Brandwave

Kitchen knife brands in New Zealand:Which brands are most popular in search?

In August 2026, Victorinox was the most searched among kitchen knife brands in New Zealand, with an estimated 3.6K branded searches and 53% estimated Share of Search within this set.

Share of Search, August 2026
  1. Victorinox53%
  2. WÜSTHOF22.6%
  3. Global Knives11.5%
  4. ZWILLING7.4%
  5. Shun5.5%

Follow kitchen knife brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the kitchen knife brands New Zealand cooks sharpen. 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.

Share of Search among kitchen knife brands in New Zealand, by month

Share of Search by month for Victorinox, WÜSTHOF, Global Knives, ZWILLING, Shun. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxWÜSTHOFGlobal KnivesZWILLINGShun
Oct 202559.6%13.4%12.8%8.4%5.9%
Nov 202559.2%13.1%12.4%8.5%6.9%
Dec 202561.4%12.3%11.1%7.8%7.4%
Jan 202657.9%14%12.3%7.5%8.3%
Feb 202653.8%21.1%9.5%7.6%8.1%
Mar 202653%20.8%8.9%8.3%9.1%
Apr 202649.6%22.4%9.1%11.3%7.5%
May 202647.6%26.4%8.4%10.3%7.3%
Jun 202647.2%24.7%10%9.1%8.9%
Jul 202646.3%28.1%10.4%8.3%6.9%
Aug 202653%22.6%11.5%7.4%5.5%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Victorinox

    53%

    held 1st · 3.6K estimated branded searches · +8.8% vs prior month · +6.7 points

  2. 2.WÜSTHOF

    22.6%

    held 2nd · 1.5K estimated branded searches · -23.5% vs prior month · -5.5 points

  3. 3.Global Knives

    11.5%

    held 3rd · 780 estimated branded searches · +5.4% vs prior month · +1.1 points

  4. 4.ZWILLING

    7.4%

    held 4th · 500 estimated branded searches · -15.3% vs prior month · -0.9 points

  5. 5.Shun

    5.5%

    held 5th · 370 estimated branded searches · -24.5% vs prior month · -1.4 points

Compare search popularity between leading brands

Which brand is most popular in search among kitchen knife brands in New Zealand?

In August 2026, Victorinox was the most searched among kitchen knife brands in New Zealand, with an estimated 3.6K branded searches and 53% estimated Share of Search within this set. WÜSTHOF is in 2nd place, 30.4 percentage points behind at 22.6% Share of Search.

New Zealand kitchen knife brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Victorinox59.6% → 53%61.4%Dec 202546.3%Jul 20261st
WÜSTHOF13.4% → 22.6%28.1%Jul 202612.3%Dec 20252nd
Global Knives12.8% → 11.5%12.8%Oct 20258.4%May 20263rd
ZWILLING8.4% → 7.4%11.3%Apr 20267.4%Aug 20264th
Shun5.9% → 5.5%9.1%Mar 20265.5%Aug 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among kitchen knife brands in New Zealand decreased from 59.6% to 53%.
  • Across the 11 months ending August 2026, WÜSTHOF’s estimated Share of Search among kitchen knife brands in New Zealand increased from 13.4% to 22.6%.
  • Across the 11 months ending August 2026, Global Knives’ estimated Share of Search among kitchen knife brands in New Zealand decreased from 12.8% to 11.5%.
  • Across the 11 months ending August 2026, ZWILLING’s estimated Share of Search among kitchen knife brands in New Zealand decreased from 8.4% to 7.4%.
  • Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among kitchen knife brands in New Zealand peaked at 61.4% in December 2025 and was lowest at 46.3% in July 2026.
  • Across the 11 months ending August 2026, WÜSTHOF’s estimated Share of Search among kitchen knife brands in New Zealand peaked at 28.1% in July 2026 and was lowest at 12.3% in December 2025.
  • Across the 11 months ending August 2026, Global Knives’ estimated Share of Search among kitchen knife brands in New Zealand peaked at 12.8% in October 2025 and was lowest at 8.4% in May 2026.
  • Across the 11 months ending August 2026, ZWILLING’s estimated Share of Search among kitchen knife brands in New Zealand peaked at 11.3% in April 2026 and was lowest at 7.4% in August 2026.
  • Across the 11 months ending August 2026, Shun’s estimated Share of Search among kitchen knife brands in New Zealand peaked at 9.1% in March 2026 and was lowest at 5.5% in August 2026.
  • Across the 11 months ending August 2026, Shun held steady: its estimated Share of Search among kitchen knife brands in New Zealand moved less than 0.5 percentage points.

How did search popularity change for New Zealand kitchen knife brands in August 2026?

  1. In August 2026, Victorinox gained estimated Share of Search among kitchen knife brands in New Zealand, from 46.3% to 53%.

  2. In August 2026, Global Knives gained estimated Share of Search among kitchen knife brands in New Zealand, from 10.4% to 11.5%.

  3. In August 2026, WÜSTHOF lost estimated Share of Search among kitchen knife brands in New Zealand, from 28.1% to 22.6%.

  4. In August 2026, Shun lost estimated Share of Search among kitchen knife brands in New Zealand, from 6.9% to 5.5%.

  5. In August 2026, ZWILLING lost estimated Share of Search among kitchen knife brands in New Zealand, from 8.3% to 7.4%.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start your marketing record