Brandwave

How popular isNinja?

In September 2026, people searched for Ninja by name about 27,600 times in New Zealand, a 7.5% increase from the previous year. These searches made up 12% of all New Zealand knife set brand searches, placing Ninja second out of seven brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, Ninja did not appear in any of the answers.

Search and AI answers in September 2026

Ninja is the second 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, Ninja 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 Ninja?

Ninja 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 Ninja and its closest rivals

Every comparison with Ninja

35 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ninja in New Zealand rose from 25.7K to 27.6K.
  • Across the 12 months ending September 2026, Ninja’s share of searches among knife set brands in New Zealand increased from 8.8% to 12%.
  • Across the 12 months ending September 2026, Ninja’s share of searches among knife set brands in New Zealand peaked at 12% in September 2026 and was lowest at 8.1% in March 2026.
  • Across the 12 months ending September 2026, Ninja rose from 3rd to 2nd among knife set brands in New Zealand.

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 Ninja’s branded searches counted?

9 search terms

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

  • air fryer ninja
  • ninja air fryer
  • ninja blast
  • ninja blender
  • ninja creami
  • ninja foodi
  • ninja kettle
  • ninja mixer
  • ninja toaster

How the Brand Demand Index is measured

Who owns Ninja?

Ninja is owned by SharkNinja. Brandwave also tracks Shark and Shark Beauty, owned by the same company, in New Zealand.

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

Where does Ninja compete?

Ninja is ranked in 16 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 brands1st of 1027.7%Show ranking
Blender brands4th of 63.8%Show ranking
Toaster oven brands5th of 54.4%Show ranking
Air fryer brands4th of 76.5%Show ranking
Chip fryer brands5th of 55.3%Show ranking
Pancake maker brands4th of 47.1%Show ranking
Grill pan brands4th of 78.2%Show ranking
Griddle pan brands4th of 78.3%Show ranking
Frying pan brands3rd of 78.3%Show ranking
Induction pans brands4th of 78.6%Show ranking
Pots and pans brands3rd of 78.6%Show ranking
Cold press juicer brands2nd of 58.7%Show ranking
Knife set brands2nd of 712%Shown above
Smoker grill brands2nd of 527.5%Show ranking
Egg poacher brands1st of 385.2%Show ranking
Portable blender brands1st of 292%Show ranking
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