Brandwave

How popular isNaniwa in search?

In September 2026, people searched for Naniwa by name about 18,100 times worldwide, an 18.5% decrease from the previous year. These searches made up 49.1% of all global sharpening stone brand searches, placing Naniwa first out of eight brands. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Naniwa49.1%
  2. Smith's19.2%
  3. Norton Abrasives16%
  4. Shapton6.5%
  5. Wusthof4.3%
  6. GLOBAL2.4%
  7. Shun1.3%
  8. Trend1.1%

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Which sharpening stone brands compete with Naniwa?

Naniwa against sharpening stone brands worldwide, by month

Share of searches by month for Naniwa, Smith's, Norton Abrasives, Shapton, Wusthof, GLOBAL. The figures are in the table below the chart.

View monthly share of searches table
MonthNaniwaSmith'sNorton AbrasivesShaptonWusthofGLOBALShunTrend
Oct 202541.3%19.8%12.5%4.5%15.1%1.6%4.5%0.8%
Nov 202534.9%20.8%11.4%5.6%19.1%2.5%4.6%1.3%
Dec 202528.1%16.7%9.1%5.6%28.1%2.5%8.4%1.6%
Jan 202639%18.9%11.8%5.1%17.4%1.8%5.1%1.1%
Feb 202642%16.4%12.1%4.5%18.7%1.7%3.6%0.93%
Mar 202635.7%16.9%11.3%3.9%19.5%1.4%10.6%0.74%
Apr 202640.2%15.7%12.1%4.3%21.9%1.3%3.4%0.87%
May 202644%17%16.5%4.8%10.7%1.4%4.8%0.81%
Jun 202640.1%19%14.8%4.2%9.7%1.6%9.7%0.73%
Jul 202639.7%23%14.7%4.2%14.5%1.6%1.6%0.88%
Aug 202641.6%20%16.1%5.5%12.4%2%1.1%1.3%
Sep 202649.1%19.2%16%6.5%4.3%2.4%1.3%1.1%

  1. 1.Naniwa

    49.1%

    Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +7.6 points.

  2. 2.Smith's

    19.2%

    Held 2nd. 7.1K estimated branded searches, -18.5% vs prior month. Share -0.7 points.

  3. 3.Norton Abrasives

    16%

    Held 3rd. 5.9K estimated branded searches, -15.7% vs prior month. Share -0.1 points.

  4. 4.Shapton

    6.5%

    Moved from 5th to 4th. 2.4K estimated branded searches, 0% vs prior month. Share +1 points.

  5. 5.Wusthof

    4.3%

    Moved from 4th to 5th. 1.6K estimated branded searches, -70.4% vs prior month. Share -8.1 points.

  6. 6.GLOBAL

    2.4%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Shun

    1.3%

    Moved from 8th to 7th. 480 estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Trend

    1.1%

    Moved from 7th to 8th. 400 estimated branded searches, -31% vs prior month. Share -0.2 points.

Compare search popularity between Naniwa and its closest rivals

Every comparison with Naniwa

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Naniwa worldwide fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands worldwide increased from 41.3% to 49.1%.
  • Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands worldwide peaked at 49.1% in September 2026 and was lowest at 28.1% in December 2025.

How did search popularity change for sharpening stone brands worldwide in September 2026?

6 changes

  1. In September 2026, Shapton overtook Wusthof to rank 4th among sharpening stone brands worldwide, with 6.5% of the searches.

  2. In September 2026, Naniwa gained share of searches among sharpening stone brands worldwide, from 41.6% to 49.1%.

  3. In September 2026, Wusthof lost share of searches among sharpening stone brands worldwide, from 12.4% to 4.3%.

  4. In September 2026, Smith's lost share of searches among sharpening stone brands worldwide, from 20% to 19.2%.

  5. In September 2026, Shun rose from 8th to 7th among sharpening stone brands worldwide.

  6. In September 2026, Trend fell from 7th to 8th among sharpening stone brands worldwide.

How are Naniwa’s branded searches counted?

1 search term

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

  • naniwa

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