Shun vs Victorinox:Which is more popular?
In September 2026, Shun and Victorinox were level in searches among knife block brands worldwide, with an estimated 480 branded searches each, at 14% of the total each. When we asked ChatGPT and Google AI Overviews about knife block brands, Shun and Victorinox each appeared in three of the five answers. Shun was mentioned before Victorinox in two out of three answers.
Who do people search for more?
Shun and Victorinox are searched for about as often as each other.
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Shun, named ahead of Victorinox in 2 of 3 answers
Follow Shun vs Victorinox and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top knife block brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Shun was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Victorinox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Shun was listed before Victorinox in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Wusthof1st- Shun2nd
Victorinox3rd
GLOBAL–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Wusthof3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Shun3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Victorinox3 of 5Named in 3 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 knife block brands
5 answers
Asked ChatGPT
“Which knife block brand should I buy?”
Asked ChatGPT
“What are the best knife block brands?”
Asked ChatGPT
“What's the best knife block brand for countertop storage?”
Searched Google, AI Overview
“knife block set”
- 1Shun
- 1
Searched Google, AI Overview
“wooden knife block”
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 four knife block brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Shun, Victorinox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Wusthof | GLOBAL | Shun | Victorinox |
|---|---|---|---|---|
| Oct 2025 | 67.7% | 7.4% | 20.1% | 4.9% |
| Nov 2025 | 68.4% | 9% | 16.6% | 6.1% |
| Dec 2025 | 69.3% | 6.1% | 20.7% | 3.8% |
| Jan 2026 | 68.2% | 6.9% | 20% | 5% |
| Feb 2026 | 75.2% | 6.7% | 14.4% | 3.6% |
| Mar 2026 | 60.3% | 4.4% | 32.9% | 2.4% |
| Apr 2026 | 79.6% | 4.7% | 12.5% | 3.2% |
| May 2026 | 60% | 8% | 26.7% | 5.3% |
| Jun 2026 | 44% | 7.2% | 44% | 4.8% |
| Jul 2026 | 77.5% | 8.5% | 8.5% | 5.6% |
| Aug 2026 | 73.5% | 12% | 6.5% | 8% |
| Sep 2026 | 46.5% | 25.6% | 14% | 14% |
How has the Shun and Victorinox comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Victorinox took it in August 2026.
- Across the 12 months ending September 2026, Shun’s share of searches among knife block brands worldwide moved from 20.1% to 14%, and its estimated monthly branded searches moved from 2.4K to 480.
- Across the 12 months ending September 2026, Victorinox’s share of searches among knife block brands worldwide moved from 4.9% to 14%, and its estimated monthly branded searches moved from 590 to 480.
How did search popularity change for knife block brands worldwide in September 2026?
2 changes
In September 2026, Shun overtook Victorinox to rank 3rd among knife block brands worldwide, with 14% of the searches.
In September 2026, Victorinox gained share of searches among knife block brands worldwide, from 8% to 14%.
How are branded searches counted?
2 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
1 branded search term
- kitchen knives shun
Victorinox
1 branded search term
- victorinox knife block
Other head-to-heads among knife block brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.