Joseph Joseph vs Wusthof:Which is more popular?
In September 2026, Joseph Joseph had more branded searches than Wusthof among knife set brands in New Zealand. Joseph Joseph had about 590 branded searches, while Wusthof had 520. Joseph Joseph made up 5.6% of all knife set brand searches we track, and Wusthof accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about knife set brands, Wusthof appeared in four of the five answers and Joseph Joseph in none.
Who do people search for more?
Joseph Joseph, about 13% more searches than Wusthof
Who does AI mention more?
Wusthof, mentioned in 4 of 5 answers, Joseph Joseph in 0
Who does AI recommend more?
Wusthof, the only one of the two named
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Top knife set brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wusthof was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Joseph Joseph 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.
Victorinox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Wusthof4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Global Knives3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
ZWILLING3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
KitchenAid0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ninja0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Joseph Joseph0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about knife set brands
5 answers
Asked ChatGPT
“Which knife set brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best knife set brands in New Zealand?”
Asked ChatGPT
“What's the best knife set brand in New Zealand for a home kitchen?”
Searched Google, AI Overview
“best knife set”
Searched Google, AI Overview
“kitchen knife set”
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 Joseph Joseph or Wusthof more popular in search?
This chart shows how often people search Google for Joseph Joseph and Wusthof by name. Each line represents a brand's share of searches for all seven knife set brands we track, month by month, from searches in New Zealand.
Share of searches by month for Joseph Joseph, Wusthof. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Ninja | Victorinox | Joseph Joseph | Global Knives | Wusthof | ZWILLING |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 62.2% | 8.8% | 12.2% | 5.6% | 5.6% | 4% | 1.6% |
| Nov 2025 | 69.3% | 8.9% | 7.9% | 4.4% | 4.7% | 3.6% | 1.3% |
| Dec 2025 | 68.1% | 8.5% | 9.3% | 4.2% | 4.8% | 3.7% | 1.5% |
| Jan 2026 | 63.1% | 10.2% | 10.4% | 5.8% | 5% | 4.2% | 1.4% |
| Feb 2026 | 66% | 9.7% | 9.2% | 5% | 4.1% | 4.4% | 1.5% |
| Mar 2026 | 64.4% | 8.1% | 10.2% | 6% | 4.3% | 5.3% | 1.7% |
| Apr 2026 | 62.2% | 11.1% | 9.8% | 5.8% | 4.5% | 4.6% | 2.1% |
| May 2026 | 63.1% | 11.1% | 9.8% | 5.8% | 4.3% | 4.3% | 1.7% |
| Jun 2026 | 61.9% | 11.3% | 9.9% | 5.8% | 5.1% | 3.9% | 2.1% |
| Jul 2026 | 57% | 11.2% | 11.6% | 5.2% | 6.6% | 6.6% | 1.9% |
| Aug 2026 | 56.6% | 10.1% | 11.5% | 6.4% | 6.8% | 7% | 1.5% |
| Sep 2026 | 61.5% | 12% | 9.4% | 5.6% | 5% | 4.9% | 1.6% |
How has the Joseph Joseph and Wusthof comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Wusthof took it in July 2026, Joseph Joseph took it in September 2026.
- 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.
- Across the 12 months ending September 2026, Wusthof’s share of searches among knife set brands in New Zealand moved from 4% to 4.9%, and its estimated monthly branded searches moved from 420 to 520.
How did search popularity change for New Zealand knife set brands in September 2026?
2 changes
In September 2026, Wusthof lost share of searches among knife set brands in New Zealand, from 7% to 4.9%.
In September 2026, Joseph Joseph lost share of searches among knife set brands in New Zealand, from 6.4% to 5.6%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Joseph Joseph’s and Wusthof’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.
Joseph Joseph
1 branded search term
- joseph joseph
Wusthof
3 branded search terms
- wusthof
- wusthof classic
- wusthof knife
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