Brandwave

How popular isWiltshire?

In September 2026, people searched for Wiltshire by name about 720 times in New Zealand, a 22% increase from the previous year. These searches made up 7.7% of all New Zealand cutlery brand searches, placing Wiltshire third out of seven brands. When we asked both ChatGPT and Google AI Overviews about cutlery brands, Wiltshire did not appear in any of the answers.

Search and AI answers in September 2026

Wiltshire is the third most searched of 7 competitors and not listed in any AI answer.

  1. KitchenAidShare of searches 69.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. VictorinoxShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  3. WiltshireShare of searches 7.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. WusthofShare of searches 5.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  5. TramontinaShare of searches 2.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations –

+2 more

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wiltshire did not appear in any of the four answers.

Most recommended by AI

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

  1. Wusthof1st
  2. Victorinox2nd
  3. ZWILLING3rd
  4. KitchenAid–
  5. Wiltshire–
  6. Tramontina–
  7. Stanley Rogers–

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?”

    1. 1Tramontina

  • Asked ChatGPT

    “What are the best cutlery brands in New Zealand?”

    1. 1Stanley Rogers

  • Asked ChatGPT

    “What's the best cutlery brand in New Zealand for everyday cooking?”

    1. 1Victorinox
    2. 2Wusthof

  • Searched Google, AI Overview

    “kitchen knife set nz”

    1. 1Wusthof
    2. 2ZWILLING

  • 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 Wiltshire?

Wiltshire against cutlery brands in New Zealand, by month

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
MonthKitchenAidVictorinoxWiltshireWusthofTramontinaZWILLINGStanley Rogers
Oct 202569.1%13.6%6.2%4.4%2.5%1.8%2.4%
Nov 202578%8.8%4%4.1%2.1%1.4%1.6%
Dec 202576.2%10.4%3.8%4.1%2.1%1.7%1.7%
Jan 202671.5%11.8%5.4%4.7%2.7%1.5%2.4%
Feb 202672.6%10.1%6.8%4.8%2.2%1.6%1.8%
Mar 202670.4%11.1%6.6%5.8%2.2%1.9%2%
Apr 202669.5%10.9%6.4%5.1%3.2%2.3%2.5%
May 202670%10.8%7.8%4.8%2.8%1.8%2%
Jun 202669.6%11.1%8%4.3%2.6%2.3%2%
Jul 202660%12.2%12.2%6.9%5.1%2%1.7%
Aug 202663.6%12.9%8.8%7.9%3.2%1.7%1.9%
Sep 202669.7%10.7%7.7%5.5%2.9%1.8%1.7%

  1. 1.KitchenAid

    69.7%

    Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +6 points.

  2. 2.Victorinox

    10.7%

    Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.

  3. 3.Wiltshire

    7.7%

    Held 3rd. 720 estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  4. 4.Wusthof

    5.5%

    Held 4th. 520 estimated branded searches, -34.2% vs prior month. Share -2.3 points.

  5. 5.Tramontina

    2.9%

    Held 5th. 270 estimated branded searches, -15.6% vs prior month. Share -0.3 points.

  6. 6.ZWILLING

    1.8%

    Moved from 7th to 6th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Stanley Rogers

    1.7%

    Moved from 6th to 7th. 160 estimated branded searches, -15.8% vs prior month. Share -0.2 points.

Compare popularity between Wiltshire and its closest rivals

Every comparison with Wiltshire

14 comparisons

How has branded search demand for Wiltshire changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wiltshire in New Zealand rose from 590 to 720.
  • Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand increased from 6.2% to 7.7%.
  • Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand peaked at 12.2% in July 2026 and was lowest at 3.8% in December 2025.

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

6 changes

  1. In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%.

  2. In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.

  3. In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%.

  4. In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.

  5. In September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.

  6. In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.

How are Wiltshire’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Wiltshire’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • wiltshire

Do you work for Wiltshire? 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 Wiltshire compete?

Wiltshire is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bakeware brands4th of 94.4%Show ranking
Roasting dish brands4th of 55.5%Show ranking
Cutlery brands3rd of 77.7%Shown above
Kitchen utensil brands1st of 544.2%Show ranking
Creator with pink hair and a pink jacket

Is Wiltshire your brand?

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