Global Knives vs ZWILLING:Which is more popular?
In September 2026, Global Knives had more branded searches than ZWILLING among kitchen knife brands in New Zealand. Global Knives had about 530 branded searches, while ZWILLING had 340. Global Knives made up 11% of all kitchen knife brand searches we track, and ZWILLING accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Global Knives appeared in three of the four answers and ZWILLING in none.
Who do people search for more?
Global Knives, about 56% more searches than ZWILLING
Who does AI mention more?
Global Knives, mentioned in 3 of 4 answers, ZWILLING in 0
Who does AI recommend more?
Global Knives, the only one of the two named
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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 was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. ZWILLING did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Victorinox1st- Global Knives2nd
Wusthof3rd
Shun4th
Tojiro5th- Furi6th
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
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 Global Knives or ZWILLING more popular in search?
This chart shows how often people search Google for Global Knives and ZWILLING 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.
Share of searches by month for Global Knives, ZWILLING. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | Global Knives | ZWILLING | Shun | Furi | Tojiro |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.1% | 11.5% | 12.8% | 6.3% | 5.9% | 8.6% | 0.84% |
| Nov 2025 | 55.5% | 12% | 12.7% | 6.3% | 7.1% | 5.8% | 0.66% |
| Dec 2025 | 56.8% | 10.8% | 11.2% | 6.2% | 7.5% | 6.6% | 0.96% |
| Jan 2026 | 52.8% | 12.6% | 12.2% | 6.4% | 8.3% | 6.4% | 1.4% |
| Feb 2026 | 51.1% | 16.5% | 9.9% | 5.9% | 8.4% | 6.9% | 1.2% |
| Mar 2026 | 50.7% | 15.8% | 9.3% | 6.4% | 9.6% | 7.3% | 0.89% |
| Apr 2026 | 48.3% | 17.4% | 9.7% | 10.6% | 8.1% | 5.5% | 0.42% |
| May 2026 | 49.9% | 15.8% | 9.5% | 9.9% | 8.2% | 5.8% | 0.86% |
| Jun 2026 | 52% | 11.3% | 11.9% | 7.7% | 10.8% | 5.9% | 0.45% |
| Jul 2026 | 50.7% | 16.7% | 12.2% | 7.1% | 8.1% | 4.8% | 0.5% |
| Aug 2026 | 52.7% | 16.3% | 12.2% | 5.9% | 5.8% | 5.9% | 1.1% |
| Sep 2026 | 55.6% | 13.5% | 11% | 7.1% | 6.8% | 5.6% | 0.41% |
How has the Global Knives and ZWILLING comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: ZWILLING took it in April 2026, Global Knives took it in June 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, ZWILLING’s share of searches among kitchen knife brands in New Zealand moved from 6.3% to 7.1%, and its estimated monthly branded searches moved from 300 to 340.
How did search popularity change for New Zealand kitchen knife brands in September 2026?
2 changes
In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches.
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?
8 search terms
Brandwave collects information about searches that people make online using Global Knives’ and ZWILLING’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
ZWILLING
4 branded search terms
- zwilling
- zwilling chef knife
- zwilling knife
- zwilling knife set
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