Brandwave

How popular isMaster Lock in search?

In September 2026, there were an estimated 60.5K branded searches for Master Lock worldwide which held steady over the last 12 months. Master Lock holds 64.1% estimated Share of Search among key safe brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Master Lock64.1%
  2. Kidde35.1%
  3. Yale0.76%
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Which key safe brands compete with Master Lock?

Master Lock against key safe brands worldwide, by month

Share of Search by month for Master Lock, Kidde. The figures are in the table below the chart.

View monthly share of search table
MonthMaster LockKiddeYale
Oct 202564%35%0.93%
Nov 202564.1%35.1%0.76%
Dec 202564.1%35.1%0.76%
Jan 202659.4%39.8%0.86%
Feb 202664.1%35.1%0.76%
Mar 202664%35%0.93%
Apr 202664.1%35.1%0.76%
May 202664.2%35.1%0.63%
Jun 202668.6%30.7%0.67%
Jul 202668.5%30.7%0.82%
Aug 202672.7%26.6%0.71%
Sep 202664.1%35.1%0.76%

  1. 1.Master Lock

    64.1%

    Held 1st. 60.5K estimated branded searches, -18.2% vs prior month. Share -8.5 points.

  2. 2.Kidde

    35.1%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +8.5 points.

  3. 3.Yale

    0.76%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare search popularity between Master Lock and its closest rivals

Every comparison with Master Lock

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Master Lock worldwide held steady at 60.5K.
  • Across the 12 months ending September 2026, Master Lock’s estimated Share of Search among key safe brands worldwide peaked at 72.7% in August 2026 and was lowest at 59.4% in January 2026.

How did search popularity change for key safe brands worldwide in September 2026?

  1. In September 2026, Kidde gained estimated Share of Search among key safe brands worldwide, from 26.6% to 35.1%.

  2. In September 2026, Master Lock lost estimated Share of Search among key safe brands worldwide, from 72.7% to 64.1%.

  3. Estimated monthly branded searches for Yale worldwide fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

Where does Master Lock compete?

Master Lock is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Bike lock brands3rd of 511.7%Show ranking
Cable lock brands3rd of 412.4%Show ranking
Key safe brands1st of 364.1%Shown above

How is Master Lock measured?

Brandwave collects information about searches that people make online using Master Lock’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

  • master lock

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How the Brand Demand Index is measured

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