Brandwave

KitchenAid vs WMF:Which is more popular?

In September 2026, KitchenAid had more branded searches than WMF among cutlery brands worldwide. KitchenAid had about 884,000 branded searches, while WMF had 165,000. KitchenAid made up 40.9% of all cutlery brand searches we track, and WMF accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about cutlery brands, WMF appeared in two of the five answers and KitchenAid in none.

Among cutlery brands worldwide in September 2026

Who do people search for more?

KitchenAid, about 5 searches for every 1 for WMF

KitchenAid 884K searchesWMF 165K searches

Who does AI mention more?

WMF, mentioned in 2 of 5 answers, KitchenAid in 0

WMF in 2 of 5KitchenAid in 0 of 5

Who does AI recommend more?

WMF, the only one of the two named

WMF first in 2KitchenAid never named

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, WMF was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. KitchenAid did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ZWILLING1st
  2. WMF2nd
  3. Oneida2nd
  4. Robert Welch4th
  5. KitchenAid–
  6. Victorinox–
  7. Tramontina–
  8. Wiltshire–
  9. Wusthof–
  10. GLOBAL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ZWILLING5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Robert Welch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oneida3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WMF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victorinox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiltshire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wusthof0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cutlery 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 20, 2026.

Is KitchenAid or WMF more popular in search?

This chart shows how often people search Google for KitchenAid and WMF by name. Each line represents a brand's share of searches for all ten cutlery brands we track, month by month, from English-language searches worldwide.

KitchenAid and WMF among cutlery brands worldwide, by month

Share of searches by month for KitchenAid, WMF. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidVictorinoxTramontinaZWILLINGWMFWiltshireRobert WelchOneidaWusthofGLOBAL
Oct 202547.9%20.5%11.1%9.1%7.4%2.7%0.45%0.37%0.3%0.03%
Nov 202552.9%14.7%9.8%9.8%9.8%2%0.39%0.32%0.26%0.03%
Dec 202552.5%18.1%8%9.9%8%2%0.48%0.4%0.48%0.04%
Jan 202647.7%16.6%11%11.1%9%3.3%0.54%0.44%0.36%0.04%
Feb 202647.5%16.4%10.9%10.9%8.9%4%0.54%0.29%0.44%0.04%
Mar 202644.8%18.9%12.5%10.3%8.4%3.8%0.5%0.34%0.5%0.04%
Apr 202643%15%12.2%10%14.9%3.7%0.4%0.33%0.49%0.03%
May 202640.8%20.9%13.9%11.4%7.6%4.2%0.56%0.37%0.25%0.03%
Jun 202641.4%21.5%14.3%9.6%7.8%4.3%0.47%0.38%0.21%0.03%
Jul 202641.3%21.5%14.3%9.6%7.8%4.3%0.57%0.38%0.31%0.03%
Aug 202641.2%21.2%14.1%9.4%7.7%5.1%0.56%0.38%0.25%0.04%
Sep 202640.9%21%13.9%11.4%7.6%4.2%0.46%0.37%0.07%0.04%

How has the KitchenAid and WMF comparison changed over the last 12 months?

3 findings
  • KitchenAid was ahead of WMF in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, KitchenAid’s share of searches among cutlery brands worldwide moved from 47.9% to 40.9%, and its estimated monthly branded searches moved from 1.3M to 884K.
  • Across the 12 months ending September 2026, WMF’s share of searches among cutlery brands worldwide moved from 7.4% to 7.6%, and its estimated monthly branded searches moved from 201K to 165K.

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

2 changes

  1. KitchenAid’s share of searches among cutlery brands worldwide has lost ground for 3 months in a row, from 41.4% to 40.9% in September 2026.

  2. Estimated monthly branded searches for WMF worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using KitchenAid’s and WMF’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

KitchenAid

2 branded search terms

  • kitchenaid
  • kitchenaid artisan

WMF

1 branded search term

  • wmf

How the Brand Demand Index is measured

Other head-to-heads among cutlery brands

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