How popular isMade In?
In September 2026, people searched for Made In by name about 60,500 times in the United States, about the same as the previous year. These searches made up 6.5% of all United States cookware brand searches, placing Made In fifth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about cookware brands, Made In appeared in one of the five answers and was the fourth most recommended of the 15.
Made In is the fifth most searched of 15 competitors and the fourth most recommended in AI answers.
Le CreusetShare of searches 39.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
HexCladShare of searches 17.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
All-CladShare of searches 7.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
LodgeShare of searches 6.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
Made InShare of searches 6.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top cookware brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Made In was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Made In is the fourth most recommended of the 15.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Cuisinart4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Le Creuset2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
GreenPan2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- All-Clad1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lodge1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Made In1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Caraway1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Staub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Our Place1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Tefal1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about cookware brands
5 answers
Asked ChatGPT
“Which cookware should I buy?”
Asked ChatGPT
“What are the best cookware brands?”
Asked ChatGPT
“What is the best nonstick pan?”
Searched Google, AI Overview
“pots and pans”
Searched Google, AI Overview
“cookware set”
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Which cookware brands compete with Made In?
Share of searches by month for Le Creuset, HexClad, All-Clad, Lodge, Made In, Caraway, Staub, ZWILLING, Calphalon, GreenPan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Le Creuset | HexClad | All-Clad | Lodge | Made In | Caraway | Staub | ZWILLING | Calphalon | GreenPan | Our Place | Tefal | Cuisinart | Scanpan | de Buyer |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.5% | 22.4% | 8.2% | 6.7% | 5.5% | 5.5% | 4.5% | 3.7% | 2.5% | 2.5% | 2% | 0.9% | 0.93% | 0.6% | 0.4% |
| Nov 2025 | 28.8% | 28.8% | 8.6% | 4.7% | 7.1% | 7.1% | 3.9% | 3.2% | 2.1% | 2.1% | 1.4% | 0.63% | 0.66% | 0.52% | 0.35% |
| Dec 2025 | 35.4% | 23.6% | 7.1% | 4.7% | 7.1% | 7.1% | 3.9% | 3.2% | 2.1% | 2.1% | 1.4% | 0.64% | 0.75% | 0.52% | 0.35% |
| Jan 2026 | 34.1% | 18.6% | 8.3% | 6.8% | 6.8% | 6.8% | 4.6% | 3.7% | 2.5% | 3.1% | 1.7% | 0.92% | 0.95% | 0.61% | 0.41% |
| Feb 2026 | 36.9% | 20.2% | 7.4% | 6.1% | 6.1% | 6.1% | 4.1% | 3.3% | 2.7% | 2.7% | 1.5% | 0.99% | 0.9% | 0.66% | 0.36% |
| Mar 2026 | 35% | 19.2% | 8.6% | 7% | 5.8% | 5.8% | 3.9% | 3.9% | 3.2% | 2.6% | 1.7% | 1.2% | 1% | 0.77% | 0.42% |
| Apr 2026 | 30.4% | 20.4% | 9.1% | 9.1% | 5% | 6.1% | 4.1% | 4.1% | 3.3% | 2.7% | 2.2% | 1.2% | 0.9% | 0.81% | 0.44% |
| May 2026 | 28.2% | 23.1% | 8.5% | 8.5% | 6.9% | 5.7% | 3.8% | 3.8% | 3.1% | 3.1% | 2.1% | 1.1% | 0.84% | 0.76% | 0.5% |
| Jun 2026 | 33.8% | 18.5% | 8.3% | 8.3% | 5.6% | 5.6% | 3.7% | 4.5% | 3% | 3% | 2% | 1.4% | 1% | 0.74% | 0.49% |
| Jul 2026 | 33.4% | 18.3% | 8.2% | 8.2% | 5.5% | 6.7% | 3.7% | 4.5% | 3% | 3% | 2% | 1.3% | 0.99% | 0.73% | 0.49% |
| Aug 2026 | 34.2% | 18.7% | 8.4% | 8.4% | 5.6% | 5.6% | 3.8% | 4.6% | 2.5% | 2.5% | 1.7% | 1.4% | 1% | 1.1% | 0.41% |
| Sep 2026 | 39.4% | 17.7% | 7.9% | 6.5% | 6.5% | 5.3% | 3.5% | 3.5% | 2.4% | 2.4% | 1.6% | 1.3% | 0.86% | 0.71% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.4% | 368K | +22.3% | +5.2 points | |
