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 26.7% of all New Zealand poultry shears brand searches, placing Wusthof second out of five brands. When we asked both ChatGPT and Google AI Overviews about poultry shears brands, Wusthof appeared in two of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Wusthof is the second most searched of 5 competitors and the fourth most recommended in AI answers.

  1. VictorinoxShare of searches 51.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 26.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. OXOShare of searches 8.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. ZWILLINGShare of searches 8.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. ShunShare of searches 4.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top poultry shears brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wusthof was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Wusthof is the fourth most recommended of the five.

Most recommended by AI

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

  1. Victorinox1st
  2. OXO2nd
  3. ZWILLING3rd
  4. Wusthof4th
  5. Shun–

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
  • OXO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZWILLING4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wusthof2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about poultry shears 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 poultry shears brands compete with Wusthof?

Wusthof against poultry shears brands in New Zealand, by month

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

View monthly share of searches table
MonthVictorinoxWusthofOXOZWILLINGShun
Oct 202561.6%19.9%8.1%8.1%2.4%
Nov 202555.6%25.6%6%9%3.8%
Dec 202556.3%22.2%7.4%9.2%4.9%
Jan 202655.6%22.2%11.1%7.3%3.8%
Feb 202652.4%25%10.1%8.3%4.2%
Mar 202649.8%25.9%10.4%8.5%5.5%
Apr 202651%24%10.7%10.7%3.6%
May 202654.1%23.8%9.2%9.2%3.8%
Jun 202653.8%21%9.1%11.3%4.8%
Jul 202652.2%29.7%6.8%8.4%2.8%
Aug 202650.8%30.9%8.2%6.6%3.5%
Sep 202651.3%26.7%8.7%8.7%4.6%

  1. 1.Victorinox

    51.3%

    Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +0.5 points.

  2. 2.Wusthof

    26.7%

    Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -4.2 points.

  3. 3.OXO

    8.7%

    Held 3rd. 170 estimated branded searches, -19% vs prior month. Share +0.5 points.

  4. 4.ZWILLING

    8.7%

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

  5. 5.Shun

    4.6%

    Held 5th. 90 estimated branded searches, 0% vs prior month. Share +1.1 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 poultry shears brands in New Zealand increased from 19.9% to 26.7%.
  • Across the 12 months ending September 2026, Wusthof’s share of searches among poultry shears brands in New Zealand peaked at 30.9% in August 2026 and was lowest at 19.9% in October 2025.

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

5 changes

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

  2. In September 2026, Shun gained share of searches among poultry shears brands in New Zealand, from 3.5% to 4.6%.

  3. In September 2026, OXO gained share of searches among poultry shears brands in New Zealand, from 8.2% to 8.7%.

  4. In September 2026, Victorinox gained share of searches among poultry shears brands in New Zealand, from 50.8% to 51.3%.

  5. In September 2026, Wusthof lost share of searches among poultry shears brands in New Zealand, from 30.9% to 26.7%.

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%Show ranking
Chef knife brands2nd of 623.6%Show ranking
Steak knives brands2nd of 426.5%Show ranking
Poultry shears brands2nd of 526.7%Shown above
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