---
title: "Kitchen knife brands: Which brands are most popular in search?"
description: "Compare brands that offer knives for food preparation. Share of Search among Victorinox, ZWILLING, WÜSTHOF, GLOBAL and Shun, the kitchen knife brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/kitchen-knife-brands"
publisher: "Brandwave"
---

# Kitchen knife brands: Which brands are most popular in search?

Compare brands that offer knives for food preparation. Share of Search among Victorinox, ZWILLING, WÜSTHOF, GLOBAL and Shun, the kitchen knife brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Kitchen knife brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Victorinox, 59.5%

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

- In August 2026, Victorinox was the most searched among kitchen knife brands worldwide, with an estimated 455K branded searches and 59.5% estimated Share of Search within this set.
- ZWILLING is in 2nd place, 33.1 percentage points behind at 26.4% Share of Search.
- Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among kitchen knife brands worldwide peaked at 60.3% in July 2026 and was lowest at 48.4% in November 2025.
- Across the 11 months ending August 2026, ZWILLING’s estimated Share of Search among kitchen knife brands worldwide peaked at 33.9% in April 2026 and was lowest at 26.4% in June 2026.
- Across the 11 months ending August 2026, WÜSTHOF’s estimated Share of Search among kitchen knife brands worldwide peaked at 7.3% in November 2025 and was lowest at 5.3% in July 2026.
- Across the 11 months ending August 2026, GLOBAL’s estimated Share of Search among kitchen knife brands worldwide peaked at 6.6% in November 2025 and was lowest at 4.1% in March 2026.
- Across the 11 months ending August 2026, Shun’s estimated Share of Search among kitchen knife brands worldwide peaked at 6.1% in December 2025 and was lowest at 3% in July 2026.
- Across the 11 months ending August 2026, Victorinox, ZWILLING, WÜSTHOF, GLOBAL and Shun held steady: their estimated Share of Search among kitchen knife brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Victorinox vs ZWILLING: compare search popularity](/demand/global-en/compare/victorinox-vs-zwilling): 59.5% against 26.4% Share of Search.
- [Victorinox vs WÜSTHOF: compare search popularity](/demand/global-en/compare/victorinox-vs-wusthof): 59.5% against 6% Share of Search.
- [Victorinox vs GLOBAL: compare search popularity](/demand/global-en/compare/global-knives-vs-victorinox): 59.5% against 4.4% Share of Search.
- [Victorinox vs Shun: compare search popularity](/demand/global-en/compare/shun-knives-vs-victorinox): 59.5% against 3.6% Share of Search.
- [ZWILLING vs WÜSTHOF: compare search popularity](/demand/global-en/compare/wusthof-vs-zwilling): 26.4% against 6% Share of Search.
- [ZWILLING vs GLOBAL: compare search popularity](/demand/global-en/compare/global-knives-vs-zwilling): 26.4% against 4.4% Share of Search.
- [ZWILLING vs Shun: compare search popularity](/demand/global-en/compare/shun-knives-vs-zwilling): 26.4% against 3.6% Share of Search.
- [WÜSTHOF vs GLOBAL: compare search popularity](/demand/global-en/compare/global-knives-vs-wusthof): 6% against 4.4% Share of Search.
- [WÜSTHOF vs Shun: compare search popularity](/demand/global-en/compare/shun-knives-vs-wusthof): 6% against 3.6% Share of Search.
- [GLOBAL vs Shun: compare search popularity](/demand/global-en/compare/global-knives-vs-shun-knives): 4.4% against 3.6% Share of Search.

