Brandwave

Shun vs Victorinox:Which is more popular?

In September 2026, Victorinox had more branded searches than Shun among chef knife brands in New Zealand. Victorinox had about 1,000 branded searches, while Shun had 90. Victorinox made up 45.5% of all chef knife brand searches we track, and Shun accounted for 4.1%. When we asked ChatGPT and Google AI Overviews about chef knife brands, Victorinox appeared in all five answers and Shun in four. Victorinox was mentioned before Shun in four out of five answers.

Among chef knife brands in New Zealand in September 2026

Who do people search for more?

Victorinox, about 11 searches for every 1 for Shun

Victorinox 1K searchesShun 90 searches

Who does AI mention more?

Victorinox, mentioned in every answer we collected

Victorinox in 5 of 5Shun in 4 of 5

Who does AI recommend more?

Victorinox, named ahead of Shun in 4 of 5 answers

Victorinox first in 4Shun first in 1

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Top chef knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victorinox appeared in all five answers. Shun was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Victorinox was listed before Shun in four out of five answers.

Most recommended by AI

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

  1. Victorinox1st
  2. Wusthof1st
  3. MAC3rd
  4. Shun4th
  5. ZWILLING5th
  6. GLOBAL–

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

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.

Is Shun or Victorinox more popular in search?

This chart shows how often people search Google for Shun and Victorinox 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.

Shun and Victorinox among chef knife brands in New Zealand, by month

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

View monthly share of searches table
MonthVictorinoxWusthofGLOBALZWILLINGShunMAC
Oct 202552.6%17%19.4%6.9%2%2%
Nov 202545.9%21.2%20.8%7.4%3.2%1.4%
Dec 202549.2%19.4%18.2%8%4.3%0.92%
Jan 202649.8%19.9%18.4%6.5%3.4%1.9%
Feb 202647.1%22.5%17.1%7.5%3.7%2.1%
Mar 202646.5%24.2%14.9%7.9%5.1%1.4%
Apr 202647.6%22.4%15.2%10%3.3%1.4%
May 202649.3%21.7%15.8%8.4%3.4%1.5%
Jun 202647.6%18.6%18.6%10%4.3%0.95%
Jul 202643.9%25%19.9%7.1%2.4%1.7%
Aug 202643.5%26.4%19.7%5.7%3%1.7%
Sep 202645.5%23.6%17.7%7.7%4.1%1.4%

How has the Shun and Victorinox comparison changed over the last 12 months?

3 findings
  • Victorinox was ahead of Shun in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Shun’s share of searches among chef knife brands in New Zealand moved from 2% to 4.1%, and its estimated monthly branded searches moved from 50 to 90.
  • Across the 12 months ending September 2026, Victorinox’s share of searches among chef knife brands in New Zealand moved from 52.6% to 45.5%, and its estimated monthly branded searches moved from 1.3K to 1K.

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

2 changes

  1. In September 2026, Victorinox gained share of searches among chef knife brands in New Zealand, from 43.5% to 45.5%.

  2. In September 2026, Shun gained share of searches among chef knife brands in New Zealand, from 3% to 4.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Shun’s and Victorinox’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Shun

1 branded search term

  • kai knives shun

Victorinox

1 branded search term

  • victorinox

How the Brand Demand Index is measured

Other head-to-heads among chef knife brands

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