---
title: "Bakeware brands in New Zealand: Which are searched most?"
description: "Compare the bakeware brands New Zealanders buy. Share of Search among Le Creuset, KitchenAid, Pyrex, Wiltshire, Tramontina, Nordic Ware, Bakemaster, USA Pan and Tala, the bakeware brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-bakeware-brands"
publisher: "Brandwave"
---

# Bakeware brands in New Zealand: Which are searched most?

Compare the bakeware brands New Zealanders buy. Share of Search among Le Creuset, KitchenAid, Pyrex, Wiltshire, Tramontina, Nordic Ware, Bakemaster, USA Pan and Tala, the bakeware brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Bakeware brands
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Le Creuset, 49%

## Which brand is most popular in search among bakeware brands in New Zealand?

- In September 2026, Le Creuset was the most searched among bakeware brands in New Zealand, with an estimated 8.1K branded searches, 49% of all searches for the nine we track.
- KitchenAid is in 2nd place, 9.5 percentage points behind at 39.6%.
- Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands in New Zealand increased from 44.6% to 49%.
- Across the 12 months ending September 2026, KitchenAid’s share of searches among bakeware brands in New Zealand decreased from 44.7% to 39.6%.
- Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands in New Zealand peaked at 50.1% in June 2026 and was lowest at 43.1% in November 2025.
- Across the 12 months ending September 2026, KitchenAid’s share of searches among bakeware brands in New Zealand peaked at 49.7% in November 2025 and was lowest at 36.4% in July 2026.
- Across the 12 months ending September 2026, Pyrex’s share of searches among bakeware brands in New Zealand peaked at 5% in February 2026 and was lowest at 2.6% in November 2025.
- 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, Tramontina’s share of searches among bakeware brands in New Zealand peaked at 3.1% in July 2026 and was lowest at 1.2% in December 2025.
- Across the 12 months ending September 2026, Le Creuset rose from 2nd to 1st among bakeware brands in New Zealand.
- Across the 12 months ending September 2026, KitchenAid fell from 1st to 2nd among bakeware brands in New Zealand.
- Across the 12 months ending September 2026, Bakemaster rose from 8th to 7th among bakeware brands in New Zealand.
- Across the 12 months ending September 2026, USA Pan fell from 7th to 8th among bakeware brands in New Zealand.
- Across the 12 months ending September 2026, Pyrex, Wiltshire, Tramontina, Nordic Ware and Tala held steady: their share of searches among bakeware brands in New Zealand each moved less than 0.5 percentage points.

## Top bakeware brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Wiltshire appeared every time. Wiltshire was recommended most often, coming first in two out of five answers. Nordic Ware was second, and USA Pan was third. KitchenAid, which ranked second in searches, was not mentioned at all.

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.

## Compare search popularity between leading brands

- [Le Creuset vs KitchenAid: compare search popularity](/demand/nz/compare/kitchenaid-vs-le-creuset): 49% against 39.6% Share of Search.
- [Le Creuset vs Pyrex: compare search popularity](/demand/nz/compare/le-creuset-vs-pyrex): 49% against 4.4% Share of Search.
- [Le Creuset vs Wiltshire: compare search popularity](/demand/nz/compare/le-creuset-vs-wiltshire): 49% against 4.4% Share of Search.
- [KitchenAid vs Pyrex: compare search popularity](/demand/nz/compare/kitchenaid-vs-pyrex): 39.6% against 4.4% Share of Search.
- [KitchenAid vs Wiltshire: compare search popularity](/demand/nz/compare/kitchenaid-vs-wiltshire): 39.6% against 4.4% Share of Search.
- [Pyrex vs Wiltshire: compare search popularity](/demand/nz/compare/pyrex-vs-wiltshire): 4.4% Share of Search each.

