Shun vs Wusthof:Which is more popular?
In September 2026, Wusthof had more branded searches than Shun among chef knife brands in New Zealand. Wusthof had about 520 branded searches, while Shun had 90. Wusthof made up 23.6% 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, Wusthof appeared in all five answers and Shun in four. Wusthof was mentioned before Shun in every answer.
Who do people search for more?
Wusthof, about 6 searches for every 1 for Shun
Who does AI mention more?
Wusthof, mentioned in every answer we collected
Who does AI recommend more?
Wusthof, named ahead of Shun in every answer
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Top chef knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wusthof 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. Wusthof was listed before Shun in every answer.
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.
Is Shun or Wusthof more popular in search?
This chart shows how often people search Google for Shun and Wusthof 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 Wusthof, 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% |
How has the Shun and Wusthof comparison changed over the last 12 months?
3 findings
- Wusthof 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, Wusthof’s share of searches among chef knife brands in New Zealand moved from 17% to 23.6%, and its estimated monthly branded searches moved from 420 to 520.
How did search popularity change for New Zealand chef knife brands in September 2026?
2 changes
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%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Shun’s and Wusthof’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.
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