--- title: "Wiltshire: search popularity in New Zealand" description: "Wiltshire makes bakeware, cutlery and kitchen tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/wiltshire" publisher: "Brandwave" --- # Wiltshire: search popularity in New Zealand Wiltshire makes bakeware, cutlery and kitchen tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Wiltshire - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among bakeware brands**: 4.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Bakeware brands | 4 | 4.4% | 720 | | Roasting dish brands | 4 | 5.5% | 720 | | Cutlery brands | 3 | 7.7% | 720 | | Kitchen utensil brands | 1 | 44.2% | 720 | - [Bakeware brands](/demand/nz/categories/nz-bakeware-brands) - [Roasting dish brands](/demand/nz/categories/nz-roasting-dish-brands) - [Cutlery brands](/demand/nz/categories/nz-cutlery-brands) - [Kitchen utensil brands](/demand/nz/categories/nz-kitchen-utensil-brands) ## Top bakeware brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Wiltshire appeared in all five answers. Wiltshire is the most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Wiltshire | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Nordic Ware | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | USA Pan | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Bakemaster | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Le Creuset | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Tala | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Pyrex | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tramontina | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about bakeware brands - Asked ChatGPT "Which bakeware brand should I buy in New Zealand?": 1. USA Pan, 2. Wiltshire, 3. Le Creuset - Asked ChatGPT "What are the best bakeware brands in New Zealand?": 1. USA Pan, 2. Nordic Ware, 3. Tala, 4. Bakemaster, 5. Wiltshire, 6. Pyrex, 7. Le Creuset - Asked ChatGPT "What's the best bakeware brand in New Zealand for home baking?": 1. USA Pan, 2. Nordic Ware, 3. Wiltshire, 4. Tala - Searched Google, AI Overview "baking tins nz": 1. Wiltshire, 2. Nordic Ware, 3. Bakemaster - Searched Google, AI Overview "cake pans nz": 1. Wiltshire, 2. Nordic Ware, 3. Le Creuset, 4. Bakemaster Not named in any answer: KitchenAid and Tramontina. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How has branded search demand for Wiltshire changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Wiltshire in New Zealand rose from 590 to 720. - Across the 12 months ending September 2026, Wiltshire’s share of searches among bakeware brands in New Zealand peaked at 7.4% in July 2026 and was lowest at 2.3% in December 2025. - Across the 12 months ending September 2026, Wiltshire’s share of searches among roasting dish brands in New Zealand peaked at 9.4% in July 2026 and was lowest at 3.5% in December 2025. - Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand increased from 6.2% to 7.7%. - Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand peaked at 12.2% in July 2026 and was lowest at 3.8% in December 2025. - Across the 12 months ending September 2026, Wiltshire’s share of searches among kitchen utensil brands in New Zealand increased from 39.1% to 44.2%. - Across the 12 months ending September 2026, Wiltshire’s share of searches among kitchen utensil brands in New Zealand peaked at 59.1% in July 2026 and was lowest at 34.3% in January 2026. - Across the 12 months ending September 2026, Wiltshire rose from 2nd to 1st among kitchen utensil brands in New Zealand. ## How did search popularity change for New Zealand bakeware brands in September 2026? - In September 2026, KitchenAid gained share of searches among bakeware brands in New Zealand, from 38.1% to 39.6%. - In September 2026, Wiltshire lost share of searches among bakeware brands in New Zealand, from 5.2% to 4.4%. - In September 2026, Bakemaster rose from 8th to 7th among bakeware brands in New Zealand. - In September 2026, Pyrex rose from 4th to 3rd among bakeware brands in New Zealand. - In September 2026, USA Pan fell from 7th to 8th among bakeware brands in New Zealand. - Estimated monthly branded searches for Nordic Ware in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026. ## How did search popularity change for New Zealand roasting dish brands in September 2026? - In September 2026, Le Creuset gained share of searches among roasting dish brands in New Zealand, from 61.1% to 62.2%. - In September 2026, Wiltshire lost share of searches among roasting dish brands in New Zealand, from 6.5% to 5.5%. - In September 2026, Pyrex rose from 4th to 3rd among roasting dish brands in New Zealand. - Estimated monthly branded searches for Staub in New Zealand rose 53.7% over 12 measured months, from 410 to 630 in September 2026. - Estimated