---
title: "Mitre 10: search popularity in Australia"
description: "Mitre 10 is a DIY or building supplies retailer. 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/au/brands/mitre-10"
publisher: "Brandwave"
---

# Mitre 10: search popularity in Australia

Mitre 10 is a DIY or building supplies retailer. 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

- **Brand**: Mitre 10
- **Market**: Australia
- **Measured month**: Sep 2026
- **Share of Search among hardware stores**: 4.7%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Hardware stores | 4 | 4.7% | 201K |

- [Hardware stores](/demand/au/categories/au-hardware-stores)

## Top hardware stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Mitre 10 was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Mitre 10 is the third most recommended of the five.

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 |
| --- | --- | --- | --- | --- |
| Bunnings | 1st | 3 of 3 | 0 of 1 | 3 of 4 |
| Total Tools | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Mitre 10 | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Sydney Tools | 4th | 3 of 3 | 0 of 1 | 3 of 4 |
| Home Hardware | 5th | 1 of 3 | 0 of 1 | 1 of 4 |

## Every AI answer about hardware stores

- Asked ChatGPT "Where should I buy tools and hardware in Australia?": 1. Bunnings, 2. Total Tools, 3. Sydney Tools, 4. Mitre 10
- Asked ChatGPT "What are the best hardware stores in Australia?": 1. Bunnings, 2. Mitre 10, 3. Total Tools, 4. Home Hardware, 5. Sydney Tools
- Asked ChatGPT "What's the best store in Australia for power tools?": 1. Total Tools, 2. Bunnings, 3. Sydney Tools
- Searched Google, AI Overview "hardware store": 1. Mitre 10

Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026.

## How has branded search demand for Mitre 10 changed in Australia over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Mitre 10 in Australia fell from 246K to 201K.
- Across the 12 months ending September 2026, Mitre 10’s share of searches among hardware stores in Australia peaked at 4.9% in December 2025 and was lowest at 3.6% in June 2026.

## How did search popularity change for Australia hardware stores in September 2026?

- In September 2026, Bunnings gained share of searches among hardware stores in Australia, from 76.4% to 79.1%.
- In September 2026, Sydney Tools lost share of searches among hardware stores in Australia, from 10.3% to 8.7%.
- In September 2026, Total Tools lost share of searches among hardware stores in Australia, from 8.4% to 7.1%.
- Mitre 10’s share of searches among hardware stores in Australia has gained ground for 3 months in a row, from 3.6% to 4.7% in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hardware stores | 246K | 4.8% | 4 |
| Nov 2025 | Hardware stores | 246K | 4% | 4 |
| Dec 2025 | Hardware stores | 301K | 4.9% | 4 |
| Jan 2026 | Hardware stores | 246K | 4.8% | 4 |
| Feb 2026 | Hardware stores | 201K | 4.7% | 4 |
| Mar 2026 | Hardware stores | 201K | 4.7% | 4 |
| Apr 2026 | Hardware stores | 201K | 4.7% | 4 |
| May 2026 | Hardware stores | 201K | 4.6% | 4 |
| Jun 2026 | Hardware stores | 165K | 3.6% | 4 |
| Jul 2026 | Hardware stores | 165K | 3.9% | 4 |
| Aug 2026 | Hardware stores | 201K | 4.6% | 4 |
| Sep 2026 | Hardware stores | 201K | 4.7% | 4 |

## How are Mitre 10’s branded searches counted?

Brandwave collects information about searches that people make online using Mitre 10’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “mitre 10”

## Which hardware stores compete with Mitre 10?

- [Bunnings](/demand/au/brands/bunnings): Head-to-head: /demand/au/compare/bunnings-vs-mitre-10
- [Sydney Tools](/demand/au/brands/sydney-tools): Head-to-head: /demand/au/compare/mitre-10-vs-sydney-tools
- [Total Tools](/demand/au/brands/total-tools): Head-to-head: /demand/au/compare/mitre-10-vs-total-tools
- [Home Hardware](/demand/au/brands/home-hardware): Head-to-head: /demand/au/compare/home-hardware-vs-mitre-10

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Mitre 10: search popularity in Australia". https://gobrandwave.com/demand/au/brands/mitre-10

This page is also available as HTML at https://gobrandwave.com/demand/au/brands/mitre-10. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.