Furi vs Wusthof:Which is more popular in New Zealand?
In October 2026, Wusthof had more branded searches than Furi among kitchen knife brands in New Zealand. Wusthof had about 510 branded searches, while Furi had 320. Wusthof made up 16.5% 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, Wusthof appeared in three of the four answers and Furi in one. Wusthof was mentioned before Furi in every answer that named either.
Who do people search for more?
Wusthof, about 59% more searches than Furi
Who does AI mention more?
Wusthof, mentioned in 3 of 4 answers, Furi in 1
Who does AI recommend more?
Wusthof, named ahead of Furi in 3 of 3 answers
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Top kitchen knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Wusthof was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Furi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Wusthof was listed before Furi in every answer that named either.
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 Wusthof more popular in search?
This chart shows how often people search Google for Furi and Wusthof 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 Wusthof, 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% |
How has branded search for Furi and Wusthof changed in New Zealand over the last 12 months?
3 findings
- Wusthof 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, Wusthof’s share of searches among kitchen knife brands in New Zealand moved from 16.8% to 16.5%, and its estimated monthly branded searches moved from 770 to 510.
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, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 18.4% to 16.5%.
How are Furi’s and Wusthof’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Furi’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.
Other head-to-heads among kitchen knife brands
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