monthly branded searches for Scanpan in New Zealand rose 26.8% over 12 measured months, from 2.2K to 2.8K in September 2026. ## How did search popularity change for New Zealand cutlery brands in September 2026? - In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%. - In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%. - In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%. - In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%. - In September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand. - In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand. ## How did search popularity change for New Zealand kitchen utensil brands in September 2026? - In September 2026, Avanti Homewares overtook Zyliss to rank 4th among kitchen utensil brands in New Zealand, with 4.9% of the searches. - In September 2026, Wiltshire lost share of searches among kitchen utensil brands in New Zealand, from 44.9% to 44.2%. - In September 2026, Joseph Joseph lost share of searches among kitchen utensil brands in New Zealand, from 36.7% to 36.2%. - Estimated monthly branded searches for Zyliss in New Zealand fell 41.7% over 12 measured months, from 120 to 70 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Bakeware brands | 590 | 4% | 4 | | Nov 2025 | Bakeware brands | 590 | 2.6% | 4 | | Dec 2025 | Bakeware brands | 590 | 2.3% | 4 | | Jan 2026 | Bakeware brands | 590 | 3.3% | 4 | | Feb 2026 | Bakeware brands | 590 | 4.1% | 4 | | Mar 2026 | Bakeware brands | 590 | 3.7% | 4 | | Apr 2026 | Bakeware brands | 590 | 4% | 4 | | May 2026 | Bakeware brands | 720 | 4.4% | 4 | | Jun 2026 | Bakeware brands | 720 | 4.4% | 4 | | Jul 2026 | Bakeware brands | 1.3K | 7.4% | 3 | | Aug 2026 | Bakeware brands | 880 | 5.2% | 3 | | Sep 2026 | Bakeware brands | 720 | 4.4% | 4 | | Oct 2025 | Roasting dish brands | 590 | 5.7% | 4 | | Nov 2025 | Roasting dish brands | 590 | 4.1% | 5 | | Dec 2025 | Roasting dish brands | 590 | 3.5% | 5 | | Jan 2026 | Roasting dish brands | 590 | 4.7% | 4 | | Feb 2026 | Roasting dish brands | 590 | 5.9% | 4 | | Mar 2026 | Roasting dish brands | 590 | 5.1% | 5 | | Apr 2026 | Roasting dish brands | 590 | 5.3% | 4 | | May 2026 | Roasting dish brands | 720 | 5.8% | 4 | | Jun 2026 | Roasting dish brands | 720 | 5.8% | 4 | | Jul 2026 | Roasting dish brands | 1.3K | 9.4% | 3 | | Aug 2026 | Roasting dish brands | 880 | 6.5% | 3 | | Sep 2026 | Roasting dish brands | 720 | 5.5% | 4 | | Oct 2025 | Cutlery brands | 590 | 6.2% | 3 | | Nov 2025 | Cutlery brands | 590 | 4% | 4 | | Dec 2025 | Cutlery brands | 590 | 3.8% | 4 | | Jan 2026 | Cutlery brands | 590 | 5.4% | 3 | | Feb 2026 | Cutlery brands | 590 | 6.8% | 3 | | Mar 2026 | Cutlery brands | 590 | 6.6% | 3 | | Apr 2026 | Cutlery brands | 590 | 6.4% | 3 | | May 2026 | Cutlery brands | 720 | 7.8% | 3 | | Jun 2026 | Cutlery brands | 720 | 8% | 3 | | Jul 2026 | Cutlery brands | 1.3K | 12.2% | 3 | | Aug 2026 | Cutlery brands | 880 | 8.8% | 3 | | Sep 2026 | Cutlery brands | 720 | 7.7% | 3 | | Oct 2025 | Kitchen utensil brands | 590 | 39.1% | 2 | | Nov 2025 | Kitchen utensil brands | 590 | 37.6% | 2 | | Dec 2025 | Kitchen utensil brands | 590 | 35.3% | 2 | | Jan 2026 | Kitchen utensil brands | 590 | 34.3% | 2 | | Feb 2026 | Kitchen utensil brands | 590 | 43.7% | 1 | | Mar 2026 | Kitchen utensil brands | 590 | 39.3% | 2 | | Apr 2026 | Kitchen utensil brands | 590 | 39.3% | 2 | | May 2026 | Kitchen utensil brands | 720 | 45% | 1 | | Jun 2026 | Kitchen utensil brands | 720 | 45.3% | 1 | | Jul 2026 | Kitchen utensil brands | 1.3K | 59.1% | 1 | | Aug 2026 | Kitchen utensil brands | 880 | 44.9% | 1 | | Sep 2026 | Kitchen utensil brands | 720 | 44.2% | 1 | ## How are Wiltshire’s branded searches counted? Brandwave collects information about searches that people make online using Wiltshire’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “wiltshire” ## Which bakeware brands compete with Wiltshire? - [Le Creuset](/demand/nz/brands/le-creuset): Head-to-head: /demand/nz/compare/le-creuset-vs-wiltshire - [KitchenAid](/demand/nz/brands/kitchenaid): Head-to-head: /demand/nz/compare/kitchenaid-vs-wiltshire - [Pyrex](/demand/nz/brands/pyrex): Head-to-head: /demand/nz/compare/pyrex-vs-wiltshire - [Tramontina](/demand/nz/brands/tramontina): Head-to-head: /demand/nz/compare/tramontina-vs-wiltshire - [Nordic Ware](/demand/nz/brands/nordic-ware): Head-to-head: /demand/nz/compare/nordic-ware-vs-wiltshire - [Bakemaster](/demand/nz/brands/bakemaster) - [USA Pan](/demand/nz/brands/usa-pan) - [Tala](/demand/nz/brands/tala-bakeware) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Wiltshire: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/wiltshire This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/wiltshire. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.