---
title: "Sharpening stone brands in New Zealand: Which are searched most?"
description: "Compare the sharpening stone brands people buy. Share of Search among Shun, Norton Abrasives, Naniwa and Shapton, the sharpening stone 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-sharpening-stone-brands"
publisher: "Brandwave"
---

# Sharpening stone brands in New Zealand: Which are searched most?

Compare the sharpening stone brands people buy. Share of Search among Shun, Norton Abrasives, Naniwa and Shapton, the sharpening stone 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**: Sharpening stone brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Shun, 42.9%

## Which brand is most popular in search among sharpening stone brands in New Zealand?

- In September 2026, Shun was the most searched among sharpening stone brands in New Zealand, with an estimated 90 branded searches, 42.9% of all searches for the four we track.
- Norton Abrasives is in 2nd place, 4.8 percentage points behind at 38.1%.
- Across the 12 months ending September 2026, Shun’s share of searches among sharpening stone brands in New Zealand increased from 29.4% to 42.9%.
- Across the 12 months ending September 2026, Norton Abrasives’ share of searches among sharpening stone brands in New Zealand decreased from 47.1% to 38.1%.
- Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands in New Zealand decreased from 17.6% to 9.5%.
- Across the 12 months ending September 2026, Shapton’s share of searches among sharpening stone brands in New Zealand increased from 5.9% to 9.5%.
- Across the 12 months ending September 2026, Shun’s share of searches among sharpening stone brands in New Zealand peaked at 53.8% in December 2025 and was lowest at 25.9% in May 2026.
- Across the 12 months ending September 2026, Norton Abrasives’ share of searches among sharpening stone brands in New Zealand peaked at 66.7% in May 2026 and was lowest at 31.6% in November 2025.
- Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands in New Zealand peaked at 17.6% in October 2025 and was lowest at 3.7% in May 2026.
- Across the 12 months ending September 2026, Shapton’s share of searches among sharpening stone brands in New Zealand peaked at 10.5% in November 2025 and was lowest at 3.7% in May 2026.
- Across the 12 months ending September 2026, Shun rose from 2nd to 1st among sharpening stone brands in New Zealand.
- Across the 12 months ending September 2026, Norton Abrasives fell from 1st to 2nd among sharpening stone brands in New Zealand.

## Top sharpening stone brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Naniwa and Shapton were mentioned most often, in three of the five answers. Shapton was recommended most often, coming first in all three answers that gave a list. Naniwa was second. Shun, 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 |
| --- | --- | --- | --- | --- |
| Shapton | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Naniwa | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Shun | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Norton Abrasives | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about sharpening stone brands

- Asked ChatGPT "Which sharpening stone brand should I buy in New Zealand?": 1. Shapton, 2. Naniwa
- Asked ChatGPT "What are the best sharpening stone brands in New Zealand?": 1. Shapton, 2. Naniwa
- Asked ChatGPT "What's the best sharpening stone brand in New Zealand for sharp kitchen knives?": 1. Shapton, 2. Naniwa
- Searched Google, AI Overview "knife sharpening stone": named none of the brands we track
- Searched Google, AI Overview "whetstone nz": named none of the brands we track

Not named in any answer: Shun and Norton Abrasives.

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

- [Shun vs Norton Abrasives: compare search popularity](/demand/nz/compare/norton-abrasives-vs-shun-knives): 42.9% against 38.1% Share of Search.
- [Shun vs Naniwa: compare search popularity](/demand/nz/compare/naniwa-vs-shun-knives): 42.9% against 9.5% Share of Search.
- [Shun vs Shapton: compare search popularity](/demand/nz/compare/shapton-vs-shun-knives): 42.9% against 9.5% Share of Search.
- [Norton Abrasives vs Naniwa: compare search popularity](/demand/nz/compare/naniwa-vs-norton-abrasives): 38.1% against 9.5% Share of Search.
- [Norton Abrasives vs Shapton: compare search popularity](/demand/nz/compare/norton-abrasives-vs-shapton): 38.1% against 9.5% Share of Search.
- [Naniwa vs Shapton: compare search popularity](/demand/nz/compare/naniwa-vs-shapton): 9.5% Share of Search each.

