---
title: "Knife set brands in New Zealand: Which are searched most?"
description: "Compare the knife set brands brands people buy. Share of Search among KitchenAid, Ninja, Victorinox, Joseph Joseph, Global Knives, Wusthof and ZWILLING, the knife set brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-knife-set-brands"
publisher: "Brandwave"
---

# Knife set brands in New Zealand: Which are searched most?

Compare the knife set brands brands people buy. Share of Search among KitchenAid, Ninja, Victorinox, Joseph Joseph, Global Knives, Wusthof and ZWILLING, the knife set brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Knife set brands
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: KitchenAid, 61.5%

## Which brand is most popular in search among knife set brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Victorinox | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Global Knives | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Wusthof | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| ZWILLING | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| KitchenAid | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Ninja | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Joseph Joseph | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about knife set brands

- Asked ChatGPT "Which knife set brand should I buy in New Zealand?": 1. Victorinox, 2. ZWILLING, 3. Global Knives, 4. Wusthof
- Asked ChatGPT "What are the best knife set brands in New Zealand?": 1. Global Knives, 2. Victorinox, 3. Wusthof, 4. ZWILLING
- Asked ChatGPT "What's the best knife set brand in New Zealand for a home kitchen?": 1. Victorinox, 2. Global Knives, 3. Wusthof
- Searched Google, AI Overview "best knife set": 1. ZWILLING
- Searched Google, AI Overview "kitchen knife set": 1. Victorinox, 2. Wusthof

