Brandwave

Le Creuset vs Maxwell & Williams:Which is more popular?

In September 2026, Le Creuset had more branded searches than Maxwell & Williams among dinnerware and tableware brands in New Zealand. Le Creuset had about 8,090 branded searches, while Maxwell & Williams had 670. Le Creuset made up 53.7% of all dinnerware and tableware brand searches we track, and Maxwell & Williams accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about dinnerware and tableware brands, Maxwell & Williams appeared in four of the five answers and Le Creuset in two. Maxwell & Williams was mentioned before Le Creuset in every answer.

Among dinnerware and tableware brands in New Zealand in September 2026

Who do people search for more?

Le Creuset, about 12 searches for every 1 for Maxwell & Williams

Le Creuset 8.1K searchesMaxwell & Williams 670 searches

Who does AI mention more?

Maxwell & Williams, mentioned in 4 of 5 answers, Le Creuset in 2

Maxwell & Williams in 4 of 5Le Creuset in 2 of 5

Who does AI recommend more?

Maxwell & Williams, named ahead of Le Creuset in every answer

Maxwell & Williams first in 4Le Creuset never first

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Top dinnerware and tableware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maxwell & Williams was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Le Creuset was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Maxwell & Williams was listed before Le Creuset in every answer.

Most recommended by AI

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

  1. Maxwell & Williams1st
  2. Denby2nd
  3. Corelle3rd
  4. Wedgwood4th
  5. Royal Doulton5th
  6. Le Creuset6th
  7. Robert Gordon7th
  8. Temuka Pottery–
  9. Ecology–

Mentioned by AI

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

  • Maxwell & Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Denby4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Corelle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wedgwood3 of 5Named in 2 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
  • Royal Doulton2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Robert Gordon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Temuka Pottery0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecology0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dinnerware and tableware 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.

Is Le Creuset or Maxwell & Williams more popular in search?

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

Le Creuset and Maxwell & Williams among dinnerware and tableware brands in New Zealand, by month

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

View monthly share of searches table
MonthLe CreusetTemuka PotteryCorelleRoyal DoultonRobert GordonWedgwoodMaxwell & WilliamsDenbyEcology
Oct 202549%12.9%11.6%8.5%6.5%5.9%3.4%1.3%1%
Nov 202557.5%11.8%10.1%6.6%5%3.8%3.3%0.81%1%
Dec 202559.7%10%9.3%6.5%5.3%3.2%4%0.84%1.2%
Jan 202648.8%15.7%10.4%8.3%4.9%4.4%5%1%1.5%
Feb 202650.5%15.7%10.8%7.3%5.1%4.4%4.1%1.1%1.1%
Mar 202653.4%11.5%12.3%6.1%5.2%5%3.8%1.7%0.94%
Apr 202646.8%14%12.6%8%5.6%4.9%4.6%2.2%1.3%
May 202651.8%11.5%10.3%7.7%5.8%6.1%4.5%1.1%1.2%
Jun 202649.5%10.5%15.4%7.3%4.3%5.6%4%2.4%0.97%
Jul 202652.1%10.8%11.8%6.9%5.5%5.7%4.9%1.3%1.1%
Aug 202654.8%9.5%10.6%6.2%6.5%4.8%5.4%1.1%1.1%
Sep 202653.7%11.6%10%7%6.2%4.6%4.4%1.4%1.1%

How has the Le Creuset and Maxwell & Williams comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand dinnerware and tableware brands in September 2026?

2 changes

  1. In September 2026, Le Creuset lost share of searches among dinnerware and tableware brands in New Zealand, from 54.8% to 53.7%.

  2. In September 2026, Maxwell & Williams lost share of searches among dinnerware and tableware brands in New Zealand, from 5.4% to 4.4%.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Le Creuset’s and Maxwell & Williams’ 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

Maxwell & Williams

4 branded search terms

  • maxwell and williams cashmere
  • maxwell williams
  • maxwell williams cashmere
  • maxwell williams tagine

How the Brand Demand Index is measured

Other head-to-heads among dinnerware and tableware brands

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