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 10.7% of all New Zealand cutlery brand searches, placing Victorinox second out of seven brands. When we asked both ChatGPT and Google AI Overviews about cutlery brands, Victorinox appeared in one of the four answers and was the second most recommended of the seven.
Victorinox is the second most searched of 7 competitors and the second most recommended in AI answers.
KitchenAidShare of searches 69.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
VictorinoxShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
WiltshireShare of searches 7.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
WusthofShare of searches 5.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
TramontinaShare of searches 2.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations –
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Top cutlery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Victorinox was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Victorinox is the second most recommended of the seven.
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.
- Wusthof2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Victorinox1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Tramontina1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
ZWILLING1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Stanley Rogers1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- KitchenAid0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wiltshire0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about cutlery brands
4 answers
Asked ChatGPT
“Which cutlery brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cutlery brands in New Zealand?”
Asked ChatGPT
“What's the best cutlery brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knife set nz”
Searched Google, AI Overview
“cutlery 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.
Which cutlery brands compete with Victorinox?
Share of searches by month for KitchenAid, Victorinox, Wiltshire, Wusthof, Tramontina. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Victorinox | Wiltshire | Wusthof | Tramontina | ZWILLING | Stanley Rogers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.1% | 13.6% | 6.2% | 4.4% | 2.5% | 1.8% | 2.4% |
| Nov 2025 | 78% | 8.8% | 4% | 4.1% | 2.1% | 1.4% | 1.6% |
| Dec 2025 | 76.2% | 10.4% | 3.8% | 4.1% | 2.1% | 1.7% | 1.7% |
| Jan 2026 | 71.5% | 11.8% | 5.4% | 4.7% | 2.7% | 1.5% | 2.4% |
| Feb 2026 | 72.6% | 10.1% | 6.8% | 4.8% | 2.2% | 1.6% | 1.8% |
| Mar 2026 | 70.4% | 11.1% | 6.6% | 5.8% | 2.2% | 1.9% | 2% |
| Apr 2026 | 69.5% | 10.9% | 6.4% | 5.1% | 3.2% | 2.3% | 2.5% |
| May 2026 | 70% | 10.8% | 7.8% | 4.8% | 2.8% | 1.8% | 2% |
| Jun 2026 | 69.6% | 11.1% | 8% | 4.3% | 2.6% | 2.3% | 2% |
| Jul 2026 | 60% | 12.2% | 12.2% | 6.9% | 5.1% | 2% | 1.7% |
| Aug 2026 | 63.6% | 12.9% | 8.8% | 7.9% | 3.2% | 1.7% | 1.9% |
| Sep 2026 | 69.7% | 10.7% | 7.7% | 5.5% | 2.9% | 1.8% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 69.7% | 6.5K | +2.2% | +6 points | |
| 2, held 2nd | 10.7% | 1K | -23.1% | -2.3 points | |
| 3, held 3rd | 7.7% | 720 | -18.2% | -1.1 points | |
| 4, held 4th | 5.5% | 520 | -34.2% | -2.3 points | |
| 5, held 5th | 2.9% | 270 | -15.6% | -0.3 points | |
| 6, moved from 7th to 6th | 1.8% | 170 | 0% | +0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 1.7% | 160 | -15.8% | -0.2 pointsmoved from 6th to 7th |
69.7%
Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +6 points.
10.7%
Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.
7.7%
Held 3rd. 720 estimated branded searches, -18.2% vs prior month. Share -1.1 points.
4.
Wusthof5.5%
Held 4th. 520 estimated branded searches, -34.2% vs prior month. Share -2.3 points.
2.9%
Held 5th. 270 estimated branded searches, -15.6% vs prior month. Share -0.3 points.
6.
ZWILLING1.8%
Moved from 7th to 6th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.
1.7%
Moved from 6th to 7th. 160 estimated branded searches, -15.8% vs prior month. Share -0.2 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 cutlery brands in New Zealand decreased from 13.6% to 10.7%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among cutlery brands in New Zealand peaked at 13.6% in October 2025 and was lowest at 8.8% in November 2025.
How did search popularity change for New Zealand cutlery brands in September 2026?
6 changes
In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%.
In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.
In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%.
In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.
In September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.
In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.
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
Do you work for Victorinox? To request corrections or removal please contact us via our support page and we will be happy to assist.
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% | Shown above |
| 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% | Show ranking |
| 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.