Brandwave

How popular isKershaw?

In September 2026, people searched for Kershaw by name about 40,500 times worldwide, a 79.9% decrease from the previous year. These searches made up 4.8% of all global pocket knife brand searches, placing Kershaw sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about pocket knife brands, Kershaw appeared in all answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Kershaw is the sixth most searched of 8 competitors and the third most recommended in AI answers.

  1. LeathermanShare of searches 43.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  2. BenchmadeShare of searches 16%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. OpinelShare of searches 16%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. SpydercoShare of searches 10.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. KershawShare of searches 4.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top pocket knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kershaw appeared in all five answers. Kershaw is the third most recommended of the eight.

Most recommended by AI

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

  1. Spyderco1st
  2. Benchmade2nd
  3. Kershaw3rd
  4. Victorinox4th
  5. CIVIVI5th
  6. Opinel6th
  7. Leatherman7th
  8. Gerber–

Mentioned by AI

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

  • Kershaw5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benchmade4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spyderco4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CIVIVI4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Opinel3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Leatherman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gerber0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pocket knife 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 pocket knife brands compete with Kershaw?

Kershaw against pocket knife brands worldwide, by month

Share of searches by month for Leatherman, Benchmade, Opinel, Spyderco, Gerber, Kershaw, CIVIVI. The figures are in the table below the chart.

View monthly share of searches table
MonthLeathermanBenchmadeOpinelSpydercoGerberKershawCIVIVIVictorinox
Oct 202539.6%17.7%11.9%6.5%4.4%17.7%2%0.39%
Nov 202542%18.8%12.6%6.9%4.6%12.6%2.1%0.41%
Dec 202543.1%19.3%15.8%8.6%5.8%4.7%2.1%0.52%
Jan 202640.9%18.3%15%10.1%5.5%6.7%3%0.49%
Feb 202640.3%18.1%18.1%9.9%5.4%5.4%2.4%0.48%
Mar 202642.7%15.7%15.7%8.6%5.7%8.6%2.6%0.42%
Apr 202645.4%16.6%13.6%9.1%6.1%6.1%2.7%0.36%
May 202642.9%19.3%15.8%8.6%5.8%4.7%2.6%0.34%
Jun 202641.7%18.7%15.3%10.3%5.6%5.6%2.5%0.33%
Jul 202644.5%16.3%16.3%8.9%6%4.9%2.7%0.43%
Aug 202641.6%15.3%18.7%10.2%5.6%5.6%2.5%0.5%
Sep 202643.6%16%16%10.7%5.9%4.8%2.6%0.43%

  1. 1.Leatherman

    43.6%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share +2 points.

  2. 2.Benchmade

    16%

    Moved from 3rd to 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Opinel

    16%

    Moved from 2nd to 3rd. 135K estimated branded searches, -18.2% vs prior month. Share -2.7 points.

  4. 4.Spyderco

    10.7%

    Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Gerber

    5.9%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Kershaw

    4.8%

    Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  7. 7.CIVIVI

    2.6%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Victorinox

    0.43%

    Held 8th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Kershaw and its closest rivals

Every comparison with Kershaw

7 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kershaw worldwide fell from 201K to 40.5K.
  • Across the 12 months ending September 2026, Kershaw’s share of searches among pocket knife brands worldwide decreased from 17.7% to 4.8%.
  • Across the 12 months ending September 2026, Kershaw’s share of searches among pocket knife brands worldwide peaked at 17.7% in October 2025 and was lowest at 4.7% in May 2026.
  • Across the 12 months ending September 2026, Kershaw fell from 3rd to 6th among pocket knife brands worldwide.

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

6 changes

  1. In September 2026, Benchmade overtook Opinel to rank 2nd among pocket knife brands worldwide, with 16% of the searches.

  2. In September 2026, Leatherman gained share of searches among pocket knife brands worldwide, from 41.6% to 43.6%.

  3. In September 2026, Opinel lost share of searches among pocket knife brands worldwide, from 18.7% to 16%.

  4. In September 2026, Kershaw lost share of searches among pocket knife brands worldwide, from 5.6% to 4.8%.

  5. Estimated monthly branded searches for Spyderco worldwide rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.

  6. Estimated monthly branded searches for Victorinox worldwide fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

How are Kershaw’s branded searches counted?

1 search term

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

  • kershaw

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How the Brand Demand Index is measured

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