Brandwave

Maxwell & Williams vs Wedgwood:Which is more popular?

In September 2026, Maxwell & Williams and Wedgwood were level in searches among dinnerware and tableware brands in New Zealand, with an estimated 670 versus 690 branded searches, at 4.4% and 4.6% of the total. When we asked ChatGPT and Google AI Overviews about dinnerware and tableware brands, Maxwell & Williams appeared in four of the five answers and Wedgwood in three. Maxwell & Williams was mentioned before Wedgwood in three out of four answers.

Among dinnerware and tableware brands in New Zealand in September 2026

Who do people search for more?

Wedgwood and Maxwell & Williams are searched for about as often as each other.

Wedgwood 690 searchesMaxwell & Williams 670 searches

Who does AI mention more?

Maxwell & Williams, mentioned in 4 of 5 answers, Wedgwood in 3

Maxwell & Williams in 4 of 5Wedgwood in 3 of 5

Who does AI recommend more?

Maxwell & Williams, named ahead of Wedgwood in 3 of 4 answers

Maxwell & Williams first in 3Wedgwood first in 1

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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. Wedgwood was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Maxwell & Williams was listed before Wedgwood in three out of four answers.

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 Maxwell & Williams or Wedgwood more popular in search?

This chart shows how often people search Google for Maxwell & Williams and Wedgwood 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.

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

Share of searches by month for Wedgwood, 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 Maxwell & Williams and Wedgwood 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, Maxwell & Williams lost share of searches among dinnerware and tableware brands in New Zealand, from 5.4% to 4.4%.

  2. In September 2026, Wedgwood rose from 7th to 6th among dinnerware and tableware brands in New Zealand.

How are branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Maxwell & Williams’ and Wedgwood’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.

Maxwell & Williams

4 branded search terms

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

Wedgwood

13 branded search terms

  • josiah wedgwood
  • vera wang wedgwood
  • wedgwood
  • wedgwood bone china
  • wedgwood china
  • wedgwood dinner set
  • wedgwood glassware
  • wedgwood jasperware
  • wedgwood plates
  • wedgwood pottery
  • wedgwood stamps
  • wedgwood tableware
  • wedgwood tea set

How the Brand Demand Index is measured

Other head-to-heads among dinnerware and tableware brands

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