Brandwave

How popular isWusthof in search?

In September 2026, there were an estimated 34.7K branded searches for Wusthof worldwide which is down 39.8% over the last 12 months. Wusthof holds 22% estimated Share of Search among chef knife brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Victorinox49.5%
  2. Wusthof22%
  3. GLOBAL12.1%
  4. ZWILLING9.9%
  5. Shun6.6%
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Which chef knife brands compete with Wusthof?

Wusthof against chef knife brands worldwide, by month

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

View monthly share of search table
MonthVictorinoxWusthofGLOBALZWILLINGShun
Oct 202526.2%48.3%5.2%6%14.3%
Nov 202526.2%48.1%6.3%7.8%11.7%
Dec 202518.3%50.1%4.4%12.2%15%
Jan 202620.2%45.4%4.6%16.5%13.3%
Feb 202621.2%58.2%5.2%4.2%11.2%
Mar 202615.1%50.6%3.7%3%27.6%
Apr 202615.8%66%3.9%3.9%10.4%
May 202624.1%45%6%4.9%20%
Jun 202622.1%33.5%5.5%5.5%33.5%
Jul 202628.8%52.7%5.8%7%5.8%
Aug 202637%45.5%7.4%6.1%4%
Sep 202649.5%22%12.1%9.9%6.6%

  1. 1.Victorinox

    49.5%

    Moved from 2nd to 1st. 3.6K estimated branded searches, -18.2% vs prior month. Share +12.4 points.

  2. 2.Wusthof

    22%

    Moved from 1st to 2nd. 1.6K estimated branded searches, -70.4% vs prior month. Share -23.5 points.

  3. 3.GLOBAL

    12.1%

    Held 3rd. 880 estimated branded searches, 0% vs prior month. Share +4.7 points.

  4. 4.ZWILLING

    9.9%

    Held 4th. 720 estimated branded searches, 0% vs prior month. Share +3.8 points.

  5. 5.Shun

    6.6%

    Held 5th. 480 estimated branded searches, 0% vs prior month. Share +2.6 points.

Compare search popularity between Wusthof and its closest rivals

Every comparison with Wusthof

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Wusthof worldwide fell from 57.6K to 34.7K.
  • Across the 12 months ending September 2026, Wusthof’s estimated Share of Search among chef knife brands worldwide decreased from 48.3% to 22%.
  • Across the 12 months ending September 2026, Wusthof’s estimated Share of Search among chef knife brands worldwide peaked at 66% in April 2026 and was lowest at 22% in September 2026.
  • Across the 12 months ending September 2026, Wusthof fell from 1st to 2nd among chef knife brands worldwide.

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

  1. In September 2026, Victorinox overtook Wusthof to become the leader among chef knife brands worldwide, with 49.5% estimated Share of Search.

  2. In September 2026, GLOBAL gained estimated Share of Search among chef knife brands worldwide, from 7.4% to 12.1%.

  3. In September 2026, ZWILLING gained estimated Share of Search among chef knife brands worldwide, from 6.1% to 9.9%.

  4. In September 2026, Shun gained estimated Share of Search among chef knife brands worldwide, from 4% to 6.6%.

  5. In September 2026, Wusthof lost estimated Share of Search among chef knife brands worldwide, from 45.5% to 22%.

Where does Wusthof compete?

Wusthof is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cutlery brands6th of 70.08%Show ranking
Kitchen knife brands3rd of 54.4%Show ranking
Sharpening stone brands3rd of 69.2%Show ranking
Chef knife brands2nd of 522%Shown above
Steak knives brands2nd of 423.5%Show ranking
Poultry shears brands2nd of 425%Show ranking
Knife sharpener brands2nd of 329.1%Show ranking
Meat fork brands1st of 350%Show ranking
Knife block brands1st of 354.1%Show ranking

How is Wusthof measured?

Brandwave collects information about searches that people make online using Wusthof’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 wusthof
  • wusthof

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How the Brand Demand Index is measured

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