Brandwave

Stanley Rogers vs Wiltshire:Which is more popular?

In September 2026, Wiltshire had more branded searches than Stanley Rogers among cutlery brands in New Zealand. Wiltshire had about 720 branded searches, while Stanley Rogers had 160. Wiltshire made up 7.7% of all cutlery brand searches we track, and Stanley Rogers accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about cutlery brands, Stanley Rogers appeared in one of the four answers and Wiltshire in none.

Among cutlery brands in New Zealand in September 2026

Who do people search for more?

Wiltshire, about 5 searches for every 1 for Stanley Rogers

Wiltshire 720 searchesStanley Rogers 160 searches

Who does AI mention more?

Stanley Rogers, mentioned in 1 of 4 answers, Wiltshire in 0

Stanley Rogers in 1 of 4Wiltshire in 0 of 4

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Top cutlery brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Stanley Rogers was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Wiltshire did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Wusthof1st
  2. Victorinox2nd
  3. ZWILLING3rd
  4. KitchenAid–
  5. Wiltshire–
  6. Tramontina–
  7. Stanley Rogers–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Wusthof2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Victorinox1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tramontina1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ZWILLING1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Stanley Rogers1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KitchenAid0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Wiltshire0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about cutlery brands

4 answers

  • Asked ChatGPT

    “Which cutlery brand should I buy in New Zealand?”

    1. 1Tramontina

  • Asked ChatGPT

    “What are the best cutlery brands in New Zealand?”

    1. 1Stanley Rogers

  • Asked ChatGPT

    “What's the best cutlery brand in New Zealand for everyday cooking?”

    1. 1Victorinox
    2. 2Wusthof

  • Searched Google, AI Overview

    “kitchen knife set nz”

    1. 1Wusthof
    2. 2ZWILLING

  • Searched Google, AI Overview

    “cutlery 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 Stanley Rogers or Wiltshire more popular in search?

This chart shows how often people search Google for Stanley Rogers and Wiltshire by name. Each line represents a brand's share of searches for all seven cutlery brands we track, month by month, from searches in New Zealand.

Stanley Rogers and Wiltshire among cutlery brands in New Zealand, by month

Share of searches by month for Wiltshire, Stanley Rogers. The figures are in the table below the chart.

View monthly share of searches table
MonthKitchenAidVictorinoxWiltshireWusthofTramontinaZWILLINGStanley Rogers
Oct 202569.1%13.6%6.2%4.4%2.5%1.8%2.4%
Nov 202578%8.8%4%4.1%2.1%1.4%1.6%
Dec 202576.2%10.4%3.8%4.1%2.1%1.7%1.7%
Jan 202671.5%11.8%5.4%4.7%2.7%1.5%2.4%
Feb 202672.6%10.1%6.8%4.8%2.2%1.6%1.8%
Mar 202670.4%11.1%6.6%5.8%2.2%1.9%2%
Apr 202669.5%10.9%6.4%5.1%3.2%2.3%2.5%
May 202670%10.8%7.8%4.8%2.8%1.8%2%
Jun 202669.6%11.1%8%4.3%2.6%2.3%2%
Jul 202660%12.2%12.2%6.9%5.1%2%1.7%
Aug 202663.6%12.9%8.8%7.9%3.2%1.7%1.9%
Sep 202669.7%10.7%7.7%5.5%2.9%1.8%1.7%

How has the Stanley Rogers and Wiltshire comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand cutlery brands in September 2026?

2 changes

  1. In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.

  2. In September 2026, Stanley Rogers fell from 6th to 7th among cutlery brands in New Zealand.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Stanley Rogers’ and Wiltshire’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.

Stanley Rogers

2 branded search terms

  • stanley rogers
  • stanley rogers cutlery

Wiltshire

1 branded search term

  • wiltshire

How the Brand Demand Index is measured

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