Brandwave

How popular isGLOBAL in search?

In September 2026, there were an estimated 34K branded searches for GLOBAL worldwide which is down 17.9% over the last 12 months. GLOBAL holds 12.9% estimated Share of Search among steak knives brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Victorinox52.9%
  2. Wusthof23.5%
  3. GLOBAL12.9%
  4. ZWILLING10.6%
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Which steak knives brands compete with GLOBAL?

GLOBAL against steak knives brands worldwide, by month

Share of Search by month for Victorinox, Wusthof, GLOBAL, ZWILLING. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxWusthofGLOBALZWILLING
Oct 202530.6%56.3%6.1%7%
Nov 202529.7%54.4%7.1%8.8%
Dec 202521.5%59%5.2%14.3%
Jan 202623.3%52.4%5.3%19%
Feb 202623.8%65.6%5.8%4.8%
Mar 202620.8%69.9%5.1%4.2%
Apr 202617.6%73.6%4.4%4.4%
May 202630.2%56.2%7.5%6.1%
Jun 202633.2%50.3%8.2%8.2%
Jul 202630.5%55.9%6.1%7.5%
Aug 202638.6%47.4%7.7%6.3%
Sep 202652.9%23.5%12.9%10.6%

  1. 1.Victorinox

    52.9%

    Moved from 2nd to 1st. 3.6K estimated branded searches, -18.2% vs prior month. Share +14.3 points.

  2. 2.Wusthof

    23.5%

    Moved from 1st to 2nd. 1.6K estimated branded searches, -70.4% vs prior month. Share -23.8 points.

  3. 3.GLOBAL

    12.9%

    Held 3rd. 880 estimated branded searches, 0% vs prior month. Share +5.2 points.

  4. 4.ZWILLING

    10.6%

    Held 4th. 720 estimated branded searches, 0% vs prior month. Share +4.3 points.

Compare search popularity between GLOBAL and its closest rivals

Every comparison with GLOBAL

How has branded search demand for GLOBAL changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for GLOBAL worldwide fell from 41.5K to 34K.
  • Across the 12 months ending September 2026, GLOBAL’s estimated Share of Search among steak knives brands worldwide increased from 6.1% to 12.9%.
  • Across the 12 months ending September 2026, GLOBAL’s estimated Share of Search among steak knives brands worldwide peaked at 12.9% in September 2026 and was lowest at 4.4% in April 2026.
  • Across the 12 months ending September 2026, GLOBAL rose from 4th to 3rd among steak knives brands worldwide.

How did search popularity change for steak knives brands worldwide in September 2026?

  1. In September 2026, Victorinox overtook Wusthof to become the leader among steak knives brands worldwide, with 52.9% estimated Share of Search.

  2. In September 2026, GLOBAL gained estimated Share of Search among steak knives brands worldwide, from 7.7% to 12.9%.

  3. In September 2026, ZWILLING gained estimated Share of Search among steak knives brands worldwide, from 6.3% to 10.6%.

  4. In September 2026, Wusthof lost estimated Share of Search among steak knives brands worldwide, from 47.4% to 23.5%.

Where does GLOBAL compete?

GLOBAL is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cutlery brands7th of 70.04%Show ranking
Knife set brands6th of 60.06%Show ranking
Kitchen knife brands4th of 54.3%Show ranking
Carving fork brands3rd of 30.03%Show ranking
Sharpening stone brands4th of 65.1%Show ranking
Chef knife brands3rd of 512.1%Show ranking
Steak knives brands3rd of 412.9%Shown above
Meat fork brands2nd of 327.5%Show ranking
Knife block brands2nd of 329.7%Show ranking

How is GLOBAL measured?

Brandwave collects information about searches that people make online using GLOBAL’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

3 branded search terms

  • global carving fork
  • global kitchen knives
  • global knives

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How the Brand Demand Index is measured

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