Brandwave

How popular isLeatherman in search?

In August 2026, there were an estimated 368K branded searches for Leatherman worldwide which is down 18.2% over the last 11 months. Leatherman holds 33.5% estimated Share of Search among pocket knife brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Victorinox41.5%
  2. Leatherman33.5%
  3. Benchmade12.3%
  4. Spyderco8.2%
  5. Gerber4.5%
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Which pocket knife brands compete with Leatherman?

Leatherman against pocket knife brands worldwide, by month

Share of Search by month for Victorinox, Leatherman, Benchmade, Spyderco, Gerber. The figures are in the table below the chart.

View monthly share of search table
MonthVictorinoxLeathermanBenchmadeSpydercoGerber
Oct 202541.8%33.8%15.1%5.6%3.7%
Nov 202537%36.6%16.4%6%4%
Dec 202541%33.1%14.8%6.6%4.5%
Jan 202640.4%32.6%14.6%8%4.4%
Feb 202640.4%32.6%14.6%8%4.4%
Mar 202642%34%12.5%6.8%4.6%
Apr 202637.2%36.9%13.5%7.4%5%
May 202640.9%33.1%14.9%6.7%4.5%
Jun 202640.3%32.7%14.6%8%4.4%
Jul 202642%34%12.5%6.8%4.6%
Aug 202641.5%33.5%12.3%8.2%4.5%
Sep 2026—————

  1. 1.Victorinox

    41.5%

    Held 1st. 455K estimated branded searches, +0.2% vs prior month. Share -0.6 points.

  2. 2.Leatherman

    33.5%

    Held 2nd. 368K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Benchmade

    12.3%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Spyderco

    8.2%

    Held 4th. 90.5K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  5. 5.Gerber

    4.5%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Leatherman and its closest rivals

How has branded search demand for Leatherman changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Leatherman worldwide fell from 450K to 368K.
  • Across the 11 months ending August 2026, Leatherman’s estimated Share of Search among pocket knife brands worldwide peaked at 36.9% in April 2026 and was lowest at 32.6% in February 2026.

How did search popularity change for pocket knife brands worldwide in August 2026?

  1. In August 2026, Spyderco gained estimated Share of Search among pocket knife brands worldwide, from 6.8% to 8.2%.

  2. In August 2026, Victorinox lost estimated Share of Search among pocket knife brands worldwide, from 42% to 41.5%.

  3. In August 2026, Leatherman lost estimated Share of Search among pocket knife brands worldwide, from 34% to 33.5%.

  4. Benchmade’s estimated Share of Search among pocket knife brands worldwide has lost ground for 3 months in a row, from 14.9% to 12.3% in August 2026.

Where does Leatherman compete?

Leatherman is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Pocket knife brands2nd of 533.5%Shown above
Multitool brands2nd of 536.8%Show ranking

How is Leatherman measured?

Brandwave collects information about searches that people make online using Leatherman’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.

1 branded search term

  • leatherman

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How the Brand Demand Index is measured

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