How popular isGlobal Knives?
In September 2026, people searched for Global Knives by name about 530 times in New Zealand, a 13.1% decrease from the previous year. These searches made up 5% of all New Zealand knife set brand searches, placing Global Knives fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, Global Knives appeared in three of the five answers and was the second most recommended of the seven.
Global Knives is the fifth most searched of 7 competitors and the second most recommended in AI answers.
KitchenAidShare of searches 61.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NinjaShare of searches 12%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
VictorinoxShare of searches 9.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Joseph JosephShare of searches 5.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Global KnivesShare of searches 5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top knife set brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Global Knives was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Global Knives is the second most recommended of the seven.
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.
- Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Global Knives3 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- KitchenAid0 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
- Joseph Joseph0 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 in New Zealand?”
Asked ChatGPT
“What are the best knife set brands in New Zealand?”
Asked ChatGPT
“What's the best knife set brand in New Zealand for a home kitchen?”
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 New Zealand on October 21, 2026.
Which knife set brands compete with Global Knives?
Share of searches by month for KitchenAid, Ninja, Victorinox, Joseph Joseph, Global Knives, Wusthof. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Ninja | Victorinox | Joseph Joseph | Global Knives | Wusthof | ZWILLING |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.2% | 8.8% | 12.2% | 5.6% | 5.6% | 4% | 1.6% |
| Nov 2025 | 69.3% | 8.9% | 7.9% | 4.4% | 4.7% | 3.6% | 1.3% |
| Dec 2025 | 68.1% | 8.5% | 9.3% | 4.2% | 4.8% | 3.7% | 1.5% |
| Jan 2026 | 63.1% | 10.2% | 10.4% | 5.8% | 5% | 4.2% | 1.4% |
| Feb 2026 | 66% | 9.7% | 9.2% | 5% | 4.1% | 4.4% | 1.5% |
| Mar 2026 | 64.4% | 8.1% | 10.2% | 6% | 4.3% | 5.3% | 1.7% |
| Apr 2026 | 62.2% | 11.1% | 9.8% | 5.8% | 4.5% | 4.6% | 2.1% |
| May 2026 | 63.1% | 11.1% | 9.8% | 5.8% | 4.3% | 4.3% | 1.7% |
| Jun 2026 | 61.9% | 11.3% | 9.9% | 5.8% | 5.1% | 3.9% | 2.1% |
| Jul 2026 | 57% | 11.2% | 11.6% | 5.2% | 6.6% | 6.6% | 1.9% |
| Aug 2026 | 56.6% | 10.1% | 11.5% | 6.4% | 6.8% | 7% | 1.5% |
| Sep 2026 | 61.5% | 12% | 9.4% | 5.6% | 5% | 4.9% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.5% | 6.5K | +2.2% | +4.9 points | |
| 2, moved from 3rd to 2nd | 12% | 1.3K | +11.4% | +1.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 9.4% | 1K | -23.1% | -2.1 pointsmoved from 2nd to 3rd | |
| 4, moved from 6th to 4th | 5.6% | 590 | -18.1% | -0.8 pointsmoved from 6th to 4th | |
| 5, held 5th | 5% | 530 | -31.2% | -1.8 points | |
| 6, moved from 4th to 6th | 4.9% | 520 | -34.2% | -2.1 pointsmoved from 4th to 6th | |
| 7, held 7th | 1.6% | 170 | 0% | +0.1 points |
61.5%
Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +4.9 points.
2.
Ninja12%
Moved from 3rd to 2nd. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.9 points.
9.4%
Moved from 2nd to 3rd. 1K estimated branded searches, -23.1% vs prior month. Share -2.1 points.
5.6%
Moved from 6th to 4th. 590 estimated branded searches, -18.1% vs prior month. Share -0.8 points.
5%
Held 5th. 530 estimated branded searches, -31.2% vs prior month. Share -1.8 points.
6.
Wusthof4.9%
Moved from 4th to 6th. 520 estimated branded searches, -34.2% vs prior month. Share -2.1 points.
7.
ZWILLING1.6%
Held 7th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Global Knives and its closest rivals
Every comparison with Global Knives
8 comparisons
How has branded search demand for Global Knives changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Global Knives in New Zealand fell from 610 to 530.
- Across the 12 months ending September 2026, Global Knives’ share of searches among knife set brands in New Zealand decreased from 5.6% to 5%.
- Across the 12 months ending September 2026, Global Knives’ share of searches among knife set brands in New Zealand peaked at 6.8% in August 2026 and was lowest at 4.1% in February 2026.
- Across the 12 months ending September 2026, Global Knives fell from 4th to 5th among knife set brands in New Zealand.
How did search popularity change for New Zealand knife set brands in September 2026?
6 changes
In September 2026, Ninja overtook Victorinox to rank 2nd among knife set brands in New Zealand, with 12% of the searches.
In September 2026, KitchenAid gained share of searches among knife set brands in New Zealand, from 56.6% to 61.5%.
In September 2026, Wusthof lost share of searches among knife set brands in New Zealand, from 7% to 4.9%.
In September 2026, Victorinox lost share of searches among knife set brands in New Zealand, from 11.5% to 9.4%.
In September 2026, Global Knives lost share of searches among knife set brands in New Zealand, from 6.8% to 5%.
In September 2026, Joseph Joseph lost share of searches among knife set brands in New Zealand, from 6.4% to 5.6%.
How are Global Knives’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Global Knives’ 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.
- global knife
- global knife set
- global knife sharpener
- global knives knives
Who owns Global Knives?
Global Knives is owned by 
GLOBAL. Brandwave also tracks GLOBAL, owned by the same company, in New Zealand.
Do you work for Global Knives? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Global Knives compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Knife set brands | 5th of 7 | 5% | Shown above |
| Kitchen knife brands | 3rd of 7 | 11% | Show ranking |
Is Global Knives your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.