How popular isMAC?
In October 2026, people searched for MAC by name about 50 times in New Zealand, a 25% increase from the previous year. These searches made up 1.6% of all New Zealand kitchen knife brand searches, placing MAC seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, MAC appeared in one of the four answers and was the sixth most recommended of the eight.
MAC is the seventh most searched of 8 competitors and the sixth most recommended in the AI answers we collected.
VictorinoxShare of searches 36.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
WusthofShare of searches 16.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Global KnivesShare of searches 15.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd- FuriShare of searches 10.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th
- MACShare of searches 1.6%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, MAC was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. MAC is the sixth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Victorinox1st
- Global Knives2nd
- Wusthof3rd
Shun4th
Tojiro5th- MAC6th
- Furi7th
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
- MAC1 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
Asked ChatGPT
“Which kitchen knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen knife brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen knife brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knives nz”
Searched Google, AI Overview
“knife set nz”
Google showed no AI Overview for this search.
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.
How often do people search for MAC compared with other New Zealand kitchen knife brands?
Share of searches by month for Victorinox, Wusthof, Global Knives, Furi, ZWILLING, Shun, MAC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | Global Knives | Furi | ZWILLING | Shun | MAC | Tojiro |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 39.4% | 16.8% | 16.8% | 7.6% | 8.3% | 9.4% | 0.87% | 0.87% |
| Dec 2025 | 40.2% | 15.1% | 15.3% | 8.9% | 8.4% | 10.2% | 0.56% | 1.3% |
| Jan 2026 | 36.8% | 17.3% | 15.8% | 8.3% | 8.3% | 10.8% | 1.3% | 1.8% |
| Feb 2026 | 31.9% | 25.9% | 12.5% | 8.8% | 7.5% | 10.6% | 1.3% | 1.6% |
| Mar 2026 | 31.5% | 26% | 11.6% | 9.1% | 8% | 11.9% | 0.83% | 1.1% |
| Apr 2026 | 31.1% | 24% | 12.5% | 7.1% | 13.6% | 10.4% | 0.82% | 0.54% |
| May 2026 | 32.3% | 21.8% | 12.5% | 7.6% | 13% | 10.8% | 0.85% | 1.1% |
| Jun 2026 | 34% | 16.7% | 15.8% | 7.8% | 10.1% | 14.3% | 0.6% | 0.6% |
| Jul 2026 | 32.2% | 24.5% | 15.8% | 6.2% | 9.2% | 10.4% | 1.1% | 0.64% |
| Aug 2026 | 36.6% | 22.3% | 15.8% | 7.7% | 7.7% | 7.5% | 1% | 1.4% |
| Sep 2026 | 40.3% | 18.4% | 14.5% | 7.4% | 9% | 9% | 0.82% | 0.55% |
| Oct 2026 | 36.9% | 16.5% | 15.5% | 10.4% | 9.1% | 8.7% | 1.6% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.9% | 1.1K | -22.4% | -3.4 points | |
| 2, held 2nd | 16.5% | 510 | -23.9% | -1.9 points | |
| 3, held 3rd | Global KnivesGLOBAL | 15.5% | 480 | -9.4% | +1 points |
| 4, moved from 6th to 4th | 10.4% | 320 | +18.5% | +3 pointsmoved from 6th to 4th | |
| 5, held 5th | 9.1% | 280 | -15.2% | 0 points | |
| 6, moved from 4th to 6th | 8.7% | 270 | -18.2% | -0.3 pointsmoved from 4th to 6th | |
| 7, held 7th | MACMAC Knife | 1.6% | 50 | +66.7% | +0.8 points |
| 8, held 8th | 1.3% | 40 | +100% | +0.7 points |
36.9%
Held 1st. 1.1K estimated branded searches, -22.4% vs prior month. Share -3.4 points.
2.
Wusthof16.5%
Held 2nd. 510 estimated branded searches, -23.9% vs prior month. Share -1.9 points.
15.5%
Held 3rd. 480 estimated branded searches, -9.4% vs prior month. Share +1 points.
4.Furi
10.4%
Moved from 6th to 4th. 320 estimated branded searches, +18.5% vs prior month. Share +3 points.
5.
ZWILLING9.1%
Held 5th. 280 estimated branded searches, -15.2% vs prior month. Share 0 points.
6.
Shun8.7%
Moved from 4th to 6th. 270 estimated branded searches, -18.2% vs prior month. Share -0.3 points.
7.MAC
1.6%
Held 7th. 50 estimated branded searches, +66.7% vs prior month. Share +0.8 points.
8.
Tojiro1.3%
Held 8th. 40 estimated branded searches, +100% vs prior month. Share +0.7 points.
Victorinox sells other things too, so only its searches that name this product count here, like “victorinox knife”.
Compare popularity between MAC and its closest rivals
Every comparison with MAC
7 comparisons
How has branded search demand for MAC changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for MAC in New Zealand rose from 40 to 50.
- Across the 12 months ending October 2026, MAC’s share of searches among kitchen knife brands in New Zealand increased from 0.87% to 1.6%.
- Across the 12 months ending October 2026, MAC’s share of searches among kitchen knife brands in New Zealand peaked at 1.6% in October 2026 and was lowest at 0.56% in December 2025.
How did search popularity change for New Zealand kitchen knife brands in October 2026?
6 changes
In October 2026, Furi overtook Shun and ZWILLING to rank 4th among kitchen knife brands in New Zealand, with 10.4% of the searches.
In October 2026, Global Knives gained share of searches among kitchen knife brands in New Zealand, from 14.5% to 15.5%.
In October 2026, MAC gained share of searches among kitchen knife brands in New Zealand, from 0.82% to 1.6%.
In October 2026, Tojiro gained share of searches among kitchen knife brands in New Zealand, from 0.55% to 1.3%.
In October 2026, Victorinox lost share of searches among kitchen knife brands in New Zealand, from 40.3% to 36.9%.
In October 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 18.4% to 16.5%.
How are MAC’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using MAC’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- mac knives
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Is MAC your brand?
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