Brandwave

How popular isSnap-on?

In September 2026, people searched for Snap-on by name about 301,000 times worldwide, about the same as the previous year. These searches made up 7.1% of all global toolbox brand searches, placing Snap-on fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Snap-on appeared in two of the five answers and was the sixth most recommended of the nine.

Search and AI answers in September 2026

Snap-on is the fifth most searched of 9 competitors and the sixth most recommended in AI answers.

  1. MilwaukeeShare of searches 43.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. MakitaShare of searches 23.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DeWaltShare of searches 15.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. CraftsmanShare of searches 7.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Snap-onShare of searches 7.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top toolbox brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Snap-on was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Snap-on is the sixth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Milwaukee1st
  2. DeWalt2nd
  3. Husky3rd
  4. Craftsman4th
  5. U.S. General5th
  6. Snap-on6th
  7. ToughBuilt7th
  8. Makita–
  9. Stanley–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toolbox brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which toolbox brands compete with Snap-on?

Snap-on against toolbox brands worldwide, by month

Share of searches by month for Milwaukee, Makita, DeWalt, Craftsman, Snap-on. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeMakitaDeWaltCraftsmanSnap-onToughBuiltStanleyU.S. GeneralHusky
Oct 202544.8%28.1%13.5%4.9%6%1.5%0.39%0.54%0.36%
Nov 202542.7%27.3%15.7%4.7%7%1.4%0.44%0.35%0.42%
Dec 202544.9%23.7%16.5%6%6%1.5%0.62%0.36%0.44%
Jan 202643.2%23.2%15.9%7.1%7.1%1.7%0.7%0.52%0.43%
Feb 202642.9%22.6%15.8%8.6%7.1%1.7%0.5%0.42%0.35%
Mar 202640.2%25.5%14.8%9.9%6.6%1.6%0.48%0.49%0.4%
Apr 202642.6%22.9%15.7%8.6%7%1.7%0.49%0.63%0.34%
May 202642.5%23.1%15.6%8.6%7%1.7%0.77%0.34%0.34%
Jun 202643.3%23.5%15.9%8.7%5.8%1.4%0.51%0.35%0.35%
Jul 202646.7%20.7%14%9.4%6.3%1.5%0.6%0.38%0.38%
Aug 202642.6%23.1%15.7%8.6%7%1.7%0.55%0.34%0.34%
Sep 202643.2%23.7%15.9%7.1%7.1%1.7%0.51%0.35%0.29%

  1. 1.Milwaukee

    43.2%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Makita

    23.7%

    Held 2nd. 1M estimated branded searches, +1.1% vs prior month. Share +0.6 points.

  3. 3.DeWalt

    15.9%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Craftsman

    7.1%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  5. 5.Snap-on

    7.1%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.ToughBuilt

    1.7%

    Held 6th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Stanley

    0.51%

    Held 7th. 21.5K estimated branded searches, -8.5% vs prior month. Share 0 points.

  8. 8.U.S. General

    0.35%

    Moved from 9th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Husky

    0.29%

    Moved from 8th to 9th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Snap-on and its closest rivals

Every comparison with Snap-on

22 comparisons

How has branded search demand for Snap-on changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Snap-on worldwide held steady at 301K.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among toolbox brands worldwide increased from 6% to 7.1%.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among toolbox brands worldwide peaked at 7.1% in January 2026 and was lowest at 5.8% in June 2026.
  • Across the 12 months ending September 2026, Snap-on fell from 4th to 5th among toolbox brands worldwide.

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

6 changes

  1. In September 2026, Milwaukee gained share of searches among toolbox brands worldwide, from 42.6% to 43.2%.

  2. In September 2026, Makita gained share of searches among toolbox brands worldwide, from 23.1% to 23.7%.

  3. In September 2026, Craftsman lost share of searches among toolbox brands worldwide, from 8.6% to 7.1%.

  4. Snap-on’s share of searches among toolbox brands worldwide has gained ground for 3 months in a row, from 5.8% to 7.1% in September 2026.

  5. In September 2026, U.S. General rose from 9th to 8th among toolbox brands worldwide.

  6. In September 2026, Husky fell from 8th to 9th among toolbox brands worldwide.

How are Snap-on’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Snap-on’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.

  • snap-on

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How the Brand Demand Index is measured

Where does Snap-on compete?

Snap-on is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Toolbox brands5th of 97.1%Shown above
Tool storage brands4th of 77.7%Show ranking
Tool chest brands4th of 99.6%Show ranking
Dead blow hammer brands3rd of 611.7%Show ranking
Ratchet spanners brands2nd of 712.7%Show ranking
Torque wrench brands3rd of 821.2%Show ranking
Socket set brands2nd of 640.3%Show ranking
Gear puller brands2nd of 644.6%Show ranking
Creator with pink hair and a pink jacket

Is Snap-on your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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