Brandwave

How popular isVictorinox?

In September 2026, people searched for Victorinox by name about 468,000 times worldwide, a 17.7% decrease from the previous year. These searches made up 14% of all global knife block brand searches, placing Victorinox fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about knife block brands, Victorinox appeared in three of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

Victorinox is the fourth most searched of 4 competitors and the third most recommended in AI answers.

  1. WusthofShare of searches 46.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. GLOBALShare of searches 25.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. ShunShare of searches 14%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. VictorinoxShare of searches 14%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top knife block brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victorinox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Victorinox is the third most recommended of the four.

Most recommended by AI

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

  1. Wusthof1st
  2. Shun2nd
  3. Victorinox3rd
  4. GLOBAL–

Mentioned by AI

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

  • Wusthof3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Victorinox3 of 5Named in 3 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 knife block brands

5 answers

  • Asked ChatGPT

    “Which knife block brand should I buy?”

    1. 1Wusthof
    2. 2Victorinox

  • Asked ChatGPT

    “What are the best knife block brands?”

    1. 1Wusthof
    2. 2Shun
    3. 3Victorinox

  • Asked ChatGPT

    “What's the best knife block brand for countertop storage?”

    1. 1Wusthof
    2. 2Shun
    3. 3Victorinox

  • Searched Google, AI Overview

    “knife block set”

    1. 1Shun

  • Searched Google, AI Overview

    “wooden knife block”

    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 21, 2026.

    Which knife block brands compete with Victorinox?

    Victorinox against knife block brands worldwide, by month

    Share of searches by month for Wusthof, GLOBAL, Shun, Victorinox. The figures are in the table below the chart.

    View monthly share of searches table
    MonthWusthofGLOBALShunVictorinox
    Oct 202567.7%7.4%20.1%4.9%
    Nov 202568.4%9%16.6%6.1%
    Dec 202569.3%6.1%20.7%3.8%
    Jan 202668.2%6.9%20%5%
    Feb 202675.2%6.7%14.4%3.6%
    Mar 202660.3%4.4%32.9%2.4%
    Apr 202679.6%4.7%12.5%3.2%
    May 202660%8%26.7%5.3%
    Jun 202644%7.2%44%4.8%
    Jul 202677.5%8.5%8.5%5.6%
    Aug 202673.5%12%6.5%8%
    Sep 202646.5%25.6%14%14%

    1. 1.Wusthof

      46.5%

      Held 1st. 1.6K estimated branded searches, -70.4% vs prior month. Share -27 points.

    2. 2.GLOBAL

      25.6%

      Held 2nd. 880 estimated branded searches, 0% vs prior month. Share +13.6 points.

    3. 3.Shun

      14%

      Moved from 4th to 3rd. 480 estimated branded searches, 0% vs prior month. Share +7.4 points.

    4. 4.Victorinox

      14%

      Moved from 3rd to 4th. 480 estimated branded searches, -18.6% vs prior month. Share +5.9 points.

    Compare popularity between Victorinox and its closest rivals

    Every comparison with Victorinox

    28 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Victorinox worldwide fell from 569K to 468K.
    • Across the 12 months ending September 2026, Victorinox’s share of searches among knife block brands worldwide increased from 4.9% to 14%.
    • Across the 12 months ending September 2026, Victorinox’s share of searches among knife block brands worldwide peaked at 14% in September 2026 and was lowest at 2.4% in March 2026.

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

    4 changes

    1. In September 2026, Shun overtook Victorinox to rank 3rd among knife block brands worldwide, with 14% of the searches.

    2. In September 2026, GLOBAL gained share of searches among knife block brands worldwide, from 12% to 25.6%.

    3. In September 2026, Victorinox gained share of searches among knife block brands worldwide, from 8% to 14%.

    4. In September 2026, Wusthof lost share of searches among knife block brands worldwide, from 73.5% to 46.5%.

    How are Victorinox’s branded searches counted?

    7 search terms

    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.

    • kitchen knives victorinox
    • victorinox
    • victorinox knife block
    • victorinox knife set
    • victorinox multi
    • victorinox multitool
    • victorinox potato peeler

    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

    Where does Victorinox compete?

    Victorinox is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Cutlery brands2nd of 1021%Show ranking
    Knife set brands8th of 110.82%Show ranking
    Potato peeler brands4th of 40.03%Show ranking
    Pocket knife brands8th of 80.43%Show ranking
    Kitchen knife brands1st of 656.7%Show ranking
    Multitool brands5th of 51.6%Show ranking
    Chef knife brands2nd of 623.4%Show ranking
    Steak knives brands1st of 452.9%Show ranking
    Poultry shears brands1st of 456.3%Show ranking
    Knife block brands4th of 414%Shown above
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