---
title: "Kitchen knife brands in New Zealand: Which brands are most popular in search?"
description: "Compare the kitchen knife brands New Zealand cooks sharpen. Share of Search among Victorinox, WÜSTHOF, Global Knives, ZWILLING and Shun, the kitchen knife 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-kitchen-knife-brands"
publisher: "Brandwave"
---

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

Compare the kitchen knife brands New Zealand cooks sharpen. Share of Search among Victorinox, WÜSTHOF, Global Knives, ZWILLING and Shun, the kitchen knife 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**: Kitchen knife brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Victorinox, 53%

## 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.
- 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.

## Compare search popularity between leading brands

- [Victorinox vs WÜSTHOF: compare search popularity](/demand/nz/compare/victorinox-vs-wusthof): 53% against 22.6% Share of Search.
- [Victorinox vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-victorinox): 53% against 11.5% Share of Search.
- [Victorinox vs ZWILLING: compare search popularity](/demand/nz/compare/victorinox-vs-zwilling): 53% against 7.4% Share of Search.
- [Victorinox vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-victorinox): 53% against 5.5% Share of Search.
- [WÜSTHOF vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-wusthof): 22.6% against 11.5% Share of Search.
- [WÜSTHOF vs ZWILLING: compare search popularity](/demand/nz/compare/wusthof-vs-zwilling): 22.6% against 7.4% Share of Search.
- [WÜSTHOF vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-wusthof): 22.6% against 5.5% Share of Search.
- [Global Knives vs ZWILLING: compare search popularity](/demand/nz/compare/global-knives-nz-vs-zwilling): 11.5% against 7.4% Share of Search.
- [Global Knives vs Shun: compare search popularity](/demand/nz/compare/global-knives-nz-vs-shun-knives): 11.5% against 5.5% Share of Search.
- [ZWILLING vs Shun: compare search popularity](/demand/nz/compare/shun-knives-vs-zwilling): 7.4% against 5.5% Share of Search.

