Victorinox vs ZWILLING:Which is more popular?
In September 2026, Victorinox had more branded searches than ZWILLING among kitchen knife brands in New Zealand. Victorinox had about 2,680 branded searches, while ZWILLING had 340. Victorinox made up 55.6% 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, Victorinox appeared in all four answers and ZWILLING in none.
Who do people search for more?
Victorinox, about 8 searches for every 1 for ZWILLING
Who does AI mention more?
Victorinox, mentioned in every answer we collected
Who does AI recommend more?
Victorinox, 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, Victorinox appeared in all four answers. 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 Victorinox or ZWILLING more popular in search?
This chart shows how often people search Google for Victorinox 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 Victorinox, 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 Victorinox and ZWILLING comparison changed over the last 12 months?
3 findings
- Victorinox was ahead of ZWILLING in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Victorinox’s share of searches among kitchen knife brands in New Zealand moved from 54.1% to 55.6%, and its estimated monthly branded searches moved from 2.6K to 2.7K.
- 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, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Victorinox’s 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.
Victorinox
4 branded search terms
- victorinox
- victorinox chef knife
- victorinox knife
- victorinox knife set
ZWILLING
4 branded search terms
- zwilling
- zwilling chef knife
- zwilling knife
- zwilling knife set
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