--- title: "Furi: search popularity in New Zealand" description: "Furi makes kitchen knives. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/furi-knives" publisher: "Brandwave" --- # Furi: search popularity in New Zealand Furi makes kitchen knives. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Furi - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among kitchen knife brands**: 5.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Kitchen knife brands | 6 | 5.6% | 270 | - [Kitchen knife brands](/demand/nz/categories/nz-kitchen-knife-brands) ## Top kitchen knife brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Furi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Furi is the sixth most recommended of the seven. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Victorinox | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Global Knives | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Wusthof | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Shun | 4th | 1 of 3 | 1 of 1 | 2 of 4 | | Tojiro | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Furi | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | ZWILLING | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about kitchen knife brands - Asked ChatGPT "Which kitchen knife brand should I buy in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Tojiro, 4. Wusthof - Asked ChatGPT "What are the best kitchen knife brands in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Wusthof, 4. Shun, 5. Tojiro, 6. Furi - Asked ChatGPT "What's the best kitchen knife brand in New Zealand for everyday cooking?": 1. Victorinox, 2. Global Knives, 3. Wusthof - Searched Google, AI Overview "kitchen knives nz": 1. Victorinox, 2. Shun Not named in any answer: ZWILLING. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Furi changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Furi in New Zealand fell from 410 to 270. - Across the 12 months ending September 2026, Furi’s share of searches among kitchen knife brands in New Zealand decreased from 8.6% to 5.6%. - Across the 12 months ending September 2026, Furi’s share of searches among kitchen knife brands in New Zealand peaked at 8.6% in October 2025 and was lowest at 4.8% in July 2026. - Across the 12 months ending September 2026, Furi fell from 4th to 6th among kitchen knife brands in New Zealand. ## How did search popularity change for New Zealand kitchen knife brands in September 2026? - In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches. - In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches. - In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%. - In September 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 16.3% to 13.5%. - In September 2026, Global Knives lost share of searches among kitchen knife brands in New Zealand, from 12.2% to 11%. - In September 2026, Tojiro lost share of searches among kitchen knife brands in New Zealand, from 1.1% to 0.41%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Kitchen knife brands | 410 | 8.6% | 4 | | Nov 2025 | Kitchen knife brands | 350 | 5.8% | 6 | | Dec 2025 | Kitchen knife brands | 480 | 6.6% | 5 | | Jan 2026 | Kitchen knife brands | 330 | 6.4% | 5 | | Feb 2026 | Kitchen knife brands | 280 | 6.9% | 5 | | Mar 2026 | Kitchen knife brands | 330 | 7.3% | 5 | | Apr 2026 | Kitchen knife brands | 260 | 5.5% | 6 | | May 2026 | Kitchen knife brands | 270 | 5.8% | 6 | | Jun 2026 | Kitchen knife brands | 260 | 5.9% | 6 | | Jul 2026 | Kitchen knife brands | 290 | 4.8% | 6 | | Aug 2026 | Kitchen knife brands | 380 | 5.9% | 4 | | Sep 2026 | Kitchen knife brands | 270 | 5.6% | 6 | ## How are Furi’s branded searches counted? Brandwave collects information about searches that people make online using Furi’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “furi” - “furi knives” - “furi the line” ## Which kitchen knife brands compete with Furi? - [Victorinox](/demand/nz/brands/victorinox) - [Wusthof](/demand/nz/brands/wusthof): Head-to-head: /demand/nz/compare/furi-knives-vs-wusthof - [Global Knives](/demand/nz/brands/global-knives-nz): Head-to-head: /demand/nz/compare/furi-knives-vs-global-knives-nz - [ZWILLING](/demand/nz/brands/zwilling): Head-to-head: /demand/nz/compare/furi-knives-vs-zwilling - [Shun](/demand/nz/brands/shun-knives): Head-to-head: /demand/nz/compare/furi-knives-vs-shun-knives - [Tojiro](/demand/nz/brands/tojiro): Head-to-head: /demand/nz/compare/furi-knives-vs-tojiro ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Furi: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/furi-knives This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/furi-knives. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.