---
title: "Chef knife brands in New Zealand: Which are searched most?"
description: "Compare the chef knife brands people buy. Share of Search among Victorinox, Wusthof, GLOBAL, ZWILLING, Shun and MAC, the chef knife brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-chef-knife-brands"
publisher: "Brandwave"
---

# Chef knife brands in New Zealand: Which are searched most?

Compare the chef knife brands people buy. Share of Search among Victorinox, Wusthof, GLOBAL, ZWILLING, Shun and MAC, the chef knife brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Chef knife brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Victorinox, 45.5%

## Which brand is most popular in search among chef knife brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Victorinox | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Wusthof | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| MAC | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Shun | 4th | 2 of 3 | 2 of 2 | 4 of 5 |
| ZWILLING | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| GLOBAL | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about chef knife brands

- Asked ChatGPT "Which chef knife brand should I buy in New Zealand?": 1. Victorinox, 2. MAC, 3. Wusthof, 4. Shun
- Asked ChatGPT "What are the best chef knife brands in New Zealand?": 1. Victorinox, 2. Wusthof, 3. MAC, 4. Shun
- Asked ChatGPT "What's the best chef knife brand in New Zealand for everyday kitchen use?": 1. Victorinox, 2. Wusthof, 3. MAC
- Searched Google, AI Overview "best chef knife": 1. Wusthof, 2. Victorinox, 3. Shun
- Searched Google, AI Overview "kitchen knife brand": 1. Wusthof, 2. ZWILLING, 3. Shun, 4. Victorinox

Not named in any answer: GLOBAL.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026.

## Compare search popularity between leading brands

- [Victorinox vs Wusthof: compare search popularity](/demand/nz/compare/victorinox-vs-wusthof): 45.5% against 23.6% Share of Search.
- [Victorinox vs GLOBAL: compare search popularity](/demand/nz/compare/global-knives-vs-victorinox): 45.5% against 17.7% Share of Search.
- [Victorinox vs ZWILLING: compare search popularity](/demand/nz/compare/victorinox-vs-zwilling): 45.5% against 7.7% Share of Search.
- [Victorinox vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-victorinox): 45.5% against 4.1% Share of Search.
- [Wusthof vs GLOBAL: compare search popularity](/demand/nz/compare/global-knives-vs-wusthof): 23.6% against 17.7% Share of Search.
- [Wusthof vs ZWILLING: compare search popularity](/demand/nz/compare/wusthof-vs-zwilling): 23.6% against 7.7% Share of Search.
- [Wusthof vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-wusthof): 23.6% against 4.1% Share of Search.
- [GLOBAL vs ZWILLING: compare search popularity](/demand/nz/compare/global-knives-vs-zwilling): 17.7% against 7.7% Share of Search.
- [GLOBAL vs Shun: compare search popularity](/demand/nz/compare/global-knives-vs-shun-knives): 17.7% against 4.1% Share of Search.
- [ZWILLING vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-zwilling): 7.7% against 4.1% Share of Search.

