Shun vs ZWILLING:Which is more popular?
In September 2026, ZWILLING had more branded searches than Shun among chef knife brands in New Zealand. ZWILLING had about 170 branded searches, while Shun had 90. ZWILLING made up 7.7% 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, Shun appeared in four of the five answers and ZWILLING in one. Shun was mentioned before ZWILLING in three out of four answers that named either.
Who do people search for more?
ZWILLING, about 89% more searches than Shun
Who does AI mention more?
Shun, mentioned in 4 of 5 answers, ZWILLING in 1
Who does AI recommend more?
Shun, named ahead of ZWILLING in 3 of 4 answers
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Top chef knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Shun was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. ZWILLING was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Shun was listed before ZWILLING in three out of four answers that named either.
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 ZWILLING more popular in search?
This chart shows how often people search Google for Shun and ZWILLING 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 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% |
How has the Shun and ZWILLING comparison changed over the last 12 months?
3 findings
- ZWILLING 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, ZWILLING’s share of searches among chef knife brands in New Zealand moved from 6.9% to 7.7%, and its estimated monthly branded searches held steady at 170.
How did search popularity change for New Zealand chef knife brands in September 2026?
2 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, 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 ZWILLING’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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