How popular isMAC?
In September 2026, people searched for MAC by name about 8,100 times worldwide, an 18.2% decrease from the previous year. These searches made up 52.7% of all global chef knife brand searches, placing MAC first out of six brands. When we asked both ChatGPT and Google AI Overviews about chef knife brands, MAC appeared in three of the five answers and was the third most recommended of the six.
MAC is the most searched of 6 competitors and the third most recommended in AI answers.
- MACShare of searches 52.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
VictorinoxShare of searches 23.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
WusthofShare of searches 10.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
GLOBALShare of searches 5.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ZWILLINGShare of searches 4.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top chef knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, MAC was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. MAC 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Wusthof5 of 5Named in 3 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
- MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Shun3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- ZWILLING1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chef knife brands
5 answers
Asked ChatGPT
“Which chef knife brand should I buy?”
Asked ChatGPT
“What are the best chef knife brands?”
Asked ChatGPT
“What's the best chef knife brand for a home kitchen?”
Searched Google, AI Overview
“best chef knife”
Searched Google, AI Overview
“good kitchen knives”
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 20, 2026.
Which chef knife brands compete with MAC?
Share of searches by month for MAC, Victorinox, Wusthof, GLOBAL, ZWILLING, Shun. The figures are in the table below the chart.
View monthly share of searches table
| Month | MAC | Victorinox | Wusthof | GLOBAL | ZWILLING | Shun |
|---|---|---|---|---|---|---|
| Oct 2025 | 37.1% | 16.5% | 30.4% | 3.3% | 3.7% | 9% |
| Nov 2025 | 41.8% | 15.3% | 28% | 3.7% | 4.5% | 6.8% |
| Dec 2025 | 33.4% | 12.2% | 33.4% | 3% | 8.1% | 10% |
| Jan 2026 | 31.2% | 13.9% | 31.2% | 3.2% | 11.4% | 9.1% |
| Feb 2026 | 32.3% | 14.3% | 39.4% | 3.5% | 2.9% | 7.6% |
| Mar 2026 | 25.3% | 11.3% | 37.8% | 2.8% | 2.3% | 20.6% |
| Apr 2026 | 30.6% | 11% | 45.8% | 2.7% | 2.7% | 7.2% |
| May 2026 | 40.3% | 14.4% | 26.9% | 3.6% | 2.9% | 11.9% |
| Jun 2026 | 33.4% | 14.7% | 22.3% | 3.6% | 3.6% | 22.3% |
| Jul 2026 | 39.3% | 17.5% | 32% | 3.5% | 4.3% | 3.5% |
| Aug 2026 | 45.5% | 20.2% | 24.8% | 4% | 3.3% | 2.2% |
| Sep 2026 | 52.7% | 23.4% | 10.4% | 5.7% | 4.7% | 3.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.7% | 8.1K | -18.2% | +7.2 points | |
| 2, moved from 3rd to 2nd | 23.4% | 3.6K | -18.2% | +3.2 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 10.4% | 1.6K | -70.4% | -14.4 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 5.7% | 880 | 0% | +1.7 points | |
| 5, held 5th | 4.7% | 720 | 0% | +1.4 points | |
| 6, held 6th | 3.1% | 480 | 0% | +0.9 points |
1.MAC
52.7%
Held 1st. 8.1K estimated branded searches, -18.2% vs prior month. Share +7.2 points.
23.4%
Moved from 3rd to 2nd. 3.6K estimated branded searches, -18.2% vs prior month. Share +3.2 points.
3.
Wusthof10.4%
Moved from 2nd to 3rd. 1.6K estimated branded searches, -70.4% vs prior month. Share -14.4 points.
4.
GLOBAL5.7%
Held 4th. 880 estimated branded searches, 0% vs prior month. Share +1.7 points.
5.
ZWILLING4.7%
Held 5th. 720 estimated branded searches, 0% vs prior month. Share +1.4 points.
6.
Shun3.1%
Held 6th. 480 estimated branded searches, 0% vs prior month. Share +0.9 points.
Compare popularity between MAC and its closest rivals
Every comparison with MAC
5 comparisons
How has branded search demand for MAC changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for MAC worldwide fell from 9.9K to 8.1K.
- Across the 12 months ending September 2026, MAC’s share of searches among chef knife brands worldwide increased from 37.1% to 52.7%.
- Across the 12 months ending September 2026, MAC’s share of searches among chef knife brands worldwide peaked at 52.7% in September 2026 and was lowest at 25.3% in March 2026.
How did search popularity change for chef knife brands worldwide in September 2026?
6 changes
In September 2026, Victorinox overtook Wusthof to rank 2nd among chef knife brands worldwide, with 23.4% of the searches.
In September 2026, MAC gained share of searches among chef knife brands worldwide, from 45.5% to 52.7%.
In September 2026, GLOBAL gained share of searches among chef knife brands worldwide, from 4% to 5.7%.
In September 2026, ZWILLING gained share of searches among chef knife brands worldwide, from 3.3% to 4.7%.
In September 2026, Shun gained share of searches among chef knife brands worldwide, from 2.2% to 3.1%.
In September 2026, Wusthof lost share of searches among chef knife brands worldwide, from 24.8% to 10.4%.
How are MAC’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using MAC’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.
- mac knife
- mac knives
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Where does MAC compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Kitchen knife brands | 6th of 6 | 1% | Show ranking |
| Chef knife brands | 1st of 6 | 52.7% | Shown above |
Is MAC your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.