--- title: "Cutlery brands in New Zealand: Which are searched most?" description: "Compare the cutlery brands New Zealanders buy. Share of Search among KitchenAid, Victorinox, Wiltshire, Wusthof, Tramontina, ZWILLING and Stanley Rogers, the cutlery 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-cutlery-brands" publisher: "Brandwave" --- # Cutlery brands in New Zealand: Which are searched most? Compare the cutlery brands New Zealanders buy. Share of Search among KitchenAid, Victorinox, Wiltshire, Wusthof, Tramontina, ZWILLING and Stanley Rogers, the cutlery 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**: Cutlery brands - **Market**: New Zealand - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: KitchenAid, 69.7% ## Which brand is most popular in search among cutlery brands in New Zealand? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Wusthof | 1st | 1 of 3 | 1 of 1 | 2 of 4 | | Victorinox | 2nd | 1 of 3 | 0 of 1 | 1 of 4 | | ZWILLING | 3rd | 0 of 3 | 1 of 1 | 1 of 4 | | KitchenAid | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Wiltshire | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Tramontina | Not ranked | 1 of 3 | 0 of 1 | 1 of 4 | | Stanley Rogers | Not ranked | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about cutlery brands - Asked ChatGPT "Which cutlery brand should I buy in New Zealand?": 1. Tramontina - Asked ChatGPT "What are the best cutlery brands in New Zealand?": 1. Stanley Rogers - Asked ChatGPT "What's the best cutlery brand in New Zealand for everyday cooking?": 1. Victorinox, 2. Wusthof - Searched Google, AI Overview "kitchen knife set nz": 1. Wusthof, 2. ZWILLING Not named in any answer: KitchenAid and Wiltshire. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## Compare search popularity between leading brands - [KitchenAid vs Victorinox: compare search popularity](/demand/nz/compare/kitchenaid-vs-victorinox): 69.7% against 10.7% Share of Search. - [KitchenAid vs Wiltshire: compare search popularity](/demand/nz/compare/kitchenaid-vs-wiltshire): 69.7% against 7.7% Share of Search. - [KitchenAid vs Wusthof: compare search popularity](/demand/nz/compare/kitchenaid-vs-wusthof): 69.7% against 5.5% Share of Search. - [KitchenAid vs Tramontina: compare search popularity](/demand/nz/compare/kitchenaid-vs-tramontina): 69.7% against 2.9% Share of Search. - [Victorinox vs Wiltshire: compare search popularity](/demand/nz/compare/victorinox-vs-wiltshire): 10.7% against 7.7% Share of Search. - [Victorinox vs Wusthof: compare search popularity](/demand/nz/compare/victorinox-vs-wusthof): 10.7% against 5.5% Share of Search. - [Victorinox vs Tramontina: compare search popularity](/demand/nz/compare/tramontina-vs-victorinox): 10.7% against 2.9% Share of Search. - [Wiltshire vs Wusthof: compare search popularity](/demand/nz/compare/wiltshire-vs-wusthof): 7.7% against 5.5% Share of Search. - [Wiltshire