Brandwave

How popular isKitchenAid?

In September 2026, people searched for KitchenAid by name about 11,200 times in New Zealand, a 5.6% decrease from the previous year. These searches made up 61.5% of all New Zealand knife set brand searches, placing KitchenAid first out of seven brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, KitchenAid did not appear in any of the answers.

Search and AI answers in September 2026

KitchenAid is the most searched of 7 competitors and not listed in any AI answer.

  1. KitchenAidShare of searches 61.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. NinjaShare of searches 12%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. VictorinoxShare of searches 9.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Joseph JosephShare of searches 5.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. 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, KitchenAid 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.

  1. Victorinox1st
  2. Global Knives2nd
  3. Wusthof3rd
  4. ZWILLING4th
  5. KitchenAid–
  6. Ninja–
  7. Joseph Joseph–

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

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 KitchenAid?

KitchenAid against knife set brands in New Zealand, by month

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
MonthKitchenAidNinjaVictorinoxJoseph JosephGlobal KnivesWusthofZWILLING
Oct 202562.2%8.8%12.2%5.6%5.6%4%1.6%
Nov 202569.3%8.9%7.9%4.4%4.7%3.6%1.3%
Dec 202568.1%8.5%9.3%4.2%4.8%3.7%1.5%
Jan 202663.1%10.2%10.4%5.8%5%4.2%1.4%
Feb 202666%9.7%9.2%5%4.1%4.4%1.5%
Mar 202664.4%8.1%10.2%6%4.3%5.3%1.7%
Apr 202662.2%11.1%9.8%5.8%4.5%4.6%2.1%
May 202663.1%11.1%9.8%5.8%4.3%4.3%1.7%
Jun 202661.9%11.3%9.9%5.8%5.1%3.9%2.1%
Jul 202657%11.2%11.6%5.2%6.6%6.6%1.9%
Aug 202656.6%10.1%11.5%6.4%6.8%7%1.5%
Sep 202661.5%12%9.4%5.6%5%4.9%1.6%

  1. 1.KitchenAid

    61.5%

    Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +4.9 points.

  2. 2.Ninja

    12%

    Moved from 3rd to 2nd. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.9 points.

  3. 3.Victorinox

    9.4%

    Moved from 2nd to 3rd. 1K estimated branded searches, -23.1% vs prior month. Share -2.1 points.

  4. 4.Joseph Joseph

    5.6%

    Moved from 6th to 4th. 590 estimated branded searches, -18.1% vs prior month. Share -0.8 points.

  5. 5.Global Knives

    5%

    Held 5th. 530 estimated branded searches, -31.2% vs prior month. Share -1.8 points.

  6. 6.Wusthof

    4.9%

    Moved from 4th to 6th. 520 estimated branded searches, -34.2% vs prior month. Share -2.1 points.

  7. 7.ZWILLING

    1.6%

    Held 7th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between KitchenAid and its closest rivals

Every comparison with KitchenAid

48 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for KitchenAid in New Zealand fell from 11.9K to 11.2K.
  • Across the 12 months ending September 2026, KitchenAid’s share of searches among knife set brands in New Zealand decreased from 62.2% to 61.5%.
  • Across the 12 months ending September 2026, KitchenAid’s share of searches among knife set brands in New Zealand peaked at 69.3% in November 2025 and was lowest at 56.6% in August 2026.

How did search popularity change for New Zealand knife set brands in September 2026?

6 changes

  1. In September 2026, Ninja overtook Victorinox to rank 2nd among knife set brands in New Zealand, with 12% of the searches.

  2. In September 2026, KitchenAid gained share of searches among knife set brands in New Zealand, from 56.6% to 61.5%.

  3. In September 2026, Wusthof lost share of searches among knife set brands in New Zealand, from 7% to 4.9%.

  4. In September 2026, Victorinox lost share of searches among knife set brands in New Zealand, from 11.5% to 9.4%.

  5. In September 2026, Global Knives lost share of searches among knife set brands in New Zealand, from 6.8% to 5%.

  6. In September 2026, Joseph Joseph lost share of searches among knife set brands in New Zealand, from 6.4% to 5.6%.

How are KitchenAid’s branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using KitchenAid’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.

  • kitchenaid
  • kitchenaid air fryer
  • kitchenaid artisan
  • kitchenaid artisan mixer
  • kitchenaid attachments
  • kitchenaid blender
  • kitchenaid bowls
  • kitchenaid food mixer
  • kitchenaid foodprosessor
  • kitchenaid hand mixer
  • kitchenaid kettle
  • kitchenaid mincer
  • kitchenaid mixer
  • kitchenaid mixer attachments
  • kitchenaid pasta attachment
  • kitchenaid sausage grinder
  • kitchenaid stand mixer
  • kitchenaid toaster

Do you work for KitchenAid? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does KitchenAid compete?

KitchenAid is ranked in 29 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Small kitchen appliance brands4th of 1011.3%Show ranking
Induction cooktop brands3rd of 815.4%Show ranking
Convection oven brands3rd of 616%Show ranking
Stand mixer brands3rd of 619.7%Show ranking
Undercounter fridge brands2nd of 619.6%Show ranking
Gas cooktop brands2nd of 919.3%Show ranking
Blender brands3rd of 619.6%Show ranking
Double wall oven brands2nd of 819.7%Show ranking
Induction range brands2nd of 520.9%Show ranking
Hand mixer brands3rd of 522.7%Show ranking
Toaster oven brands2nd of 522.4%Show ranking
Induction oven brands2nd of 722.8%Show ranking
Induction stove brands2nd of 623.3%Show ranking
Counter depth refrigerator brands2nd of 523.9%Show ranking
Pasta maker brands2nd of 628.6%Show ranking
Hand blender brands2nd of 629.5%Show ranking
Stick blender brands2nd of 730.1%Show ranking
Kitchen scale brands2nd of 633.9%Show ranking
Measuring spoons brands2nd of 537%Show ranking
Bakeware brands2nd of 939.6%Show ranking
Measuring cups brands2nd of 542.2%Show ranking
Can opener brands1st of 360.2%Show ranking
Knife set brands1st of 761.5%Shown above
Freestanding gas range brands1st of 666.2%Show ranking
Gas grill brands1st of 766.3%Show ranking
Cutlery brands1st of 769.7%Show ranking
Portable dishwasher brands1st of 475.3%Show ranking
Salad spinner brands1st of 588.4%Show ranking
Lemon juicer brands1st of 389.6%Show ranking
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