Brandwave

KitchenAid vs Wusthof:Which is more popular?

In September 2026, KitchenAid had more branded searches than Wusthof among cutlery brands in New Zealand. KitchenAid had about 6,530 branded searches, while Wusthof had 520. KitchenAid made up 69.7% of all cutlery brand searches we track, and Wusthof accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about cutlery brands, Wusthof appeared in two of the four answers and KitchenAid in none.

Among cutlery brands in New Zealand in September 2026

Who do people search for more?

KitchenAid, about 13 searches for every 1 for Wusthof

KitchenAid 6.5K searchesWusthof 520 searches

Who does AI mention more?

Wusthof, mentioned in 2 of 4 answers, KitchenAid in 0

Wusthof in 2 of 4KitchenAid in 0 of 4

Who does AI recommend more?

Wusthof, the only one of the two named

Wusthof first in 2KitchenAid never named

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Wusthof was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. KitchenAid did not appear 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 Wusthof more popular in search?

This chart shows how often people search Google for KitchenAid and Wusthof 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 Wusthof among cutlery brands in New Zealand, by month

Share of searches by month for KitchenAid, Wusthof. 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 Wusthof comparison changed over the last 12 months?

3 findings
  • KitchenAid was ahead of Wusthof 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, Wusthof’s share of searches among cutlery brands in New Zealand moved from 4.4% to 5.5%, and its estimated monthly branded searches moved from 420 to 520.

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, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.

How are branded searches counted?

10 search terms

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

KitchenAid

7 branded search terms

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

Wusthof

3 branded search terms

  • wusthof
  • wusthof classic
  • wusthof knife

How the Brand Demand Index is measured

Other head-to-heads among cutlery brands

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