Furi vs Victorinox:Which is more popular in New Zealand?
In October 2026, Victorinox had more branded searches than Furi among kitchen knife brands in New Zealand. Victorinox had about 1,140 branded searches, while Furi had 320. Victorinox made up 36.9% of all kitchen knife brand searches we track, and Furi accounted for 10.4%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Victorinox appeared in all four answers and Furi in one. Victorinox was mentioned before Furi in every answer.
Who do people search for more?
Victorinox, about 4 searches for every 1 for Furi
Who does AI mention more?
Victorinox, mentioned in every answer we collected
Who does AI recommend more?
Victorinox, named ahead of Furi in every answer
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Top kitchen knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Victorinox appeared in all four answers. Furi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Victorinox was listed before Furi in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Victorinox1st
Global Knives2nd
Wusthof3rd
Shun4th
Tojiro5th- MAC6th
- Furi7th
ZWILLING–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Wusthof3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Global Knives3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Shun2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Tojiro2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Furi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- MAC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about kitchen knife brands
4 answers
Asked ChatGPT
“Which kitchen knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen knife brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen knife brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knives nz”
Searched Google, AI Overview
“knife 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 Furi or Victorinox more popular in search?
This chart shows how often people search Google for Furi and Victorinox by name. Each line represents a brand's share of searches for all eight kitchen knife brands we track, month by month, from searches in New Zealand.
Share of searches by month for Victorinox, Furi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | Global Knives | Furi | ZWILLING | Shun | MAC | Tojiro |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 39.4% | 16.8% | 16.8% | 7.6% | 8.3% | 9.4% | 0.87% | 0.87% |
| Dec 2025 | 40.2% | 15.1% | 15.3% | 8.9% | 8.4% | 10.2% | 0.56% | 1.3% |
| Jan 2026 | 36.8% | 17.3% | 15.8% | 8.3% | 8.3% | 10.8% | 1.3% | 1.8% |
| Feb 2026 | 31.9% | 25.9% | 12.5% | 8.8% | 7.5% | 10.6% | 1.3% | 1.6% |
| Mar 2026 | 31.5% | 26% | 11.6% | 9.1% | 8% | 11.9% | 0.83% | 1.1% |
| Apr 2026 | 31.1% | 24% | 12.5% | 7.1% | 13.6% | 10.4% | 0.82% | 0.54% |
| May 2026 | 32.3% | 21.8% | 12.5% | 7.6% | 13% | 10.8% | 0.85% | 1.1% |
| Jun 2026 | 34% | 16.7% | 15.8% | 7.8% | 10.1% | 14.3% | 0.6% | 0.6% |
| Jul 2026 | 32.2% | 24.5% | 15.8% | 6.2% | 9.2% | 10.4% | 1.1% | 0.64% |
| Aug 2026 | 36.6% | 22.3% | 15.8% | 7.7% | 7.7% | 7.5% | 1% | 1.4% |
| Sep 2026 | 40.3% | 18.4% | 14.5% | 7.4% | 9% | 9% | 0.82% | 0.55% |
| Oct 2026 | 36.9% | 16.5% | 15.5% | 10.4% | 9.1% | 8.7% | 1.6% | 1.3% |
Victorinox sells other things too, so only its searches that name this product count here, like “victorinox knife”.
How has branded search for Furi and Victorinox changed in New Zealand over the last 12 months?
3 findings
- Victorinox was ahead of Furi in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Furi’s share of searches among kitchen knife brands in New Zealand moved from 7.6% to 10.4%, and its estimated monthly branded searches moved from 350 to 320.
- Across the 12 months ending October 2026, Victorinox’s share of searches among kitchen knife brands in New Zealand moved from 39.4% to 36.9%, and its estimated monthly branded searches moved from 1.8K to 1.1K.
How did search popularity change for New Zealand kitchen knife brands in October 2026?
2 changes
In October 2026, Furi overtook Shun and ZWILLING to rank 4th among kitchen knife brands in New Zealand, with 10.4% of the searches.
In October 2026, Victorinox lost share of searches among kitchen knife brands in New Zealand, from 40.3% to 36.9%.
How are Furi’s and Victorinox’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Furi’s and Victorinox’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.
Furi
3 branded search terms
- furi
- furi knives
- furi the line
Victorinox
2 branded search terms
- victorinox chef knife
- victorinox knife
Other head-to-heads among kitchen knife brands
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