Brandwave

Le Creuset vs Nordic Ware:Which is more popular?

In September 2026, Le Creuset had more branded searches than Nordic Ware among bakeware brands in New Zealand. Le Creuset had about 8,090 branded searches, while Nordic Ware had 90. Le Creuset made up 49% of all bakeware brand searches we track, and Nordic Ware accounted for 0.55%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Nordic Ware appeared in four of the five answers and Le Creuset in three. Nordic Ware was mentioned before Le Creuset in four out of five answers.

Among bakeware brands in New Zealand in September 2026

Who do people search for more?

Le Creuset, about 90 searches for every 1 for Nordic Ware

Le Creuset 8.1K searchesNordic Ware 90 searches

Who does AI mention more?

Nordic Ware, mentioned in 4 of 5 answers, Le Creuset in 3

Nordic Ware in 4 of 5Le Creuset in 3 of 5

Who does AI recommend more?

Nordic Ware, named ahead of Le Creuset in 4 of 5 answers

Nordic Ware first in 4Le Creuset first in 1

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Top bakeware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nordic Ware was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Nordic Ware was listed before Le Creuset in four out of 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 Le Creuset or Nordic Ware more popular in search?

This chart shows how often people search Google for Le Creuset and Nordic Ware 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.

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

Share of searches by month for Le Creuset, Nordic Ware. 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 Le Creuset and Nordic Ware comparison changed over the last 12 months?

3 findings
  • Le Creuset was ahead of Nordic Ware 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 bakeware brands in New Zealand moved from 44.6% to 49%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
  • Across the 12 months ending September 2026, Nordic Ware’s share of searches among bakeware brands in New Zealand moved from 0.47% to 0.55%, and its estimated monthly branded searches moved from 70 to 90.

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

2 changes

  1. Estimated monthly branded searches for Nordic Ware in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

  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?

8 search terms

Brandwave collects information about searches that people make online using Le Creuset’s and Nordic Ware’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

Nordic Ware

1 branded search term

  • nordic ware

How the Brand Demand Index is measured

Other head-to-heads among bakeware brands

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