Brandwave

How popular isOneida?

In September 2026, people searched for Oneida by name about 8,100 times worldwide, an 18.2% decrease from the previous year. These searches made up 0.37% of all global cutlery brand searches, placing Oneida eighth out of ten brands. When we asked both ChatGPT and Google AI Overviews about cutlery brands, Oneida appeared in three of the five answers and was the joint second most recommended of the ten.

Search and AI answers in September 2026

Oneida is the eighth most searched of 10 competitors and the joint second most recommended in AI answers.

  1. KitchenAidShare of searches 40.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. VictorinoxShare of searches 21%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. TramontinaShare of searches 13.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ZWILLINGShare of searches 11.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. OneidaShare of searches 0.37%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oneida was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Oneida is the joint second most recommended of the ten.

Most recommended by AI

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

  1. ZWILLING1st
  2. WMF2nd
  3. Oneida2nd
  4. Robert Welch4th
  5. KitchenAid–
  6. Victorinox–
  7. Tramontina–
  8. Wiltshire–
  9. Wusthof–
  10. GLOBAL–

Mentioned by AI

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

  • ZWILLING5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Robert Welch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oneida3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WMF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victorinox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiltshire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wusthof0 of 5Named in 0 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 cutlery 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 20, 2026.

Which cutlery brands compete with Oneida?

Oneida against cutlery brands worldwide, by month

Share of searches by month for KitchenAid, Victorinox, Tramontina, ZWILLING, WMF, Wiltshire, Oneida. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidVictorinoxTramontinaZWILLINGWMFWiltshireRobert WelchOneidaWusthofGLOBAL
Oct 202547.9%20.5%11.1%9.1%7.4%2.7%0.45%0.37%0.3%0.03%
Nov 202552.9%14.7%9.8%9.8%9.8%2%0.39%0.32%0.26%0.03%
Dec 202552.5%18.1%8%9.9%8%2%0.48%0.4%0.48%0.04%
Jan 202647.7%16.6%11%11.1%9%3.3%0.54%0.44%0.36%0.04%
Feb 202647.5%16.4%10.9%10.9%8.9%4%0.54%0.29%0.44%0.04%
Mar 202644.8%18.9%12.5%10.3%8.4%3.8%0.5%0.34%0.5%0.04%
Apr 202643%15%12.2%10%14.9%3.7%0.4%0.33%0.49%0.03%
May 202640.8%20.9%13.9%11.4%7.6%4.2%0.56%0.37%0.25%0.03%
Jun 202641.4%21.5%14.3%9.6%7.8%4.3%0.47%0.38%0.21%0.03%
Jul 202641.3%21.5%14.3%9.6%7.8%4.3%0.57%0.38%0.31%0.03%
Aug 202641.2%21.2%14.1%9.4%7.7%5.1%0.56%0.38%0.25%0.04%
Sep 202640.9%21%13.9%11.4%7.6%4.2%0.46%0.37%0.07%0.04%

  1. 1.KitchenAid

    40.9%

    Held 1st. 884K estimated branded searches, 0% vs prior month. Share -0.4 points.

  2. 2.Victorinox

    21%

    Held 2nd. 454K estimated branded searches, -0.18% vs prior month. Share -0.2 points.

  3. 3.Tramontina

    13.9%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.ZWILLING

    11.4%

    Held 4th. 247K estimated branded searches, +22.3% vs prior month. Share +2 points.

  5. 5.WMF

    7.6%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Wiltshire

    4.2%

    Held 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.9 points.

  7. 7.Robert Welch

    0.46%

    Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  8. 8.Oneida

    0.37%

    Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Wusthof

    0.07%

    Held 9th. 1.6K estimated branded searches, -70.4% vs prior month. Share -0.2 points.

  10. 10.GLOBAL

    0.04%

    Held 10th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Oneida and its closest rivals

Every comparison with Oneida

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Oneida worldwide fell from 9.9K to 8.1K.
  • Across the 12 months ending September 2026, Oneida’s share of searches among cutlery brands worldwide held steady at 0.37%.

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

6 changes

  1. In September 2026, ZWILLING gained share of searches among cutlery brands worldwide, from 9.4% to 11.4%.

  2. In September 2026, Wiltshire lost share of searches among cutlery brands worldwide, from 5.1% to 4.2%.

  3. KitchenAid’s share of searches among cutlery brands worldwide has lost ground for 3 months in a row, from 41.4% to 40.9% in September 2026.

  4. Victorinox’s share of searches among cutlery brands worldwide has lost ground for 3 months in a row, from 21.5% to 21% in September 2026.

  5. Estimated monthly branded searches for Wusthof worldwide fell 80.2% over 12 measured months, from 8.1K to 1.6K in September 2026.

  6. Estimated monthly branded searches for Oneida worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

How are Oneida’s branded searches counted?

1 search term

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

  • oneida flatware

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How the Brand Demand Index is measured

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