## 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.
- Estimated monthly branded searches for Le Creuset in New Zealand rose 22.6% over 12 measured months, from 6.6K to 8.1K in September 2026.
- Estimated monthly branded searches for Tramontina in New Zealand rose 12.5% over 12 measured months, from 240 to 270 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Le Creuset | 49% | 8.1K | -2.1% | Le Creuset |
| 2 | KitchenAid | 39.6% | 6.5K | +2.2% | KitchenAid |
| 3 | Pyrex | 4.4% | 720 | 0.0% | Pyrex |
| 4 | Wiltshire | 4.4% | 720 | -18.2% | Wiltshire |
| 5 | Tramontina | 1.6% | 270 | -15.6% | Tramontina |
| 6 | Nordic Ware | 0.55% | 90 | 0.0% | Nordic Ware |
| 7 | Bakemaster | 0.18% | 30 | +50.0% | Bakemaster |
| 8 | USA Pan | 0.18% | 30 | -57.1% | USA Pan |
| 9 | Tala | 0.12% | 20 | 0.0% | Tala |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | KitchenAid | 6.6K | 44.7% | 1 |
| Oct 2025 | Le Creuset | 6.6K | 44.6% | 2 |
| Oct 2025 | Pyrex | 590 | 4% | 3 |
| Oct 2025 | Wiltshire | 590 | 4% | 4 |
| Oct 2025 | Tramontina | 240 | 1.6% | 5 |
| Oct 2025 | Nordic Ware | 70 | 0.47% | 6 |
| Oct 2025 | USA Pan | 40 | 0.27% | 7 |
| Oct 2025 | Bakemaster | 30 | 0.2% | 8 |
| Oct 2025 | Tala | 20 | 0.14% | 9 |
| Nov 2025 | KitchenAid | 11.5K | 49.7% | 1 |
| Nov 2025 | Le Creuset | 9.9K | 43.1% | 2 |
| Nov 2025 | Pyrex | 590 | 2.6% | 3 |
| Nov 2025 | Wiltshire | 590 | 2.6% | 4 |
| Nov 2025 | Tramontina | 310 | 1.3% | 5 |
| Nov 2025 | Nordic Ware | 70 | 0.3% | 6 |
| Nov 2025 | USA Pan | 40 | 0.17% | 7 |
| Nov 2025 | Bakemaster | 30 | 0.13% | 8 |
| Nov 2025 | Tala | 10 | 0.04% | 9 |
| Dec 2025 | Le Creuset | 12.1K | 47.1% | 1 |
| Dec 2025 | KitchenAid | 11.7K | 45.7% | 2 |
| Dec 2025 | Pyrex | 720 | 2.8% | 3 |
| Dec 2025 | Wiltshire | 590 | 2.3% | 4 |
| Dec 2025 | Tramontina | 320 | 1.2% | 5 |
| Dec 2025 | Nordic Ware | 140 | 0.55% | 6 |
| Dec 2025 | USA Pan | 40 | 0.16% | 7 |
| Dec 2025 | Bakemaster | 20 | 0.08% | 8 |
| Dec 2025 | Tala | 20 | 0.08% | 9 |
| Jan 2026 | Le Creuset | 8K | 45.5% | 1 |
| Jan 2026 | KitchenAid | 7.9K | 44.6% | 2 |
| Jan 2026 | Pyrex | 720 | 4.1% | 3 |
| Jan 2026 | Wiltshire | 590 | 3.3% | 4 |
| Jan 2026 | Tramontina | 300 | 1.7% | 5 |
| Jan 2026 | Nordic Ware | 70 | 0.4% | 6 |
| Jan 2026 | USA Pan | 30 | 0.17% | 7 |
| Jan 2026 | Bakemaster | 20 | 0.11% | 8 |
| Jan 2026 | Tala | 10 | 0.06% | 9 |
| Feb 2026 | Le Creuset | 6.5K | 45.3% | 1 |
| Feb 2026 | KitchenAid | 6.3K | 43.6% | 2 |
| Feb 2026 | Pyrex | 720 | 5% | 3 |
| Feb 2026 | Wiltshire | 590 | 4.1% | 4 |
| Feb 2026 | Tramontina | 190 | 1.3% | 5 |
| Feb 2026 | Nordic Ware | 50 | 0.35% | 6 |
| Feb 2026 | Bakemaster | 20 | 0.14% | 7 |
| Feb 2026 | Tala | 20 | 0.14% | 8 |
| Feb 2026 | USA Pan | 20 | 0.14% | 9 |
| Mar 2026 | Le Creuset | 8K | 49.7% | 1 |
| Mar 2026 | KitchenAid | 6.3K | 39.7% | 2 |
| Mar 2026 | Pyrex | 720 | 4.5% | 3 |
| Mar 2026 | Wiltshire | 590 | 3.7% | 4 |
| Mar 2026 | Tramontina | 200 | 1.3% | 5 |
| Mar 2026 | Nordic Ware | 90 | 0.56% | 6 |
| Mar 2026 | USA Pan | 40 | 0.25% | 7 |
| Mar 2026 | Bakemaster | 30 | 0.19% | 8 |
| Mar 2026 | Tala | 20 | 0.13% | 9 |
| Apr 2026 | Le Creuset | 6.8K | 45.9% | 1 |
| Apr 2026 | KitchenAid | 6.4K | 42.8% | 2 |
| Apr 2026 | Pyrex | 590 | 4% | 3 |
| Apr 2026 | Wiltshire | 590 | 4% | 4 |
| Apr 2026 | Tramontina | 290 | 2% | 5 |
| Apr 2026 | Nordic Ware | 90 | 0.61% | 6 |
| Apr 2026 | USA Pan | 70 | 0.47% | 7 |
| Apr 2026 | Bakemaster | 20 | 0.13% | 8 |
| Apr 2026 | Tala | 20 | 0.13% | 9 |
| May 2026 | Le Creuset | 8K | 49.1% | 1 |
| May 2026 | KitchenAid | 6.5K | 39.5% | 2 |
| May 2026 | Pyrex | 720 | 4.4% | 3 |
| May 2026 | Wiltshire | 720 | 4.4% | 4 |
| May 2026 | Tramontina | 260 | 1.6% | 5 |
| May 2026 | Nordic Ware | 70 | 0.43% | 6 |
| May 2026 | USA Pan | 40 | 0.24% | 7 |
| May 2026 | Bakemaster | 30 | 0.18% | 8 |
| May 2026 | Tala | 20 | 0.12% | 9 |
| Jun 2026 | Le Creuset | 8.1K | 50.1% | 1 |
| Jun 2026 | KitchenAid | 6.3K | 38.5% | 2 |
| Jun 2026 | Pyrex | 720 | 4.4% | 3 |
| Jun 2026 | Wiltshire | 720 | 4.4% | 4 |
| Jun 2026 | Tramontina | 230 | 1.4% | 5 |
| Jun 2026 | Nordic Ware | 90 | 0.55% | 6 |
| Jun 2026 | USA Pan | 50 | 0.31% | 7 |
| Jun 2026 | Bakemaster | 20 | 0.12% | 8 |
| Jun 2026 | Tala | 20 | 0.12% | 9 |
| Jul 2026 | Le Creuset | 8.4K | 47.6% | 1 |
| Jul 2026 | KitchenAid | 6.4K | 36.4% | 2 |
| Jul 2026 | Wiltshire | 1.3K | 7.4% | 3 |
| Jul 2026 | Pyrex | 720 | 4.1% | 4 |
| Jul 2026 | Tramontina | 540 | 3.1% | 5 |
| Jul 2026 | Nordic Ware | 110 | 0.63% | 6 |
| Jul 2026 | USA Pan | 90 | 0.51% | 7 |
| Jul 2026 | Bakemaster | 30 | 0.17% | 8 |
| Jul 2026 | Tala | 20 | 0.11% | 9 |
| Aug 2026 | Le Creuset | 8.3K | 49.3% | 1 |
| Aug 2026 | KitchenAid | 6.4K | 38.1% | 2 |
| Aug 2026 | Wiltshire | 880 | 5.2% | 3 |
| Aug 2026 | Pyrex | 720 | 4.3% | 4 |
| Aug 2026 | Tramontina | 320 | 1.9% | 5 |
| Aug 2026 | Nordic Ware | 90 | 0.54% | 6 |
| Aug 2026 | USA Pan | 70 | 0.42% | 7 |
| Aug 2026 | Bakemaster | 20 | 0.12% | 8 |
| Aug 2026 | Tala | 20 | 0.12% | 9 |
| Sep 2026 | Le Creuset | 8.1K | 49% | 1 |
| Sep 2026 | KitchenAid | 6.5K | 39.6% | 2 |
| Sep 2026 | Pyrex | 720 | 4.4% | 3 |
| Sep 2026 | Wiltshire | 720 | 4.4% | 4 |
| Sep 2026 | Tramontina | 270 | 1.6% | 5 |
| Sep 2026 | Nordic Ware | 90 | 0.55% | 6 |
| Sep 2026 | Bakemaster | 30 | 0.18% | 7 |
| Sep 2026 | USA Pan | 30 | 0.18% | 8 |
| Sep 2026 | Tala | 20 | 0.12% | 9 |