Not named in any answer: KitchenAid, Ninja and Joseph Joseph.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [KitchenAid vs Ninja: compare search popularity](/demand/nz/compare/kitchenaid-vs-ninja-kitchen): 61.5% against 12% Share of Search.
- [KitchenAid vs Victorinox: compare search popularity](/demand/nz/compare/kitchenaid-vs-victorinox): 61.5% against 9.4% Share of Search.
- [KitchenAid vs Joseph Joseph: compare search popularity](/demand/nz/compare/joseph-joseph-vs-kitchenaid): 61.5% against 5.6% Share of Search.
- [KitchenAid vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-kitchenaid): 61.5% against 5% Share of Search.
- [Ninja vs Victorinox: compare search popularity](/demand/nz/compare/ninja-kitchen-vs-victorinox): 12% against 9.4% Share of Search.
- [Ninja vs Joseph Joseph: compare search popularity](/demand/nz/compare/joseph-joseph-vs-ninja-kitchen): 12% against 5.6% Share of Search.
- [Ninja vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-ninja-kitchen): 12% against 5% Share of Search.
- [Victorinox vs Joseph Joseph: compare search popularity](/demand/nz/compare/joseph-joseph-vs-victorinox): 9.4% against 5.6% Share of Search.
- [Victorinox vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-victorinox): 9.4% against 5% Share of Search.
- [Joseph Joseph vs Global Knives: compare search popularity](/demand/nz/compare/global-knives-nz-vs-joseph-joseph): 5.6% against 5% Share of Search.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | KitchenAid | 61.5% | 6.5K | +2.2% | KitchenAid |
| 2 | Ninja | 12% | 1.3K | +11.4% | SharkNinja |
| 3 | Victorinox | 9.4% | 1K | -23.1% | Victorinox |
| 4 | Joseph Joseph | 5.6% | 590 | -18.1% | Joseph Joseph |
| 5 | Global Knives | 5% | 530 | -31.2% | GLOBAL |
| 6 | Wusthof | 4.9% | 520 | -34.2% | Wusthof |
| 7 | ZWILLING | 1.6% | 170 | 0.0% | ZWILLING |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | KitchenAid | 6.6K | 62.2% | 1 |
| Oct 2025 | Victorinox | 1.3K | 12.2% | 2 |
| Oct 2025 | Ninja | 930 | 8.8% | 3 |
| Oct 2025 | Global Knives | 600 | 5.6% | 4 |
| Oct 2025 | Joseph Joseph | 590 | 5.6% | 5 |
| Oct 2025 | Wusthof | 420 | 4% | 6 |
| Oct 2025 | ZWILLING | 170 | 1.6% | 7 |
| Nov 2025 | KitchenAid | 11.5K | 69.3% | 1 |
| Nov 2025 | Ninja | 1.5K | 8.9% | 2 |
| Nov 2025 | Victorinox | 1.3K | 7.9% | 3 |
| Nov 2025 | Global Knives | 770 | 4.7% | 4 |
| Nov 2025 | Joseph Joseph | 720 | 4.4% | 5 |
| Nov 2025 | Wusthof | 600 | 3.6% | 6 |
| Nov 2025 | ZWILLING | 210 | 1.3% | 7 |
| Dec 2025 | KitchenAid | 11.7K | 68.1% | 1 |
| Dec 2025 | Victorinox | 1.6K | 9.3% | 2 |
| Dec 2025 | Ninja | 1.5K | 8.5% | 3 |
| Dec 2025 | Global Knives | 820 | 4.8% | 4 |
| Dec 2025 | Joseph Joseph | 720 | 4.2% | 5 |
| Dec 2025 | Wusthof | 630 | 3.7% | 6 |
| Dec 2025 | ZWILLING | 260 | 1.5% | 7 |
| Jan 2026 | KitchenAid | 7.9K | 63.1% | 1 |
| Jan 2026 | Victorinox | 1.3K | 10.4% | 2 |
| Jan 2026 | Ninja | 1.3K | 10.2% | 3 |
| Jan 2026 | Joseph Joseph | 720 | 5.8% | 4 |
| Jan 2026 | Global Knives | 620 | 5% | 5 |
| Jan 2026 | Wusthof | 520 | 4.2% | 6 |
| Jan 2026 | ZWILLING | 170 | 1.4% | 7 |
| Feb 2026 | KitchenAid | 6.3K | 66% | 1 |
| Feb 2026 | Ninja | 930 | 9.7% | 2 |
| Feb 2026 | Victorinox | 880 | 9.2% | 3 |
| Feb 2026 | Joseph Joseph | 480 | 5% | 4 |
| Feb 2026 | Wusthof | 420 | 4.4% | 5 |
| Feb 2026 | Global Knives | 390 | 4.1% | 6 |
| Feb 2026 | ZWILLING | 140 | 1.5% | 7 |
| Mar 2026 | KitchenAid | 6.3K | 64.4% | 1 |
| Mar 2026 | Victorinox | 1K | 10.2% | 2 |
| Mar 2026 | Ninja | 800 | 8.1% | 3 |
| Mar 2026 | Joseph Joseph | 590 | 6% | 4 |
| Mar 2026 | Wusthof | 520 | 5.3% | 5 |
| Mar 2026 | Global Knives | 420 | 4.3% | 6 |
| Mar 2026 | ZWILLING | 170 | 1.7% | 7 |
| Apr 2026 | KitchenAid | 6.4K | 62.2% | 1 |
| Apr 2026 | Ninja | 1.1K | 11.1% | 2 |
| Apr 2026 | Victorinox | 1K | 9.8% | 3 |
| Apr 2026 | Joseph Joseph | 590 | 5.8% | 4 |
| Apr 2026 | Wusthof | 470 | 4.6% | 5 |
| Apr 2026 | Global Knives | 460 | 4.5% | 6 |
| Apr 2026 | ZWILLING | 210 | 2.1% | 7 |
| May 2026 | KitchenAid | 6.5K | 63.1% | 1 |
| May 2026 | Ninja | 1.1K | 11.1% | 2 |
| May 2026 | Victorinox | 1K | 9.8% | 3 |
| May 2026 | Joseph Joseph | 590 | 5.8% | 4 |
| May 2026 | Global Knives | 440 | 4.3% | 5 |
| May 2026 | Wusthof | 440 | 4.3% | 6 |
| May 2026 | ZWILLING | 170 | 1.7% | 7 |
| Jun 2026 | KitchenAid | 6.3K | 61.9% | 1 |
| Jun 2026 | Ninja | 1.1K | 11.3% | 2 |
| Jun 2026 | Victorinox | 1K | 9.9% | 3 |
| Jun 2026 | Joseph Joseph | 590 | 5.8% | 4 |
| Jun 2026 | Global Knives | 520 | 5.1% | 5 |
| Jun 2026 | Wusthof | 390 | 3.9% | 6 |
| Jun 2026 | ZWILLING | 210 | 2.1% | 7 |
| Jul 2026 | KitchenAid | 6.4K | 57% | 1 |
| Jul 2026 | Victorinox | 1.3K | 11.6% | 2 |
| Jul 2026 | Ninja | 1.3K | 11.2% | 3 |
| Jul 2026 | Global Knives | 740 | 6.6% | 4 |
| Jul 2026 | Wusthof | 740 | 6.6% | 5 |
| Jul 2026 | Joseph Joseph | 590 | 5.2% | 6 |
| Jul 2026 | ZWILLING | 210 | 1.9% | 7 |
| Aug 2026 | KitchenAid | 6.4K | 56.6% | 1 |
| Aug 2026 | Victorinox | 1.3K | 11.5% | 2 |
| Aug 2026 | Ninja | 1.1K | 10.1% | 3 |
| Aug 2026 | Wusthof | 790 | 7% | 4 |
| Aug 2026 | Global Knives | 770 | 6.8% | 5 |
| Aug 2026 | Joseph Joseph | 720 | 6.4% | 6 |
| Aug 2026 | ZWILLING | 170 | 1.5% | 7 |
| Sep 2026 | KitchenAid | 6.5K | 61.5% | 1 |
| Sep 2026 | Ninja | 1.3K | 12% | 2 |
| Sep 2026 | Victorinox | 1K | 9.4% | 3 |
| Sep 2026 | Joseph Joseph | 590 | 5.6% | 4 |
| Sep 2026 | Global Knives | 530 | 5% | 5 |
| Sep 2026 | Wusthof | 520 | 4.9% | 6 |
| Sep 2026 | ZWILLING | 170 | 1.6% | 7 |

## What is being compared

- **Global Knives**: Measured on the search terms “global knife”, “global knife set” and “global knife sharpener”, summed into one figure.
- **Joseph Joseph**: Measured on the search term “joseph joseph”.
- **KitchenAid**: Measured on the search terms “kitchenaid”, “kitchenaid artisan”, “kitchenaid attachments”, “kitchenaid bowls”, “kitchenaid foodprosessor”, “kitchenaid mincer” and “kitchenaid sausage grinder”, summed into one figure.
- **Ninja**: Measured on the search terms “ninja blast” and “ninja foodi”, summed into one figure.
- **Victorinox**: Measured on the search term “victorinox”.
- **Wusthof**: Measured on the search terms “wusthof”, “wusthof classic” and “wusthof knife”, summed into one figure.
- **ZWILLING**: Measured on the search term “zwilling”.

- [Global Knives](/demand/nz/brands/global-knives-nz)
- [Joseph Joseph](/demand/nz/brands/joseph-joseph)
- [KitchenAid](/demand/nz/brands/kitchenaid)
- [Ninja](/demand/nz/brands/ninja-kitchen)
- [Victorinox](/demand/nz/brands/victorinox)
- [Wusthof](/demand/nz/brands/wusthof)
- [ZWILLING](/demand/nz/brands/zwilling)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among knife set brands in New Zealand?

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.

## Cite this page

Brandwave. "Knife set brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-knife-set-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-knife-set-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.