Brandwave

How popular isVictorinox in search?

In August 2026, there were an estimated 455K branded searches for Victorinox worldwide which is down 18% over the last 11 months. Victorinox holds 24.5% estimated Share of Search among cutlery brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. KitchenAid44.2%
  2. Victorinox24.5%
  3. Tramontina16.2%
  4. ZWILLING10.9%
  5. Wusthof2.5%
  6. GLOBAL1.8%
Victorinox website (opens in a new tab)

Follow Victorinox and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which cutlery brands compete with Victorinox?

Victorinox against cutlery brands worldwide, by month

Share of Search by month for KitchenAid, Victorinox, Tramontina, ZWILLING, Wusthof. The figures are in the table below the chart.

View monthly share of search table
MonthKitchenAidVictorinoxTramontinaZWILLINGWusthofGLOBAL
Oct 202550.3%22.9%12.4%10.2%2.4%1.7%
Nov 202555.7%16.9%11.2%11.3%2.6%2.3%
Dec 202554.6%20.3%9%11.1%2.8%2.3%
Jan 202651%19%12.6%12.8%2.5%2.1%
Feb 202651.3%19.1%12.6%12.7%2.6%1.7%
Mar 202647.9%21.7%14.4%11.8%2.5%1.6%
Apr 202649.8%18.5%15%12.3%2.6%1.7%
May 202643.2%23.8%15.8%13%2.4%1.8%
Jun 202644.3%24.4%16.2%10.9%2.4%1.8%
Jul 202644.4%24.5%16.2%10.9%2.1%1.8%
Aug 202644.2%24.5%16.2%10.9%2.5%1.8%
Sep 2026——————

  1. 1.KitchenAid

    44.2%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.Victorinox

    24.5%

    Held 2nd. 455K estimated branded searches, +0.2% vs prior month. Share 0 points.

  3. 3.Tramontina

    16.2%

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

  4. 4.ZWILLING

    10.9%

    Held 4th. 202K estimated branded searches, -0.08% vs prior month. Share -0.1 points.

  5. 5.Wusthof

    2.5%

    Held 5th. 46K estimated branded searches, +15.6% vs prior month. Share +0.3 points.

  6. 6.GLOBAL

    1.8%

    Held 6th. 34K estimated branded searches, +0.47% vs prior month. Share 0 points.

Compare search popularity between Victorinox and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Victorinox worldwide fell from 555K to 455K.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among cutlery brands worldwide increased from 22.9% to 24.5%.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among cutlery brands worldwide peaked at 24.5% in July 2026 and was lowest at 16.9% in November 2025.

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

  1. Estimated monthly branded searches for KitchenAid worldwide fell 32.5% over 11 measured months, from 1.2M to 823K in August 2026.

  2. Estimated monthly branded searches for Wusthof worldwide fell 20.4% over 11 measured months, from 57.7K to 46K in August 2026.

  3. Estimated monthly branded searches for ZWILLING worldwide fell 18.3% over 11 measured months, from 248K to 202K in August 2026.

  4. Estimated monthly branded searches for Victorinox worldwide fell 18% over 11 measured months, from 555K to 455K in August 2026.

  5. Estimated monthly branded searches for GLOBAL worldwide fell 17.9% over 11 measured months, from 41.4K to 34K in August 2026.

Where does Victorinox compete?

Victorinox is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cutlery brands2nd of 624.5%Shown above
Pocket knife brands1st of 541.5%Show ranking
Multitool brands1st of 545.5%Show ranking
Kitchen knife brands1st of 559.5%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.

3 branded search terms

  • kitchen knives victorinox
  • victorinox
  • victorinox com

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

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Victorinox 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.

Start free