--- title: "Global Knives vs Joseph Joseph: Which is searched more in New Zealand?" description: "Is Global Knives or Joseph Joseph more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Knife set 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/global-knives-nz-vs-joseph-joseph" publisher: "Brandwave" --- # Global Knives vs Joseph Joseph: Which is searched more in New Zealand? Is Global Knives or Joseph Joseph more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Knife set 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**: Global Knives and Joseph Joseph - **Competitive set**: Knife set brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Global Knives Share of Search**: 5% - **Joseph Joseph Share of Search**: 5.6% ## Is Global Knives or Joseph Joseph more popular in search? - In September 2026, Joseph Joseph had more branded searches than Global Knives among knife set brands in New Zealand. Joseph Joseph had about 590 branded searches, while Global Knives had 530. Joseph Joseph made up 5.6% of all knife set brand searches we track, and Global Knives accounted for 5%. - The lead changed hands 3 times in the 12 months ending September 2026: Joseph Joseph took it in January 2026, Global Knives took it in July 2026, Joseph Joseph took it in September 2026. - Across the 12 months ending September 2026, Global Knives’ share of searches among knife set brands in New Zealand moved from 5.6% to 5%, and its estimated monthly branded searches moved from 600 to 530. - Across the 12 months ending September 2026, Joseph Joseph’s share of searches among knife set brands in New Zealand held steady at 5.6%, and its estimated monthly branded searches held steady at 590. ## Top knife set brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Global Knives was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Joseph Joseph did not appear in any of the five answers. 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. ## How did search popularity change for New Zealand knife set brands in September 2026? - 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%. ## Month by month | Month | Global Knives estimated searches | Global Knives Share of Search | Global Knives rank | Joseph Joseph estimated searches | Joseph Joseph Share of Search | Joseph Joseph rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 600 | 5.6% | 4 | 590 | 5.6% | 5 | | Nov 2025 | 770 | 4.7% | 4 | 720 | 4.4% | 5 | | Dec 2025 | 820 | 4.8% | 4 | 720 | 4.2% | 5 | | Jan 2026 | 620 | 5% | 5 | 720 | 5.8% | 4 | | Feb 2026 | 390 | 4.1% | 6 | 480 | 5% | 4 | | Mar 2026 | 420 | 4.3% | 6 | 590 | 6% | 4 | | Apr 2026 | 460 | 4.5% | 6 | 590 | 5.8% | 4 | | May 2026 | 440 | 4.3% | 5 | 590 | 5.8% | 4 | | Jun 2026 | 520 | 5.1% | 5 | 590 | 5.8% | 4 | | Jul 2026 | 740 | 6.6% | 4 | 590 | 5.2% | 6 | | Aug 2026 | 770 | 6.8% | 5 | 720 | 6.4% | 6 | | Sep 2026 | 530 | 5% | 5 | 590 | 5.6% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Global Knives’ and Joseph Joseph’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. - **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”. - [Global Knives profile](/demand/nz/brands/global-knives-nz) - [Joseph Joseph profile](/demand/nz/brands/joseph-joseph) - [All knife set brands in New Zealand](/demand/nz/categories/nz-knife-set-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 Global Knives or Joseph Joseph more popular in search? In September 2026, Joseph Joseph had more branded searches than Global Knives among knife set brands in New Zealand. Joseph Joseph had about 590 branded searches, while Global Knives had 530. Joseph Joseph made up 5.6% of all knife set brand searches we track, and Global Knives accounted for 5%. ## Cite this page Brandwave. "Global Knives vs Joseph Joseph: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/global-knives-nz-vs-joseph-joseph This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/global-knives-nz-vs-joseph-joseph. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.