Le Creuset vs Wiltshire:Which is more popular?
In September 2026, Le Creuset had more branded searches than Wiltshire among roasting dish brands in New Zealand. Le Creuset had about 8,090 branded searches, while Wiltshire had 720. Le Creuset made up 62.2% of all roasting dish brand searches we track, and Wiltshire accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about roasting dish brands, Le Creuset and Wiltshire each appeared in three of the five answers. Le Creuset was mentioned before Wiltshire in every answer.
Who do people search for more?
Le Creuset, about 11 searches for every 1 for Wiltshire
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Le Creuset, named ahead of Wiltshire in every answer
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Top roasting dish 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 all three ChatGPT answers, but not in either of the 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. Le Creuset was listed before Wiltshire in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Scanpan1st- Le Creuset2nd
Pyrex3rd
Wiltshire4th
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
Asked ChatGPT
“Which roasting dish brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best roasting dish brands in New Zealand?”
Asked ChatGPT
“What's the best roasting dish brand in New Zealand for oven cooking?”
Searched Google, AI Overview
“roasting dish”
Searched Google, AI Overview
“ceramic roasting dish”
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.
Is Le Creuset or Wiltshire more popular in search?
This chart shows how often people search Google for Le Creuset and Wiltshire by name. Each line represents a brand's share of searches for all five roasting dish brands we track, month by month, from searches in New Zealand.
Share of searches by month for Le Creuset, Wiltshire. The figures are in the table below the chart.
View monthly share of searches table
| Month | Le Creuset | Scanpan | Pyrex | Wiltshire | Staub |
|---|---|---|---|---|---|
| Oct 2025 | 63.3% | 21.5% | 5.7% | 5.7% | 3.9% |
| Nov 2025 | 68.5% | 18.3% | 4.1% | 4.1% | 5.2% |
| Dec 2025 | 71.8% | 16.7% | 4.3% | 3.5% | 3.7% |
| Jan 2026 | 64.2% | 21.4% | 5.8% | 4.7% | 4% |
| Feb 2026 | 65.4% | 17.4% | 7.2% | 5.9% | 4.2% |
| Mar 2026 | 68.7% | 14.6% | 6.2% | 5.1% | 5.4% |
| Apr 2026 | 61.6% | 23.2% | 5.3% | 5.3% | 4.6% |
| May 2026 | 64.5% | 19.8% | 5.8% | 5.8% | 4.1% |
| Jun 2026 | 65% | 19.4% | 5.8% | 5.8% | 4.1% |
| Jul 2026 | 60.8% | 20.8% | 5.2% | 9.4% | 3.8% |
| Aug 2026 | 61.1% | 22.3% | 5.3% | 6.5% | 4.7% |
| Sep 2026 | 62.2% | 21.8% | 5.5% | 5.5% | 4.8% |
How has the Le Creuset and Wiltshire comparison changed over the last 12 months?
3 findings
- Le Creuset was ahead of Wiltshire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Le Creuset’s share of searches among roasting dish brands in New Zealand moved from 63.3% to 62.2%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among roasting dish brands in New Zealand moved from 5.7% to 5.5%, and its estimated monthly branded searches moved from 590 to 720.
How did search popularity change for New Zealand roasting dish brands in September 2026?
2 changes
In September 2026, Le Creuset gained share of searches among roasting dish brands in New Zealand, from 61.1% to 62.2%.
In September 2026, Wiltshire lost share of searches among roasting dish brands in New Zealand, from 6.5% to 5.5%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Le Creuset’s and Wiltshire’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.
Le Creuset
7 branded search terms
- le creuset
- le creuset kettle
- le creuset mugs
- le creuset outlet
- le creuset pot
- le creuset sale
- lecreuset
Wiltshire
1 branded search term
- wiltshire
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