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 0.75% of all New Zealand pots and pans brand searches, placing WMF seventh out of seven brands. When we asked both ChatGPT and Google AI Overviews about pots and pans brands, WMF appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

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

  1. Le CreusetShare of searches 54.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. ScanpanShare of searches 19.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. NinjaShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. TefalShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. WMFShare of searches 0.75%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top pots and 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 fourth 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. GreenPan2nd
  3. Tefal3rd
  4. WMF4th
  5. Le Creuset5th
  6. Ninja–
  7. HexClad–

Mentioned by AI

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

  • Scanpan5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tefal4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GreenPan3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Creuset2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 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
  • HexClad0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pots and pans 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 pots and pans brands compete with WMF?

WMF against pots and pans brands in New Zealand, by month

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

View monthly share of searches table
MonthLe CreusetScanpanNinjaTefalHexCladGreenPanWMF
Oct 202554.1%18.4%7.6%9.4%4.9%4.8%0.74%
Nov 202558.5%15.6%8.7%7.8%5.4%3.5%0.65%
Dec 202561.9%14.4%7.5%6%5.3%4.5%0.36%
Jan 202655.8%18.6%8.8%7%5.1%4.1%0.63%
Feb 202659.2%15.7%8.4%7.2%4.4%4.3%0.63%
Mar 202662.6%13.3%6.3%9.1%4.2%3.8%0.71%
Apr 202652.5%19.8%8.8%8.6%5%4.5%0.85%
May 202656.7%17.4%8.1%8.6%4.2%4.2%0.78%
Jun 202657.4%17.1%8%9.2%4.6%2.8%0.78%
Jul 202655.4%18.9%8.3%8.8%4.3%3.2%1.1%
Aug 202654.3%19.9%7.5%10.2%4.3%3.2%0.72%
Sep 202654.9%19.3%8.6%8.4%4.8%3.3%0.75%

  1. 1.Le Creuset

    54.9%

    Held 1st. 8.1K estimated branded searches, -2.1% vs prior month. Share +0.6 points.

  2. 2.Scanpan

    19.3%

    Held 2nd. 2.8K estimated branded searches, -6% vs prior month. Share -0.6 points.

  3. 3.Ninja

    8.6%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.1 points.

  4. 4.Tefal

    8.4%

    Moved from 3rd to 4th. 1.2K estimated branded searches, -20.6% vs prior month. Share -1.8 points.

  5. 5.HexClad

    4.8%

    Held 5th. 710 estimated branded searches, +9.2% vs prior month. Share +0.5 points.

  6. 6.GreenPan

    3.3%

    Held 6th. 480 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.WMF

    0.75%

    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 pots and pans brands in New Zealand held steady, from 0.74% to 0.75%.

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

6 changes

  1. In September 2026, Ninja overtook Tefal to rank 3rd among pots and pans brands in New Zealand, with 8.6% of the searches.

  2. In September 2026, Le Creuset gained share of searches among pots and pans brands in New Zealand, from 54.3% to 54.9%.

  3. In September 2026, HexClad gained share of searches among pots and pans brands in New Zealand, from 4.3% to 4.8%.

  4. In September 2026, Tefal lost share of searches among pots and pans brands in New Zealand, from 10.2% to 8.4%.

  5. In September 2026, Scanpan lost share of searches among pots and pans brands in New Zealand, from 19.9% to 19.3%.

  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%Show ranking
Pots and pans brands7th of 70.75%Shown above
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Is WMF your brand?

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