Brandwave

Norton Abrasives vs Shun:Which is more popular?

In September 2026, Shun had more branded searches than Norton Abrasives among sharpening stone brands in New Zealand. Shun had about 90 branded searches, while Norton Abrasives had 80. Shun made up 42.9% of all sharpening stone brand searches we track, and Norton Abrasives accounted for 38.1%. When we asked ChatGPT and Google AI Overviews about sharpening stone brands, neither Norton Abrasives nor Shun appeared in any of the five answers.

Among sharpening stone brands in New Zealand in September 2026

Who do people search for more?

Shun, about 13% more searches than Norton Abrasives

Shun 90 searchesNorton Abrasives 80 searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Norton Abrasives in 0 of 5Shun in 0 of 5

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Top sharpening stone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Norton Abrasives nor Shun showed up 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 Norton Abrasives or Shun more popular in search?

      This chart shows how often people search Google for Norton Abrasives and Shun 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.

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

      Share of searches by month for Shun, Norton Abrasives. 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 Norton Abrasives and Shun comparison changed over the last 12 months?

      3 findings
      • The lead changed hands 5 times in the 12 months ending September 2026: Shun took it in November 2025, Norton Abrasives took it in January 2026, Shun took it in March 2026, Norton Abrasives took it in April 2026, Shun took it in September 2026.
      • Across the 12 months ending September 2026, Norton Abrasives’ share of searches among sharpening stone brands in New Zealand moved from 47.1% to 38.1%, and its estimated monthly branded searches held steady at 80.
      • Across the 12 months ending September 2026, Shun’s share of searches among sharpening stone brands in New Zealand moved from 29.4% to 42.9%, and its estimated monthly branded searches moved from 50 to 90.

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

      2 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, 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 Norton Abrasives’ and Shun’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.

      Norton Abrasives

      2 branded search terms

      • norton sharpening stone
      • norton whetstone

      Shun

      1 branded search term

      • kai knives shun

      How the Brand Demand Index is measured

      Other head-to-heads among sharpening stone brands

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