GLOBAL vs ZWILLING:Which is more popular?
In September 2026, GLOBAL had more branded searches than ZWILLING among chef knife brands in New Zealand. GLOBAL had about 390 branded searches, while ZWILLING had 170. GLOBAL made up 17.7% of all chef knife brand searches we track, and ZWILLING accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about chef knife brands, ZWILLING appeared in one of the five answers and GLOBAL in none.
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Top chef knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ZWILLING was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. GLOBAL 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Victorinox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Wusthof5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Shun4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ZWILLING1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
GLOBAL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about chef knife brands
5 answers
Asked ChatGPT
“Which chef knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best chef knife brands in New Zealand?”
Asked ChatGPT
“What's the best chef knife brand in New Zealand for everyday kitchen use?”
Searched Google, AI Overview
“best chef knife”
Searched Google, AI Overview
“kitchen knife brand”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is GLOBAL or ZWILLING more popular in search?
This chart shows how often people search Google for GLOBAL and ZWILLING by name. Each line represents a brand's share of searches for all six chef knife brands we track, month by month, from searches in New Zealand.
Share of searches by month for GLOBAL, ZWILLING. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | GLOBAL | ZWILLING | Shun | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.6% | 17% | 19.4% | 6.9% | 2% | 2% |
| Nov 2025 | 45.9% | 21.2% | 20.8% | 7.4% | 3.2% | 1.4% |
| Dec 2025 | 49.2% | 19.4% | 18.2% | 8% | 4.3% | 0.92% |
| Jan 2026 | 49.8% | 19.9% | 18.4% | 6.5% | 3.4% | 1.9% |
| Feb 2026 | 47.1% | 22.5% | 17.1% | 7.5% | 3.7% | 2.1% |
| Mar 2026 | 46.5% | 24.2% | 14.9% | 7.9% | 5.1% | 1.4% |
| Apr 2026 | 47.6% | 22.4% | 15.2% | 10% | 3.3% | 1.4% |
| May 2026 | 49.3% | 21.7% | 15.8% | 8.4% | 3.4% | 1.5% |
| Jun 2026 | 47.6% | 18.6% | 18.6% | 10% | 4.3% | 0.95% |
| Jul 2026 | 43.9% | 25% | 19.9% | 7.1% | 2.4% | 1.7% |
| Aug 2026 | 43.5% | 26.4% | 19.7% | 5.7% | 3% | 1.7% |
| Sep 2026 | 45.5% | 23.6% | 17.7% | 7.7% | 4.1% | 1.4% |
How has the GLOBAL and ZWILLING comparison changed over the last 12 months?
3 findings
- GLOBAL was ahead of ZWILLING in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, GLOBAL’s share of searches among chef knife brands in New Zealand moved from 19.4% to 17.7%, and its estimated monthly branded searches moved from 480 to 390.
- Across the 12 months ending September 2026, ZWILLING’s share of searches among chef knife brands in New Zealand moved from 6.9% to 7.7%, and its estimated monthly branded searches held steady at 170.
How did search popularity change for New Zealand chef knife brands in September 2026?
2 changes
In September 2026, ZWILLING gained share of searches among chef knife brands in New Zealand, from 5.7% to 7.7%.
In September 2026, GLOBAL lost share of searches among chef knife brands in New Zealand, from 19.7% to 17.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using GLOBAL’s and ZWILLING’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.
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