--- title: "Le Creuset vs Maxwell & Williams: Which is searched more in New Zealand?" description: "Is Le Creuset or Maxwell & Williams more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dinnerware and tableware brands set in New Zealand. 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/compare/le-creuset-vs-maxwell-williams" publisher: "Brandwave" --- # Le Creuset vs Maxwell & Williams: Which is searched more in New Zealand? Is Le Creuset or Maxwell & Williams more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dinnerware and tableware brands set in New Zealand. 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 - **Compared**: Le Creuset and Maxwell & Williams - **Competitive set**: Dinnerware and tableware brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Le Creuset Share of Search**: 53.7% - **Maxwell & Williams Share of Search**: 4.4% ## Is Le Creuset or Maxwell & Williams more popular in search? - 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%. - Le Creuset was ahead of Maxwell & Williams 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 dinnerware and tableware brands in New Zealand moved from 49% to 53.7%, and its estimated monthly branded searches moved from 6.6K to 8.1K. - Across the 12 months ending September 2026, Maxwell & Williams’ share of searches among dinnerware and tableware brands in New Zealand moved from 3.4% to 4.4%, and its estimated monthly branded searches moved from 460 to 670. ## 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. 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 | | --- | --- | --- | --- | --- | | Maxwell & Williams | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Denby | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Corelle | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Wedgwood | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Royal Doulton | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Le Creuset | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Robert Gordon | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Temuka Pottery | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ecology | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about dinnerware and tableware brands - Asked ChatGPT "Which dinnerware brand should I buy in New Zealand?": 1. Maxwell & Williams, 2. Denby, 3. Robert Gordon - Asked ChatGPT "What are the best dinnerware brands in New Zealand?": 1. Denby, 2. Corelle, 3. Maxwell & Williams, 4. Wedgwood, 5. Le Creuset - Asked ChatGPT "What's the best dinnerware brand in New Zealand for a dining table?": 1. Royal Doulton, 2. Wedgwood, 3. Denby, 4. Maxwell & Williams, 5. Corelle - Searched Google, AI Overview "best dinnerware brand": named none of the brands we track - Searched Google, AI Overview "dinner set brands": 1. Corelle, 2. Maxwell & Williams, 3. Royal Doulton, 4. Wedgwood, 5. Le Creuset, 6. Denby Not named in any answer: Temuka Pottery and Ecology. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand dinnerware and tableware brands in September 2026? - In September 2026, Le Creuset lost share of searches among dinnerware and tableware brands in New Zealand, from 54.8% to 53.7%. - In September 2026, Maxwell & Williams lost share of searches among dinnerware and tableware brands in New Zealand, from 5.4% to 4.4%. ## Month by month | Month | Le Creuset estimated searches | Le Creuset Share of Search | Le Creuset rank | Maxwell & Williams estimated searches | Maxwell & Williams Share of Search | Maxwell & Williams rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.6K | 49% | 1 | 460 | 3.4% | 7 | | Nov 2025 | 9.9K | 57.5% | 1 | 570 | 3.3% | 7 | | Dec 2025 | 12.1K | 59.7% | 1 | 810 | 4% | 6 | | Jan 2026 | 8K | 48.8% | 1 | 820 | 5% | 5 | | Feb 2026 | 6.5K | 50.5% | 1 | 530 | 4.1% | 7 | | Mar 2026 | 8K | 53.4% | 1 | 560 | 3.8% | 7 | | Apr 2026 | 6.8K | 46.8% | 1 | 670 | 4.6% | 7 | | May 2026 | 8K | 51.8% | 1 | 690 | 4.5% | 7 | | Jun 2026 | 8.1K | 49.5% | 1 | 660 | 4% | 7 | | Jul 2026 | 8.4K | 52.1% | 1 | 790 | 4.9% | 7 | | Aug 2026 | 8.3K | 54.8% | 1 | 810 | 5.4% | 6 | | Sep 2026 | 8.1K | 53.7% | 1 | 670 | 4.4% | 7 | ## How each brand is measured 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**: 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. - **Maxwell & Williams**: Measured on the search terms “maxwell and williams cashmere”, “maxwell williams”, “maxwell williams cashmere” and “maxwell williams tagine”, summed into one figure. - [Le Creuset profile](/demand/nz/brands/le-creuset) - [Maxwell & Williams profile](/demand/nz/brands/maxwell-williams) - [All dinnerware and tableware brands in New Zealand](/demand/nz/categories/nz-dinnerware-brands): The set both shares are measured inside, 9 brands. ## 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 ### Is Le Creuset or Maxwell & Williams more popular in search? 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%. ## Cite this page Brandwave. "Le Creuset vs Maxwell & Williams: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/le-creuset-vs-maxwell-williams This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/le-creuset-vs-maxwell-williams. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.