Brandwave

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 5.5% of all New Zealand roasting dish brand searches, placing Wiltshire fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about roasting dish brands, Wiltshire appeared in three of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Wiltshire is the fourth most searched of 5 competitors and the fourth most recommended in AI answers.

  1. Le CreusetShare of searches 62.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. ScanpanShare of searches 21.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. PyrexShare of searches 5.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. WiltshireShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. StaubShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top roasting dish 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 fourth most recommended of the five.

Most recommended by AI

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

  1. Scanpan1st
  2. Le Creuset2nd
  3. Pyrex3rd
  4. Wiltshire4th
  5. Staub–

Mentioned by AI

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

  • Le Creuset3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Scanpan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiltshire3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pyrex2 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

See every answer about roasting dish 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 roasting dish brands compete with Wiltshire?

Wiltshire against roasting dish brands in New Zealand, by month

Share of searches by month for Le Creuset, Scanpan, Pyrex, Wiltshire, Staub. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetScanpanPyrexWiltshireStaub
Oct 202563.3%21.5%5.7%5.7%3.9%
Nov 202568.5%18.3%4.1%4.1%5.2%
Dec 202571.8%16.7%4.3%3.5%3.7%
Jan 202664.2%21.4%5.8%4.7%4%
Feb 202665.4%17.4%7.2%5.9%4.2%
Mar 202668.7%14.6%6.2%5.1%5.4%
Apr 202661.6%23.2%5.3%5.3%4.6%
May 202664.5%19.8%5.8%5.8%4.1%
Jun 202665%19.4%5.8%5.8%4.1%
Jul 202660.8%20.8%5.2%9.4%3.8%
Aug 202661.1%22.3%5.3%6.5%4.7%
Sep 202662.2%21.8%5.5%5.5%4.8%

  1. 1.Le Creuset

    62.2%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +1.1 points.

  2. 2.Scanpan

    21.8%

    Held 2nd. 2.8K estimated branded searches, -6% vs prior month. Share -0.5 points.

  3. 3.Pyrex

    5.5%

    Moved from 4th to 3rd. 720 estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Wiltshire

    5.5%

    Moved from 3rd to 4th. 720 estimated branded searches, -18.2% vs prior month. Share -1 points.

  5. 5.Staub

    4.8%

    Held 5th. 630 estimated branded searches, -1.6% vs prior month. Share +0.1 points.

Compare popularity between Wiltshire and its closest rivals

Every comparison with Wiltshire

14 comparisons

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

2 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 roasting dish brands in New Zealand peaked at 9.4% in July 2026 and was lowest at 3.5% in December 2025.

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

5 changes

  1. In September 2026, Le Creuset gained share of searches among roasting dish brands in New Zealand, from 61.1% to 62.2%.

  2. In September 2026, Wiltshire lost share of searches among roasting dish brands in New Zealand, from 6.5% to 5.5%.

  3. In September 2026, Pyrex rose from 4th to 3rd among roasting dish brands in New Zealand.

  4. Estimated monthly branded searches for Staub in New Zealand rose 53.7% over 12 measured months, from 410 to 630 in September 2026.

  5. 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 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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How the Brand Demand Index is measured

Where does Wiltshire compete?

Wiltshire is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bakeware brands4th of 94.4%Show ranking
Roasting dish brands4th of 55.5%Shown above
Cutlery brands3rd of 77.7%Show ranking
Kitchen utensil brands1st of 544.2%Show ranking
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