--- title: "Furi vs Victorinox: Which is searched more in New Zealand?" description: "Is Furi or Victorinox more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen knife brands set in New Zealand. 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/compare/furi-knives-vs-victorinox" publisher: "Brandwave" --- # Furi vs Victorinox: Which is searched more in New Zealand? Is Furi or Victorinox more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Kitchen knife brands set in New Zealand. 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 - **Compared**: Furi and Victorinox - **Competitive set**: Kitchen knife brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Furi Share of Search**: 5.6% - **Victorinox Share of Search**: 55.6% ## Is Furi or Victorinox more popular in search? - In September 2026, Victorinox had more branded searches than Furi among kitchen knife brands in New Zealand. Victorinox had about 2,680 branded searches, while Furi had 270. Victorinox made up 55.6% of all kitchen knife brand searches we track, and Furi accounted for 5.6%. - Victorinox was ahead of Furi in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Furi’s share of searches among kitchen knife brands in New Zealand moved from 8.6% to 5.6%, and its estimated monthly branded searches moved from 410 to 270. - Across the 12 months ending September 2026, Victorinox’s share of searches among kitchen knife brands in New Zealand moved from 54.1% to 55.6%, and its estimated monthly branded searches moved from 2.6K to 2.7K. ## Top kitchen knife brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Victorinox appeared in all four answers. Furi was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Victorinox was listed before Furi in every answer. 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 1 | 4 of 4 | | Global Knives | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Wusthof | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Shun | 4th | 1 of 3 | 1 of 1 | 2 of 4 | | Tojiro | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Furi | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | ZWILLING | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about kitchen knife brands - Asked ChatGPT "Which kitchen knife brand should I buy in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Tojiro, 4. Wusthof - Asked ChatGPT "What are the best kitchen knife brands in New Zealand?": 1. Victorinox, 2. Global Knives, 3. Wusthof, 4. Shun, 5. Tojiro, 6. Furi - Asked ChatGPT "What's the best kitchen knife brand in New Zealand for everyday cooking?": 1. Victorinox, 2. Global Knives, 3. Wusthof - Searched Google, AI Overview "kitchen knives nz": 1. Victorinox, 2. Shun Not named in any answer: ZWILLING. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand kitchen knife brands in September 2026? - In September 2026, ZWILLING overtook Furi to rank 4th among kitchen knife brands in New Zealand, with 7.1% of the searches. - In September 2026, Shun overtook Furi to rank 5th among kitchen knife brands in New Zealand, with 6.8% of the searches. - In September 2026, Victorinox gained share of searches among kitchen knife brands in New Zealand, from 52.7% to 55.6%. - Estimated monthly branded searches for Furi in New Zealand fell 34.1% over 12 measured months, from 410 to 270 in September 2026. ## Month by month | Month | Furi estimated searches | Furi Share of Search | Furi rank | Victorinox estimated searches | Victorinox Share of Search | Victorinox rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 410 | 8.6% | 4 | 2.6K | 54.1% | 1 | | Nov 2025 | 350 | 5.8% | 6 | 3.4K | 55.5% | 1 | | Dec 2025 | 480 | 6.6% | 5 | 4.2K | 56.8% | 1 | | Jan 2026 | 330 | 6.4% | 5 | 2.7K | 52.8% | 1 | | Feb 2026 | 280 | 6.9% | 5 | 2.1K | 51.1% | 1 | | Mar 2026 | 330 | 7.3% | 5 | 2.3K | 50.7% | 1 | | Apr 2026 | 260 | 5.5% | 6 | 2.3K | 48.3% | 1 | | May 2026 | 270 | 5.8% | 6 | 2.3K | 49.9% | 1 | | Jun 2026 | 260 | 5.9% | 6 | 2.3K | 52% | 1 | | Jul 2026 | 290 | 4.8% | 6 | 3.1K | 50.7% | 1 | | Aug 2026 | 380 | 5.9% | 4 | 3.4K | 52.7% | 1 | | Sep 2026 | 270 | 5.6% | 6 | 2.7K | 55.6% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Furi’s and Victorinox’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. - **Furi**: Measured on the search terms “furi”, “furi knives” and “furi the line”, summed into one figure. - **Victorinox**: Measured on the search terms “victorinox”, “victorinox chef knife”, “victorinox knife” and “victorinox knife set”, summed into one figure. - [Furi profile](/demand/nz/brands/furi-knives) - [Victorinox profile](/demand/nz/brands/victorinox) - [All kitchen knife brands in New Zealand](/demand/nz/categories/nz-kitchen-knife-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is Furi or Victorinox more popular in search? In September 2026, Victorinox had more branded searches than Furi among kitchen knife brands in New Zealand. Victorinox had about 2,680 branded searches, while Furi had 270. Victorinox made up 55.6% of all kitchen knife brand searches we track, and Furi accounted for 5.6%. ## Cite this page Brandwave. "Furi vs Victorinox: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/furi-knives-vs-victorinox This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/furi-knives-vs-victorinox. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.