## What is being compared

- **Bakemaster**: Measured on the search terms “bakemaster” and “bakemaster bakeware”, summed into one figure.
- **KitchenAid**: Measured on the search terms “kitchenaid”, “kitchenaid artisan”, “kitchenaid attachments”, “kitchenaid bowls”, “kitchenaid foodprosessor”, “kitchenaid mincer” and “kitchenaid sausage grinder”, summed into one figure.
- **Le Creuset**: Measured on the search terms “le creuset”, “le creuset kettle”, “le creuset mugs”, “le creuset outlet”, “le creuset pot”, “le creuset sale” and “lecreuset”, summed into one figure.
- **Nordic Ware**: Measured on the search term “nordic ware”.
- **Pyrex**: Measured on the search term “pyrex”.
- **Tala**: Measured on the search terms “tala bakeware” and “tala baking”, summed into one figure.
- **Tramontina**: Measured on the search terms “pan tramontina”, “tramontina” and “tramontina dutch oven”, summed into one figure.
- **USA Pan**: Measured on the search term “usa pan”.
- **Wiltshire**: Measured on the search term “wiltshire”.

- [Bakemaster](/demand/nz/brands/bakemaster)
- [KitchenAid](/demand/nz/brands/kitchenaid)
- [Le Creuset](/demand/nz/brands/le-creuset)
- [Nordic Ware](/demand/nz/brands/nordic-ware)
- [Pyrex](/demand/nz/brands/pyrex)
- [Tala](/demand/nz/brands/tala-bakeware)
- [Tramontina](/demand/nz/brands/tramontina)
- [USA Pan](/demand/nz/brands/usa-pan)
- [Wiltshire](/demand/nz/brands/wiltshire)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among bakeware brands in New Zealand?

In September 2026, Le Creuset was the most searched among bakeware brands in New Zealand, with an estimated 8.1K branded searches, 49% of all searches for the nine we track.

## Cite this page

Brandwave. "Bakeware brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-bakeware-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-bakeware-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.