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 13.5% of all New Zealand kitchen knife brand searches, placing Wusthof second out of seven brands. When we asked both ChatGPT and Google AI Overviews about kitchen knife brands, Wusthof appeared in three of the four answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Wusthof is the second most searched of 7 competitors and the third 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

+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 kitchen knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wusthof was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Wusthof is the third 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 Wusthof?

Wusthof 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 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?

4 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 kitchen knife brands in New Zealand increased from 11.5% to 13.5%.
  • Across the 12 months ending September 2026, Wusthof’s share of searches among kitchen knife brands in New Zealand peaked at 17.4% in April 2026 and was lowest at 10.8% in December 2025.
  • Across the 12 months ending September 2026, Wusthof rose from 3rd to 2nd among kitchen knife brands in New Zealand.

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 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%Show ranking
Kitchen knife brands2nd of 713.5%Shown above
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