vs Tramontina: compare search popularity](/demand/nz/compare/tramontina-vs-wiltshire): 7.7% against 2.9% Share of Search. - [Wusthof vs Tramontina: compare search popularity](/demand/nz/compare/tramontina-vs-wusthof): 5.5% against 2.9% Share of Search. ## How did search popularity change for New Zealand cutlery brands in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | KitchenAid | 69.7% | 6.5K | +2.2% | KitchenAid | | 2 | Victorinox | 10.7% | 1K | -23.1% | Victorinox | | 3 | Wiltshire | 7.7% | 720 | -18.2% | Wiltshire | | 4 | Wusthof | 5.5% | 520 | -34.2% | Wusthof | | 5 | Tramontina | 2.9% | 270 | -15.6% | Tramontina | | 6 | ZWILLING | 1.8% | 170 | 0.0% | ZWILLING | | 7 | Stanley Rogers | 1.7% | 160 | -15.8% | Stanley Rogers | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | KitchenAid | 6.6K | 69.1% | 1 | | Oct 2025 | Victorinox | 1.3K | 13.6% | 2 | | Oct 2025 | Wiltshire | 590 | 6.2% | 3 | | Oct 2025 | Wusthof | 420 | 4.4% | 4 | | Oct 2025 | Tramontina | 240 | 2.5% | 5 | | Oct 2025 | Stanley Rogers | 230 | 2.4% | 6 | | Oct 2025 | ZWILLING | 170 | 1.8% | 7 | | Nov 2025 | KitchenAid | 11.5K | 78% | 1 | | Nov 2025 | Victorinox | 1.3K | 8.8% | 2 | | Nov 2025 | Wusthof | 600 | 4.1% | 3 | | Nov 2025 | Wiltshire | 590 | 4% | 4 | | Nov 2025 | Tramontina | 310 | 2.1% | 5 | | Nov 2025 | Stanley Rogers | 230 | 1.6% | 6 | | Nov 2025 | ZWILLING | 210 | 1.4% | 7 | | Dec 2025 | KitchenAid | 11.7K | 76.2% | 1 | | Dec 2025 | Victorinox | 1.6K | 10.4% | 2 | | Dec 2025 | Wusthof | 630 | 4.1% | 3 | | Dec 2025 | Wiltshire | 590 | 3.8% | 4 | | Dec 2025 | Tramontina | 320 | 2.1% | 5 | | Dec 2025 | Stanley Rogers | 260 | 1.7% | 6 | | Dec 2025 | ZWILLING | 260 | 1.7% | 7 | | Jan 2026 | KitchenAid | 7.9K | 71.5% | 1 | | Jan 2026 | Victorinox | 1.3K | 11.8% | 2 | | Jan 2026 | Wiltshire | 590 | 5.4% | 3 | | Jan 2026 | Wusthof | 520 | 4.7% | 4 | | Jan 2026 | Tramontina | 300 | 2.7% | 5 | | Jan 2026 | Stanley Rogers | 260 | 2.4% | 6 | | Jan 2026 | ZWILLING | 170 | 1.5% | 7 | | Feb 2026 | KitchenAid | 6.3K | 72.6% | 1 | | Feb 2026 | Victorinox | 880 | 10.1% | 2 | | Feb 2026 | Wiltshire | 590 | 6.8% | 3 | | Feb 2026 | Wusthof | 420 | 4.8% | 4 | | Feb 2026 | Tramontina | 190 | 2.2% | 5 | | Feb 2026 | Stanley Rogers | 160 | 1.8% | 6 | | Feb 2026 | ZWILLING | 140 | 1.6% | 7 | | Mar 2026 | KitchenAid | 6.3K | 70.4% | 1 | | Mar 2026 | Victorinox | 1K | 11.1% | 2 | | Mar 2026 | Wiltshire | 590 | 6.6% | 3 | | Mar 2026 | Wusthof | 520 | 5.8% | 4 | | Mar 2026 | Tramontina | 200 | 2.2% | 5 | | Mar 2026 | Stanley Rogers | 180 | 2% | 6 | | Mar 2026 | ZWILLING | 170 | 1.9% | 7 | | Apr 2026 | KitchenAid | 6.4K | 69.5% | 1 | | Apr 2026 | Victorinox | 1K | 10.9% | 2 | | Apr 2026 | Wiltshire | 590 | 6.4% | 3 | | Apr 2026 | Wusthof | 470 | 5.1% | 4 | | Apr 2026 | Tramontina | 290 | 3.2% | 5 | | Apr 2026 | Stanley Rogers | 230 | 2.5% | 6 | | Apr 2026 | ZWILLING | 210 | 2.3% | 7 | | May 