Wiltshire vs WMF:Which is more popular?
In September 2026, WMF had more branded searches than Wiltshire among cutlery brands worldwide. WMF had about 165,000 branded searches, while Wiltshire had 90,500. WMF made up 7.6% of all cutlery brand searches we track, and Wiltshire accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about cutlery brands, WMF appeared in two of the five answers and Wiltshire in none.
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Top cutlery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, WMF was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wiltshire 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.
ZWILLING5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Robert Welch3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Oneida3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
WMF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Victorinox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tramontina0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wiltshire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wusthof0 of 5Named in 0 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 cutlery brands
5 answers
Asked ChatGPT
“Which cutlery brand should I buy?”
Asked ChatGPT
“What are the best cutlery brands?”
Asked ChatGPT
“What's the best cutlery brand for everyday dining?”
Searched Google, AI Overview
“flatware set”
Searched Google, AI Overview
“stainless steel cutlery”
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 20, 2026.
Is Wiltshire or WMF more popular in search?
This chart shows how often people search Google for Wiltshire and WMF by name. Each line represents a brand's share of searches for all ten cutlery brands we track, month by month, from English-language searches worldwide.
Share of searches by month for WMF, Wiltshire. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Victorinox | Tramontina | ZWILLING | WMF | Wiltshire | Robert Welch | Oneida | Wusthof | GLOBAL |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.9% | 20.5% | 11.1% | 9.1% | 7.4% | 2.7% | 0.45% | 0.37% | 0.3% | 0.03% |
| Nov 2025 | 52.9% | 14.7% | 9.8% | 9.8% | 9.8% | 2% | 0.39% | 0.32% | 0.26% | 0.03% |
| Dec 2025 | 52.5% | 18.1% | 8% | 9.9% | 8% | 2% | 0.48% | 0.4% | 0.48% | 0.04% |
| Jan 2026 | 47.7% | 16.6% | 11% | 11.1% | 9% | 3.3% | 0.54% | 0.44% | 0.36% | 0.04% |
| Feb 2026 | 47.5% | 16.4% | 10.9% | 10.9% | 8.9% | 4% | 0.54% | 0.29% | 0.44% | 0.04% |
| Mar 2026 | 44.8% | 18.9% | 12.5% | 10.3% | 8.4% | 3.8% | 0.5% | 0.34% | 0.5% | 0.04% |
| Apr 2026 | 43% | 15% | 12.2% | 10% | 14.9% | 3.7% | 0.4% | 0.33% | 0.49% | 0.03% |
| May 2026 | 40.8% | 20.9% | 13.9% | 11.4% | 7.6% | 4.2% | 0.56% | 0.37% | 0.25% | 0.03% |
| Jun 2026 | 41.4% | 21.5% | 14.3% | 9.6% | 7.8% | 4.3% | 0.47% | 0.38% | 0.21% | 0.03% |
| Jul 2026 | 41.3% | 21.5% | 14.3% | 9.6% | 7.8% | 4.3% | 0.57% | 0.38% | 0.31% | 0.03% |
| Aug 2026 | 41.2% | 21.2% | 14.1% | 9.4% | 7.7% | 5.1% | 0.56% | 0.38% | 0.25% | 0.04% |
| Sep 2026 | 40.9% | 21% | 13.9% | 11.4% | 7.6% | 4.2% | 0.46% | 0.37% | 0.07% | 0.04% |
How has the Wiltshire and WMF comparison changed over the last 12 months?
3 findings
- WMF was ahead of Wiltshire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands worldwide moved from 2.7% to 4.2%, and its estimated monthly branded searches moved from 74K to 90.5K.
- Across the 12 months ending September 2026, WMF’s share of searches among cutlery brands worldwide moved from 7.4% to 7.6%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for cutlery brands worldwide in September 2026?
2 changes
In September 2026, Wiltshire lost share of searches among cutlery brands worldwide, from 5.1% to 4.2%.
Estimated monthly branded searches for WMF worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Wiltshire’s and WMF’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.
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