How popular isVictorinox in search?
In September 2026, there were an estimated 454K branded searches for Victorinox worldwide which is down 18.2% over the last 12 months. Victorinox holds 59% estimated Share of Search among steak knives brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which steak knives brands compete with Victorinox?
Share of Search by month for Victorinox, ZWILLING, Wusthof, GLOBAL. The figures are in the table below the chart.
View monthly share of search table
| Month | Victorinox | ZWILLING | Wusthof | GLOBAL |
|---|---|---|---|---|
| Oct 2025 | 61.6% | 27.4% | 6.4% | 4.6% |
| Nov 2025 | 51.2% | 34.1% | 7.7% | 6.9% |
| Dec 2025 | 55.7% | 30.5% | 7.6% | 6.2% |
| Jan 2026 | 52.3% | 35.1% | 6.8% | 5.8% |
| Feb 2026 | 52.9% | 35.1% | 7.2% | 4.8% |
| Mar 2026 | 57.6% | 31.4% | 6.7% | 4.3% |
| Apr 2026 | 52.7% | 35% | 7.5% | 4.8% |
| May 2026 | 58.1% | 31.6% | 5.9% | 4.3% |
| Jun 2026 | 61.8% | 27.5% | 6.1% | 4.6% |
| Jul 2026 | 62.2% | 27.7% | 5.4% | 4.6% |
| Aug 2026 | 61.7% | 27.4% | 6.2% | 4.6% |
| Sep 2026 | 59% | 32.1% | 4.5% | 4.4% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 59% | 454K | -0.18% | -2.8 points | |
| 2, held 2nd | 32.1% | 247K | +22.3% | +4.7 points | |
| 3, held 3rd | 4.5% | 34.7K | -24.4% | -1.7 points | |
| 4, held 4th | 4.4% | 34K | 0% | -0.2 points |
59%
Held 1st. 454K estimated branded searches, -0.18% vs prior month. Share -2.8 points.
2.
ZWILLING32.1%
Held 2nd. 247K estimated branded searches, +22.3% vs prior month. Share +4.7 points.
3.
Wusthof4.5%
Held 3rd. 34.7K estimated branded searches, -24.4% vs prior month. Share -1.7 points.
4.
GLOBAL4.4%
Held 4th. 34K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between Victorinox and its closest rivals
Every comparison with Victorinox
15 comparisons
- KitchenAid vs Victorinox
- Tupperware vs Victorinox
- Leatherman vs Victorinox
- Tramontina vs Victorinox
- Victorinox vs ZWILLING
- Benchmade vs Victorinox
- Oxo vs Victorinox
- SOG vs Victorinox
- Spyderco vs Victorinox
- Victorinox vs Wiltshire
- Gerber vs Victorinox
- Victorinox vs Wusthof
- GLOBAL vs Victorinox
- Shun vs Victorinox
- Nextool vs Victorinox
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 554K to 454K.
- Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among steak knives brands worldwide decreased from 61.6% to 59%.
- Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among steak knives brands worldwide peaked at 62.2% in July 2026 and was lowest at 51.2% in November 2025.
How did search popularity change for steak knives brands worldwide in September 2026?
4 changes
In September 2026, ZWILLING gained estimated Share of Search among steak knives brands worldwide, from 27.4% to 32.1%.
In September 2026, Victorinox lost estimated Share of Search among steak knives brands worldwide, from 61.7% to 59%.
In September 2026, Wusthof lost estimated Share of Search among steak knives brands worldwide, from 6.2% to 4.5%.
Estimated monthly branded searches for GLOBAL worldwide fell 17.9% over 12 measured months, from 41.4K to 34K in September 2026.
Where does Victorinox compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Cutlery brands | 2nd of 7 | 18.6% | Show ranking |
| Potato peeler brands | 2nd of 3 | 28.8% | Show ranking |
| Pocket knife brands | 1st of 5 | 41.4% | Show ranking |
| Multitool brands | 1st of 5 | 45.4% | Show ranking |
| Multi-tool brands | 1st of 3 | 52.1% | Show ranking |
| Chef knife brands | 1st of 5 | 57.3% | Show ranking |
| Kitchen knife brands | 1st of 5 | 57.3% | Show ranking |
| Steak knives brands | 1st of 4 | 59% | Shown above |
| Poultry shears brands | 1st of 4 | 59.9% | 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.
2 branded search terms
- kitchen knives victorinox
- victorinox
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Is Victorinox your brand?
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