Brandwave

Victorinox vs ZWILLING:Which is more popular?

In September 2026, Victorinox and ZWILLING were level in searches among knife set brands worldwide, with an estimated 11.7K versus 12.8K branded searches, at 0.82% and 0.9% of the total. When we asked ChatGPT and Google AI Overviews about knife set brands, Victorinox and ZWILLING each appeared in three of the five answers. Victorinox was mentioned before ZWILLING in every answer.

Among knife set brands worldwide in September 2026

Who do people search for more?

ZWILLING, about 10% more searches than Victorinox

ZWILLING 12.8K searchesVictorinox 11.7K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Victorinox in 3 of 5ZWILLING in 3 of 5

Who does AI recommend more?

Victorinox, named ahead of ZWILLING in every answer

Victorinox first in 3ZWILLING never first

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Top knife set brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. ZWILLING 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 listed before ZWILLING in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Wusthof1st
  2. Victorinox2nd
  3. ZWILLING3rd
  4. Shun4th
  5. Mercer Culinary5th
  6. KitchenAid–
  7. Cuisinart–
  8. Made In–
  9. Joseph Joseph–
  10. Ninja–
  11. +1 more

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
  • ZWILLING3 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
  • Mercer Culinary3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cuisinart1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Made In0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Joseph Joseph0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ninja0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about knife set brands

5 answers

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 ZWILLING more popular in search?

This chart shows how often people search Google for Victorinox and ZWILLING by name. Each line represents a brand's share of searches for all 11 knife set brands we track, month by month, from English-language searches worldwide.

Victorinox and ZWILLING among knife set brands worldwide, by month

Share of searches by month for ZWILLING, Victorinox. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidCuisinartMade InJoseph JosephNinjaWusthofZWILLINGVictorinoxMercer CulinaryGLOBALShun
Oct 202567.9%10.6%7.1%7.1%3.2%2.6%0.57%0.66%0.15%0.05%0.13%
Nov 202567.9%10.2%8.4%5.6%3.7%2.5%0.67%0.69%0.12%0.04%0.08%
Dec 202568.1%10.4%7%5.7%3.8%2.6%1.3%0.74%0.19%0.06%0.19%
Jan 202663.5%11.9%8%8%4.4%2.4%0.76%0.69%0.21%0.05%0.14%
Feb 202665.7%10.1%8.3%8.3%3.7%2.5%0.54%0.62%0.18%0.05%0.12%
Mar 202664.5%12.1%8.1%8.1%3%2.4%0.53%0.61%0.17%0.05%0.4%
Apr 202666.7%10.4%6.9%8.5%3.1%2.5%0.81%0.69%0.18%0.05%0.12%
May 202661.3%14%9.4%7.6%2.8%2.8%0.88%0.76%0.2%0.05%0.17%
Jun 202662.7%11.9%9.7%7.9%2.9%2.9%0.63%0.79%0.21%0.05%0.32%
Jul 202661.2%14.1%9.5%7.7%3.5%2.3%0.63%0.82%0.2%0.05%0.05%
Aug 202659%13.4%9%9%4.9%2.7%0.59%0.96%0.24%0.06%0.03%
Sep 202661.8%11.5%9.4%7.7%5.2%2.3%0.9%0.82%0.2%0.06%0.03%

How has the Victorinox and ZWILLING comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: ZWILLING took it in December 2025, Victorinox took it in February 2026, ZWILLING took it in April 2026, Victorinox took it in June 2026, ZWILLING took it in September 2026.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among knife set brands worldwide moved from 0.66% to 0.82%, and its estimated monthly branded searches moved from 12.5K to 11.7K.
  • Across the 12 months ending September 2026, ZWILLING’s share of searches among knife set brands worldwide moved from 0.57% to 0.9%, and its estimated monthly branded searches moved from 10.9K to 12.8K.

How did search popularity change for knife set brands worldwide in September 2026?

2 changes

  1. In September 2026, ZWILLING rose from 8th to 7th among knife set brands worldwide.

  2. In September 2026, Victorinox fell from 7th to 8th among knife set brands worldwide.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Victorinox’s and ZWILLING’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

2 branded search terms

  • kitchen knives victorinox
  • victorinox knife set

ZWILLING

2 branded search terms

  • kitchen knives zwilling
  • zwilling knife set

How the Brand Demand Index is measured

Other head-to-heads among knife set brands

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