Victorinox vs Wiltshire:Which is more popular?
In September 2026, Victorinox had more branded searches than Wiltshire among cutlery brands in New Zealand. Victorinox had about 1,000 branded searches, while Wiltshire had 720. Victorinox made up 10.7% of all cutlery brand searches we track, and Wiltshire accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about cutlery brands, Victorinox appeared in one of the four answers and Wiltshire in none.
Who do people search for more?
Victorinox, about 39% more searches than Wiltshire
Who does AI mention more?
Victorinox, mentioned in 1 of 4 answers, Wiltshire in 0
Follow Victorinox vs Wiltshire and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top cutlery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Victorinox 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.
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?”
Asked ChatGPT
“What are the best cutlery brands in New Zealand?”
Asked ChatGPT
“What's the best cutlery brand in New Zealand for everyday cooking?”
Searched Google, AI Overview
“kitchen knife set nz”
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 Victorinox or Wiltshire more popular in search?
This chart shows how often people search Google for Victorinox 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.
Share of searches by month for Victorinox, Wiltshire. The figures are in the table below the chart.
View monthly share of searches table
| Month | KitchenAid | Victorinox | Wiltshire | Wusthof | Tramontina | ZWILLING | Stanley Rogers |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.1% | 13.6% | 6.2% | 4.4% | 2.5% | 1.8% | 2.4% |
| Nov 2025 | 78% | 8.8% | 4% | 4.1% | 2.1% | 1.4% | 1.6% |
| Dec 2025 | 76.2% | 10.4% | 3.8% | 4.1% | 2.1% | 1.7% | 1.7% |
| Jan 2026 | 71.5% | 11.8% | 5.4% | 4.7% | 2.7% | 1.5% | 2.4% |
| Feb 2026 | 72.6% | 10.1% | 6.8% | 4.8% | 2.2% | 1.6% | 1.8% |
| Mar 2026 | 70.4% | 11.1% | 6.6% | 5.8% | 2.2% | 1.9% | 2% |
| Apr 2026 | 69.5% | 10.9% | 6.4% | 5.1% | 3.2% | 2.3% | 2.5% |
| May 2026 | 70% | 10.8% | 7.8% | 4.8% | 2.8% | 1.8% | 2% |
| Jun 2026 | 69.6% | 11.1% | 8% | 4.3% | 2.6% | 2.3% | 2% |
| Jul 2026 | 60% | 12.2% | 12.2% | 6.9% | 5.1% | 2% | 1.7% |
| Aug 2026 | 63.6% | 12.9% | 8.8% | 7.9% | 3.2% | 1.7% | 1.9% |
| Sep 2026 | 69.7% | 10.7% | 7.7% | 5.5% | 2.9% | 1.8% | 1.7% |
How has the Victorinox and Wiltshire comparison changed over the last 12 months?
3 findings
- Victorinox was ahead of Wiltshire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Victorinox’s share of searches among cutlery brands in New Zealand moved from 13.6% to 10.7%, and its estimated monthly branded searches moved from 1.3K to 1K.
- Across the 12 months ending September 2026, Wiltshire’s share of searches among cutlery brands in New Zealand moved from 6.2% to 7.7%, and its estimated monthly branded searches moved from 590 to 720.
How did search popularity change for New Zealand cutlery brands in September 2026?
2 changes
In September 2026, Victorinox lost share of searches among cutlery brands in New Zealand, from 12.9% to 10.7%.
In September 2026, Wiltshire lost share of searches among cutlery brands in New Zealand, from 8.8% to 7.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Victorinox’s 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.
Victorinox
1 branded search term
- victorinox
Wiltshire
1 branded search term
- wiltshire
Other head-to-heads among cutlery brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.