Brandwave

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 55.6% of all New Zealand kitchen knife brand searches, placing Victorinox first out of seven brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, Victorinox appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Victorinox is the most searched of 7 competitors and the most recommended in AI answers.

  1. VictorinoxShare of searches 55.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 13.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. Global KnivesShare of searches 11%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. ZWILLINGShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. ShunShare of searches 6.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top kitchen knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Victorinox appeared in all four answers. Victorinox is the most recommended of the seven.

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. Shun4th
  5. Tojiro5th
  6. Furi6th
  7. ZWILLING–

Mentioned by AI

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

  • Victorinox4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wusthof3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Global Knives3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shun2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tojiro2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Furi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about kitchen knife brands

4 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 kitchen knife brands compete with Victorinox?

Victorinox against kitchen knife brands in New Zealand, by month

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

View monthly share of searches table
MonthVictorinoxWusthofGlobal KnivesZWILLINGShunFuriTojiro
Oct 202554.1%11.5%12.8%6.3%5.9%8.6%0.84%
Nov 202555.5%12%12.7%6.3%7.1%5.8%0.66%
Dec 202556.8%10.8%11.2%6.2%7.5%6.6%0.96%
Jan 202652.8%12.6%12.2%6.4%8.3%6.4%1.4%
Feb 202651.1%16.5%9.9%5.9%8.4%6.9%1.2%
Mar 202650.7%15.8%9.3%6.4%9.6%7.3%0.89%
Apr 202648.3%17.4%9.7%10.6%8.1%5.5%0.42%
May 202649.9%15.8%9.5%9.9%8.2%5.8%0.86%
Jun 202652%11.3%11.9%7.7%10.8%5.9%0.45%
Jul 202650.7%16.7%12.2%7.1%8.1%4.8%0.5%
Aug 202652.7%16.3%12.2%5.9%5.8%5.9%1.1%
Sep 202655.6%13.5%11%7.1%6.8%5.6%0.41%

  1. 1.Victorinox

    55.6%

    Held 1st. 2.7K estimated branded searches, -20.5% vs prior month. Share +2.9 points.

  2. 2.Wusthof

    13.5%

    Held 2nd. 650 estimated branded searches, -37.5% vs prior month. Share -2.8 points.

  3. 3.Global Knives

    11%

    Held 3rd. 530 estimated branded searches, -32.1% vs prior month. Share -1.2 points.

  4. 4.ZWILLING

    7.1%

    Moved from 5th to 4th. 340 estimated branded searches, -10.5% vs prior month. Share +1.1 points.

  5. 5.Shun

    6.8%

    Moved from 6th to 5th. 330 estimated branded searches, -10.8% vs prior month. Share +1.1 points.

  6. 6.Furi

    5.6%

    Moved from 4th to 6th. 270 estimated branded searches, -28.9% vs prior month. Share -0.3 points.

  7. 7.Tojiro

    0.41%

    Held 7th. 20 estimated branded searches, -71.4% vs prior month. Share -0.7 points.

Compare popularity between Victorinox and its closest rivals

Every comparison with Victorinox

17 comparisons

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 kitchen knife brands in New Zealand increased from 54.1% to 55.6%.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among kitchen knife brands in New Zealand peaked at 56.8% in December 2025 and was lowest at 48.3% in April 2026.

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

6 changes

  1. In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches.

  2. In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches.

  3. In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%.

  4. In September 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 16.3% to 13.5%.

  5. In September 2026, Global Knives lost share of searches among kitchen knife brands in New Zealand, from 12.2% to 11%.

  6. In September 2026, Tojiro lost share of searches among kitchen knife brands in New Zealand, from 1.1% to 0.41%.

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.

How the Brand Demand Index is measured

Where does Victorinox compete?

Victorinox is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Knife set brands3rd of 79.4%Show ranking
Cutlery brands2nd of 710.7%Show ranking
Kitchen knife brands1st of 755.6%Shown above
Potato peeler brands2nd of 325.3%Show ranking
Multi-tool brands2nd of 425.9%Show ranking
Chef knife brands1st of 645.5%Show ranking
Steak knives brands1st of 451%Show ranking
Poultry shears brands1st of 551.3%Show ranking
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