Brandwave

How popular isWMF?

In September 2026, people searched for WMF by name about 110 times in New Zealand, a 22.2% increase from the previous year. These searches made up 0.74% of all New Zealand induction pans brand searches, placing WMF seventh out of seven brands. When we asked both ChatGPT and Google AI Overviews about induction pans brands, WMF appeared in two of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

WMF is the seventh most searched of 7 competitors and the third most recommended in AI answers.

  1. Le CreusetShare of searches 54.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. ScanpanShare of searches 20.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. TefalShare of searches 9.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. NinjaShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. WMFShare of searches 0.74%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top induction pans brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, WMF was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. WMF is the third most recommended of the seven.

Most recommended by AI

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

  1. Scanpan1st
  2. Tefal2nd
  3. WMF3rd
  4. Baccarat4th
  5. Le Creuset5th
  6. Ninja–
  7. Circulon–

Mentioned by AI

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

  • Scanpan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tefal4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Creuset2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baccarat2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WMF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja0 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 induction pans brands

5 answers

  • Asked ChatGPT

    “Which induction pan brand should I buy in New Zealand?”

    1. 1Scanpan
    2. 2Tefal
    3. 3WMF
    4. 4Baccarat

  • Asked ChatGPT

    “What are the best induction pans brands in New Zealand?”

    1. 1Scanpan
    2. 2Tefal
    3. 3Baccarat
    4. 4Le Creuset

  • Asked ChatGPT

    “What's the best induction pan brand in New Zealand for everyday cooking?”

    1. 1Scanpan
    2. 2Tefal
    3. 3WMF

  • Searched Google, AI Overview

    “induction cookware nz”

    1. 1Tefal
    2. 2Scanpan

  • Searched Google, AI Overview

    “pans for induction hob”

    1. 1Le Creuset

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 induction pans brands compete with WMF?

WMF against induction pans brands in New Zealand, by month

Share of searches by month for Le Creuset, Scanpan, Tefal, Ninja, Circulon, Baccarat, WMF. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetScanpanTefalNinjaCirculonBaccaratWMF
Oct 202553.8%19.2%10.6%7.6%4.6%3.5%0.73%
Nov 202558.6%16.5%9.2%8.7%3.7%2.7%0.65%
Dec 202563.7%15.4%7%7.7%3.3%2.6%0.37%
Jan 202655.2%19.3%8%8.7%4.8%3.4%0.62%
Feb 202659.1%16.5%8.5%8.4%4.2%2.7%0.63%
Mar 202662.1%13.9%10.2%6.3%4%2.9%0.7%
Apr 202652.2%20.5%9.8%8.7%4.2%3.7%0.84%
May 202655.7%18.3%9.9%7.9%4.2%3.4%0.76%
Jun 202655.5%18.3%10.3%7.8%4%3.3%0.75%
Jul 202653.9%19.8%10%8.1%3.7%3.4%1.1%
Aug 202653.4%20.6%11.4%7.4%3.6%3%0.71%
Sep 202654.7%20.1%9.5%8.6%3.4%2.9%0.74%

  1. 1.Le Creuset

    54.7%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +1.3 points.

  2. 2.Scanpan

    20.1%

    Held 2nd. 3K estimated branded searches, -6.6% vs prior month. Share -0.5 points.

  3. 3.Tefal

    9.5%

    Held 3rd. 1.4K estimated branded searches, -19.9% vs prior month. Share -1.8 points.

  4. 4.Ninja

    8.6%

    Held 4th. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.2 points.

  5. 5.Circulon

    3.4%

    Held 5th. 500 estimated branded searches, -10.7% vs prior month. Share -0.2 points.

  6. 6.Baccarat

    2.9%

    Held 6th. 430 estimated branded searches, -6.5% vs prior month. Share -0.1 points.

  7. 7.WMF

    0.74%

    Held 7th. 110 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between WMF and its closest rivals

Every comparison with WMF

8 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for WMF in New Zealand rose from 90 to 110.
  • Across the 12 months ending September 2026, WMF’s share of searches among induction pans brands in New Zealand held steady, from 0.73% to 0.74%.

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

6 changes

  1. In September 2026, Le Creuset gained share of searches among induction pans brands in New Zealand, from 53.4% to 54.7%.

  2. In September 2026, Ninja gained share of searches among induction pans brands in New Zealand, from 7.4% to 8.6%.

  3. In September 2026, Tefal lost share of searches among induction pans brands in New Zealand, from 11.4% to 9.5%.

  4. Circulon’s share of searches among induction pans brands in New Zealand has lost ground for 3 months in a row, from 4% to 3.4% in September 2026.

  5. Estimated monthly branded searches for Scanpan in New Zealand rose 26.8% over 12 measured months, from 2.4K to 3K in September 2026.

  6. Estimated monthly branded searches for WMF in New Zealand rose 22.2% over 12 measured months, from 90 to 110 in September 2026.

How are WMF’s branded searches counted?

2 search terms

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

  • wmf cookware
  • wmf pans

Do you work for WMF? 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 WMF compete?

WMF is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Induction pans brands7th of 70.74%Shown above
Pots and pans brands7th of 70.75%Show ranking
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Is WMF your brand?

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