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 9.4% of all New Zealand knife set brand searches, placing Victorinox third out of seven brands. When we asked both ChatGPT and Google AI Overviews about knife set brands, Victorinox appeared in four of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

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

  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, Victorinox was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. 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. 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 Victorinox?

Victorinox 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 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?

4 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 knife set brands in New Zealand decreased from 12.2% to 9.4%.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among knife set brands in New Zealand peaked at 12.2% in October 2025 and was lowest at 7.9% in November 2025.
  • Across the 12 months ending September 2026, Victorinox fell from 2nd to 3rd 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 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%Shown above
Cutlery brands2nd of 710.7%Show ranking
Kitchen knife brands1st of 755.6%Show ranking
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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