Brandwave

How popular isZWILLING?

In September 2026, people searched for ZWILLING by name about 268,000 times worldwide, about the same as the previous year. These searches made up 0.9% of all global knife set brand searches, placing ZWILLING seventh out of 11 brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, ZWILLING appeared in three of the five answers and was the third most recommended of the 11.

Search and AI answers in September 2026

ZWILLING is the seventh most searched of 11 competitors and the third 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. ZWILLINGShare of searches 0.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top knife set brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ZWILLING was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ZWILLING is the third 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 ZWILLING?

ZWILLING against knife set brands worldwide, by month

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

Every comparison with ZWILLING

27 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ZWILLING worldwide held steady, from 267K to 268K.
  • Across the 12 months ending September 2026, ZWILLING rose from 8th to 7th among knife set brands worldwide.

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 ZWILLING’s branded searches counted?

6 search terms

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.

  • kitchen knives zwilling
  • zwilling
  • zwilling knife set
  • zwilling nail clippers
  • zwilling tea kettle
  • zwilling vacuum sealer

Do you work for ZWILLING? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does ZWILLING compete?

ZWILLING 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 brands4th of 1011.4%Show ranking
Knife set brands7th of 110.9%Shown above
Tea kettle brands6th of 60.32%Show ranking
Kitchen knife brands2nd of 630.8%Show ranking
Vacuum sealer brands4th of 60.72%Show ranking
Nail clippers brands3rd of 31.4%Show ranking
Chef knife brands5th of 64.7%Show ranking
Steak knives brands4th of 410.6%Show ranking
Poultry shears brands3rd of 411.3%Show ranking
Meat fork brands3rd of 322.5%Show ranking
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