Brandwave

Chef knife brands:Which are searched most?

In September 2026, Victorinox was the most searched among chef knife brands worldwide, with an estimated 3.6K branded searches and 49.5% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the chef knife brands people buy. 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.

Share of Search among 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%

This month’s ranking, September 2026

  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 leading brands

Which brand is most popular in search among chef knife brands worldwide?

In September 2026, Victorinox was the most searched among chef knife brands worldwide, with an estimated 3.6K branded searches and 49.5% estimated Share of Search within this set. Wusthof is in 2nd place, 27.5 percentage points behind at 22% Share of Search.

Global chef knife brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Victorinox26.2% → 49.5%49.5%Sep 202615.1%Mar 20262nd → 1st
Wusthof48.3% → 22%66%Apr 202622%Sep 20261st → 2nd
GLOBAL5.2% → 12.1%12.1%Sep 20263.7%Mar 20265th → 3rd
ZWILLING6% → 9.9%16.5%Jan 20263%Mar 20264th
Shun14.3% → 6.6%33.5%Jun 20264%Aug 20263rd → 5th

Each finding as a sentence

  • Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among chef knife brands worldwide increased from 26.2% to 49.5%.
  • 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, GLOBAL’s estimated Share of Search among chef knife brands worldwide increased from 5.2% to 12.1%.
  • Across the 12 months ending September 2026, ZWILLING’s estimated Share of Search among chef knife brands worldwide increased from 6% to 9.9%.
  • Across the 12 months ending September 2026, Shun’s estimated Share of Search among chef knife brands worldwide decreased from 14.3% to 6.6%.
  • Across the 12 months ending September 2026, Victorinox’s estimated Share of Search among chef knife brands worldwide peaked at 49.5% in September 2026 and was lowest at 15.1% in March 2026.
  • 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, GLOBAL’s estimated Share of Search among chef knife brands worldwide peaked at 12.1% in September 2026 and was lowest at 3.7% in March 2026.
  • Across the 12 months ending September 2026, ZWILLING’s estimated Share of Search among chef knife brands worldwide peaked at 16.5% in January 2026 and was lowest at 3% in March 2026.
  • Across the 12 months ending September 2026, Shun’s estimated Share of Search among chef knife brands worldwide peaked at 33.5% in June 2026 and was lowest at 4% in August 2026.
  • Across the 12 months ending September 2026, Victorinox rose from 2nd to 1st among chef knife brands worldwide.
  • Across the 12 months ending September 2026, Wusthof fell from 1st to 2nd among chef knife brands worldwide.
  • Across the 12 months ending September 2026, GLOBAL rose from 5th to 3rd among chef knife brands worldwide.
  • Across the 12 months ending September 2026, Shun fell from 3rd to 5th 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%.

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