--- title: "Shun vs Victorinox: Which is searched more?" description: "Is Shun or Victorinox more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Knife block brands set worldwide. 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/knife-block-brands/compare/shun-knives-vs-victorinox" publisher: "Brandwave" --- # Shun vs Victorinox: Which is searched more? Is Shun or Victorinox more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Knife block brands set worldwide. 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 - **Compared**: Shun and Victorinox - **Competitive set**: Knife block brands - **Market**: Global - **Month measured**: Sep 2026 - **Shun Share of Search**: 14% - **Victorinox Share of Search**: 14% ## Is Shun or Victorinox more popular in search? - 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. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Wusthof | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Shun | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Victorinox | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | GLOBAL | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about knife block brands - Asked ChatGPT "Which knife block brand should I buy?": 1. Wusthof, 2. Victorinox - Asked ChatGPT "What are the best knife block brands?": 1. Wusthof, 2. Shun, 3. Victorinox - Asked ChatGPT "What's the best knife block brand for countertop storage?": 1. Wusthof, 2. Shun, 3. Victorinox - Searched Google, AI Overview "knife block set": 1. Shun - Searched Google, AI Overview "wooden knife block": named none of the brands we track Not named in any answer: GLOBAL. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for knife block brands worldwide in September 2026? - 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%. ## Month by month | Month | Shun estimated searches | Shun Share of Search | Shun rank | Victorinox estimated searches | Victorinox Share of Search | Victorinox rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 20.1% | 2 | 590 | 4.9% | 4 | | Nov 2025 | 2.4K | 16.6% | 2 | 880 | 6.1% | 4 | | Dec 2025 | 5.4K | 20.7% | 2 | 1K | 3.8% | 4 | | Jan 2026 | 2.9K | 20% | 2 | 720 | 5% | 4 | | Feb 2026 | 1.9K | 14.4% | 2 | 480 | 3.6% | 4 | | Mar 2026 | 6.6K | 32.9% | 2 | 480 | 2.4% | 4 | | Apr 2026 | 1.9K | 12.5% | 2 | 480 | 3.2% | 4 | | May 2026 | 2.4K | 26.7% | 2 | 480 | 5.3% | 4 | | Jun 2026 | 4.4K | 44% | 1 | 480 | 4.8% | 4 | | Jul 2026 | 720 | 8.5% | 3 | 480 | 5.6% | 4 | | Aug 2026 | 480 | 6.5% | 4 | 590 | 8% | 3 | | Sep 2026 | 480 | 14% | 3 | 480 | 14% | 4 | ## How each brand is measured 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**: Measured on the search term “kitchen knives shun”. - **Victorinox**: Measured on the search term “victorinox knife block”. - [Shun profile](/demand/global-en/brands/shun-knives) - [Victorinox profile](/demand/global-en/brands/victorinox) - [All knife block brands worldwide](/demand/global-en/categories/knife-block-brands): The set both shares are measured inside, 4 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Shun or Victorinox more popular in search? 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. ## Cite this page Brandwave. "Shun vs Victorinox: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/knife-block-brands/compare/shun-knives-vs-victorinox This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/knife-block-brands/compare/shun-knives-vs-victorinox. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.