How popular isVictorinox?
In September 2026, people searched for Victorinox by name about 2,680 times in New Zealand, about the same as the previous year. These searches made up 45.5% of all New Zealand chef knife brand searches, placing Victorinox first out of six brands. When we asked both ChatGPT and Google AI Overviews about chef knife brands, Victorinox appeared in all answers and was the joint most recommended of the six.
Victorinox is the most searched of 6 competitors and the joint most recommended in AI answers.
VictorinoxShare of searches 45.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
WusthofShare of searches 23.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
GLOBALShare of searches 17.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ZWILLINGShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
ShunShare of searches 4.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
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Top chef knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Victorinox appeared in all five answers. Victorinox is the joint most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Wusthof5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Shun4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ZWILLING1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chef knife brands
5 answers
Asked ChatGPT
“Which chef knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best chef knife brands in New Zealand?”
Asked ChatGPT
“What's the best chef knife brand in New Zealand for everyday kitchen use?”
Searched Google, AI Overview
“best chef knife”
Searched Google, AI Overview
“kitchen knife brand”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which chef knife brands compete with Victorinox?
Share of searches by month for Victorinox, Wusthof, GLOBAL, ZWILLING, Shun. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | GLOBAL | ZWILLING | Shun | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.6% | 17% | 19.4% | 6.9% | 2% | 2% |
| Nov 2025 | 45.9% | 21.2% | 20.8% | 7.4% | 3.2% | 1.4% |
| Dec 2025 | 49.2% | 19.4% | 18.2% | 8% | 4.3% | 0.92% |
| Jan 2026 | 49.8% | 19.9% | 18.4% | 6.5% | 3.4% | 1.9% |
| Feb 2026 | 47.1% | 22.5% | 17.1% | 7.5% | 3.7% | 2.1% |
| Mar 2026 | 46.5% | 24.2% | 14.9% | 7.9% | 5.1% | 1.4% |
| Apr 2026 | 47.6% | 22.4% | 15.2% | 10% | 3.3% | 1.4% |
| May 2026 | 49.3% | 21.7% | 15.8% | 8.4% | 3.4% | 1.5% |
| Jun 2026 | 47.6% | 18.6% | 18.6% | 10% | 4.3% | 0.95% |
| Jul 2026 | 43.9% | 25% | 19.9% | 7.1% | 2.4% | 1.7% |
| Aug 2026 | 43.5% | 26.4% | 19.7% | 5.7% | 3% | 1.7% |
| Sep 2026 | 45.5% | 23.6% | 17.7% | 7.7% | 4.1% | 1.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.5% | 1K | -23.1% | +2 points | |
| 2, held 2nd | 23.6% | 520 | -34.2% | -2.8 points | |
| 3, held 3rd | 17.7% | 390 | -33.9% | -2 points | |
| 4, held 4th | 7.7% | 170 | 0% | +2 points | |
| 5, held 5th | 4.1% | 90 | 0% | +1.1 points | |
| 6, held 6th | 1.4% | 30 | -40% | -0.3 points |
45.5%
Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +2 points.
2.
Wusthof23.6%
Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -2.8 points.
3.
GLOBAL17.7%
Held 3rd. 390 estimated branded searches, -33.9% vs prior month. Share -2 points.
4.
ZWILLING7.7%
Held 4th. 170 estimated branded searches, 0% vs prior month. Share +2 points.
5.
Shun4.1%
Held 5th. 90 estimated branded searches, 0% vs prior month. Share +1.1 points.
6.MAC
1.4%
Held 6th. 30 estimated branded searches, -40% vs prior month. Share -0.3 points.
Compare popularity between Victorinox and its closest rivals
Every comparison with Victorinox
17 comparisons
- KitchenAid vs Victorinox
- Ninja vs Victorinox
- Tupperware vs Victorinox
- Leatherman vs Victorinox
- Victorinox vs Wiltshire
- Joseph Joseph vs Victorinox
- Global Knives vs Victorinox
- Victorinox vs Wusthof
- Milwaukee vs Victorinox
- Gerber vs Victorinox
- GLOBAL vs Victorinox
- Shun vs Victorinox
- Furi vs Victorinox
- Tramontina vs Victorinox
- Victorinox vs ZWILLING
- OXO vs Victorinox
- Stanley Rogers vs Victorinox
How has branded search demand for Victorinox changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Victorinox in New Zealand held steady, from 2.6K to 2.7K.
- Across the 12 months ending September 2026, Victorinox’s share of searches among chef knife brands in New Zealand decreased from 52.6% to 45.5%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among chef knife brands in New Zealand peaked at 52.6% in October 2025 and was lowest at 43.5% in August 2026.
How did search popularity change for New Zealand chef knife brands in September 2026?
6 changes
In September 2026, ZWILLING gained share of searches among chef knife brands in New Zealand, from 5.7% to 7.7%.
In September 2026, Victorinox gained share of searches among chef knife brands in New Zealand, from 43.5% to 45.5%.
In September 2026, Shun gained share of searches among chef knife brands in New Zealand, from 3% to 4.1%.
In September 2026, Wusthof lost share of searches among chef knife brands in New Zealand, from 26.4% to 23.6%.
In September 2026, GLOBAL lost share of searches among chef knife brands in New Zealand, from 19.7% to 17.7%.
Estimated monthly branded searches for MAC in New Zealand fell 40% over 12 measured months, from 50 to 30 in September 2026.
How are Victorinox’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Victorinox’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.
- victorinox
- victorinox chef knife
- victorinox knife
- victorinox knife set
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Where does Victorinox compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Knife set brands | 3rd of 7 | 9.4% | Show ranking |
| Cutlery brands | 2nd of 7 | 10.7% | Show ranking |
| Kitchen knife brands | 1st of 7 | 55.6% | Show ranking |
| Potato peeler brands | 2nd of 3 | 25.3% | Show ranking |
| Multi-tool brands | 2nd of 4 | 25.9% | Show ranking |
| Chef knife brands | 1st of 6 | 45.5% | Shown above |
| Steak knives brands | 1st of 4 | 51% | Show ranking |
| Poultry shears brands | 1st of 5 | 51.3% | Show ranking |
Is Victorinox your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.