Ninja vs Victorinox:Which is more popular?
In September 2026, Ninja had more branded searches than Victorinox among knife set brands worldwide. Ninja had about 74,000 branded searches, while Victorinox had 11,700. Ninja made up 5.2% 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 Ninja in none.
Who do people search for more?
Ninja, about 6 searches for every 1 for Victorinox
Who does AI mention more?
Victorinox, mentioned in 3 of 5 answers, Ninja in 0
Who does AI recommend more?
Victorinox, the only one of the two 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. Ninja 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.
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
See every answer about knife set brands
5 answers
Asked ChatGPT
“Which knife set brand should I buy?”
Asked ChatGPT
“What are the best knife set brands?”
Asked ChatGPT
“What's the best knife set brand for home cooking?”
Searched Google, AI Overview
“best knife set”
Searched Google, AI Overview
“kitchen knife set”
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 Ninja or Victorinox more popular in search?
This chart shows how often people search Google for Ninja 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.
Share of searches by month for Ninja, Victorinox. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Cuisinart | Made In | Joseph Joseph | Ninja | Wusthof | ZWILLING | Victorinox | Mercer Culinary | GLOBAL | Shun |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.9% | 10.6% | 7.1% | 7.1% | 3.2% | 2.6% | 0.57% | 0.66% | 0.15% | 0.05% | 0.13% |
| Nov 2025 | 67.9% | 10.2% | 8.4% | 5.6% | 3.7% | 2.5% | 0.67% | 0.69% | 0.12% | 0.04% | 0.08% |
| Dec 2025 | 68.1% | 10.4% | 7% | 5.7% | 3.8% | 2.6% | 1.3% | 0.74% | 0.19% | 0.06% | 0.19% |
| Jan 2026 | 63.5% | 11.9% | 8% | 8% | 4.4% | 2.4% | 0.76% | 0.69% | 0.21% | 0.05% | 0.14% |
| Feb 2026 | 65.7% | 10.1% | 8.3% | 8.3% | 3.7% | 2.5% | 0.54% | 0.62% | 0.18% | 0.05% | 0.12% |
| Mar 2026 | 64.5% | 12.1% | 8.1% | 8.1% | 3% | 2.4% | 0.53% | 0.61% | 0.17% | 0.05% | 0.4% |
| Apr 2026 | 66.7% | 10.4% | 6.9% | 8.5% | 3.1% | 2.5% | 0.81% | 0.69% | 0.18% | 0.05% | 0.12% |
| May 2026 | 61.3% | 14% | 9.4% | 7.6% | 2.8% | 2.8% | 0.88% | 0.76% | 0.2% | 0.05% | 0.17% |
| Jun 2026 | 62.7% | 11.9% | 9.7% | 7.9% | 2.9% | 2.9% | 0.63% | 0.79% | 0.21% | 0.05% | 0.32% |
| Jul 2026 | 61.2% | 14.1% | 9.5% | 7.7% | 3.5% | 2.3% | 0.63% | 0.82% | 0.2% | 0.05% | 0.05% |
| Aug 2026 | 59% | 13.4% | 9% | 9% | 4.9% | 2.7% | 0.59% | 0.96% | 0.24% | 0.06% | 0.03% |
| Sep 2026 | 61.8% | 11.5% | 9.4% | 7.7% | 5.2% | 2.3% | 0.9% | 0.82% | 0.2% | 0.06% | 0.03% |
How has the Ninja and Victorinox comparison changed over the last 12 months?
3 findings
- Ninja was ahead of Victorinox in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ninja’s share of searches among knife set brands worldwide moved from 3.2% to 5.2%, and its estimated monthly branded searches moved from 60.5K to 74K.
- 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
Ninja’s share of searches among knife set brands worldwide has gained ground for 3 months in a row, from 2.9% to 5.2% in September 2026.
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 Ninja’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.
Ninja
1 branded search term
- ninja knife set
Victorinox
2 branded search terms
- kitchen knives victorinox
- victorinox knife set
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