Brandwave

How popular isFuri?

In September 2026, people searched for Furi by name about 270 times in New Zealand, a 34.1% decrease from the previous year. These searches made up 5.6% of all New Zealand kitchen knife brand searches, placing Furi sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, Furi appeared in one of the four answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Furi is the sixth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. VictorinoxShare of searches 55.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 13.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. Global KnivesShare of searches 11%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. ZWILLINGShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FuriShare of searches 5.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th

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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.

Most recommended by AI

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

  1. Victorinox1st
  2. Global Knives2nd
  3. Wusthof3rd
  4. Shun4th
  5. Tojiro5th
  6. Furi6th
  7. ZWILLING–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Victorinox4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wusthof3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Global Knives3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shun2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tojiro2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about kitchen knife brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which kitchen knife brands compete with Furi?

Furi against kitchen knife brands in New Zealand, by month

Share of searches by month for Victorinox, Wusthof, Global Knives, ZWILLING, Shun, Furi. The figures are in the table below the chart.

View monthly share of searches table
MonthVictorinoxWusthofGlobal KnivesZWILLINGShunFuriTojiro
Oct 202554.1%11.5%12.8%6.3%5.9%8.6%0.84%
Nov 202555.5%12%12.7%6.3%7.1%5.8%0.66%
Dec 202556.8%10.8%11.2%6.2%7.5%6.6%0.96%
Jan 202652.8%12.6%12.2%6.4%8.3%6.4%1.4%
Feb 202651.1%16.5%9.9%5.9%8.4%6.9%1.2%
Mar 202650.7%15.8%9.3%6.4%9.6%7.3%0.89%
Apr 202648.3%17.4%9.7%10.6%8.1%5.5%0.42%
May 202649.9%15.8%9.5%9.9%8.2%5.8%0.86%
Jun 202652%11.3%11.9%7.7%10.8%5.9%0.45%
Jul 202650.7%16.7%12.2%7.1%8.1%4.8%0.5%
Aug 202652.7%16.3%12.2%5.9%5.8%5.9%1.1%
Sep 202655.6%13.5%11%7.1%6.8%5.6%0.41%

  1. 1.Victorinox

    55.6%

    Held 1st. 2.7K estimated branded searches, -20.5% vs prior month. Share +2.9 points.

  2. 2.Wusthof

    13.5%

    Held 2nd. 650 estimated branded searches, -37.5% vs prior month. Share -2.8 points.

  3. 3.Global Knives

    11%

    Held 3rd. 530 estimated branded searches, -32.1% vs prior month. Share -1.2 points.

  4. 4.ZWILLING

    7.1%

    Moved from 5th to 4th. 340 estimated branded searches, -10.5% vs prior month. Share +1.1 points.

  5. 5.Shun

    6.8%

    Moved from 6th to 5th. 330 estimated branded searches, -10.8% vs prior month. Share +1.1 points.

  6. 6.Furi

    5.6%

    Moved from 4th to 6th. 270 estimated branded searches, -28.9% vs prior month. Share -0.3 points.

  7. 7.Tojiro

    0.41%

    Held 7th. 20 estimated branded searches, -71.4% vs prior month. Share -0.7 points.

Compare popularity between Furi and its closest rivals

Every comparison with Furi

5 comparisons

How has branded search demand for Furi changed in New Zealand over the last 12 months?

4 findings
  • 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?

6 changes

  1. In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches.

  2. In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches.

  3. In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%.

  4. In September 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 16.3% to 13.5%.

  5. In September 2026, Global Knives lost share of searches among kitchen knife brands in New Zealand, from 12.2% to 11%.

  6. In September 2026, Tojiro lost share of searches among kitchen knife brands in New Zealand, from 1.1% to 0.41%.

How are Furi’s branded searches counted?

3 search terms

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

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How the Brand Demand Index is measured

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