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 1% of all global kitchen knife brand searches, placing MAC sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, MAC appeared in three of the five answers and was the third most recommended of the six.
MAC is the sixth most searched of 6 competitors and the third most recommended in AI answers.
VictorinoxShare of searches 56.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
ZWILLINGShare of searches 30.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
WusthofShare of searches 4.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
GLOBALShare of searches 4.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- MACShare of searches 1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top kitchen 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.
- Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Wusthof4 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
- ZWILLING2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Shun2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kitchen knife brands
5 answers
Asked ChatGPT
“Which kitchen knife brand should I buy?”
Asked ChatGPT
“What are the best kitchen knife brands?”
Asked ChatGPT
“What's the best kitchen knife brand for everyday cooking?”
Searched Google, AI Overview
“best kitchen knife”
Searched Google, AI Overview
“kitchen knife set”
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 kitchen knife brands compete with MAC?
Share of searches by month for Victorinox, ZWILLING, Wusthof, GLOBAL, Shun, MAC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | ZWILLING | Wusthof | GLOBAL | Shun | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.6% | 26.1% | 6.1% | 4.4% | 3.8% | 1% |
| Nov 2025 | 47.8% | 31.8% | 7.2% | 6.5% | 5.4% | 1.3% |
| Dec 2025 | 51.6% | 28.3% | 7% | 5.7% | 6% | 1.4% |
| Jan 2026 | 49.3% | 33% | 6.4% | 5.5% | 4.7% | 1.1% |
| Feb 2026 | 50.2% | 33.3% | 6.8% | 4.6% | 3.9% | 1.1% |
| Mar 2026 | 54.7% | 29.8% | 6.3% | 4.1% | 4.1% | 0.98% |
| Apr 2026 | 50.4% | 33.5% | 7.1% | 4.6% | 3.3% | 1.1% |
| May 2026 | 55.8% | 30.4% | 5.7% | 4.2% | 3% | 1% |
| Jun 2026 | 58.7% | 26.1% | 5.8% | 4.4% | 4.1% | 0.86% |
| Jul 2026 | 59.7% | 26.6% | 5.2% | 4.4% | 3% | 1.1% |
| Aug 2026 | 58.7% | 26.1% | 5.9% | 4.4% | 3.6% | 1.3% |
| Sep 2026 | 56.7% | 30.8% | 4.3% | 4.2% | 2.8% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 56.7% | 454K | -0.18% | -2 points | |
| 2, held 2nd | 30.8% | 247K | +22.3% | +4.8 points | |
| 3, held 3rd | 4.3% | 34.7K | -24.4% | -1.6 points | |
| 4, held 4th | 4.2% | 34K | 0% | -0.1 points | |
| 5, held 5th | 2.8% | 22.7K | -17.8% | -0.7 points | |
| 6, held 6th | 1% | 8.1K | -18.2% | -0.3 points |
56.7%
Held 1st. 454K estimated branded searches, -0.18% vs prior month. Share -2 points.
2.
ZWILLING30.8%
Held 2nd. 247K estimated branded searches, +22.3% vs prior month. Share +4.8 points.
3.
Wusthof4.3%
Held 3rd. 34.7K estimated branded searches, -24.4% vs prior month. Share -1.6 points.
4.
GLOBAL4.2%
Held 4th. 34K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.
Shun2.8%
Held 5th. 22.7K estimated branded searches, -17.8% vs prior month. Share -0.7 points.
6.MAC
1%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 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?
2 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 kitchen knife brands worldwide held steady at 1%.
How did search popularity change for kitchen knife brands worldwide in September 2026?
6 changes
In September 2026, ZWILLING gained share of searches among kitchen knife brands worldwide, from 26.1% to 30.8%.
In September 2026, Victorinox lost share of searches among kitchen knife brands worldwide, from 58.7% to 56.7%.
In September 2026, Wusthof lost share of searches among kitchen knife brands worldwide, from 5.9% to 4.3%.
In September 2026, Shun lost share of searches among kitchen knife brands worldwide, from 3.6% to 2.8%.
Estimated monthly branded searches for MAC worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.
Estimated monthly branded searches for GLOBAL worldwide fell 17.9% over 12 measured months, from 41.4K to 34K in September 2026.
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% | Shown above |
| Chef knife brands | 1st of 6 | 52.7% | Show ranking |
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.