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

- In August 2026, Victorinox gained estimated Share of Search among kitchen knife brands in New Zealand, from 46.3% to 53%.
- In August 2026, Global Knives gained estimated Share of Search among kitchen knife brands in New Zealand, from 10.4% to 11.5%.
- In August 2026, WÜSTHOF lost estimated Share of Search among kitchen knife brands in New Zealand, from 28.1% to 22.6%.
- In August 2026, Shun lost estimated Share of Search among kitchen knife brands in New Zealand, from 6.9% to 5.5%.
- In August 2026, ZWILLING lost estimated Share of Search among kitchen knife brands in New Zealand, from 8.3% to 7.4%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Victorinox | 53% | 3.6K | +8.8% | Victorinox |
| 2 | WÜSTHOF | 22.6% | 1.5K | -23.5% | WÜSTHOF |
| 3 | Global Knives | 11.5% | 780 | +5.4% | Global Knives |
| 4 | ZWILLING | 7.4% | 500 | -15.3% | ZWILLING |
| 5 | Shun | 5.5% | 370 | -24.5% | Shun |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Victorinox | 2.9K | 59.6% | 1 |
| Oct 2025 | WÜSTHOF | 640 | 13.4% | 2 |
| Oct 2025 | Global Knives | 610 | 12.8% | 3 |
| Oct 2025 | ZWILLING | 400 | 8.4% | 4 |
| Oct 2025 | Shun | 280 | 5.9% | 5 |
| Nov 2025 | Victorinox | 3.7K | 59.2% | 1 |
| Nov 2025 | WÜSTHOF | 820 | 13.1% | 2 |
| Nov 2025 | Global Knives | 780 | 12.4% | 3 |
| Nov 2025 | ZWILLING | 530 | 8.5% | 4 |
| Nov 2025 | Shun | 430 | 6.9% | 5 |
| Dec 2025 | Victorinox | 4.6K | 61.4% | 1 |
| Dec 2025 | WÜSTHOF | 920 | 12.3% | 2 |
| Dec 2025 | Global Knives | 830 | 11.1% | 3 |
| Dec 2025 | ZWILLING | 580 | 7.8% | 4 |
| Dec 2025 | Shun | 550 | 7.4% | 5 |
| Jan 2026 | Victorinox | 3K | 57.9% | 1 |
| Jan 2026 | WÜSTHOF | 730 | 14% | 2 |
| Jan 2026 | Global Knives | 640 | 12.3% | 3 |
| Jan 2026 | Shun | 430 | 8.3% | 4 |
| Jan 2026 | ZWILLING | 390 | 7.5% | 5 |
| Feb 2026 | Victorinox | 2.3K | 53.8% | 1 |
| Feb 2026 | WÜSTHOF | 890 | 21.1% | 2 |
| Feb 2026 | Global Knives | 400 | 9.5% | 3 |
| Feb 2026 | Shun | 340 | 8.1% | 4 |
| Feb 2026 | ZWILLING | 320 | 7.6% | 5 |
| Mar 2026 | Victorinox | 2.5K | 53% | 1 |
| Mar 2026 | WÜSTHOF | 980 | 20.8% | 2 |
| Mar 2026 | Shun | 430 | 9.1% | 3 |
| Mar 2026 | Global Knives | 420 | 8.9% | 4 |
| Mar 2026 | ZWILLING | 390 | 8.3% | 5 |
| Apr 2026 | Victorinox | 2.5K | 49.6% | 1 |
| Apr 2026 | WÜSTHOF | 1.1K | 22.4% | 2 |
| Apr 2026 | ZWILLING | 570 | 11.3% | 3 |
| Apr 2026 | Global Knives | 460 | 9.1% | 4 |
| Apr 2026 | Shun | 380 | 7.5% | 5 |
| May 2026 | Victorinox | 2.5K | 47.6% | 1 |
| May 2026 | WÜSTHOF | 1.4K | 26.4% | 2 |
| May 2026 | ZWILLING | 540 | 10.3% | 3 |
| May 2026 | Global Knives | 440 | 8.4% | 4 |
| May 2026 | Shun | 380 | 7.3% | 5 |
| Jun 2026 | Victorinox | 2.5K | 47.2% | 1 |
| Jun 2026 | WÜSTHOF | 1.3K | 24.7% | 2 |
| Jun 2026 | Global Knives | 540 | 10% | 3 |
| Jun 2026 | ZWILLING | 490 | 9.1% | 4 |
| Jun 2026 | Shun | 480 | 8.9% | 5 |
| Jul 2026 | Victorinox | 3.3K | 46.3% | 1 |
| Jul 2026 | WÜSTHOF | 2K | 28.1% | 2 |
| Jul 2026 | Global Knives | 740 | 10.4% | 3 |
| Jul 2026 | ZWILLING | 590 | 8.3% | 4 |
| Jul 2026 | Shun | 490 | 6.9% | 5 |
| Aug 2026 | Victorinox | 3.6K | 53% | 1 |
| Aug 2026 | WÜSTHOF | 1.5K | 22.6% | 2 |
| Aug 2026 | Global Knives | 780 | 11.5% | 3 |
| Aug 2026 | ZWILLING | 500 | 7.4% | 4 |
| Aug 2026 | Shun | 370 | 5.5% | 5 |
| Sep 2026 | Global Knives | — | — | — |
| Sep 2026 | Shun | — | — | — |
| Sep 2026 | Victorinox | — | — | — |
| Sep 2026 | WÜSTHOF | — | — | — |
| Sep 2026 | ZWILLING | — | — | — |

## What is being compared

- **Global Knives**: Measured on the search terms “global knife”, “global knife set”, “global knife sharpener”, “global knives chef knife” and “global knives knives”, summed into one figure.
- **Shun**: Measured on the search terms “kai knives shun”, “shun chef knife”, “shun japanese knives”, “shun kitchen knives”, “shun knife” and “shun knife set”, summed into one figure.
- **Victorinox**: Measured on the search terms “victorinox”, “victorinox chef knife”, “victorinox com”, “victorinox knife”, “victorinox knife set”, “victorinox near me”, “victorinox nz” and “victorinox online”, summed into one figure.
- **WÜSTHOF**: Measured on the search terms “8 wusthof classic chef knife”, “classic wusthof chef knife”, “knife set wusthof”, “wusthof”, “wusthof chef knife”, “wusthof classic”, “wusthof classic 8 inch chefs knife”, “wusthof com”, “wusthof kitchen knives”, “wusthof knife”, “wusthof near me”, “wusthof nz” and “wusthof online”, summed into one figure.
- **ZWILLING**: Measured on the search terms “zwilling”, “zwilling chef knife”, “zwilling com”, “zwilling knife”, “zwilling knife set”, “zwilling near me”, “zwilling nz” and “zwilling online”, summed into one figure.

- [Global Knives](/demand/nz/brands/global-knives-nz)
- [Shun](/demand/nz/brands/shun-knives)
- [Victorinox](/demand/nz/brands/victorinox)
- [WÜSTHOF](/demand/nz/brands/wusthof)
- [ZWILLING](/demand/nz/brands/zwilling)

## Methodology

- [How is branded search demand 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 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.

## Cite this page

Brandwave. "Kitchen knife brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-kitchen-knife-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-kitchen-knife-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.