--- title: "Naniwa vs Norton Abrasives: Which is searched more in New Zealand?" description: "Is Naniwa or Norton Abrasives more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sharpening stone 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/naniwa-vs-norton-abrasives" publisher: "Brandwave" --- # Naniwa vs Norton Abrasives: Which is searched more in New Zealand? Is Naniwa or Norton Abrasives more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sharpening stone 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**: Naniwa and Norton Abrasives - **Competitive set**: Sharpening stone brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Naniwa Share of Search**: 9.5% - **Norton Abrasives Share of Search**: 38.1% ## Is Naniwa or Norton Abrasives more popular in search? - In September 2026, Norton Abrasives had more branded searches than Naniwa among sharpening stone brands in New Zealand. Norton Abrasives had about 80 branded searches, while Naniwa had 20. Norton Abrasives made up 38.1% of all sharpening stone brand searches we track, and Naniwa accounted for 9.5%. - Norton Abrasives was ahead of Naniwa in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Naniwa’s share of searches among sharpening stone brands in New Zealand moved from 17.6% to 9.5%, and its estimated monthly branded searches moved from 30 to 20. - Across the 12 months ending September 2026, Norton Abrasives’ share of searches among sharpening stone brands in New Zealand moved from 47.1% to 38.1%, and its estimated monthly branded searches held steady at 80. ## Top sharpening stone brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Naniwa was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Norton Abrasives 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 | | --- | --- | --- | --- | --- | | Shapton | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Naniwa | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Shun | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Norton Abrasives | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about sharpening stone brands - Asked ChatGPT "Which sharpening stone brand should I buy in New Zealand?": 1. Shapton, 2. Naniwa - Asked ChatGPT "What are the best sharpening stone brands in New Zealand?": 1. Shapton, 2. Naniwa - Asked ChatGPT "What's the best sharpening stone brand in New Zealand for sharp kitchen knives?": 1. Shapton, 2. Naniwa - Searched Google, AI Overview "knife sharpening stone": named none of the brands we track - Searched Google, AI Overview "whetstone nz": named none of the brands we track Not named in any answer: Shun and Norton Abrasives. 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 sharpening stone brands in September 2026? - In September 2026, Shun overtook Norton Abrasives to become the leader among sharpening stone brands in New Zealand, with 42.9% of the searches. - In September 2026, Naniwa overtook Shapton to rank 3rd among sharpening stone brands in New Zealand, with 9.5% of the searches. - In September 2026, Norton Abrasives lost share of searches among sharpening stone brands in New Zealand, from 53.8% to 38.1%. ## Month by month | Month | Naniwa estimated searches | Naniwa Share of Search | Naniwa rank | Norton Abrasives estimated searches | Norton Abrasives Share of Search | Norton Abrasives rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 30 | 17.6% | 3 | 80 | 47.1% | 1 | | Nov 2025 | 20 | 10.5% | 3 | 60 | 31.6% | 2 | | Dec 2025 | 10 | 3.8% | 3 | 100 | 38.5% | 2 | | Jan 2026 | 30 | 13% | 3 | 100 | 43.5% | 1 | | Feb 2026 | 20 | 11.1% | 3 | 80 | 44.4% | 1 | | Mar 2026 | 30 | 13% | 3 | 80 | 34.8% | 2 | | Apr 2026 | 20 | 11.1% | 3 | 80 | 44.4% | 1 | | May 2026 | 10 | 3.7% | 3 | 180 | 66.7% | 1 | | Jun 2026 | 10 | 4.8% | 3 | 100 | 47.6% | 1 | | Jul 2026 | 20 | 10% | 3 | 100 | 50% | 1 | | Aug 2026 | 10 | 3.8% | 4 | 140 | 53.8% | 1 | | Sep 2026 | 20 | 9.5% | 3 | 80 | 38.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Naniwa’s and Norton Abrasives’ 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. - **Naniwa**: Measured on the search term “naniwa”. - **Norton Abrasives**: Measured on the search terms “norton sharpening stone” and “norton whetstone”, summed into one figure. - [Naniwa profile](/demand/nz/brands/naniwa) - [Norton Abrasives profile](/demand/nz/brands/norton-abrasives) - [All sharpening stone brands in New Zealand](/demand/nz/categories/nz-sharpening-stone-brands): The set both shares are measured inside, 4 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 Naniwa or Norton Abrasives more popular in search? In September 2026, Norton Abrasives had more branded searches than Naniwa among sharpening stone brands in New Zealand. Norton Abrasives had about 80 branded searches, while Naniwa had 20. Norton Abrasives made up 38.1% of all sharpening stone brand searches we track, and Naniwa accounted for 9.5%. ## Cite this page Brandwave. "Naniwa vs Norton Abrasives: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/naniwa-vs-norton-abrasives This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/naniwa-vs-norton-abrasives. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.