Shun vs Victorinox:Which is more popular?
In September 2026, Victorinox had more branded searches than Shun among kitchen knife brands worldwide. Victorinox had about 454,000 branded searches, while Shun had 22,700. Victorinox made up 56.7% of all kitchen knife brand searches we track, and Shun accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Victorinox appeared in four of the five answers and Shun in two. Victorinox was mentioned before Shun in three out of four answers.
Who do people search for more?
Victorinox, about 20 searches for every 1 for Shun
Who does AI mention more?
Victorinox, mentioned in 4 of 5 answers, Shun in 2
Who does AI recommend more?
Victorinox, named ahead of Shun in 3 of 4 answers
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Top kitchen knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Victorinox was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Shun was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Victorinox was listed before Shun in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ZWILLING2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Shun2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kitchen knife brands
5 answers
Asked ChatGPT
“Which kitchen knife brand should I buy?”
Asked ChatGPT
“What are the best kitchen knife brands?”
Asked ChatGPT
“What's the best kitchen knife brand for everyday cooking?”
Searched Google, AI Overview
“best kitchen knife”
Searched Google, AI Overview
“kitchen knife set”
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.
Is Shun or Victorinox more popular in search?
This chart shows how often people search Google for Shun and Victorinox by name. Each line represents a brand's share of searches for all six kitchen knife brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Victorinox, Shun. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | ZWILLING | Wusthof | GLOBAL | Shun | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 58.6% | 26.1% | 6.1% | 4.4% | 3.8% | 1% |
| Nov 2025 | 47.8% | 31.8% | 7.2% | 6.5% | 5.4% | 1.3% |
| Dec 2025 | 51.6% | 28.3% | 7% | 5.7% | 6% | 1.4% |
| Jan 2026 | 49.3% | 33% | 6.4% | 5.5% | 4.7% | 1.1% |
| Feb 2026 | 50.2% | 33.3% | 6.8% | 4.6% | 3.9% | 1.1% |
| Mar 2026 | 54.7% | 29.8% | 6.3% | 4.1% | 4.1% | 0.98% |
| Apr 2026 | 50.4% | 33.5% | 7.1% | 4.6% | 3.3% | 1.1% |
| May 2026 | 55.8% | 30.4% | 5.7% | 4.2% | 3% | 1% |
| Jun 2026 | 58.7% | 26.1% | 5.8% | 4.4% | 4.1% | 0.86% |
| Jul 2026 | 59.7% | 26.6% | 5.2% | 4.4% | 3% | 1.1% |
| Aug 2026 | 58.7% | 26.1% | 5.9% | 4.4% | 3.6% | 1.3% |
| Sep 2026 | 56.7% | 30.8% | 4.3% | 4.2% | 2.8% | 1% |
How has the Shun and Victorinox comparison changed over the last 12 months?
3 findings
- Victorinox was ahead of Shun in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Shun’s share of searches among kitchen knife brands worldwide moved from 3.8% to 2.8%, and its estimated monthly branded searches moved from 35.5K to 22.7K.
- Across the 12 months ending September 2026, Victorinox’s share of searches among kitchen knife brands worldwide moved from 58.6% to 56.7%, and its estimated monthly branded searches moved from 554K to 454K.
How did search popularity change for kitchen knife brands worldwide in September 2026?
2 changes
In September 2026, Victorinox lost share of searches among kitchen knife brands worldwide, from 58.7% to 56.7%.
In September 2026, Shun lost share of searches among kitchen knife brands worldwide, from 3.6% to 2.8%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Shun’s and Victorinox’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.
Shun
2 branded search terms
- kitchen knives shun
- shun knives
Victorinox
2 branded search terms
- kitchen knives victorinox
- victorinox
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