Knife set brands in New Zealand:Which are most popular?
In September 2026, KitchenAid was the most searched knife set brand in New Zealand, accounting for 61.5% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Victorinox and Wusthof were mentioned most often, in four of the five answers. Victorinox was recommended most often, coming first in three out of four responses that gave a list.
KitchenAidShare of searches 61.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NinjaShare of searches 12%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
VictorinoxShare of searches 9.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Joseph JosephShare of searches 5.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Global KnivesShare of searches 5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top knife set brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Victorinox and Wusthof were mentioned most often, in four of the five answers. Victorinox was recommended most often, coming first in three out of four answers that gave a list. Global Knives was second, and Wusthof was third. KitchenAid, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Global Knives3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ZWILLING3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ninja0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Joseph Joseph0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about knife set brands
5 answers
Asked ChatGPT
“Which knife set brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best knife set brands in New Zealand?”
Asked ChatGPT
“What's the best knife set brand in New Zealand for a home kitchen?”
Searched Google, AI Overview
“best knife set”
Searched Google, AI Overview
“kitchen knife set”
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.
Which knife set brands do people search for most?
This chart shows how often people search Google for each knife set brand by name. Each line represents a brand's share of searches for all seven knife set brands we track, month by month, from searches in New Zealand.
Share of searches by month for KitchenAid, Ninja, Victorinox, Joseph Joseph, Global Knives, Wusthof. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Ninja | Victorinox | Joseph Joseph | Global Knives | Wusthof | ZWILLING |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.2% | 8.8% | 12.2% | 5.6% | 5.6% | 4% | 1.6% |
| Nov 2025 | 69.3% | 8.9% | 7.9% | 4.4% | 4.7% | 3.6% | 1.3% |
| Dec 2025 | 68.1% | 8.5% | 9.3% | 4.2% | 4.8% | 3.7% | 1.5% |
| Jan 2026 | 63.1% | 10.2% | 10.4% | 5.8% | 5% | 4.2% | 1.4% |
| Feb 2026 | 66% | 9.7% | 9.2% | 5% | 4.1% | 4.4% | 1.5% |
| Mar 2026 | 64.4% | 8.1% | 10.2% | 6% | 4.3% | 5.3% | 1.7% |
| Apr 2026 | 62.2% | 11.1% | 9.8% | 5.8% | 4.5% | 4.6% | 2.1% |
| May 2026 | 63.1% | 11.1% | 9.8% | 5.8% | 4.3% | 4.3% | 1.7% |
| Jun 2026 | 61.9% | 11.3% | 9.9% | 5.8% | 5.1% | 3.9% | 2.1% |
| Jul 2026 | 57% | 11.2% | 11.6% | 5.2% | 6.6% | 6.6% | 1.9% |
| Aug 2026 | 56.6% | 10.1% | 11.5% | 6.4% | 6.8% | 7% | 1.5% |
| Sep 2026 | 61.5% | 12% | 9.4% | 5.6% | 5% | 4.9% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.5% | 6.5K | +2.2% | +4.9 points | |
| 2, moved from 3rd to 2nd | 12% | 1.3K | +11.4% | +1.9 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 9.4% | 1K | -23.1% | -2.1 pointsmoved from 2nd to 3rd | |
| 4, moved from 6th to 4th | 5.6% | 590 | -18.1% | -0.8 pointsmoved from 6th to 4th | |
| 5, held 5th | 5% | 530 | -31.2% | -1.8 points | |
| 6, moved from 4th to 6th | 4.9% | 520 | -34.2% | -2.1 pointsmoved from 4th to 6th | |
| 7, held 7th | 1.6% | 170 | 0% | +0.1 points |
61.5%
Held 1st. 6.5K estimated branded searches, +2.2% vs prior month. Share +4.9 points.
2.
Ninja12%
Moved from 3rd to 2nd. 1.3K estimated branded searches, +11.4% vs prior month. Share +1.9 points.
9.4%
Moved from 2nd to 3rd. 1K estimated branded searches, -23.1% vs prior month. Share -2.1 points.
5.6%
Moved from 6th to 4th. 590 estimated branded searches, -18.1% vs prior month. Share -0.8 points.
5%
Held 5th. 530 estimated branded searches, -31.2% vs prior month. Share -1.8 points.
6.
Wusthof4.9%
Moved from 4th to 6th. 520 estimated branded searches, -34.2% vs prior month. Share -2.1 points.
7.
ZWILLING1.6%
Held 7th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.
Which brand is most popular in search among knife set brands in New Zealand?
