Brandwave

Naniwa vs Norton Abrasives:Which is more popular?

In September 2026, Norton Abrasives had more branded searches than Naniwa among sharpening stone brands in New Zealand. Norton Abrasives had about 80 branded searches, while Naniwa had 20. Norton Abrasives made up 38.1% of all sharpening stone brand searches we track, and Naniwa accounted for 9.5%. When we asked ChatGPT and Google AI Overviews about sharpening stone brands, Naniwa appeared in three of the five answers and Norton Abrasives in none.

Among sharpening stone brands in New Zealand in September 2026

Who do people search for more?

Norton Abrasives, about 4 searches for every 1 for Naniwa

Norton Abrasives 80 searchesNaniwa 20 searches

Who does AI mention more?

Naniwa, mentioned in 3 of 5 answers, Norton Abrasives in 0

Naniwa in 3 of 5Norton Abrasives in 0 of 5

Who does AI recommend more?

Naniwa, the only one of the two named

Naniwa first in 3Norton Abrasives never named

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Top sharpening stone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Naniwa was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Norton Abrasives did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Shapton1st
  2. Naniwa2nd
  3. Shun–
  4. Norton Abrasives–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Naniwa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shapton3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shun0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norton Abrasives0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sharpening stone brands

5 answers

  • Asked ChatGPT

    “Which sharpening stone brand should I buy in New Zealand?”

    1. 1Shapton
    2. 2Naniwa

  • Asked ChatGPT

    “What are the best sharpening stone brands in New Zealand?”

    1. 1Shapton
    2. 2Naniwa

  • Asked ChatGPT

    “What's the best sharpening stone brand in New Zealand for sharp kitchen knives?”

    1. 1Shapton
    2. 2Naniwa

  • Searched Google, AI Overview

    “knife sharpening stone”

    1. Searched Google, AI Overview

      “whetstone nz”

      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 Naniwa or Norton Abrasives more popular in search?

      This chart shows how often people search Google for Naniwa and Norton Abrasives by name. Each line represents a brand's share of searches for all four sharpening stone brands we track, month by month, from searches in New Zealand.

      Naniwa and Norton Abrasives among sharpening stone brands in New Zealand, by month

      Share of searches by month for Norton Abrasives, Naniwa. The figures are in the table below the chart.

      View monthly share of searches table
      MonthShunNorton AbrasivesNaniwaShapton
      Oct 202529.4%47.1%17.6%5.9%
      Nov 202547.4%31.6%10.5%10.5%
      Dec 202553.8%38.5%3.8%3.8%
      Jan 202639.1%43.5%13%4.3%
      Feb 202638.9%44.4%11.1%5.6%
      Mar 202647.8%34.8%13%4.3%
      Apr 202638.9%44.4%11.1%5.6%
      May 202625.9%66.7%3.7%3.7%
      Jun 202642.9%47.6%4.8%4.8%
      Jul 202635%50%10%5%
      Aug 202634.6%53.8%3.8%7.7%
      Sep 202642.9%38.1%9.5%9.5%

      How has the Naniwa and Norton Abrasives comparison changed over the last 12 months?

      3 findings

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

      3 changes

      1. In September 2026, Shun overtook Norton Abrasives to become the leader among sharpening stone brands in New Zealand, with 42.9% of the searches.

      2. In September 2026, Naniwa overtook Shapton to rank 3rd among sharpening stone brands in New Zealand, with 9.5% of the searches.

      3. In September 2026, Norton Abrasives lost share of searches among sharpening stone brands in New Zealand, from 53.8% to 38.1%.

      How are branded searches counted?

      3 search terms

      Brandwave collects information about searches that people make online using Naniwa’s and Norton Abrasives’ 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.

      Naniwa

      1 branded search term

      • naniwa

      Norton Abrasives

      2 branded search terms

      • norton sharpening stone
      • norton whetstone

      How the Brand Demand Index is measured

      Other head-to-heads among sharpening stone brands

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