Brandwave

Made In vs Victorinox:Which is more popular?

In September 2026, Made In had more branded searches than Victorinox among knife set brands worldwide. Made In had about 135,000 branded searches, while Victorinox had 11,700. Made In made up 9.4% of all knife set brand searches we track, and Victorinox accounted for 0.82%. When we asked ChatGPT and Google AI Overviews about knife set brands, Victorinox appeared in three of the five answers and Made In in none.

Among knife set brands worldwide in September 2026

Who do people search for more?

Made In, about 12 searches for every 1 for Victorinox

Made In 135K searchesVictorinox 11.7K searches

Who does AI mention more?

Victorinox, mentioned in 3 of 5 answers, Made In in 0

Victorinox in 3 of 5Made In in 0 of 5

Who does AI recommend more?

Victorinox, the only one of the two named

Victorinox first in 3Made In never named

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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. Made In did not appear in any of the five answers.

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 Made In or Victorinox more popular in search?

This chart shows how often people search Google for Made In and Victorinox 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.

Made In and Victorinox among knife set brands worldwide, by month

Share of searches by month for Made In, 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 Made In and Victorinox comparison changed over the last 12 months?

3 findings
  • Made In was ahead of Victorinox in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Made In’s share of searches among knife set brands worldwide moved from 7.1% to 9.4%, and its estimated monthly branded searches held steady at 135K.
  • 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.

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

2 changes

  1. In September 2026, Made In rose from 4th to 3rd 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?

3 search terms

Brandwave collects information about searches that people make online using Made In’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.

Made In

1 branded search term

  • madein

Victorinox

2 branded search terms

  • kitchen knives victorinox
  • victorinox knife set

How the Brand Demand Index is measured

Other head-to-heads among knife set brands

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