Brandwave

How popular isShun in search?

In August 2026, there were an estimated 370 branded searches for Shun in New Zealand which is up 32.1% over the last 11 months. Shun holds 5.5% estimated Share of Search among New Zealand kitchen knife brands and is ranked 5th of 5 competitors for search popularity.

Share of Search, August 2026
  1. Victorinox53%
  2. WÜSTHOF22.6%
  3. Global Knives11.5%
  4. ZWILLING7.4%
  5. Shun5.5%
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Which kitchen knife brands compete with Shun?

Shun against kitchen knife brands in New Zealand, by month

Share of Search by month for Victorinox, WÜSTHOF, Global Knives, ZWILLING, Shun. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxWÜSTHOFGlobal KnivesZWILLINGShun
Oct 202559.6%13.4%12.8%8.4%5.9%
Nov 202559.2%13.1%12.4%8.5%6.9%
Dec 202561.4%12.3%11.1%7.8%7.4%
Jan 202657.9%14%12.3%7.5%8.3%
Feb 202653.8%21.1%9.5%7.6%8.1%
Mar 202653%20.8%8.9%8.3%9.1%
Apr 202649.6%22.4%9.1%11.3%7.5%
May 202647.6%26.4%8.4%10.3%7.3%
Jun 202647.2%24.7%10%9.1%8.9%
Jul 202646.3%28.1%10.4%8.3%6.9%
Aug 202653%22.6%11.5%7.4%5.5%
Sep 2026—————

  1. 1.Victorinox

    53%

    held 1st · 3.6K estimated branded searches · +8.8% vs prior month · +6.7 points

  2. 2.WÜSTHOF

    22.6%

    held 2nd · 1.5K estimated branded searches · -23.5% vs prior month · -5.5 points

  3. 3.Global Knives

    11.5%

    held 3rd · 780 estimated branded searches · +5.4% vs prior month · +1.1 points

  4. 4.ZWILLING

    7.4%

    held 4th · 500 estimated branded searches · -15.3% vs prior month · -0.9 points

  5. 5.Shun

    5.5%

    held 5th · 370 estimated branded searches · -24.5% vs prior month · -1.4 points

Compare search popularity between Shun and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Shun in New Zealand rose from 280 to 370.
  • Across the 11 months ending August 2026, Shun’s estimated Share of Search among kitchen knife brands in New Zealand peaked at 9.1% in March 2026 and was lowest at 5.5% in August 2026.

How did search popularity change for New Zealand kitchen knife brands in August 2026?

  1. In August 2026, Victorinox gained estimated Share of Search among kitchen knife brands in New Zealand, from 46.3% to 53%.

  2. In August 2026, Global Knives gained estimated Share of Search among kitchen knife brands in New Zealand, from 10.4% to 11.5%.

  3. In August 2026, WÜSTHOF lost estimated Share of Search among kitchen knife brands in New Zealand, from 28.1% to 22.6%.

  4. In August 2026, Shun lost estimated Share of Search among kitchen knife brands in New Zealand, from 6.9% to 5.5%.

  5. In August 2026, ZWILLING lost estimated Share of Search among kitchen knife brands in New Zealand, from 8.3% to 7.4%.

How is Shun measured?

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

6 branded search terms

  • kai knives shun
  • shun chef knife
  • shun japanese knives
  • shun kitchen knives
  • shun knife
  • shun knife set

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How the Brand Demand Index is measured

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