## How did search popularity change for New Zealand sharpening stone brands in September 2026?

- In September 2026, Shun overtook Norton Abrasives to become the leader among sharpening stone brands in New Zealand, with 42.9% of the searches.
- In September 2026, Naniwa overtook Shapton to rank 3rd among sharpening stone brands in New Zealand, with 9.5% of the searches.
- In September 2026, Shapton gained share of searches among sharpening stone brands in New Zealand, from 7.7% to 9.5%.
- In September 2026, Norton Abrasives lost share of searches among sharpening stone brands in New Zealand, from 53.8% to 38.1%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Shun | 42.9% | 90 | 0.0% | Shun |
| 2 | Norton Abrasives | 38.1% | 80 | -42.9% | Saint-Gobain Abrasives |
| 3 | Naniwa | 9.5% | 20 | +100.0% | Naniwa |
| 4 | Shapton | 9.5% | 20 | 0.0% | Shapton |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Norton Abrasives | 80 | 47.1% | 1 |
| Oct 2025 | Shun | 50 | 29.4% | 2 |
| Oct 2025 | Naniwa | 30 | 17.6% | 3 |
| Oct 2025 | Shapton | 10 | 5.9% | 4 |
| Nov 2025 | Shun | 90 | 47.4% | 1 |
| Nov 2025 | Norton Abrasives | 60 | 31.6% | 2 |
| Nov 2025 | Naniwa | 20 | 10.5% | 3 |
| Nov 2025 | Shapton | 20 | 10.5% | 4 |
| Dec 2025 | Shun | 140 | 53.8% | 1 |
| Dec 2025 | Norton Abrasives | 100 | 38.5% | 2 |
| Dec 2025 | Naniwa | 10 | 3.8% | 3 |
| Dec 2025 | Shapton | 10 | 3.8% | 4 |
| Jan 2026 | Norton Abrasives | 100 | 43.5% | 1 |
| Jan 2026 | Shun | 90 | 39.1% | 2 |
| Jan 2026 | Naniwa | 30 | 13% | 3 |
| Jan 2026 | Shapton | 10 | 4.3% | 4 |
| Feb 2026 | Norton Abrasives | 80 | 44.4% | 1 |
| Feb 2026 | Shun | 70 | 38.9% | 2 |
| Feb 2026 | Naniwa | 20 | 11.1% | 3 |
| Feb 2026 | Shapton | 10 | 5.6% | 4 |
| Mar 2026 | Shun | 110 | 47.8% | 1 |
| Mar 2026 | Norton Abrasives | 80 | 34.8% | 2 |
| Mar 2026 | Naniwa | 30 | 13% | 3 |
| Mar 2026 | Shapton | 10 | 4.3% | 4 |
| Apr 2026 | Norton Abrasives | 80 | 44.4% | 1 |
| Apr 2026 | Shun | 70 | 38.9% | 2 |
| Apr 2026 | Naniwa | 20 | 11.1% | 3 |
| Apr 2026 | Shapton | 10 | 5.6% | 4 |
| May 2026 | Norton Abrasives | 180 | 66.7% | 1 |
| May 2026 | Shun | 70 | 25.9% | 2 |
| May 2026 | Naniwa | 10 | 3.7% | 3 |
| May 2026 | Shapton | 10 | 3.7% | 4 |
| Jun 2026 | Norton Abrasives | 100 | 47.6% | 1 |
| Jun 2026 | Shun | 90 | 42.9% | 2 |
| Jun 2026 | Naniwa | 10 | 4.8% | 3 |
| Jun 2026 | Shapton | 10 | 4.8% | 4 |
| Jul 2026 | Norton Abrasives | 100 | 50% | 1 |
| Jul 2026 | Shun | 70 | 35% | 2 |
| Jul 2026 | Naniwa | 20 | 10% | 3 |
| Jul 2026 | Shapton | 10 | 5% | 4 |
| Aug 2026 | Norton Abrasives | 140 | 53.8% | 1 |
| Aug 2026 | Shun | 90 | 34.6% | 2 |
| Aug 2026 | Shapton | 20 | 7.7% | 3 |
| Aug 2026 | Naniwa | 10 | 3.8% | 4 |
| Sep 2026 | Shun | 90 | 42.9% | 1 |
| Sep 2026 | Norton Abrasives | 80 | 38.1% | 2 |
| Sep 2026 | Naniwa | 20 | 9.5% | 3 |
| Sep 2026 | Shapton | 20 | 9.5% | 4 |

## What is being compared

- **Naniwa**: Measured on the search term “naniwa”.
- **Norton Abrasives**: Measured on the search terms “norton sharpening stone” and “norton whetstone”, summed into one figure.
- **Shapton**: Measured on the search term “shapton”.
- **Shun**: Measured on the search term “kai knives shun”.

- [Naniwa](/demand/nz/brands/naniwa)
- [Norton Abrasives](/demand/nz/brands/norton-abrasives)
- [Shapton](/demand/nz/brands/shapton)
- [Shun](/demand/nz/brands/shun-knives)

## 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 sharpening stone brands in New Zealand?

In September 2026, Shun was the most searched among sharpening stone brands in New Zealand, with an estimated 90 branded searches, 42.9% of all searches for the four we track.

## Cite this page

Brandwave. "Sharpening stone brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-sharpening-stone-brands

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