| 2, held 2nd | 17.7% | 165K | 0% | -1.1 points | |
| 3, held 3rd | 7.9% | 74K | 0% | -0.5 points | |
| 4, held 4th | 6.5% | 60.5K | -18.2% | -1.9 points | |
| 5, moved from 6th to 5th | 6.5% | 60.5K | +22.2% | +0.9 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 5.3% | 49.5K | 0% | -0.3 pointsmoved from 5th to 6th | |
| 7, moved from 8th to 7th | 3.5% | 33.1K | 0% | -0.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 3.5% | 33.1K | -18.3% | -1.1 pointsmoved from 7th to 8th | |
| 9, held 9th | 2.4% | 22.2K | 0% | -0.1 points | |
| 10, held 10th | 2.4% | 22.2K | 0% | -0.1 points | |
| 11, held 11th | 1.6% | 14.8K | 0% | -0.1 points | |
| 12, held 12th | 1.3% | 12.1K | 0% | -0.1 points | |
| 13, moved from 14th to 13th | 0.86% | 8K | -11.1% | -0.2 pointsmoved from 14th to 13th | |
| 14, moved from 13th to 14th | 0.71% | 6.6K | -33.3% | -0.4 pointsmoved from 13th to 14th | |
| 15, held 15th | 0.39% | 3.6K | 0% | 0 points |
39.4%
Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +5.2 points.
2.
HexClad17.7%
Held 2nd. 165K estimated branded searches, 0% vs prior month. Share -1.1 points.
3.
All-Clad7.9%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share -0.5 points.
4.
Lodge6.5%
Held 4th. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.9 points.
5.
Made In6.5%
Moved from 6th to 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.9 points.
6.
Caraway5.3%
Moved from 5th to 6th. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
7.
Staub3.5%
Moved from 8th to 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
8.
ZWILLING3.5%
Moved from 7th to 8th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.1 points.
2.4%
Held 9th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
10.
GreenPan2.4%
Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.
11.
Our Place1.6%
Held 11th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.
12.
Tefal1.3%
Held 12th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
13.
Cuisinart0.86%
Moved from 14th to 13th. 8K estimated branded searches, -11.1% vs prior month. Share -0.2 points.
14.
Scanpan0.71%
Moved from 13th to 14th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.4 points.
15.
de Buyer0.39%
Held 15th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Made In and its closest rivals
Every comparison with Made In
14 comparisons
How has branded search demand for Made In changed in the United States over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Made In in the United States held steady at 60.5K.
- Across the 12 months ending September 2026, Made In’s share of searches among cookware brands in the United States increased from 5.5% to 6.5%.
- Across the 12 months ending September 2026, Made In’s share of searches among cookware brands in the United States peaked at 7.1% in December 2025 and was lowest at 5% in April 2026.
- Across the 12 months ending September 2026, Made In rose from 6th to 5th among cookware brands in the United States.
How did search popularity change for United States cookware brands in September 2026?
6 changes
In September 2026, Made In overtook Caraway to rank 5th among cookware brands in the United States, with 6.5% of the searches.
In September 2026, Le Creuset gained share of searches among cookware brands in the United States, from 34.2% to 39.4%.
In September 2026, Lodge lost share of searches among cookware brands in the United States, from 8.4% to 6.5%.
In September 2026, HexClad lost share of searches among cookware brands in the United States, from 18.7% to 17.7%.
In September 2026, ZWILLING lost share of searches among cookware brands in the United States, from 4.6% to 3.5%.
Calphalon’s share of searches among cookware brands in the United States has lost ground for 3 months in a row, from 3% to 2.4% in September 2026.
How are Made In’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Made In’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- made in cookware
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Is Made In your brand?
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