Brandwave

Le Creuset vs Wiltshire:Which is more popular?

In September 2026, Le Creuset had more branded searches than Wiltshire among bakeware brands in New Zealand. Le Creuset had about 8,090 branded searches, while Wiltshire had 720. Le Creuset made up 49% of all bakeware brand searches we track, and Wiltshire accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about bakeware brands, Wiltshire appeared in all five answers and Le Creuset in three. Wiltshire was mentioned before Le Creuset in every answer.

Among bakeware brands in New Zealand in September 2026

Who do people search for more?

Le Creuset, about 11 searches for every 1 for Wiltshire

Le Creuset 8.1K searchesWiltshire 720 searches

Who does AI mention more?

Wiltshire, mentioned in every answer we collected

Wiltshire in 5 of 5Le Creuset in 3 of 5

Who does AI recommend more?

Wiltshire, named ahead of Le Creuset in every answer

Wiltshire first in 5Le Creuset never first

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Top bakeware brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wiltshire appeared in all five answers. 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. Wiltshire 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. 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 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 nine bakeware brands we track, month by month, from searches in New Zealand.

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

Share of searches by month for Le Creuset, Wiltshire. 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 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 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, Wiltshire’s share of searches among bakeware brands in New Zealand moved from 4% to 4.4%, and its estimated monthly branded searches moved from 590 to 720.

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

2 changes

  1. In September 2026, Wiltshire lost share of searches among bakeware brands in New Zealand, from 5.2% to 4.4%.

  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 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

How the Brand Demand Index is measured

Other head-to-heads among bakeware brands

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