Chef knife brands in New Zealand:Which are most popular?
In September 2026, Victorinox was the most searched chef knife brand in New Zealand, accounting for 45.5% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Victorinox and Wusthof showed up in every answer. Victorinox and Wusthof tied as the most recommended.
VictorinoxShare of searches 45.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
WusthofShare of searches 23.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
GLOBALShare of searches 17.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ZWILLINGShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
ShunShare of searches 4.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
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Top chef knife brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Victorinox and Wusthof appeared every time. Victorinox and Wusthof tied as the most recommended. MAC was third. GLOBAL, which ranked third in searches, was not mentioned at all.
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.
- Victorinox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Wusthof5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Shun4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ZWILLING1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chef knife brands
5 answers
Asked ChatGPT
“Which chef knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best chef knife brands in New Zealand?”
Asked ChatGPT
“What's the best chef knife brand in New Zealand for everyday kitchen use?”
Searched Google, AI Overview
“best chef knife”
Searched Google, AI Overview
“kitchen knife brand”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which chef knife brands do people search for most?
This chart shows how often people search Google for each chef knife brand by name. Each line represents a brand's share of searches for all six chef knife brands we track, month by month, from searches in New Zealand.
Share of searches by month for Victorinox, Wusthof, GLOBAL, ZWILLING, Shun. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | GLOBAL | ZWILLING | Shun | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.6% | 17% | 19.4% | 6.9% | 2% | 2% |
| Nov 2025 | 45.9% | 21.2% | 20.8% | 7.4% | 3.2% | 1.4% |
| Dec 2025 | 49.2% | 19.4% | 18.2% | 8% | 4.3% | 0.92% |
| Jan 2026 | 49.8% | 19.9% | 18.4% | 6.5% | 3.4% | 1.9% |
| Feb 2026 | 47.1% | 22.5% | 17.1% | 7.5% | 3.7% | 2.1% |
| Mar 2026 | 46.5% | 24.2% | 14.9% | 7.9% | 5.1% | 1.4% |
| Apr 2026 | 47.6% | 22.4% | 15.2% | 10% | 3.3% | 1.4% |
| May 2026 | 49.3% | 21.7% | 15.8% | 8.4% | 3.4% | 1.5% |
| Jun 2026 | 47.6% | 18.6% | 18.6% | 10% | 4.3% | 0.95% |
| Jul 2026 | 43.9% | 25% | 19.9% | 7.1% | 2.4% | 1.7% |
| Aug 2026 | 43.5% | 26.4% | 19.7% | 5.7% | 3% | 1.7% |
| Sep 2026 | 45.5% | 23.6% | 17.7% | 7.7% | 4.1% | 1.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.5% | 1K | -23.1% | +2 points | |
| 2, held 2nd | 23.6% | 520 | -34.2% | -2.8 points | |
| 3, held 3rd | 17.7% | 390 | -33.9% | -2 points | |
| 4, held 4th | 7.7% | 170 | 0% | +2 points | |
| 5, held 5th | 4.1% | 90 | 0% | +1.1 points | |
| 6, held 6th | 1.4% | 30 | -40% | -0.3 points |
45.5%
Held 1st. 1K estimated branded searches, -23.1% vs prior month. Share +2 points.
2.
Wusthof23.6%
Held 2nd. 520 estimated branded searches, -34.2% vs prior month. Share -2.8 points.
3.
GLOBAL17.7%
Held 3rd. 390 estimated branded searches, -33.9% vs prior month. Share -2 points.
4.
ZWILLING7.7%
Held 4th. 170 estimated branded searches, 0% vs prior month. Share +2 points.
5.
Shun4.1%
Held 5th. 90 estimated branded searches, 0% vs prior month. Share +1.1 points.
6.MAC
1.4%
Held 6th. 30 estimated branded searches, -40% vs prior month. Share -0.3 points.
Which brand is most popular in search among chef knife brands in New Zealand?