7 brands
In September 2026, KitchenAid was the most searched among knife set brands in New Zealand, with an estimated 6.5K branded searches, 61.5% of all searches for the seven we track. Ninja is in 2nd place, 49.6 percentage points behind at 12%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| KitchenAid | 62.2% → 61.5% | 69.3%Nov 2025 | 56.6%Aug 2026 | 1st |
| Ninja | 8.8% → 12% | 12%Sep 2026 | 8.1%Mar 2026 | 3rd → 2nd |
| Victorinox | 12.2% → 9.4% | 12.2%Oct 2025 | 7.9%Nov 2025 | 2nd → 3rd |
| Joseph Joseph | 5.6% | 6.4%Aug 2026 | 4.2%Dec 2025 | 5th → 4th |
| Global Knives | 5.6% → 5% | 6.8%Aug 2026 | 4.1%Feb 2026 | 4th → 5th |
| Wusthof | 4% → 4.9% | 7%Aug 2026 | 3.6%Nov 2025 | 6th |
| ZWILLING | 1.6% | 2.1%Jun 2026 | 1.3%Nov 2025 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, KitchenAid’s share of searches among knife set brands in New Zealand decreased from 62.2% to 61.5%.
- Across the 12 months ending September 2026, Ninja’s share of searches among knife set brands in New Zealand increased from 8.8% to 12%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among knife set brands in New Zealand decreased from 12.2% to 9.4%.
- Across the 12 months ending September 2026, Global Knives’ share of searches among knife set brands in New Zealand decreased from 5.6% to 5%.
- Across the 12 months ending September 2026, Wusthof’s share of searches among knife set brands in New Zealand increased from 4% to 4.9%.
- Across the 12 months ending September 2026, KitchenAid’s share of searches among knife set brands in New Zealand peaked at 69.3% in November 2025 and was lowest at 56.6% in August 2026.
- Across the 12 months ending September 2026, Ninja’s share of searches among knife set brands in New Zealand peaked at 12% in September 2026 and was lowest at 8.1% in March 2026.
- Across the 12 months ending September 2026, Victorinox’s share of searches among knife set brands in New Zealand peaked at 12.2% in October 2025 and was lowest at 7.9% in November 2025.
- Across the 12 months ending September 2026, Joseph Joseph’s share of searches among knife set brands in New Zealand peaked at 6.4% in August 2026 and was lowest at 4.2% in December 2025.
- Across the 12 months ending September 2026, Global Knives’ share of searches among knife set brands in New Zealand peaked at 6.8% in August 2026 and was lowest at 4.1% in February 2026.
- Across the 12 months ending September 2026, Wusthof’s share of searches among knife set brands in New Zealand peaked at 7% in August 2026 and was lowest at 3.6% in November 2025.
- Across the 12 months ending September 2026, Ninja rose from 3rd to 2nd among knife set brands in New Zealand.
- Across the 12 months ending September 2026, Victorinox fell from 2nd to 3rd among knife set brands in New Zealand.
- Across the 12 months ending September 2026, Joseph Joseph rose from 5th to 4th among knife set brands in New Zealand.
- Across the 12 months ending September 2026, Global Knives fell from 4th to 5th among knife set brands in New Zealand.
- Across the 12 months ending September 2026, ZWILLING held steady: its share of searches among knife set brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand knife set brands in September 2026?
6 changes
In September 2026, Ninja overtook Victorinox to rank 2nd among knife set brands in New Zealand, with 12% of the searches.
In September 2026, KitchenAid gained share of searches among knife set brands in New Zealand, from 56.6% to 61.5%.
In September 2026, Wusthof lost share of searches among knife set brands in New Zealand, from 7% to 4.9%.
In September 2026, Victorinox lost share of searches among knife set brands in New Zealand, from 11.5% to 9.4%.
In September 2026, Global Knives lost share of searches among knife set brands in New Zealand, from 6.8% to 5%.
In September 2026, Joseph Joseph lost share of searches among knife set brands in New Zealand, from 6.4% to 5.6%.
Compare popularity between leading brands
- KitchenAid vs Ninja: compare popularity
- KitchenAid vs Victorinox: compare popularity
- KitchenAid vs Joseph Joseph: compare popularity
- KitchenAid vs Global Knives: compare popularity
- Ninja vs Victorinox: compare popularity
- Ninja vs Joseph Joseph: compare popularity
- Ninja vs Global Knives: compare popularity
- Victorinox vs Joseph Joseph: compare popularity
- Victorinox vs Global Knives: compare popularity
- Joseph Joseph vs Global Knives: compare popularity
- Compare any of these brands
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