Cutlery brands in New Zealand:Which are most popular?
In September 2026, KitchenAid was the most searched cutlery brand in New Zealand, accounting for 69.7% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Wusthof was mentioned most often, in two of the four answers. Wusthof was recommended most often, coming first in one out of two responses that gave a list.
KitchenAidShare of searches 69.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
VictorinoxShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
WiltshireShare of searches 7.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
WusthofShare of searches 5.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
TramontinaShare of searches 2.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations –
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Top cutlery brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, Wusthof was mentioned most often, in two of the four answers. Wusthof was recommended most often, coming first in one out of two answers that gave a list. Victorinox was second, and ZWILLING was third. KitchenAid, which ranked first 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.
- Wusthof2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Victorinox1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Tramontina1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
ZWILLING1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Stanley Rogers1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- KitchenAid0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wiltshire0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about cutlery brands
4 answers
Asked ChatGPT
“Which cutlery brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cutlery brands in New Zealand?”
Asked ChatGPT
“What's the best cutlery brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knife set nz”
Searched Google, AI Overview
“cutlery set nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which cutlery brands do people search for most?
This chart shows how often people search Google for each cutlery brand by name. Each line represents a brand's share of searches for all seven cutlery brands we track, month by month, from searches in New Zealand.
Share of searches by month for KitchenAid, Victorinox, Wiltshire, Wusthof, Tramontina. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Victorinox | Wiltshire | Wusthof | Tramontina | ZWILLING | Stanley Rogers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.1% | 13.6% | 6.2% | 4.4% | 2.5% | 1.8% | 2.4% |
| Nov 2025 | 78% | 8.8% | 4% | 4.1% | 2.1% | 1.4% | 1.6% |
| Dec 2025 | 76.2% | 10.4% | 3.8% | 4.1% | 2.1% | 1.7% | 1.7% |
| Jan 2026 | 71.5% | 11.8% | 5.4% | 4.7% | 2.7% | 1.5% | 2.4% |
| Feb 2026 | 72.6% | 10.1% | 6.8% | 4.8% | 2.2% | 1.6% | 1.8% |
| Mar 2026 | 70.4% | 11.1% | 6.6% | 5.8% | 2.2% | 1.9% | 2% |
| Apr 2026 | 69.5% | 10.9% | 6.4% | 5.1% | 3.2% | 2.3% | 2.5% |
| May 2026 | 70% | 10.8% | 7.8% | 4.8% | 2.8% | 1.8% | 2% |
| Jun 2026 | 69.6% | 11.1% | 8% | 4.3% | 2.6% | 2.3% | 2% |
| Jul 2026 | 60% | 12.2% | 12.2% | 6.9% | 5.1% | 2% | 1.7% |
| Aug 2026 | 63.6% | 12.9% | 8.8% | 7.9% | 3.2% | 1.7% | 1.9% |
| Sep 2026 | 69.7% | 10.7% | 7.7% | 5.5% | 2.9% | 1.8% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 69.7% | 6.5K | +2.2% | +6 points | |
| 2, held 2nd | 10.7% | 1K | -23.1% | -2.3 points | |
| 3, held 3rd | 7.7% | 720 | -18.2% | -1.1 points | |
| 4, held 4th | 5.5% | 520 | -34.2% | -2.3 points | |
| 5, held 5th | 2.9% | 270 | -15.6% | -0.3 points | |
| 6, moved from 7th to 6th | 1.8% | 170 | 0% | +0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 1.7% | 160 | -15.8% | -0.2 pointsmoved from 6th to 7th |
69.7%
Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +6 points.
10.7%
Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -2.3 points.
7.7%
Held 3rd. 720 estimated branded searches, -18.2% vs prior month. Share -1.1 points.
4.
Wusthof5.5%
Held 4th. 520 estimated branded searches, -34.2% vs prior month. Share -2.3 points.
2.9%
Held 5th. 270 estimated branded searches, -15.6% vs prior month. Share -0.3 points.
6.
ZWILLING1.8%
Moved from 7th to 6th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.
1.7%
Moved from 6th to 7th. 160 estimated branded searches, -15.8% vs prior month. Share -0.2 points.
Which brand is most popular in search among cutlery brands in New Zealand?
7 brands
In September 2026, KitchenAid was the most searched among cutlery brands in New Zealand, with an estimated 6.5K branded searches, 69.7% of all searches for the seven we track. Victorinox is in 2nd place, 59 percentage points behind at 10.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| KitchenAid | 69.1% → 69.7% | 78%Nov 2025 | 60%Jul 2026 | 1st |
| Victorinox | 13.6% → 10.7% | 13.6%Oct 2025 | 8.8%Nov 2025 | 2nd |
| Wiltshire | 6.2% → 7.7% | 12.2%Jul 2026 | 3.8%Dec 2025 | 3rd |
| Wusthof | 4.4% → 5.5% | 7.9%Aug 2026 | 4.1%Nov 2025 | 4th |
| Tramontina | 2.5% → 2.9% | 5.1%Jul 2026 | 2.1%Dec 2025 | 5th |
| ZWILLING | 1.8% | 2.3%Jun 2026 | 1.4%Nov 2025 | 7th → 6th |
| Stanley Rogers | 2.4% → 1.7% | 2.5%Apr 2026 | 1.6%Nov 2025 | 6th → 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, KitchenAid’s share of searches among cutlery brands in New Zealand increased from 69.1% to 69.7%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among cutlery brands in New Zealand decreased from 13.6% to 10.7%.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand increased from 6.2% to 7.7%.
- Across the 12 months ending September 2026, Wusthof’s share of searches among cutlery brands in New Zealand increased from 4.4% to 5.5%.
- Across the 12 months ending September 2026, Stanley Rogers’ share of searches among cutlery brands in New Zealand decreased from 2.4% to 1.7%.
- Across the 12 months ending September 2026, KitchenAid’s share of searches among cutlery brands in New Zealand peaked at 78% in November 2025 and was lowest at 60% in July 2026.
- Across the 12 months ending September 2026, Victorinox’s share of searches among cutlery brands in New Zealand peaked at 13.6% in October 2025 and was lowest at 8.8% in November 2025.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand peaked at 12.2% in July 2026 and was lowest at 3.8% in December 2025.
- Across the 12 months ending September 2026, Wusthof’s share of searches among cutlery brands in New Zealand peaked at 7.9% in August 2026 and was lowest at 4.1% in November 2025.
- Across the 12 months ending September 2026, Tramontina’s share of searches among cutlery brands in New Zealand peaked at 5.1% in July 2026 and was lowest at 2.1% in December 2025.
- Across the 12 months ending September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.
- Across the 12 months ending September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.
- Across the 12 months ending September 2026, Tramontina held steady: its share of searches among cutlery brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand cutlery brands in September 2026?
7 changes
In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%.
In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.
In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%.
In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.
In September 2026, ZWILLING rose from 7th to 6th among cutlery brands in New Zealand.
In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.
Estimated monthly branded searches for Tramontina in New Zealand rose 12.5% over 12 measured months, from 240 to 270 in September 2026.
Compare popularity between leading brands
- KitchenAid vs Victorinox: compare popularity
- KitchenAid vs Wiltshire: compare popularity
- KitchenAid vs Wusthof: compare popularity
- KitchenAid vs Tramontina: compare popularity
- Victorinox vs Wiltshire: compare popularity
- Victorinox vs Wusthof: compare popularity
- Victorinox vs Tramontina: compare popularity
- Wiltshire vs Wusthof: compare popularity
- Wiltshire vs Tramontina: compare popularity
- Wusthof vs Tramontina: compare popularity
- Compare any of these brands
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