Brandwave

How popular isNaniwa?

In September 2026, people searched for Naniwa by name about 20 times in New Zealand, a 33.3% decrease from the previous year. These searches made up 9.5% of all New Zealand sharpening stone brand searches, placing Naniwa third out of four brands. When we asked both ChatGPT and Google AI Overviews about sharpening stone brands, Naniwa appeared in three of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Naniwa is the third most searched of 4 competitors and the second most recommended in AI answers.

  1. ShunShare of searches 42.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Norton AbrasivesShare of searches 38.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. NaniwaShare of searches 9.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. ShaptonShare of searches 9.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top sharpening stone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Naniwa was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Naniwa is the second most recommended of the four.

Most recommended by AI

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

  1. Shapton1st
  2. Naniwa2nd
  3. Shun–
  4. Norton Abrasives–

Mentioned by AI

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

  • Naniwa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shapton3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norton Abrasives0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sharpening stone brands

5 answers

  • Asked ChatGPT

    “Which sharpening stone brand should I buy in New Zealand?”

    1. 1Shapton
    2. 2Naniwa

  • Asked ChatGPT

    “What are the best sharpening stone brands in New Zealand?”

    1. 1Shapton
    2. 2Naniwa

  • Asked ChatGPT

    “What's the best sharpening stone brand in New Zealand for sharp kitchen knives?”

    1. 1Shapton
    2. 2Naniwa

  • Searched Google, AI Overview

    “knife sharpening stone”

    1. Searched Google, AI Overview

      “whetstone nz”

      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 sharpening stone brands compete with Naniwa?

      Naniwa against sharpening stone brands in New Zealand, by month

      Share of searches by month for Shun, Norton Abrasives, Naniwa, Shapton. The figures are in the table below the chart.

      View monthly share of searches table
      MonthShunNorton AbrasivesNaniwaShapton
      Oct 202529.4%47.1%17.6%5.9%
      Nov 202547.4%31.6%10.5%10.5%
      Dec 202553.8%38.5%3.8%3.8%
      Jan 202639.1%43.5%13%4.3%
      Feb 202638.9%44.4%11.1%5.6%
      Mar 202647.8%34.8%13%4.3%
      Apr 202638.9%44.4%11.1%5.6%
      May 202625.9%66.7%3.7%3.7%
      Jun 202642.9%47.6%4.8%4.8%
      Jul 202635%50%10%5%
      Aug 202634.6%53.8%3.8%7.7%
      Sep 202642.9%38.1%9.5%9.5%

      1. 1.Shun

        42.9%

        Moved from 2nd to 1st. 90 estimated branded searches, 0% vs prior month. Share +8.2 points.

      2. 2.Norton Abrasives

        38.1%

        Moved from 1st to 2nd. 80 estimated branded searches, -42.9% vs prior month. Share -15.8 points.

      3. 3.Naniwa

        9.5%

        Moved from 4th to 3rd. 20 estimated branded searches, +100% vs prior month. Share +5.7 points.

      4. 4.Shapton

        9.5%

        Moved from 3rd to 4th. 20 estimated branded searches, 0% vs prior month. Share +1.8 points.

      Compare popularity between Naniwa and its closest rivals

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

      3 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Naniwa in New Zealand fell from 30 to 20.
      • Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands in New Zealand decreased from 17.6% to 9.5%.
      • Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands in New Zealand peaked at 17.6% in October 2025 and was lowest at 3.7% in May 2026.

      How did search popularity change for New Zealand sharpening stone brands in September 2026?

      4 changes

      1. In September 2026, Shun overtook Norton Abrasives to become the leader among sharpening stone brands in New Zealand, with 42.9% of the searches.

      2. In September 2026, Naniwa overtook Shapton to rank 3rd among sharpening stone brands in New Zealand, with 9.5% of the searches.

      3. In September 2026, Shapton gained share of searches among sharpening stone brands in New Zealand, from 7.7% to 9.5%.

      4. In September 2026, Norton Abrasives lost share of searches among sharpening stone brands in New Zealand, from 53.8% to 38.1%.

      How are Naniwa’s branded searches counted?

      1 search term

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

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      How the Brand Demand Index is measured

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