Brandwave

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 8.7% of all New Zealand steak knives brand searches, placing ZWILLING fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about steak knives brands, ZWILLING appeared in three of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

ZWILLING is the fourth most searched of 4 competitors and the third most recommended in AI answers.

  1. VictorinoxShare of searches 51%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. WusthofShare of searches 26.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. TramontinaShare of searches 13.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. ZWILLINGShare of searches 8.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top steak knives brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ZWILLING was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. ZWILLING is the third most recommended of the four.

Most recommended by AI

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

  1. Victorinox1st
  2. Wusthof2nd
  3. ZWILLING3rd
  4. Tramontina4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Victorinox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tramontina3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ZWILLING3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about steak knives brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which steak knives brands compete with ZWILLING?

ZWILLING against steak knives brands in New Zealand, by month

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

View monthly share of searches table
MonthVictorinoxWusthofTramontinaZWILLING
Oct 202561%19.7%11.3%8%
Nov 202553.7%24.8%12.8%8.7%
Dec 202556.9%22.4%11.4%9.3%
Jan 202656.8%22.7%13.1%7.4%
Feb 202654%25.8%11.7%8.6%
Mar 202652.9%27.5%10.6%9%
Apr 202650.8%23.9%14.7%10.7%
May 202653.5%23.5%13.9%9.1%
Jun 202654.6%21.3%12.6%11.5%
Jul 202646.6%26.5%19.4%7.5%
Aug 202650.4%30.6%12.4%6.6%
Sep 202651%26.5%13.8%8.7%

  1. 1.Victorinox

    51%

    Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +0.6 points.

  2. 2.Wusthof

    26.5%

    Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -4.1 points.

  3. 3.Tramontina

    13.8%

    Held 3rd. 270 estimated branded searches, -15.6% vs prior month. Share +1.4 points.

  4. 4.ZWILLING

    8.7%

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

Compare popularity between ZWILLING and its closest rivals

Every comparison with ZWILLING

18 comparisons

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

3 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’s share of searches among steak knives brands in New Zealand increased from 8% to 8.7%.
  • Across the 12 months ending September 2026, ZWILLING’s share of searches among steak knives brands in New Zealand peaked at 11.5% in June 2026 and was lowest at 6.6% in August 2026.

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

4 changes

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

  2. In September 2026, Tramontina gained share of searches among steak knives brands in New Zealand, from 12.4% to 13.8%.

  3. In September 2026, Victorinox gained share of searches among steak knives brands in New Zealand, from 50.4% to 51%.

  4. In September 2026, Wusthof lost share of searches among steak knives brands in New Zealand, from 30.6% to 26.5%.

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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How the Brand Demand Index is measured

Where does ZWILLING compete?

ZWILLING is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tea kettle brands6th of 60.74%Show ranking
Knife set brands7th of 71.6%Show ranking
Cutlery brands6th of 71.8%Show ranking
Kitchen knife brands4th of 77.1%Show ranking
Chef knife brands4th of 67.7%Show ranking
Steak knives brands4th of 48.7%Shown above
Poultry shears brands4th of 58.7%Show ranking
Creator with pink hair and a pink jacket

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