## How did search popularity change for kitchen knife brands worldwide in August 2026?

- In August 2026, WÜSTHOF gained estimated Share of Search among kitchen knife brands worldwide, from 5.3% to 6%.
- In August 2026, Shun gained estimated Share of Search among kitchen knife brands worldwide, from 3% to 3.6%.
- In August 2026, Victorinox lost estimated Share of Search among kitchen knife brands worldwide, from 60.3% to 59.5%.
- Estimated monthly branded searches for ZWILLING worldwide fell 18.3% over 11 measured months, from 248K to 202K in August 2026.
- Estimated monthly branded searches for GLOBAL worldwide fell 17.9% over 11 measured months, from 41.4K to 34K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Victorinox | 59.5% | 455K | +0.2% | Victorinox |
| 2 | ZWILLING | 26.4% | 202K | -0.1% | ZWILLING |
| 3 | WÜSTHOF | 6% | 46K | +15.6% | WÜSTHOF |
| 4 | GLOBAL | 4.4% | 34K | +0.5% | GLOBAL |
| 5 | Shun | 3.6% | 27.6K | +20.3% | Shun |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Victorinox | 555K | 59.2% | 1 |
| Oct 2025 | ZWILLING | 248K | 26.4% | 2 |
| Oct 2025 | WÜSTHOF | 57.7K | 6.2% | 3 |
| Oct 2025 | GLOBAL | 41.4K | 4.4% | 4 |
| Oct 2025 | Shun | 35.5K | 3.8% | 5 |
| Nov 2025 | Victorinox | 556K | 48.4% | 1 |
| Nov 2025 | ZWILLING | 371K | 32.3% | 2 |
| Nov 2025 | WÜSTHOF | 84.1K | 7.3% | 3 |
| Nov 2025 | GLOBAL | 75.3K | 6.6% | 4 |
| Nov 2025 | Shun | 62.9K | 5.5% | 5 |
| Dec 2025 | Victorinox | 681K | 52.3% | 1 |
| Dec 2025 | ZWILLING | 374K | 28.7% | 2 |
| Dec 2025 | WÜSTHOF | 92.3K | 7.1% | 3 |
| Dec 2025 | Shun | 79.4K | 6.1% | 4 |
| Dec 2025 | GLOBAL | 75.6K | 5.8% | 5 |
| Jan 2026 | Victorinox | 455K | 49.8% | 1 |
| Jan 2026 | ZWILLING | 306K | 33.4% | 2 |
| Jan 2026 | WÜSTHOF | 59.5K | 6.5% | 3 |
| Jan 2026 | GLOBAL | 50.5K | 5.5% | 4 |
| Jan 2026 | Shun | 43.4K | 4.7% | 5 |
| Feb 2026 | Victorinox | 372K | 50.8% | 1 |
| Feb 2026 | ZWILLING | 247K | 33.7% | 2 |
| Feb 2026 | WÜSTHOF | 50.5K | 6.9% | 3 |
| Feb 2026 | GLOBAL | 34K | 4.6% | 4 |
| Feb 2026 | Shun | 29K | 4% | 5 |
| Mar 2026 | Victorinox | 454K | 55.3% | 1 |
| Mar 2026 | ZWILLING | 247K | 30.1% | 2 |
| Mar 2026 | WÜSTHOF | 52.7K | 6.4% | 3 |
| Mar 2026 | GLOBAL | 34K | 4.1% | 4 |
| Mar 2026 | Shun | 33.7K | 4.1% | 5 |
| Apr 2026 | Victorinox | 372K | 50.9% | 1 |
| Apr 2026 | ZWILLING | 247K | 33.9% | 2 |
| Apr 2026 | WÜSTHOF | 52.7K | 7.2% | 3 |
| Apr 2026 | GLOBAL | 33.8K | 4.6% | 4 |
| Apr 2026 | Shun | 24.1K | 3.3% | 5 |
| May 2026 | Victorinox | 454K | 56.3% | 1 |
| May 2026 | ZWILLING | 247K | 30.7% | 2 |
| May 2026 | WÜSTHOF | 46K | 5.7% | 3 |
| May 2026 | GLOBAL | 33.8K | 4.2% | 4 |
| May 2026 | Shun | 24.6K | 3.1% | 5 |
| Jun 2026 | Victorinox | 454K | 59.2% | 1 |
| Jun 2026 | ZWILLING | 202K | 26.4% | 2 |
| Jun 2026 | WÜSTHOF | 45K | 5.9% | 3 |
| Jun 2026 | GLOBAL | 33.8K | 4.4% | 4 |
| Jun 2026 | Shun | 31.5K | 4.1% | 5 |
| Jul 2026 | Victorinox | 454K | 60.3% | 1 |
| Jul 2026 | ZWILLING | 203K | 26.9% | 2 |
| Jul 2026 | WÜSTHOF | 39.8K | 5.3% | 3 |
| Jul 2026 | GLOBAL | 33.8K | 4.5% | 4 |
| Jul 2026 | Shun | 22.9K | 3% | 5 |
| Aug 2026 | Victorinox | 455K | 59.5% | 1 |
| Aug 2026 | ZWILLING | 202K | 26.4% | 2 |
| Aug 2026 | WÜSTHOF | 46K | 6% | 3 |
| Aug 2026 | GLOBAL | 34K | 4.4% | 4 |
| Aug 2026 | Shun | 27.6K | 3.6% | 5 |
| Sep 2026 | GLOBAL | — | — | — |
| Sep 2026 | Shun | — | — | — |
| Sep 2026 | Victorinox | — | — | — |
| Sep 2026 | WÜSTHOF | — | — | — |
| Sep 2026 | ZWILLING | — | — | — |

## What is being compared

- **GLOBAL**: Measured on the search terms “global kitchen knives” and “global knives”, summed into one figure.
- **Shun**: Measured on the search terms “kitchen knives shun” and “shun knives”, summed into one figure.
- **Victorinox**: Measured on the search terms “kitchen knives victorinox”, “victorinox” and “victorinox com”, summed into one figure.
- **WÜSTHOF**: Measured on the search terms “kitchen knives wusthof”, “wusthof” and “wusthof com”, summed into one figure.
- **ZWILLING**: Measured on the search terms “kitchen knives zwilling”, “zwilling” and “zwilling com”, summed into one figure.

- [GLOBAL](/demand/global-en/brands/global-knives)
- [Shun](/demand/global-en/brands/shun-knives)
- [Victorinox](/demand/global-en/brands/victorinox)
- [WÜSTHOF](/demand/global-en/brands/wusthof)
- [ZWILLING](/demand/global-en/brands/zwilling)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

In August 2026, Victorinox was the most searched among kitchen knife brands worldwide, with an estimated 455K branded searches and 59.5% estimated Share of Search within this set. Worldwide · English terms: these are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Kitchen knife brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/kitchen-knife-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/kitchen-knife-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.