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 0.82% of all global knife set brand searches, placing Victorinox eighth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, Victorinox appeared in three of the five answers and was the second most recommended of the 11.

Search and AI answers in September 2026

Victorinox is the eighth most searched of 11 competitors and the second most recommended in AI answers.

  1. KitchenAidShare of searches 61.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. CuisinartShare of searches 11.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  3. Made InShare of searches 9.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Joseph JosephShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. VictorinoxShare of searches 0.82%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top knife set 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 second most recommended of the 11.

Most recommended by AI

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

  1. Wusthof1st
  2. Victorinox2nd
  3. ZWILLING3rd
  4. Shun4th
  5. Mercer Culinary5th
  6. KitchenAid–
  7. Cuisinart–
  8. Made In–
  9. Joseph Joseph–
  10. Ninja–
  11. +1 more

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
  • ZWILLING3 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
  • Mercer Culinary3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cuisinart1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Made In0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Joseph Joseph0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about knife set 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 21, 2026.

Which knife set brands compete with Victorinox?

Victorinox against knife set brands worldwide, by month

Share of searches by month for KitchenAid, Cuisinart, Made In, Joseph Joseph, Ninja, Wusthof, Victorinox. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidCuisinartMade InJoseph JosephNinjaWusthofZWILLINGVictorinoxMercer CulinaryGLOBALShun
Oct 202567.9%10.6%7.1%7.1%3.2%2.6%0.57%0.66%0.15%0.05%0.13%
Nov 202567.9%10.2%8.4%5.6%3.7%2.5%0.67%0.69%0.12%0.04%0.08%
Dec 202568.1%10.4%7%5.7%3.8%2.6%1.3%0.74%0.19%0.06%0.19%
Jan 202663.5%11.9%8%8%4.4%2.4%0.76%0.69%0.21%0.05%0.14%
Feb 202665.7%10.1%8.3%8.3%3.7%2.5%0.54%0.62%0.18%0.05%0.12%
Mar 202664.5%12.1%8.1%8.1%3%2.4%0.53%0.61%0.17%0.05%0.4%
Apr 202666.7%10.4%6.9%8.5%3.1%2.5%0.81%0.69%0.18%0.05%0.12%
May 202661.3%14%9.4%7.6%2.8%2.8%0.88%0.76%0.2%0.05%0.17%
Jun 202662.7%11.9%9.7%7.9%2.9%2.9%0.63%0.79%0.21%0.05%0.32%
Jul 202661.2%14.1%9.5%7.7%3.5%2.3%0.63%0.82%0.2%0.05%0.05%
Aug 202659%13.4%9%9%4.9%2.7%0.59%0.96%0.24%0.06%0.03%
Sep 202661.8%11.5%9.4%7.7%5.2%2.3%0.9%0.82%0.2%0.06%0.03%

  1. 1.KitchenAid

    61.8%

    Held 1st. 884K estimated branded searches, 0% vs prior month. Share +2.8 points.

  2. 2.Cuisinart

    11.5%

    Held 2nd. 165K estimated branded searches, -17.9% vs prior month. Share -1.9 points.

  3. 3.Made In

    9.4%

    Moved from 4th to 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Joseph Joseph

    7.7%

    Moved from 3rd to 4th. 110K estimated branded searches, -18.5% vs prior month. Share -1.3 points.

  5. 5.Ninja

    5.2%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Wusthof

    2.3%

    Held 6th. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  7. 7.ZWILLING

    0.9%

    Moved from 8th to 7th. 12.8K estimated branded searches, +45.4% vs prior month. Share +0.3 points.

  8. 8.Victorinox

    0.82%

    Moved from 7th to 8th. 11.7K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.Mercer Culinary

    0.2%

    Held 9th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

  10. 10.GLOBAL

    0.06%

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

  11. 11.Shun

    0.03%

    Held 11th. 480 estimated branded searches, 0% vs prior month. Share 0 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?

2 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 fell from 7th to 8th among knife set brands worldwide.

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

6 changes

  1. In September 2026, KitchenAid gained share of searches among knife set brands worldwide, from 59% to 61.8%.

  2. In September 2026, Cuisinart lost share of searches among knife set brands worldwide, from 13.4% to 11.5%.

  3. In September 2026, Joseph Joseph lost share of searches among knife set brands worldwide, from 9% to 7.7%.

  4. Ninja’s share of searches among knife set brands worldwide has gained ground for 3 months in a row, from 2.9% to 5.2% in September 2026.

  5. In September 2026, Made In rose from 4th to 3rd among knife set brands worldwide.

  6. In September 2026, ZWILLING rose from 8th to 7th among knife set brands worldwide.

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%Shown above
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%Show ranking
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