--- title: "WMF: search popularity worldwide" description: "A German maker of cutlery, cookware and kitchen tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/wmf" publisher: "Brandwave" --- # WMF: search popularity worldwide A German maker of cutlery, cookware and kitchen tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: WMF - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among cutlery brands**: 7.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Cutlery brands | 5 | 7.6% | 165K | - [Cutlery brands](/demand/global-en/categories/cutlery-brands) ## Top cutlery brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, WMF was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. WMF is the joint second most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ZWILLING | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | WMF | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Oneida | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Robert Welch | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Victorinox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tramontina | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wiltshire | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wusthof | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | GLOBAL | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cutlery brands - Asked ChatGPT "Which cutlery brand should I buy?": 1. Oneida, 2. ZWILLING - Asked ChatGPT "What are the best cutlery brands?": 1. WMF, 2. ZWILLING, 3. Oneida, 4. Robert Welch - Asked ChatGPT "What's the best cutlery brand for everyday dining?": 1. WMF, 2. ZWILLING, 3. Oneida, 4. Robert Welch - Searched Google, AI Overview "flatware set": 1. ZWILLING, 2. Robert Welch - Searched Google, AI Overview "stainless steel cutlery": 1. ZWILLING Not named in any answer: KitchenAid, Victorinox, Tramontina, Wiltshire, Wusthof and GLOBAL. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How has branded search demand for WMF changed worldwide over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for WMF worldwide fell from 201K to 165K. - Across the 12 months ending September 2026, WMF’s share of searches among cutlery brands worldwide peaked at 14.9% in April 2026 and was lowest at 7.4% in October 2025. ## How did search popularity change for cutlery brands worldwide in September 2026? - In September 2026, ZWILLING gained share of searches among cutlery brands worldwide, from 9.4% to 11.4%. - In September 2026, Wiltshire lost share of searches among cutlery brands worldwide, from 5.1% to 4.2%. - KitchenAid’s share of searches among cutlery brands worldwide has lost ground for 3 months in a row, from 41.4% to 40.9% in September 2026. - Victorinox’s share of searches among cutlery brands worldwide has lost ground for 3 months in a row, from 21.5% to 21% in September 2026. - Estimated monthly branded searches for Wusthof worldwide fell 80.2% over 12 measured months, from 8.1K to 1.6K in September 2026. - Estimated monthly branded searches for Oneida worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Cutlery brands | 201K | 7.4% | 5 | | Nov 2025 | Cutlery brands | 368K | 9.8% | 5 | | Dec 2025 | Cutlery brands | 301K | 8% | 5 | | Jan 2026 | Cutlery brands | 246K | 9% | 5 | | Feb 2026 | Cutlery brands | 201K | 8.9% | 5 | | Mar 2026 | Cutlery brands | 201K | 8.4% | 5 | | Apr 2026 | Cutlery brands | 368K | 14.9% | 3 | | May 2026 | Cutlery brands | 165K | 7.6% | 5 | | Jun 2026 | Cutlery brands | 165K | 7.8% | 5 | | Jul 2026 | Cutlery brands | 165K | 7.8% | 5 | | Aug 2026 | Cutlery brands | 165K | 7.7% | 5 | | Sep 2026 | Cutlery brands | 165K | 7.6% | 5 | ## How are WMF’s branded searches counted? Brandwave collects information about searches that people make online using WMF’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “wmf” ## Which cutlery brands compete with WMF? - [KitchenAid](/demand/global-en/brands/kitchenaid) - [Victorinox](/demand/global-en/brands/victorinox): Head-to-head: /demand/global-en/compare/victorinox-vs-wmf - [Tramontina](/demand/global-en/brands/tramontina): Head-to-head: /demand/global-en/compare/tramontina-vs-wmf - [ZWILLING](/demand/global-en/brands/zwilling): Head-to-head: /demand/global-en/compare/wmf-vs-zwilling - [Wiltshire](/demand/global-en/brands/wiltshire): Head-to-head: /demand/global-en/compare/wiltshire-vs-wmf - [Robert Welch](/demand/global-en/brands/robert-welch): Head-to-head: /demand/global-en/compare/robert-welch-vs-wmf - [Oneida](/demand/global-en/brands/oneida) - [Wusthof](/demand/global-en/brands/wusthof) - [GLOBAL](/demand/global-en/brands/global-knives) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "WMF: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/wmf This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/wmf. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.