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 51% of all New Zealand steak knives brand searches, placing Victorinox first out of four brands. When we asked both ChatGPT and Google AI Overviews about steak knives brands, Victorinox appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Victorinox is the most searched of 4 competitors and the most recommended in AI answers.

  1. VictorinoxShare of searches 51%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 26.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. TramontinaShare of searches 13.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. ZWILLINGShare of searches 8.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top steak knives 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 most recommended of the four.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Victorinox1st
  2. Wusthof2nd
  3. ZWILLING3rd
  4. Tramontina4th

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
  • Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tramontina3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZWILLING3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about steak knives brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which steak knives brands compete with Victorinox?

Victorinox against steak knives brands in New Zealand, by month

Share of searches by month for Victorinox, Wusthof, Tramontina, ZWILLING. The figures are in the table below the chart.

View monthly share of searches table
MonthVictorinoxWusthofTramontinaZWILLING
Oct 202561%19.7%11.3%8%
Nov 202553.7%24.8%12.8%8.7%
Dec 202556.9%22.4%11.4%9.3%
Jan 202656.8%22.7%13.1%7.4%
Feb 202654%25.8%11.7%8.6%
Mar 202652.9%27.5%10.6%9%
Apr 202650.8%23.9%14.7%10.7%
May 202653.5%23.5%13.9%9.1%
Jun 202654.6%21.3%12.6%11.5%
Jul 202646.6%26.5%19.4%7.5%
Aug 202650.4%30.6%12.4%6.6%
Sep 202651%26.5%13.8%8.7%

  1. 1.Victorinox

    51%

    Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +0.6 points.

  2. 2.Wusthof

    26.5%

    Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -4.1 points.

  3. 3.Tramontina

    13.8%

    Held 3rd. 270 estimated branded searches, -15.6% vs prior month. Share +1.4 points.

  4. 4.ZWILLING

    8.7%

    Held 4th. 170 estimated branded searches, 0% vs prior month. Share +2.1 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?

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 steak knives brands in New Zealand decreased from 61% to 51%.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among steak knives brands in New Zealand peaked at 61% in October 2025 and was lowest at 46.6% in July 2026.

How did search popularity change for New Zealand steak knives brands in September 2026?

4 changes

  1. In September 2026, ZWILLING gained share of searches among steak knives brands in New Zealand, from 6.6% to 8.7%.

  2. In September 2026, Tramontina gained share of searches among steak knives brands in New Zealand, from 12.4% to 13.8%.

  3. In September 2026, Victorinox gained share of searches among steak knives brands in New Zealand, from 50.4% to 51%.

  4. In September 2026, Wusthof lost share of searches among steak knives brands in New Zealand, from 30.6% to 26.5%.

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%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%Shown above
Poultry shears brands1st of 551.3%Show ranking
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