Brandwave

How popular isNorton Abrasives in search?

In September 2026, there were an estimated 10K branded searches for Norton Abrasives worldwide which held steady over the last 12 months. Norton Abrasives holds 39.8% estimated Share of Search among sharpening stone brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Smith's40.8%
  2. Norton Abrasives39.8%
  3. Wusthof9.2%
  4. GLOBAL5.1%
  5. Shun2.8%
  6. Trend2.3%
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Which sharpening stone brands compete with Norton Abrasives?

Norton Abrasives against sharpening stone brands worldwide, by month

Share of Search by month for Smith's, Norton Abrasives, Wusthof, GLOBAL, Shun, Trend. The figures are in the table below the chart.

View monthly share of search table
MonthSmith'sNorton AbrasivesWusthofGLOBALShunTrend
Oct 202535.2%25.6%26.9%2.9%8%1.4%
Nov 202533.4%22.3%30.7%4%7.4%2%
Dec 202524.4%16.3%41%3.6%12.2%2.3%
Jan 202632.5%24.1%29.8%3%8.7%1.8%
Feb 202629.7%25.3%33.8%3%6.5%1.7%
Mar 202627%21.4%31.2%2.3%17%1.2%
Apr 202627.5%24.4%38.3%2.3%6%1.5%
May 202631.3%36.1%19.7%2.6%8.8%1.5%
Jun 202632.8%29.5%16.8%2.8%16.8%1.3%
Jul 202639.4%28.9%24.8%2.7%2.7%1.5%
Aug 202635.7%34.1%22.2%3.6%2%2.4%
Sep 202640.8%39.8%9.2%5.1%2.8%2.3%

  1. 1.Smith's

    40.8%

    Held 1st. 7.1K estimated branded searches, -18.5% vs prior month. Share +5.1 points.

  2. 2.Norton Abrasives

    39.8%

    Held 2nd. 6.9K estimated branded searches, -16.9% vs prior month. Share +5.7 points.

  3. 3.Wusthof

    9.2%

    Held 3rd. 1.6K estimated branded searches, -70.4% vs prior month. Share -13 points.

  4. 4.GLOBAL

    5.1%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share +1.5 points.

  5. 5.Shun

    2.8%

    Moved from 6th to 5th. 480 estimated branded searches, 0% vs prior month. Share +0.8 points.

  6. 6.Trend

    2.3%

    Moved from 5th to 6th. 400 estimated branded searches, -31% vs prior month. Share -0.1 points.

Compare search popularity between Norton Abrasives and its closest rivals

Every comparison with Norton Abrasives

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Norton Abrasives worldwide held steady at 10K.
  • Across the 12 months ending September 2026, Norton Abrasives’ estimated Share of Search among sharpening stone brands worldwide increased from 25.6% to 39.8%.
  • Across the 12 months ending September 2026, Norton Abrasives’ estimated Share of Search among sharpening stone brands worldwide peaked at 39.8% in September 2026 and was lowest at 16.3% in December 2025.
  • Across the 12 months ending September 2026, Norton Abrasives rose from 3rd to 2nd among sharpening stone brands worldwide.

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

  1. In September 2026, Shun overtook Trend to rank 5th among sharpening stone brands worldwide, with 2.8% estimated Share of Search.

  2. In September 2026, Norton Abrasives gained estimated Share of Search among sharpening stone brands worldwide, from 34.1% to 39.8%.

  3. In September 2026, Smith's gained estimated Share of Search among sharpening stone brands worldwide, from 35.7% to 40.8%.

  4. In September 2026, GLOBAL gained estimated Share of Search among sharpening stone brands worldwide, from 3.6% to 5.1%.

  5. In September 2026, Wusthof lost estimated Share of Search among sharpening stone brands worldwide, from 22.2% to 9.2%.

Where does Norton Abrasives compete?

Norton Abrasives is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Grinding disc brands5th of 60.54%Show ranking
Flap disc brands4th of 40.66%Show ranking
Sanding sponge brands4th of 40.94%Show ranking
Abrasive brands5th of 62.3%Show ranking
Sanding discs brands4th of 42.9%Show ranking
Sharpening stone brands2nd of 639.8%Shown above

How is Norton Abrasives measured?

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

6 branded search terms

  • norton abrasives
  • norton flap disc
  • norton grinding disc
  • norton sandpaper
  • norton sharpening stone
  • norton whetstone

How the Brand Demand Index is measured

Who owns Norton Abrasives?

Norton Abrasives is owned by Saint-Gobain Abrasives. Brandwave does not track any other brands owned by Saint-Gobain Abrasives.

Do you work for Norton Abrasives? To request corrections or removal please contact us via our support page and we will be happy to assist.

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