Wiltshire vs Wusthof:Which is more popular?
In September 2026, Wiltshire had more branded searches than Wusthof among cutlery brands in New Zealand. Wiltshire had about 720 branded searches, while Wusthof had 520. Wiltshire made up 7.7% of all cutlery brand searches we track, and Wusthof accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about cutlery brands, Wusthof appeared in two of the four answers and Wiltshire in none.
Who do people search for more?
Wiltshire, about 38% more searches than Wusthof
Who does AI mention more?
Wusthof, mentioned in 2 of 4 answers, Wiltshire in 0
Who does AI recommend more?
Wusthof, the only one of the two named
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Top cutlery brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Wusthof was mentioned in two out of four: in one of the three ChatGPT answers and 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 Wiltshire or Wusthof more popular in search?
This chart shows how often people search Google for Wiltshire and Wusthof 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 Wiltshire, Wusthof. 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 Wiltshire and Wusthof comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Wusthof took it in November 2025, Wiltshire took it in January 2026.
- 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.
- Across the 12 months ending September 2026, Wusthof’s share of searches among cutlery brands in New Zealand moved from 4.4% to 5.5%, and its estimated monthly branded searches moved from 420 to 520.
How did search popularity change for New Zealand cutlery brands in September 2026?
2 changes
In September 2026, Wusthof lost share of searches among cutlery brands in New Zealand, from 7.9% to 5.5%.
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?
4 search terms
Brandwave collects information about searches that people make online using Wiltshire’s and Wusthof’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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