Joseph Joseph vs ZWILLING:Which is more popular?
In September 2026, Joseph Joseph had more branded searches than ZWILLING among knife set brands in New Zealand. Joseph Joseph had about 590 branded searches, while ZWILLING had 170. Joseph Joseph made up 5.6% of all knife set brand searches we track, and ZWILLING accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about knife set brands, ZWILLING appeared in three of the five answers and Joseph Joseph in none.
Who do people search for more?
Joseph Joseph, about 3 searches for every 1 for ZWILLING
Who does AI mention more?
ZWILLING, mentioned in 3 of 5 answers, Joseph Joseph in 0
Who does AI recommend more?
ZWILLING, 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, ZWILLING was mentioned in three out of five: in two of the 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 ZWILLING more popular in search?
This chart shows how often people search Google for Joseph Joseph and ZWILLING 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, ZWILLING. 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 ZWILLING comparison changed over the last 12 months?
3 findings
- Joseph Joseph was ahead of ZWILLING in every measured month of the 12 months ending 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, ZWILLING’s share of searches among knife set brands in New Zealand held steady at 1.6%, and its estimated monthly branded searches held steady at 170.
How did search popularity change for New Zealand knife set brands in September 2026?
1 change
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?
2 search terms
Brandwave collects information about searches that people make online using Joseph Joseph’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.
Joseph Joseph
1 branded search term
- joseph joseph
ZWILLING
1 branded search term
- zwilling
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