Riedel, Schott Zwiesel, Bormioli Rocco, Duralex, Luigi Bormioli. The figures are in the table below the chart.

View monthly share of searches table
MonthWaterfordRiedelSchott ZwieselBormioli RoccoDuralexLuigi BormioliLibbey
Oct 202550.3%20.7%6.5%8.3%6.5%6.5%1.2%
Nov 202540.6%26.8%7.6%4.9%14.3%4.9%0.89%
Dec 202545.2%26.7%9.7%5.1%6.5%6.5%0.46%
Jan 202652.3%19.1%8.5%5.5%8.5%5.5%0.5%
Feb 202655.7%21.6%8%5.1%5.1%4%0.57%
Mar 202657%20.3%6.4%5.2%5.2%5.2%0.58%
Apr 202659.4%17%6.7%6.7%5.5%4.2%0.61%
May 202653.1%21.9%8.8%5.6%5.6%4.4%0.63%
Jun 202658%18.3%8.3%4.1%5.3%5.3%0.59%
Jul 202661.5%14.8%8.3%5.3%5.3%4.1%0.59%
Aug 202662.6%18.7%6.9%3.4%3.4%4.4%0.49%
Sep 202657.8%21.1%7.8%5%5%2.8%0.56%

  1. 1.Waterford

    57.8%

    Held 1st. 1K estimated branded searches, -18.1% vs prior month. Share -4.8 points.

  2. 2.Riedel

    21.1%

    Held 2nd. 380 estimated branded searches, 0% vs prior month. Share +2.4 points.

  3. 3.Schott Zwiesel

    7.8%

    Held 3rd. 140 estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Bormioli Rocco

    5%

    Moved from 5th to 4th. 90 estimated branded searches, +28.6% vs prior month. Share +1.6 points.

  5. 5.Duralex

    5%

    Moved from 6th to 5th. 90 estimated branded searches, +28.6% vs prior month. Share +1.6 points.

  6. 6.Luigi Bormioli

    2.8%

    Moved from 4th to 6th. 50 estimated branded searches, -44.4% vs prior month. Share -1.7 points.

  7. 7.Libbey

    0.56%

    Held 7th. 10 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Waterford and its closest rivals

Every comparison with Waterford

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Waterford in New Zealand rose from 850 to 1K.
  • Across the 12 months ending September 2026, Waterford’s share of searches among glassware brands in New Zealand increased from 50.3% to 57.8%.
  • Across the 12 months ending September 2026, Waterford’s share of searches among glassware brands in New Zealand peaked at 62.6% in August 2026 and was lowest at 40.6% in November 2025.

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

6 changes

  1. In September 2026, Bormioli Rocco overtook Luigi Bormioli to rank 4th among glassware brands in New Zealand, with 5% of the searches.

  2. In September 2026, Duralex overtook Luigi Bormioli to rank 5th among glassware brands in New Zealand, with 5% of the searches.

  3. In September 2026, Riedel gained share of searches among glassware brands in New Zealand, from 18.7% to 21.1%.

  4. In September 2026, Schott Zwiesel gained share of searches among glassware brands in New Zealand, from 6.9% to 7.8%.

  5. In September 2026, Waterford lost share of searches among glassware brands in New Zealand, from 62.6% to 57.8%.

  6. In September 2026, Luigi Bormioli lost share of searches among glassware brands in New Zealand, from 4.4% to 2.8%.

How are Waterford’s branded searches counted?

2 search terms

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

  • waterford
  • waterford crystal

Do you work for Waterford? 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 Waterford compete?

Waterford 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
Champagne flutes brands2nd of 67.8%Show ranking
Glassware brands1st of 757.8%Shown above
Beer glasses brands1st of 563%Show ranking
Creator with pink hair and a pink jacket

Is Waterford 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.

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