Brandwave

How popular isWusthof?

In September 2026, people searched for Wusthof by name about 650 times in New Zealand, an 18.2% increase from the previous year. These searches made up 5.5% of all New Zealand cutlery brand searches, placing Wusthof fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about cutlery brands, Wusthof appeared in two of the four answers and was the most recommended of the seven.

Search and AI answers in September 2026

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

  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

Wusthof website (opens in a new tab)

Follow Wusthof and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wusthof was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Wusthof 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. 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 Wusthof?

Wusthof 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 Wusthof and its closest rivals

Every comparison with Wusthof

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wusthof in New Zealand rose from 550 to 650.
  • Across the 12 months ending September 2026, Wusthof’s share of searches among cutlery brands in New Zealand increased from 4.4% to 5.5%.
  • Across the 12 months ending September 2026, Wusthof’s share of searches among cutlery brands in New Zealand peaked at 7.9% in August 2026 and was lowest at 4.1% in November 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 Wusthof’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Wusthof’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.

  • knife set wusthof
  • wusthof
  • wusthof chef knife
  • wusthof classic
  • wusthof kitchen knives
  • wusthof knife

Do you work for Wusthof? 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 Wusthof compete?

Wusthof is ranked in six 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 brands6th of 74.9%Show ranking
Cutlery brands4th of 75.5%Shown above
Kitchen knife brands2nd of 713.5%Show ranking
Chef knife brands2nd of 623.6%Show ranking
Steak knives brands2nd of 426.5%Show ranking
Poultry shears brands2nd of 526.7%Show ranking
Creator with pink hair and a pink jacket

Is Wusthof 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.

Start free