Victorinox vs Wusthof:Which is more popular?
In September 2026, Wusthof had more branded searches than Victorinox among knife block brands worldwide. Wusthof had about 1,600 branded searches, while Victorinox had 480. Wusthof made up 46.5% of all knife block brand searches we track, and Victorinox accounted for 14%. When we asked ChatGPT and Google AI Overviews about knife block brands, Victorinox and Wusthof each appeared in three of the five answers. Wusthof was mentioned before Victorinox in every answer.
Who do people search for more?
Wusthof, about 3 searches for every 1 for Victorinox
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Wusthof, named ahead of Victorinox in every answer
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Top knife block brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Victorinox and Wusthof were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wusthof was listed before Victorinox in every answer.
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 Victorinox or Wusthof more popular in search?
This chart shows how often people search Google for Victorinox and Wusthof 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 Wusthof, 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 Victorinox and Wusthof comparison changed over the last 12 months?
3 findings
- Wusthof was ahead of Victorinox in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Wusthof’s share of searches among knife block brands worldwide moved from 67.7% to 46.5%, and its estimated monthly branded searches moved from 8.1K to 1.6K.
How did search popularity change for knife block brands worldwide in September 2026?
3 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%.
In September 2026, Wusthof lost share of searches among knife block brands worldwide, from 73.5% to 46.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Victorinox’s and Wusthof’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.
Victorinox
1 branded search term
- victorinox knife block
Wusthof
1 branded search term
- kitchen knives wusthof
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