How popular isZWILLING?
In September 2026, people searched for ZWILLING by name about 340 times in New Zealand, a 13.3% increase from the previous year. These searches made up 1.8% of all New Zealand cutlery brand searches, placing ZWILLING sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about cutlery brands, ZWILLING appeared in one of the four answers and was the third most recommended of the seven.
ZWILLING is the sixth most searched of 7 competitors and the third most recommended in AI answers.
KitchenAidShare of searches 69.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
VictorinoxShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
WiltshireShare of searches 7.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
WusthofShare of searches 5.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
ZWILLINGShare of searches 1.8%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
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Top cutlery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ZWILLING was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. ZWILLING 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.
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?”
Asked ChatGPT
“What are the best cutlery brands in New Zealand?”
Asked ChatGPT
“What's the best cutlery brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knife set nz”
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 ZWILLING?
Share of searches by month for KitchenAid, Victorinox, Wiltshire, Wusthof, Tramontina, ZWILLING. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Victorinox | Wiltshire | Wusthof | Tramontina | ZWILLING | Stanley Rogers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.1% | 13.6% | 6.2% | 4.4% | 2.5% | 1.8% | 2.4% |
| Nov 2025 | 78% | 8.8% | 4% | 4.1% | 2.1% | 1.4% | 1.6% |
| Dec 2025 | 76.2% | 10.4% | 3.8% | 4.1% | 2.1% | 1.7% | 1.7% |
| Jan 2026 | 71.5% | 11.8% | 5.4% | 4.7% | 2.7% | 1.5% | 2.4% |
| Feb 2026 | 72.6% | 10.1% | 6.8% | 4.8% | 2.2% | 1.6% | 1.8% |
| Mar 2026 | 70.4% | 11.1% | 6.6% | 5.8% | 2.2% | 1.9% | 2% |
| Apr 2026 | 69.5% | 10.9% | 6.4% | 5.1% | 3.2% | 2.3% | 2.5% |
| May 2026 | 70% | 10.8% | 7.8% | 4.8% | 2.8% | 1.8% | 2% |
| Jun 2026 | 69.6% | 11.1% | 8% | 4.3% | 2.6% | 2.3% | 2% |
| Jul 2026 | 60% | 12.2% | 12.2% | 6.9% | 5.1% | 2% | 1.7% |
| Aug 2026 | 63.6% | 12.9% | 8.8% | 7.9% | 3.2% | 1.7% | 1.9% |
| Sep 2026 | 69.7% | 10.7% | 7.7% | 5.5% | 2.9% | 1.8% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 69.7% | 6.5K | +2.2% | +6 points | |
| 2, held 2nd | 10.7% | 1K | -23.1% | -2.3 points | |
| 3, held 3rd | 7.7% | 720 | -18.2% | -1.1 points | |
| 4, held 4th | 5.5% | 520 | -34.2% | -2.3 points | |
| 5, held 5th | 2.9% | 270 | -15.6% | -0.3 points | |
| 6, moved from 7th to 6th | 1.8% | 170 | 0% | +0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 1.7% | 160 | -15.8% | -0.2 pointsmoved from 6th to 7th |
69.7%
Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +6 points.
10.7%
Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.
7.7%
Held 3rd. 720 estimated branded searches, -18.2% vs prior month. Share -1.1 points.
4.
Wusthof5.5%
Held 4th. 520 estimated branded searches, -34.2% vs prior month. Share -2.3 points.
2.9%
Held 5th. 270 estimated branded searches, -15.6% vs prior month. Share -0.3 points.
6.
ZWILLING1.8%
Moved from 7th to 6th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.
1.7%
Moved from 6th to 7th. 160 estimated branded searches, -15.8% vs prior month. Share -0.2 points.
Compare popularity between ZWILLING and its closest rivals
Every comparison with ZWILLING
18 comparisons
- Shun vs ZWILLING
- Furi vs ZWILLING
- Bodum vs ZWILLING
- Breville vs ZWILLING
- Global Knives vs ZWILLING
- GLOBAL vs ZWILLING
- Joseph Joseph vs ZWILLING
- KitchenAid vs ZWILLING
- Ninja vs ZWILLING
- OXO vs ZWILLING
- Russell Hobbs vs ZWILLING
- Smeg vs ZWILLING
- Sunbeam vs ZWILLING
- Tramontina vs ZWILLING
- Victorinox vs ZWILLING
- Wiltshire vs ZWILLING
- Wusthof vs ZWILLING
- Stanley Rogers vs ZWILLING
How has branded search demand for ZWILLING changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for ZWILLING in New Zealand rose from 300 to 340.
- Across the 12 months ending September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.
How did search popularity change for New Zealand cutlery brands in September 2026?
6 changes
In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%.
In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.
In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%.
In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.
In September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.
In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.
How are ZWILLING’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using ZWILLING’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.
- zwilling
- zwilling chef knife
- zwilling knife
- zwilling knife set
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Where does ZWILLING compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Tea kettle brands | 6th of 6 | 0.74% | Show ranking |
| Knife set brands | 7th of 7 | 1.6% | Show ranking |
| Cutlery brands | 6th of 7 | 1.8% | Shown above |
| Kitchen knife brands | 4th of 7 | 7.1% | Show ranking |
| Chef knife brands | 4th of 6 | 7.7% | Show ranking |
| Steak knives brands | 4th of 4 | 8.7% | Show ranking |
| Poultry shears brands | 4th of 5 | 8.7% | Show ranking |
Is ZWILLING 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.