Brandwave

KitchenAid vs Le Creuset:Which is more popular?

In September 2026, Le Creuset had more branded searches than KitchenAid among bakeware brands in New Zealand. Le Creuset had about 8,090 branded searches, while KitchenAid had 6,530. Le Creuset made up 49% of all bakeware brand searches we track, and KitchenAid accounted for 39.6%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Le Creuset appeared in three of the five answers and KitchenAid in none.

Among bakeware brands in New Zealand in September 2026

Who do people search for more?

Le Creuset, about 24% more searches than KitchenAid

Le Creuset 8.1K searchesKitchenAid 6.5K searches

Who does AI mention more?

Le Creuset, mentioned in 3 of 5 answers, KitchenAid in 0

Le Creuset in 3 of 5KitchenAid in 0 of 5

Who does AI recommend more?

Le Creuset, the only one of the two named

Le Creuset first in 3KitchenAid never named

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Top bakeware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Le Creuset was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. KitchenAid did not appear in any of the five answers.

Most recommended by AI

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

  1. Wiltshire1st
  2. Nordic Ware2nd
  3. USA Pan3rd
  4. Bakemaster4th
  5. Le Creuset5th
  6. Tala6th
  7. Pyrex7th
  8. KitchenAid–
  9. Tramontina–

Mentioned by AI

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

  • Wiltshire5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nordic Ware4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Creuset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bakemaster3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • USA Pan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tala2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pyrex1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bakeware 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 20, 2026.

Is KitchenAid or Le Creuset more popular in search?

This chart shows how often people search Google for KitchenAid and Le Creuset by name. Each line represents a brand's share of searches for all nine bakeware brands we track, month by month, from searches in New Zealand.

KitchenAid and Le Creuset among bakeware brands in New Zealand, by month

Share of searches by month for Le Creuset, KitchenAid. The figures are in the table below the chart.

View monthly share of searches table
MonthLe CreusetKitchenAidPyrexWiltshireTramontinaNordic WareBakemasterUSA PanTala
Oct 202544.6%44.7%4%4%1.6%0.47%0.2%0.27%0.14%
Nov 202543.1%49.7%2.6%2.6%1.3%0.3%0.13%0.17%0.04%
Dec 202547.1%45.7%2.8%2.3%1.2%0.55%0.08%0.16%0.08%
Jan 202645.5%44.6%4.1%3.3%1.7%0.4%0.11%0.17%0.06%
Feb 202645.3%43.6%5%4.1%1.3%0.35%0.14%0.14%0.14%
Mar 202649.7%39.7%4.5%3.7%1.3%0.56%0.19%0.25%0.13%
Apr 202645.9%42.8%4%4%2%0.61%0.13%0.47%0.13%
May 202649.1%39.5%4.4%4.4%1.6%0.43%0.18%0.24%0.12%
Jun 202650.1%38.5%4.4%4.4%1.4%0.55%0.12%0.31%0.12%
Jul 202647.6%36.4%4.1%7.4%3.1%0.63%0.17%0.51%0.11%
Aug 202649.3%38.1%4.3%5.2%1.9%0.54%0.12%0.42%0.12%
Sep 202649%39.6%4.4%4.4%1.6%0.55%0.18%0.18%0.12%

How has the KitchenAid and Le Creuset comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Le Creuset took it in December 2025.
  • Across the 12 months ending September 2026, KitchenAid’s share of searches among bakeware brands in New Zealand moved from 44.7% to 39.6%, and its estimated monthly branded searches moved from 6.6K to 6.5K.
  • Across the 12 months ending September 2026, Le Creuset’s share of searches among bakeware brands in New Zealand moved from 44.6% to 49%, and its estimated monthly branded searches moved from 6.6K to 8.1K.

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

2 changes

  1. In September 2026, KitchenAid gained share of searches among bakeware brands in New Zealand, from 38.1% to 39.6%.

  2. 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.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using KitchenAid’s and Le Creuset’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

KitchenAid

7 branded search terms

  • kitchenaid
  • kitchenaid artisan
  • kitchenaid attachments
  • kitchenaid bowls
  • kitchenaid foodprosessor
  • kitchenaid mincer
  • kitchenaid sausage grinder

Le Creuset

7 branded search terms

  • le creuset
  • le creuset kettle
  • le creuset mugs
  • le creuset outlet
  • le creuset pot
  • le creuset sale
  • lecreuset

How the Brand Demand Index is measured

Other head-to-heads among bakeware brands

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