2026 | KitchenAid | 6.5K | 70% | 1 | | May 2026 | Victorinox | 1K | 10.8% | 2 | | May 2026 | Wiltshire | 720 | 7.8% | 3 | | May 2026 | Wusthof | 440 | 4.8% | 4 | | May 2026 | Tramontina | 260 | 2.8% | 5 | | May 2026 | Stanley Rogers | 180 | 2% | 6 | | May 2026 | ZWILLING | 170 | 1.8% | 7 | | Jun 2026 | KitchenAid | 6.3K | 69.6% | 1 | | Jun 2026 | Victorinox | 1K | 11.1% | 2 | | Jun 2026 | Wiltshire | 720 | 8% | 3 | | Jun 2026 | Wusthof | 390 | 4.3% | 4 | | Jun 2026 | Tramontina | 230 | 2.6% | 5 | | Jun 2026 | ZWILLING | 210 | 2.3% | 6 | | Jun 2026 | Stanley Rogers | 180 | 2% | 7 | | Jul 2026 | KitchenAid | 6.4K | 60% | 1 | | Jul 2026 | Victorinox | 1.3K | 12.2% | 2 | | Jul 2026 | Wiltshire | 1.3K | 12.2% | 3 | | Jul 2026 | Wusthof | 740 | 6.9% | 4 | | Jul 2026 | Tramontina | 540 | 5.1% | 5 | | Jul 2026 | ZWILLING | 210 | 2% | 6 | | Jul 2026 | Stanley Rogers | 180 | 1.7% | 7 | | Aug 2026 | KitchenAid | 6.4K | 63.6% | 1 | | Aug 2026 | Victorinox | 1.3K | 12.9% | 2 | | Aug 2026 | Wiltshire | 880 | 8.8% | 3 | | Aug 2026 | Wusthof | 790 | 7.9% | 4 | | Aug 2026 | Tramontina | 320 | 3.2% | 5 | | Aug 2026 | Stanley Rogers | 190 | 1.9% | 6 | | Aug 2026 | ZWILLING | 170 | 1.7% | 7 | | Sep 2026 | KitchenAid | 6.5K | 69.7% | 1 | | Sep 2026 | Victorinox | 1K | 10.7% | 2 | | Sep 2026 | Wiltshire | 720 | 7.7% | 3 | | Sep 2026 | Wusthof | 520 | 5.5% | 4 | | Sep 2026 | Tramontina | 270 | 2.9% | 5 | | Sep 2026 | ZWILLING | 170 | 1.8% | 6 | | Sep 2026 | Stanley Rogers | 160 | 1.7% | 7 | ## What is being compared - **KitchenAid**: Measured on the search terms “kitchenaid”, “kitchenaid artisan”, “kitchenaid attachments”, “kitchenaid bowls”, “kitchenaid foodprosessor”, “kitchenaid mincer” and “kitchenaid sausage grinder”, summed into one figure. - **Stanley Rogers**: Measured on the search terms “stanley rogers” and “stanley rogers cutlery”, summed into one figure. - **Tramontina**: Measured on the search terms “pan tramontina”, “tramontina” and “tramontina dutch oven”, summed into one figure. - **Victorinox**: Measured on the search term “victorinox”. - **Wiltshire**: Measured on the search term “wiltshire”. - **Wusthof**: Measured on the search terms “wusthof”, “wusthof classic” and “wusthof knife”, summed into one figure. - **ZWILLING**: Measured on the search term “zwilling”. - [KitchenAid](/demand/nz/brands/kitchenaid) - [Stanley Rogers](/demand/nz/brands/stanley-rogers) - [Tramontina](/demand/nz/brands/tramontina) - [Victorinox](/demand/nz/brands/victorinox) - [Wiltshire](/demand/nz/brands/wiltshire) - [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 cutlery brands in New Zealand? 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. ## Cite this page Brandwave. "Cutlery brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-cutlery-brands This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-cutlery-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.