Brandwave

Cutlery brands:Which brands are most popular in search?

In August 2026, KitchenAid was the most searched among cutlery brands worldwide, with an estimated 823K branded searches and 44.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. KitchenAid44.2%
  2. Victorinox24.5%
  3. Tramontina16.2%
  4. ZWILLING10.9%
  5. Wusthof2.5%
  6. GLOBAL1.8%

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Share of SearchLeaderboard

Compare the cutlery 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 cutlery brands worldwide, by month

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

View monthly share of search table
MonthKitchenAidVictorinoxTramontinaZWILLINGWusthofGLOBAL
Oct 202550.3%22.9%12.4%10.2%2.4%1.7%
Nov 202555.7%16.9%11.2%11.3%2.6%2.3%
Dec 202554.6%20.3%9%11.1%2.8%2.3%
Jan 202651%19%12.6%12.8%2.5%2.1%
Feb 202651.3%19.1%12.6%12.7%2.6%1.7%
Mar 202647.9%21.7%14.4%11.8%2.5%1.6%
Apr 202649.8%18.5%15%12.3%2.6%1.7%
May 202643.2%23.8%15.8%13%2.4%1.8%
Jun 202644.3%24.4%16.2%10.9%2.4%1.8%
Jul 202644.4%24.5%16.2%10.9%2.1%1.8%
Aug 202644.2%24.5%16.2%10.9%2.5%1.8%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.KitchenAid

    44.2%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.Victorinox

    24.5%

    Held 2nd. 455K estimated branded searches, +0.2% vs prior month. Share 0 points.

  3. 3.Tramontina

    16.2%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.ZWILLING

    10.9%

    Held 4th. 202K estimated branded searches, -0.08% vs prior month. Share -0.1 points.

  5. 5.Wusthof

    2.5%

    Held 5th. 46K estimated branded searches, +15.6% vs prior month. Share +0.3 points.

  6. 6.GLOBAL

    1.8%

    Held 6th. 34K estimated branded searches, +0.47% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among cutlery brands worldwide?

In August 2026, KitchenAid was the most searched among cutlery brands worldwide, with an estimated 823K branded searches and 44.2% estimated Share of Search within this set. Victorinox is in 2nd place, 19.7 percentage points behind at 24.5% Share of Search.

Global cutlery brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
KitchenAid50.3% → 44.2%55.7%Nov 202543.2%May 20261st
Victorinox22.9% → 24.5%24.5%Jul 202616.9%Nov 20252nd
Tramontina12.4% → 16.2%16.2%Jul 20269%Dec 20253rd
ZWILLING10.2% → 10.9%13%May 202610.2%Oct 20254th
Wusthof2.4% → 2.5%2.8%Dec 20252.1%Jul 20265th
GLOBAL1.7% → 1.8%2.3%Nov 20251.6%Mar 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, KitchenAid’s estimated Share of Search among cutlery brands worldwide decreased from 50.3% to 44.2%.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among cutlery brands worldwide increased from 22.9% to 24.5%.
  • Across the 11 months ending August 2026, Tramontina’s estimated Share of Search among cutlery brands worldwide increased from 12.4% to 16.2%.
  • Across the 11 months ending August 2026, ZWILLING’s estimated Share of Search among cutlery brands worldwide increased from 10.2% to 10.9%.
  • Across the 11 months ending August 2026, KitchenAid’s estimated Share of Search among cutlery brands worldwide peaked at 55.7% in November 2025 and was lowest at 43.2% in May 2026.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among cutlery brands worldwide peaked at 24.5% in July 2026 and was lowest at 16.9% in November 2025.
  • Across the 11 months ending August 2026, Tramontina’s estimated Share of Search among cutlery brands worldwide peaked at 16.2% in July 2026 and was lowest at 9% in December 2025.
  • Across the 11 months ending August 2026, ZWILLING’s estimated Share of Search among cutlery brands worldwide peaked at 13% in May 2026 and was lowest at 10.2% in October 2025.
  • Across the 11 months ending August 2026, Wusthof and GLOBAL held steady: their estimated Share of Search among cutlery brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for cutlery brands worldwide in August 2026?

  1. Estimated monthly branded searches for KitchenAid worldwide fell 32.5% over 11 measured months, from 1.2M to 823K in August 2026.

  2. Estimated monthly branded searches for Wusthof worldwide fell 20.4% over 11 measured months, from 57.7K to 46K in August 2026.

  3. Estimated monthly branded searches for ZWILLING worldwide fell 18.3% over 11 measured months, from 248K to 202K in August 2026.

  4. Estimated monthly branded searches for Victorinox worldwide fell 18% over 11 measured months, from 555K to 455K in August 2026.

  5. Estimated monthly branded searches for GLOBAL worldwide fell 17.9% over 11 measured months, from 41.4K to 34K in August 2026.

How the Brand Demand Index is measured

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