Brandwave

How popular isZWILLING in search?

In September 2026, there were an estimated 247K branded searches for ZWILLING worldwide which held steady over the last 12 months. ZWILLING holds 31.2% 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. Victorinox57.3%
  2. ZWILLING31.2%
  3. Wusthof4.4%
  4. GLOBAL4.3%
  5. Shun2.9%
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Which chef knife brands compete with ZWILLING?

ZWILLING against chef knife brands worldwide, by month

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

View monthly share of search table
MonthVictorinoxZWILLINGWusthofGLOBALShun
Oct 202559.2%26.4%6.2%4.4%3.8%
Nov 202548.4%32.2%7.3%6.6%5.5%
Dec 202552.3%28.7%7.1%5.8%6.1%
Jan 202649.8%33.4%6.5%5.5%4.8%
Feb 202650.8%33.7%6.9%4.6%4%
Mar 202655.3%30.1%6.4%4.1%4.1%
Apr 202650.9%33.9%7.2%4.6%3.3%
May 202656.3%30.7%5.7%4.2%3.1%
Jun 202659.2%26.4%5.9%4.4%4.1%
Jul 202660.3%26.8%5.3%4.5%3%
Aug 202659.5%26.4%6%4.5%3.6%
Sep 202657.3%31.2%4.4%4.3%2.9%

  1. 1.Victorinox

    57.3%

    Held 1st. 454K estimated branded searches, -0.18% vs prior month. Share -2.2 points.

  2. 2.ZWILLING

    31.2%

    Held 2nd. 247K estimated branded searches, +22.3% vs prior month. Share +4.7 points.

  3. 3.Wusthof

    4.4%

    Held 3rd. 34.7K estimated branded searches, -24.4% vs prior month. Share -1.6 points.

  4. 4.GLOBAL

    4.3%

    Held 4th. 34K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Shun

    2.9%

    Held 5th. 22.7K estimated branded searches, -17.8% vs prior month. Share -0.7 points.

Compare search popularity between ZWILLING and its closest rivals

Every comparison with ZWILLING

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for ZWILLING worldwide held steady at 247K.
  • Across the 12 months ending September 2026, ZWILLING’s estimated Share of Search among chef knife brands worldwide increased from 26.4% to 31.2%.
  • Across the 12 months ending September 2026, ZWILLING’s estimated Share of Search among chef knife brands worldwide peaked at 33.9% in April 2026 and was lowest at 26.4% in June 2026.

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

  1. In September 2026, ZWILLING gained estimated Share of Search among chef knife brands worldwide, from 26.4% to 31.2%.

  2. In September 2026, Victorinox lost estimated Share of Search among chef knife brands worldwide, from 59.5% to 57.3%.

  3. In September 2026, Wusthof lost estimated Share of Search among chef knife brands worldwide, from 6% to 4.4%.

  4. In September 2026, Shun lost estimated Share of Search among chef knife brands worldwide, from 3.6% to 2.9%.

  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 ZWILLING compete?

ZWILLING 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
Tea kettle brands3rd of 69.6%Show ranking
Cutlery brands4th of 710.1%Show ranking
Poultry shears brands2nd of 528.1%Show ranking
Chef knife brands2nd of 531.2%Shown above
Kitchen knife brands2nd of 531.2%Show ranking
Steak knives brands2nd of 432.1%Show ranking
Vacuum sealer brands2nd of 533.5%Show ranking
Nail clippers brands1st of 365.3%Show ranking
Meat fork brands1st of 378.2%Show ranking

How is ZWILLING measured?

Brandwave collects information about searches that people make online using ZWILLING’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 zwilling
  • zwilling

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How the Brand Demand Index is measured

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