Brandwave

Nordic Ware vs Wiltshire:Which is more popular?

In September 2026, Wiltshire had more branded searches than Nordic Ware among bakeware brands in New Zealand. Wiltshire had about 720 branded searches, while Nordic Ware had 90. Wiltshire made up 4.4% 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, Wiltshire appeared in all five answers and Nordic Ware in four. Wiltshire was mentioned before Nordic Ware in three out of five answers.

Among bakeware brands in New Zealand in September 2026

Who do people search for more?

Wiltshire, about 8 searches for every 1 for Nordic Ware

Wiltshire 720 searchesNordic Ware 90 searches

Who does AI mention more?

Wiltshire, mentioned in every answer we collected

Wiltshire in 5 of 5Nordic Ware in 4 of 5

Who does AI recommend more?

Wiltshire, named ahead of Nordic Ware in 3 of 5 answers

Wiltshire first in 3Nordic Ware first in 2

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

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

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

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

3 findings
  • Wiltshire was ahead of Nordic Ware in every measured month of the 12 months ending September 2026.
  • 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.
  • 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 Nordic Ware in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Nordic Ware’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.

Nordic Ware

1 branded search term

  • nordic ware

Wiltshire

1 branded search term

  • wiltshire

How the Brand Demand Index is measured

Other head-to-heads among bakeware brands

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