Brandwave

How popular isHORL?

In September 2026, people searched for HORL by name about 27,100 times worldwide, a 22.1% increase from the previous year. These searches made up 34.8% of all global knife sharpener brand searches, placing HORL first out of six brands. When we asked both ChatGPT and Google AI Overviews about knife sharpener brands, HORL appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

HORL is the most searched of 6 competitors and the third most recommended in AI answers.

  1. HORLShare of searches 34.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Work SharpShare of searches 34.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Chef’sChoiceShare of searches 23.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. AnySharpShare of searches 3.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. WusthofShare of searches 2.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+1 more

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Top knife sharpener brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HORL was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. HORL is the third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Work Sharp1st
  2. Chef’sChoice2nd
  3. HORL3rd
  4. KitchenIQ4th
  5. AnySharp–
  6. Wusthof–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Work Sharp5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chef’sChoice4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HORL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenIQ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AnySharp0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wusthof0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about knife sharpener brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which knife sharpener brands compete with HORL?

HORL against knife sharpener brands worldwide, by month

Share of searches by month for HORL, Work Sharp, Chef’sChoice, AnySharp, Wusthof. The figures are in the table below the chart.

View monthly share of searches table
MonthHORLWork SharpChef’sChoiceAnySharpWusthofKitchenIQ
Oct 202526%38.7%21.2%4.2%9.5%0.37%
Nov 202538.4%31.4%17.2%5.1%7.7%0.25%
Dec 202539.9%26.7%14.6%6.5%11.9%0.26%
Jan 202633.4%33.4%18.3%4.4%10%0.39%
Feb 202627.2%33.2%22.2%4.4%12.1%0.88%
Mar 202626.4%32.3%21.6%4.3%14.4%1%
Apr 202628.1%28.1%22.9%4.6%15.3%1.1%
May 202633.3%33.3%22.2%3.6%6.6%1.1%
Jun 202629.2%35.7%23.8%3.8%5.8%1.7%
Jul 202632.1%32.1%21.4%3.5%9.5%1.4%
Aug 202630.9%37.8%20.7%3.3%6.2%1.1%
Sep 202634.8%34.8%23.3%3.7%2.1%1.3%

  1. 1.HORL

    34.8%

    Moved from 2nd to 1st. 27.1K estimated branded searches, 0% vs prior month. Share +3.9 points.

  2. 2.Work Sharp

    34.8%

    Moved from 1st to 2nd. 27.1K estimated branded searches, -18.1% vs prior month. Share -3 points.

  3. 3.Chef’sChoice

    23.3%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +2.6 points.

  4. 4.AnySharp

    3.7%

    Moved from 5th to 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Wusthof

    2.1%

    Moved from 4th to 5th. 1.6K estimated branded searches, -70.4% vs prior month. Share -4.1 points.

  6. 6.KitchenIQ

    1.3%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between HORL and its closest rivals

Every comparison with HORL

5 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HORL worldwide rose from 22.2K to 27.1K.
  • Across the 12 months ending September 2026, HORL’s share of searches among knife sharpener brands worldwide increased from 26% to 34.8%.
  • Across the 12 months ending September 2026, HORL’s share of searches among knife sharpener brands worldwide peaked at 39.9% in December 2025 and was lowest at 26% in October 2025.
  • Across the 12 months ending September 2026, HORL rose from 2nd to 1st among knife sharpener brands worldwide.

How did search popularity change for knife sharpener brands worldwide in September 2026?

6 changes

  1. In September 2026, HORL overtook Work Sharp to become the leader among knife sharpener brands worldwide, with 34.8% of the searches.

  2. In September 2026, Chef’sChoice gained share of searches among knife sharpener brands worldwide, from 20.7% to 23.3%.

  3. In September 2026, Wusthof lost share of searches among knife sharpener brands worldwide, from 6.2% to 2.1%.

  4. In September 2026, Work Sharp lost share of searches among knife sharpener brands worldwide, from 37.8% to 34.8%.

  5. In September 2026, AnySharp rose from 5th to 4th among knife sharpener brands worldwide.

  6. Estimated monthly branded searches for KitchenIQ worldwide rose 212.5% over 12 measured months, from 320 to 1K in September 2026.

How are HORL’s branded searches counted?

1 search term

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

  • horl

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How the Brand Demand Index is measured

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