6 brands
In September 2026, Victorinox was the most searched among chef knife brands in New Zealand, with an estimated 1K branded searches, 45.5% of all searches for the six we track. Wusthof is in 2nd place, 21.8 percentage points behind at 23.6%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Victorinox | 52.6% → 45.5% | 52.6%Oct 2025 | 43.5%Aug 2026 | 1st |
| Wusthof | 17% → 23.6% | 26.4%Aug 2026 | 17%Oct 2025 | 3rd → 2nd |
| GLOBAL | 19.4% → 17.7% | 20.8%Nov 2025 | 14.9%Mar 2026 | 2nd → 3rd |
| ZWILLING | 6.9% → 7.7% | 10%Apr 2026 | 5.7%Aug 2026 | 4th |
| Shun | 2% → 4.1% | 5.1%Mar 2026 | 2%Oct 2025 | 6th → 5th |
| MAC | 2% → 1.4% | 2.1%Feb 2026 | 0.92%Dec 2025 | 5th → 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Victorinox’s share of searches among chef knife brands in New Zealand decreased from 52.6% to 45.5%.
- Across the 12 months ending September 2026, Wusthof’s share of searches among chef knife brands in New Zealand increased from 17% to 23.6%.
- Across the 12 months ending September 2026, GLOBAL’s share of searches among chef knife brands in New Zealand decreased from 19.4% to 17.7%.
- Across the 12 months ending September 2026, ZWILLING’s share of searches among chef knife brands in New Zealand increased from 6.9% to 7.7%.
- Across the 12 months ending September 2026, Shun’s share of searches among chef knife brands in New Zealand increased from 2% to 4.1%.
- Across the 12 months ending September 2026, MAC’s share of searches among chef knife brands in New Zealand decreased from 2% to 1.4%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among chef knife brands in New Zealand peaked at 52.6% in October 2025 and was lowest at 43.5% in August 2026.
- Across the 12 months ending September 2026, Wusthof’s share of searches among chef knife brands in New Zealand peaked at 26.4% in August 2026 and was lowest at 17% in October 2025.
- Across the 12 months ending September 2026, GLOBAL’s share of searches among chef knife brands in New Zealand peaked at 20.8% in November 2025 and was lowest at 14.9% in March 2026.
- Across the 12 months ending September 2026, ZWILLING’s share of searches among chef knife brands in New Zealand peaked at 10% in April 2026 and was lowest at 5.7% in August 2026.
- Across the 12 months ending September 2026, Shun’s share of searches among chef knife brands in New Zealand peaked at 5.1% in March 2026 and was lowest at 2% in October 2025.
- Across the 12 months ending September 2026, MAC’s share of searches among chef knife brands in New Zealand peaked at 2.1% in February 2026 and was lowest at 0.92% in December 2025.
- Across the 12 months ending September 2026, Wusthof rose from 3rd to 2nd among chef knife brands in New Zealand.
- Across the 12 months ending September 2026, GLOBAL fell from 2nd to 3rd among chef knife brands in New Zealand.
- Across the 12 months ending September 2026, Shun rose from 6th to 5th among chef knife brands in New Zealand.
- Across the 12 months ending September 2026, MAC fell from 5th to 6th among chef knife brands in New Zealand.
How did search popularity change for New Zealand chef knife brands in September 2026?
6 changes
In September 2026, ZWILLING gained share of searches among chef knife brands in New Zealand, from 5.7% to 7.7%.
In September 2026, Victorinox gained share of searches among chef knife brands in New Zealand, from 43.5% to 45.5%.
In September 2026, Shun gained share of searches among chef knife brands in New Zealand, from 3% to 4.1%.
In September 2026, Wusthof lost share of searches among chef knife brands in New Zealand, from 26.4% to 23.6%.
In September 2026, GLOBAL lost share of searches among chef knife brands in New Zealand, from 19.7% to 17.7%.
Estimated monthly branded searches for MAC in New Zealand fell 40% over 12 measured months, from 50 to 30 in September 2026.
Compare popularity between leading brands
- Victorinox vs Wusthof: compare popularity
- Victorinox vs GLOBAL: compare popularity
- Victorinox vs ZWILLING: compare popularity
- Victorinox vs Shun: compare popularity
- Wusthof vs GLOBAL: compare popularity
- Wusthof vs ZWILLING: compare popularity
- Wusthof vs Shun: compare popularity
- GLOBAL vs ZWILLING: compare popularity
- GLOBAL vs Shun: compare popularity
- ZWILLING vs Shun: compare popularity
- Compare any of these brands
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