Brandwave

Global Knives vs Wusthof:Which is more popular?

In September 2026, Wusthof had more branded searches than Global Knives among kitchen knife brands in New Zealand. Wusthof had about 650 branded searches, while Global Knives had 530. Wusthof made up 13.5% of all kitchen knife brand searches we track, and Global Knives accounted for 11%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Global Knives and Wusthof each appeared in three of the four answers. Global Knives was mentioned before Wusthof in every answer that named either.

Among kitchen knife brands in New Zealand in September 2026

Who do people search for more?

Wusthof, about 23% more searches than Global Knives

Wusthof 650 searchesGlobal Knives 530 searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Global Knives in 3 of 4Wusthof in 3 of 4

Who does AI recommend more?

Global Knives, named ahead of Wusthof in 3 of 3 answers

Global Knives first in 3Wusthof never first

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Top kitchen knife brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Global Knives and Wusthof were each mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Global Knives was listed before Wusthof in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Victorinox1st
  2. Global Knives2nd
  3. Wusthof3rd
  4. Shun4th
  5. Tojiro5th
  6. Furi6th
  7. 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
  • ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about kitchen knife brands

4 answers

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 Global Knives or Wusthof more popular in search?

This chart shows how often people search Google for Global Knives and Wusthof by name. Each line represents a brand's share of searches for all seven kitchen knife brands we track, month by month, from searches in New Zealand.

Global Knives and Wusthof among kitchen knife brands in New Zealand, by month

Share of searches by month for Wusthof, Global Knives. The figures are in the table below the chart.

View monthly share of searches table
MonthVictorinoxWusthofGlobal KnivesZWILLINGShunFuriTojiro
Oct 202554.1%11.5%12.8%6.3%5.9%8.6%0.84%
Nov 202555.5%12%12.7%6.3%7.1%5.8%0.66%
Dec 202556.8%10.8%11.2%6.2%7.5%6.6%0.96%
Jan 202652.8%12.6%12.2%6.4%8.3%6.4%1.4%
Feb 202651.1%16.5%9.9%5.9%8.4%6.9%1.2%
Mar 202650.7%15.8%9.3%6.4%9.6%7.3%0.89%
Apr 202648.3%17.4%9.7%10.6%8.1%5.5%0.42%
May 202649.9%15.8%9.5%9.9%8.2%5.8%0.86%
Jun 202652%11.3%11.9%7.7%10.8%5.9%0.45%
Jul 202650.7%16.7%12.2%7.1%8.1%4.8%0.5%
Aug 202652.7%16.3%12.2%5.9%5.8%5.9%1.1%
Sep 202655.6%13.5%11%7.1%6.8%5.6%0.41%

How has the Global Knives and Wusthof comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Wusthof took it in January 2026, Global Knives took it in June 2026, Wusthof took it in July 2026.
  • Across the 12 months ending September 2026, Global Knives’ share of searches among kitchen knife brands in New Zealand moved from 12.8% to 11%, and its estimated monthly branded searches moved from 610 to 530.
  • Across the 12 months ending September 2026, Wusthof’s share of searches among kitchen knife brands in New Zealand moved from 11.5% to 13.5%, and its estimated monthly branded searches moved from 550 to 650.

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

2 changes

  1. In September 2026, Wusthof lost share of searches among kitchen knife brands in New Zealand, from 16.3% to 13.5%.

  2. In September 2026, Global Knives lost share of searches among kitchen knife brands in New Zealand, from 12.2% to 11%.

How are branded searches counted?

10 search terms

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

Global Knives

4 branded search terms

  • global knife
  • global knife set
  • global knife sharpener
  • global knives knives

Wusthof

6 branded search terms

  • knife set wusthof
  • wusthof
  • wusthof chef knife
  • wusthof classic
  • wusthof kitchen knives
  • wusthof knife

How the Brand Demand Index is measured

Other head-to-heads among kitchen knife brands

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