## How did search popularity change for New Zealand chef knife brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Victorinox | 45.5% | 1K | -23.1% | Victorinox |
| 2 | Wusthof | 23.6% | 520 | -34.2% | Wusthof |
| 3 | GLOBAL | 17.7% | 390 | -33.9% | GLOBAL |
| 4 | ZWILLING | 7.7% | 170 | 0.0% | ZWILLING |
| 5 | Shun | 4.1% | 90 | 0.0% | Shun |
| 6 | MAC | 1.4% | 30 | -40.0% | MAC Knife |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Victorinox | 1.3K | 52.6% | 1 |
| Oct 2025 | GLOBAL | 480 | 19.4% | 2 |
| Oct 2025 | Wusthof | 420 | 17% | 3 |
| Oct 2025 | ZWILLING | 170 | 6.9% | 4 |
| Oct 2025 | MAC | 50 | 2% | 5 |
| Oct 2025 | Shun | 50 | 2% | 6 |
| Nov 2025 | Victorinox | 1.3K | 45.9% | 1 |
| Nov 2025 | Wusthof | 600 | 21.2% | 2 |
| Nov 2025 | GLOBAL | 590 | 20.8% | 3 |
| Nov 2025 | ZWILLING | 210 | 7.4% | 4 |
| Nov 2025 | Shun | 90 | 3.2% | 5 |
| Nov 2025 | MAC | 40 | 1.4% | 6 |
| Dec 2025 | Victorinox | 1.6K | 49.2% | 1 |
| Dec 2025 | Wusthof | 630 | 19.4% | 2 |
| Dec 2025 | GLOBAL | 590 | 18.2% | 3 |
| Dec 2025 | ZWILLING | 260 | 8% | 4 |
| Dec 2025 | Shun | 140 | 4.3% | 5 |
| Dec 2025 | MAC | 30 | 0.92% | 6 |
| Jan 2026 | Victorinox | 1.3K | 49.8% | 1 |
| Jan 2026 | Wusthof | 520 | 19.9% | 2 |
| Jan 2026 | GLOBAL | 480 | 18.4% | 3 |
| Jan 2026 | ZWILLING | 170 | 6.5% | 4 |
| Jan 2026 | Shun | 90 | 3.4% | 5 |
| Jan 2026 | MAC | 50 | 1.9% | 6 |
| Feb 2026 | Victorinox | 880 | 47.1% | 1 |
| Feb 2026 | Wusthof | 420 | 22.5% | 2 |
| Feb 2026 | GLOBAL | 320 | 17.1% | 3 |
| Feb 2026 | ZWILLING | 140 | 7.5% | 4 |
| Feb 2026 | Shun | 70 | 3.7% | 5 |
| Feb 2026 | MAC | 40 | 2.1% | 6 |
| Mar 2026 | Victorinox | 1K | 46.5% | 1 |
| Mar 2026 | Wusthof | 520 | 24.2% | 2 |
| Mar 2026 | GLOBAL | 320 | 14.9% | 3 |
| Mar 2026 | ZWILLING | 170 | 7.9% | 4 |
| Mar 2026 | Shun | 110 | 5.1% | 5 |
| Mar 2026 | MAC | 30 | 1.4% | 6 |
| Apr 2026 | Victorinox | 1K | 47.6% | 1 |
| Apr 2026 | Wusthof | 470 | 22.4% | 2 |
| Apr 2026 | GLOBAL | 320 | 15.2% | 3 |
| Apr 2026 | ZWILLING | 210 | 10% | 4 |
| Apr 2026 | Shun | 70 | 3.3% | 5 |
| Apr 2026 | MAC | 30 | 1.4% | 6 |
| May 2026 | Victorinox | 1K | 49.3% | 1 |
| May 2026 | Wusthof | 440 | 21.7% | 2 |
| May 2026 | GLOBAL | 320 | 15.8% | 3 |
| May 2026 | ZWILLING | 170 | 8.4% | 4 |
| May 2026 | Shun | 70 | 3.4% | 5 |
| May 2026 | MAC | 30 | 1.5% | 6 |
| Jun 2026 | Victorinox | 1K | 47.6% | 1 |
| Jun 2026 | GLOBAL | 390 | 18.6% | 2 |
| Jun 2026 | Wusthof | 390 | 18.6% | 3 |
| Jun 2026 | ZWILLING | 210 | 10% | 4 |
| Jun 2026 | Shun | 90 | 4.3% | 5 |
| Jun 2026 | MAC | 20 | 0.95% | 6 |
| Jul 2026 | Victorinox | 1.3K | 43.9% | 1 |
| Jul 2026 | Wusthof | 740 | 25% | 2 |
| Jul 2026 | GLOBAL | 590 | 19.9% | 3 |
| Jul 2026 | ZWILLING | 210 | 7.1% | 4 |
| Jul 2026 | Shun | 70 | 2.4% | 5 |
| Jul 2026 | MAC | 50 | 1.7% | 6 |
| Aug 2026 | Victorinox | 1.3K | 43.5% | 1 |
| Aug 2026 | Wusthof | 790 | 26.4% | 2 |
| Aug 2026 | GLOBAL | 590 | 19.7% | 3 |
| Aug 2026 | ZWILLING | 170 | 5.7% | 4 |
| Aug 2026 | Shun | 90 | 3% | 5 |
| Aug 2026 | MAC | 50 | 1.7% | 6 |
| Sep 2026 | Victorinox | 1K | 45.5% | 1 |
| Sep 2026 | Wusthof | 520 | 23.6% | 2 |
| Sep 2026 | GLOBAL | 390 | 17.7% | 3 |
| Sep 2026 | ZWILLING | 170 | 7.7% | 4 |
| Sep 2026 | Shun | 90 | 4.1% | 5 |
| Sep 2026 | MAC | 30 | 1.4% | 6 |

## What is being compared

- **GLOBAL**: Measured on the search term “global knives”.
- **MAC**: Measured on the search term “mac knives”.
- **Shun**: Measured on the search term “kai knives shun”.
- **Victorinox**: Measured on the search term “victorinox”.
- **Wusthof**: Measured on the search terms “wusthof”, “wusthof classic” and “wusthof knife”, summed into one figure.
- **ZWILLING**: Measured on the search term “zwilling”.

- [GLOBAL](/demand/nz/brands/global-knives)
- [MAC](/demand/nz/brands/mac-knife)
- [Shun](/demand/nz/brands/shun-knives)
- [Victorinox](/demand/nz/brands/victorinox)
- [Wusthof](/demand/nz/brands/wusthof)
- [ZWILLING](/demand/nz/brands/zwilling)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among chef knife brands in New Zealand?

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.

## Cite this page

Brandwave. "Chef knife brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-chef-knife-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-chef-knife-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.