How popular isVictorinox in search?
In September 2026, there were an estimated 459K branded searches for Victorinox worldwide which is down 18% over the last 12 months. Victorinox holds 49.5% estimated Share of Search among chef knife brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which chef knife brands compete with Victorinox?
Share of Search by month for Victorinox, Wusthof, GLOBAL, ZWILLING, Shun. The figures are in the table below the chart.
View monthly share of search table
| Month | Victorinox | Wusthof | GLOBAL | ZWILLING | Shun |
|---|---|---|---|---|---|
| Oct 2025 | 26.2% | 48.3% | 5.2% | 6% | 14.3% |
| Nov 2025 | 26.2% | 48.1% | 6.3% | 7.8% | 11.7% |
| Dec 2025 | 18.3% | 50.1% | 4.4% | 12.2% | 15% |
| Jan 2026 | 20.2% | 45.4% | 4.6% | 16.5% | 13.3% |
| Feb 2026 | 21.2% | 58.2% | 5.2% | 4.2% | 11.2% |
| Mar 2026 | 15.1% | 50.6% | 3.7% | 3% | 27.6% |
| Apr 2026 | 15.8% | 66% | 3.9% | 3.9% | 10.4% |
| May 2026 | 24.1% | 45% | 6% | 4.9% | 20% |
| Jun 2026 | 22.1% | 33.5% | 5.5% | 5.5% | 33.5% |
| Jul 2026 | 28.8% | 52.7% | 5.8% | 7% | 5.8% |
| Aug 2026 | 37% | 45.5% | 7.4% | 6.1% | 4% |
| Sep 2026 | 49.5% | 22% | 12.1% | 9.9% | 6.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 49.5% | 3.6K | -18.2% | +12.4 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 22% | 1.6K | -70.4% | -23.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 12.1% | 880 | 0% | +4.7 points | |
| 4, held 4th | 9.9% | 720 | 0% | +3.8 points | |
| 5, held 5th | 6.6% | 480 | 0% | +2.6 points |
49.5%
Moved from 2nd to 1st. 3.6K estimated branded searches, -18.2% vs prior month. Share +12.4 points.
2.
Wusthof22%
Moved from 1st to 2nd. 1.6K estimated branded searches, -70.4% vs prior month. Share -23.5 points.
3.
GLOBAL12.1%
Held 3rd. 880 estimated branded searches, 0% vs prior month. Share +4.7 points.
4.
ZWILLING9.9%
Held 4th. 720 estimated branded searches, 0% vs prior month. Share +3.8 points.
5.
Shun6.6%
Held 5th. 480 estimated branded searches, 0% vs prior month. Share +2.6 points.
Compare search popularity between Victorinox and its closest rivals
Every comparison with Victorinox
15 comparisons
- KitchenAid vs Victorinox
- Tramontina vs Victorinox
- Victorinox vs ZWILLING
- Victorinox vs Wiltshire
- Shun vs Victorinox
- Nextool vs Victorinox
- SOG vs Victorinox
- Benchmade vs Victorinox
- Gerber vs Victorinox
- Leatherman vs Victorinox
- Spyderco vs Victorinox
- Victorinox vs Wusthof
- GLOBAL vs Victorinox
- Oxo vs Victorinox
- Tupperware vs Victorinox
How has branded search demand for Victorinox changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Victorinox worldwide fell from 560K to 459K.
- Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among chef knife brands worldwide increased from 26.2% to 49.5%.
- Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among chef knife brands worldwide peaked at 49.5% in September 2026 and was lowest at 15.1% in March 2026.
- Across the 12 months ending September 2026, Victorinox rose from 2nd to 1st among chef knife brands worldwide.
How did search popularity change for chef knife brands worldwide in September 2026?
5 changes
In September 2026, Victorinox overtook Wusthof to become the leader among chef knife brands worldwide, with 49.5% estimated Share of Search.
In September 2026, GLOBAL gained estimated Share of Search among chef knife brands worldwide, from 7.4% to 12.1%.
In September 2026, ZWILLING gained estimated Share of Search among chef knife brands worldwide, from 6.1% to 9.9%.
In September 2026, Shun gained estimated Share of Search among chef knife brands worldwide, from 4% to 6.6%.
In September 2026, Wusthof lost estimated Share of Search among chef knife brands worldwide, from 45.5% to 22%.
Where does Victorinox compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Cutlery brands | 2nd of 7 | 22.9% | Show ranking |
| Potato peeler brands | 3rd of 3 | 0.04% | Show ranking |
| Kitchen knife brands | 1st of 5 | 57.3% | Show ranking |
| Pocket knife brands | 5th of 5 | 0.56% | Show ranking |
| Multitool brands | 5th of 5 | 0.98% | Show ranking |
| Multi-tool brands | 3rd of 3 | 0.01% | Show ranking |
| Chef knife brands | 1st of 5 | 49.5% | Shown above |
| Steak knives brands | 1st of 4 | 52.9% | Show ranking |
| Poultry shears brands | 1st of 4 | 56.3% | Show ranking |
How is Victorinox measured?
Brandwave collects information about searches that people make online using Victorinox’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.
5 branded search terms
- kitchen knives victorinox
- victorinox
- victorinox multi
- victorinox multitool
- victorinox potato peeler
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Is Victorinox your brand?
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