How popular isWiltshire?
In September 2026, people searched for Wiltshire by name about 720 times in New Zealand, a 22% increase from the previous year. These searches made up 44.2% of all New Zealand kitchen utensil brand searches, placing Wiltshire first out of five brands. When we asked both ChatGPT and Google AI Overviews about kitchen utensil brands, Wiltshire appeared in three of the five answers and was the third most recommended of the five.
Wiltshire is the most searched of 5 competitors and the third most recommended in AI answers.
WiltshireShare of searches 44.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Joseph JosephShare of searches 36.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
OXOShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Avanti HomewaresShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
ZylissShare of searches 4.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top kitchen utensil brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wiltshire was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Wiltshire is the third most recommended of the five.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- OXO1st
- Joseph Joseph2nd
- Wiltshire3rd
- Avanti Homewares4th
- Zyliss5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Joseph Joseph5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- OXO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wiltshire3 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
- Zyliss1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kitchen utensil brands
5 answers
Asked ChatGPT
“Which kitchen utensil brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen utensil brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen utensil brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen tools nz”
Searched Google, AI Overview
“utensil set nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which kitchen utensil brands compete with Wiltshire?
Share of searches by month for Wiltshire, Joseph Joseph, OXO, Avanti Homewares, Zyliss. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wiltshire | Joseph Joseph | OXO | Avanti Homewares | Zyliss |
|---|---|---|---|---|---|
| Oct 2025 | 39.1% | 39.1% | 11.3% | 2.6% | 7.9% |
| Nov 2025 | 37.6% | 45.9% | 8.9% | 2.5% | 5.1% |
| Dec 2025 | 35.3% | 43.1% | 12.6% | 3% | 6% |
| Jan 2026 | 34.3% | 41.9% | 15.1% | 2.9% | 5.8% |
| Feb 2026 | 43.7% | 35.6% | 12.6% | 3% | 5.2% |
| Mar 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| Apr 2026 | 39.3% | 39.3% | 14% | 2.7% | 4.7% |
| May 2026 | 45% | 36.9% | 10.6% | 3.1% | 4.4% |
| Jun 2026 | 45.3% | 37.1% | 10.7% | 2.5% | 4.4% |
| Jul 2026 | 59.1% | 26.8% | 7.7% | 2.3% | 4.1% |
| Aug 2026 | 44.9% | 36.7% | 10.7% | 3.6% | 4.1% |
| Sep 2026 | 44.2% | 36.2% | 10.4% | 4.9% | 4.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.2% | 720 | -18.2% | -0.7 points | |
| 2, held 2nd | 36.2% | 590 | -18.1% | -0.5 points | |
| 3, held 3rd | 10.4% | 170 | -19% | -0.3 points | |
| 4, moved from 5th to 4th | 4.9% | 80 | +14.3% | +1.3 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4.3% | 70 | -12.5% | +0.2 pointsmoved from 4th to 5th |
44.2%
Held 1st. 720 estimated branded searches, -18.2% vs prior month. Share -0.7 points.
36.2%
Held 2nd. 590 estimated branded searches, -18.1% vs prior month. Share -0.5 points.
3.
OXO10.4%
Held 3rd. 170 estimated branded searches, -19% vs prior month. Share -0.3 points.
4.9%
Moved from 5th to 4th. 80 estimated branded searches, +14.3% vs prior month. Share +1.3 points.
5.
Zyliss4.3%
Moved from 4th to 5th. 70 estimated branded searches, -12.5% vs prior month. Share +0.2 points.
Compare popularity between Wiltshire and its closest rivals
Every comparison with Wiltshire
14 comparisons
- KitchenAid vs Wiltshire
- Le Creuset vs Wiltshire
- Pyrex vs Wiltshire
- Scanpan vs Wiltshire
- Victorinox vs Wiltshire
- Staub vs Wiltshire
- Joseph Joseph vs Wiltshire
- Wiltshire vs Wusthof
- Tramontina vs Wiltshire
- OXO vs Wiltshire
- Wiltshire vs ZWILLING
- Stanley Rogers vs Wiltshire
- Nordic Ware vs Wiltshire
- Wiltshire vs Zyliss
How has branded search demand for Wiltshire changed in New Zealand over the last 12 months?
4 findings
- 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 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 kitchen utensil brands in September 2026?
4 changes
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.
How are Wiltshire’s branded searches counted?
1 search term
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
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Where does Wiltshire compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Bakeware brands | 4th of 9 | 4.4% | Show ranking |
| Roasting dish brands | 4th of 5 | 5.5% | Show ranking |
| Cutlery brands | 3rd of 7 | 7.7% | Show ranking |
| Kitchen utensil brands | 1st of 5 | 44.2% | Shown above |
Is Wiltshire 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.