Brandwave

How popular isWusthof?

In September 2026, people searched for Wusthof by name about 34,700 times worldwide, a 39.8% decrease from the previous year. These searches made up 2.3% of all global knife set brand searches, placing Wusthof sixth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, Wusthof appeared in three of the five answers and was the most recommended of the 11.

Search and AI answers in September 2026

Wusthof is the sixth most searched of 11 competitors and the 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. WusthofShare of searches 2.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top knife set brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wusthof was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wusthof is the 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 Wusthof?

Wusthof against knife set brands worldwide, by month

Share of searches by month for KitchenAid, Cuisinart, Made In, Joseph Joseph, Ninja, Wusthof. 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 Wusthof and its closest rivals

Every comparison with Wusthof

26 comparisons

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

2 findings
  • 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 share of searches among knife set brands worldwide held steady, from 2.6% to 2.3%.

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 Wusthof’s branded searches counted?

2 search terms

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.

  • kitchen knives wusthof
  • wusthof

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How the Brand Demand Index is measured

Where does Wusthof compete?

Wusthof 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 brands9th of 100.07%Show ranking
Knife set brands6th of 112.3%Shown above
Kitchen knife brands3rd of 64.3%Show ranking
Knife sharpener brands5th of 62.1%Show ranking
Sharpening stone brands5th of 84.3%Show ranking
Chef knife brands3rd of 610.4%Show ranking
Steak knives brands2nd of 423.5%Show ranking
Poultry shears brands2nd of 425%Show ranking
Knife block brands1st of 446.5%Show ranking
Meat fork brands1st of 350%Show ranking
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