MAC vs Tojiro:Which is more popular in New Zealand?
In October 2026, MAC had more branded searches than Tojiro among kitchen knife brands in New Zealand. MAC had about 50 branded searches, while Tojiro had 40. MAC made up 1.6% of all kitchen knife brand searches we track, and Tojiro accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about kitchen knife brands, Tojiro appeared in two of the four answers and MAC in one. MAC and Tojiro were each mentioned first in one of the two answers that named either.
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Top kitchen knife brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Tojiro was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. MAC was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. MAC and Tojiro were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Victorinox1st
Global Knives2nd
Wusthof3rd
Shun4th
Tojiro5th- MAC6th
- Furi7th
ZWILLING–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Victorinox4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Wusthof3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Global Knives3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Shun2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Tojiro2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Furi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- MAC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- ZWILLING0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about kitchen knife brands
4 answers
Asked ChatGPT
“Which kitchen knife brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best kitchen knife brands in New Zealand?”
Asked ChatGPT
“What's the best kitchen knife brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knives nz”
Searched Google, AI Overview
“knife set nz”
Google showed no AI Overview for this search.
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 MAC or Tojiro more popular in search?
This chart shows how often people search Google for MAC and Tojiro by name. Each line represents a brand's share of searches for all eight kitchen knife brands we track, month by month, from searches in New Zealand.
Share of searches by month for MAC, Tojiro. The figures are in the table below the chart.
View monthly share of searches table
| Month | Victorinox | Wusthof | Global Knives | Furi | ZWILLING | Shun | MAC | Tojiro |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 39.4% | 16.8% | 16.8% | 7.6% | 8.3% | 9.4% | 0.87% | 0.87% |
| Dec 2025 | 40.2% | 15.1% | 15.3% | 8.9% | 8.4% | 10.2% | 0.56% | 1.3% |
| Jan 2026 | 36.8% | 17.3% | 15.8% | 8.3% | 8.3% | 10.8% | 1.3% | 1.8% |
| Feb 2026 | 31.9% | 25.9% | 12.5% | 8.8% | 7.5% | 10.6% | 1.3% | 1.6% |
| Mar 2026 | 31.5% | 26% | 11.6% | 9.1% | 8% | 11.9% | 0.83% | 1.1% |
| Apr 2026 | 31.1% | 24% | 12.5% | 7.1% | 13.6% | 10.4% | 0.82% | 0.54% |
| May 2026 | 32.3% | 21.8% | 12.5% | 7.6% | 13% | 10.8% | 0.85% | 1.1% |
| Jun 2026 | 34% | 16.7% | 15.8% | 7.8% | 10.1% | 14.3% | 0.6% | 0.6% |
| Jul 2026 | 32.2% | 24.5% | 15.8% | 6.2% | 9.2% | 10.4% | 1.1% | 0.64% |
| Aug 2026 | 36.6% | 22.3% | 15.8% | 7.7% | 7.7% | 7.5% | 1% | 1.4% |
| Sep 2026 | 40.3% | 18.4% | 14.5% | 7.4% | 9% | 9% | 0.82% | 0.55% |
| Oct 2026 | 36.9% | 16.5% | 15.5% | 10.4% | 9.1% | 8.7% | 1.6% | 1.3% |
How has branded search for MAC and Tojiro changed in New Zealand over the last 12 months?
3 findings
- The lead changed hands 5 times in the 12 months ending October 2026: MAC took it in April 2026, Tojiro took it in May 2026, MAC took it in July 2026, Tojiro took it in August 2026, MAC took it in September 2026.
- Across the 12 months ending October 2026, MAC’s share of searches among kitchen knife brands in New Zealand moved from 0.87% to 1.6%, and its estimated monthly branded searches moved from 40 to 50.
- Across the 12 months ending October 2026, Tojiro’s share of searches among kitchen knife brands in New Zealand moved from 0.87% to 1.3%, and its estimated monthly branded searches held steady at 40.
How did search popularity change for New Zealand kitchen knife brands in October 2026?
2 changes
In October 2026, MAC gained share of searches among kitchen knife brands in New Zealand, from 0.82% to 1.6%.
In October 2026, Tojiro gained share of searches among kitchen knife brands in New Zealand, from 0.55% to 1.3%.
How are MAC’s and Tojiro’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using MAC’s and Tojiro’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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