Brandwave

KitchenAid vs Wiltshire:Which is more popular?

In September 2026, KitchenAid had more branded searches than Wiltshire among cutlery brands in New Zealand. KitchenAid had about 6,530 branded searches, while Wiltshire had 720. KitchenAid made up 69.7% of all cutlery brand searches we track, and Wiltshire accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about cutlery brands, neither KitchenAid nor Wiltshire appeared in any of the four answers.

Among cutlery brands in New Zealand in September 2026

Who do people search for more?

KitchenAid, about 9 searches for every 1 for Wiltshire

KitchenAid 6.5K searchesWiltshire 720 searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

KitchenAid in 0 of 4Wiltshire in 0 of 4

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither KitchenAid nor Wiltshire showed up in any of the four answers.

Most recommended by AI

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

  1. Wusthof1st
  2. Victorinox2nd
  3. ZWILLING3rd
  4. KitchenAid–
  5. Wiltshire–
  6. Tramontina–
  7. Stanley Rogers–

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?”

    1. 1Tramontina

  • Asked ChatGPT

    “What are the best cutlery brands in New Zealand?”

    1. 1Stanley Rogers

  • Asked ChatGPT

    “What's the best cutlery brand in New Zealand for everyday cooking?”

    1. 1Victorinox
    2. 2Wusthof

  • Searched Google, AI Overview

    “kitchen knife set nz”

    1. 1Wusthof
    2. 2ZWILLING

  • 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.

Is KitchenAid or Wiltshire more popular in search?

This chart shows how often people search Google for KitchenAid and Wiltshire 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.

KitchenAid and Wiltshire among cutlery brands in New Zealand, by month

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

View monthly share of searches table
MonthKitchenAidVictorinoxWiltshireWusthofTramontinaZWILLINGStanley Rogers
Oct 202569.1%13.6%6.2%4.4%2.5%1.8%2.4%
Nov 202578%8.8%4%4.1%2.1%1.4%1.6%
Dec 202576.2%10.4%3.8%4.1%2.1%1.7%1.7%
Jan 202671.5%11.8%5.4%4.7%2.7%1.5%2.4%
Feb 202672.6%10.1%6.8%4.8%2.2%1.6%1.8%
Mar 202670.4%11.1%6.6%5.8%2.2%1.9%2%
Apr 202669.5%10.9%6.4%5.1%3.2%2.3%2.5%
May 202670%10.8%7.8%4.8%2.8%1.8%2%
Jun 202669.6%11.1%8%4.3%2.6%2.3%2%
Jul 202660%12.2%12.2%6.9%5.1%2%1.7%
Aug 202663.6%12.9%8.8%7.9%3.2%1.7%1.9%
Sep 202669.7%10.7%7.7%5.5%2.9%1.8%1.7%

How has the KitchenAid and Wiltshire comparison changed over the last 12 months?

3 findings
  • KitchenAid was ahead of Wiltshire in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, KitchenAid’s share of searches among cutlery brands in New Zealand moved from 69.1% to 69.7%, and its estimated monthly branded searches moved from 6.6K to 6.5K.
  • Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand moved from 6.2% to 7.7%, and its estimated monthly branded searches moved from 590 to 720.

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

2 changes

  1. In September 2026, KitchenAid gained share of searches among cutlery brands in New Zealand, from 63.6% to 69.7%.

  2. In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using KitchenAid’s and Wiltshire’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.

KitchenAid

7 branded search terms

  • kitchenaid
  • kitchenaid artisan
  • kitchenaid attachments
  • kitchenaid bowls
  • kitchenaid foodprosessor
  • kitchenaid mincer
  • kitchenaid sausage grinder

Wiltshire

1 branded search term

  • wiltshire

How the Brand Demand Index is measured

Other head-to-heads among cutlery brands

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