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 12.7% of all global ratchet spanners brand searches, placing Snap-on second out of seven brands. When we asked both ChatGPT and Google AI Overviews about ratchet spanners brands, Snap-on appeared in two of the five answers and was the sixth most recommended of the seven.
Snap-on is the second most searched of 7 competitors and the sixth most recommended in AI answers.
MilwaukeeShare of searches 77.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
Snap-onShare of searches 12.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
TektonShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd- FacomShare of searches 2.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
GearWrenchShare of searches 2.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top ratchet spanners 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 seven.
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.
- GearWrench5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tekton3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Milwaukee2 of 5Named in 1 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
- Facom2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wera2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kincrome0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ratchet spanners brands
5 answers
Asked ChatGPT
“Which ratchet spanners brand should I buy?”
Asked ChatGPT
“What are the best ratchet spanners brands?”
Asked ChatGPT
“What's the best ratchet spanners brand for home workshop?”
Searched Google, AI Overview
“best ratchet spanners”
Searched Google, AI Overview
“ratchet spanner set”
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 ratchet spanners brands compete with Snap-on?
Share of searches by month for Milwaukee, Snap-on, Tekton, Facom, GearWrench, Wera. The figures are in the table below the chart.
View monthly share of searches table
| Month | Milwaukee | Snap-on | Tekton | Facom | GearWrench | Wera | Kincrome |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 80.7% | 10.8% | 2.2% | 2.2% | 1.8% | 1.8% | 0.53% |
| Nov 2025 | 78.1% | 12.8% | 2.1% | 2.1% | 2.1% | 2.1% | 0.63% |
| Dec 2025 | 79.7% | 10.7% | 2.2% | 2.2% | 2.2% | 2.6% | 0.53% |
| Jan 2026 | 76.6% | 12.6% | 2.5% | 2.5% | 2.5% | 2.5% | 0.62% |
| Feb 2026 | 77.4% | 12.7% | 2.6% | 2.1% | 2.1% | 2.6% | 0.63% |
| Mar 2026 | 77.4% | 12.7% | 2.6% | 2.1% | 2.1% | 2.6% | 0.63% |
| Apr 2026 | 77.4% | 12.7% | 2.6% | 2.1% | 2.1% | 2.6% | 0.63% |
| May 2026 | 77.6% | 12.8% | 2.6% | 1.7% | 2.1% | 2.6% | 0.63% |
| Jun 2026 | 79.9% | 10.7% | 2.6% | 1.8% | 2.2% | 2.2% | 0.65% |
| Jul 2026 | 77.7% | 10.4% | 5.7% | 1.7% | 1.7% | 2.1% | 0.63% |
| Aug 2026 | 76.6% | 12.6% | 3.8% | 1.7% | 2.1% | 2.5% | 0.76% |
| Sep 2026 | 77.2% | 12.7% | 3.1% | 2.1% | 2.1% | 2.1% | 0.76% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 77.2% | 1.8M | 0% | +0.6 points | |
| 2, held 2nd | 12.7% | 301K | 0% | +0.1 points | |
| 3, held 3rd | 3.1% | 74K | -18.2% | -0.7 points | |
| 4, moved from 6th to 4th | 2.1% | 49.5K | +22.2% | +0.4 pointsmoved from 6th to 4th | |
| 5, held 5th | 2.1% | 49.5K | 0% | 0 points | |
| 6, moved from 4th to 6th | 2.1% | 49.5K | -18.2% | -0.4 pointsmoved from 4th to 6th | |
| 7, held 7th | 0.76% | 18.1K | 0% | 0 points |
77.2%
Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +0.6 points.
2.
Snap-on12.7%
Held 2nd. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.
3.
Tekton3.1%
Held 3rd. 74K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
4.Facom
2.1%
Moved from 6th to 4th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.
2.1%
Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Wera2.1%
Moved from 4th to 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
7.
Kincrome0.76%
Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Snap-on and its closest rivals
Every comparison with Snap-on
22 comparisons
- Craftsman vs Snap-on
- DeWalt vs Snap-on
- Makita vs Snap-on
- Milwaukee vs Snap-on
- Snap-on vs ToughBuilt
- Snap-on vs Tekton
- Facom vs Snap-on
- GearWrench vs Snap-on
- Snap-on vs Stanley
- Snap-on vs Wera
- Snap-on vs Stanley
- Kincrome vs Snap-on
- Snap-on vs U.S. General
- Beta vs Snap-on
- Husky vs Snap-on
- KUKKO vs Snap-on
- Proto vs Snap-on
- CDI vs Snap-on
- Precision Instruments vs Snap-on
- OTC vs Snap-on
- Sidchrome vs Snap-on
- Kennedy vs Snap-on
How has branded search demand for Snap-on changed worldwide over the last 12 months?
3 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 ratchet spanners brands worldwide increased from 10.8% to 12.7%.
- Across the 12 months ending September 2026, Snap-on’s share of searches among ratchet spanners brands worldwide peaked at 12.8% in November 2025 and was lowest at 10.4% in July 2026.
How did search popularity change for ratchet spanners brands worldwide in September 2026?
5 changes
In September 2026, Milwaukee gained share of searches among ratchet spanners brands worldwide, from 76.6% to 77.2%.
In September 2026, Tekton lost share of searches among ratchet spanners brands worldwide, from 3.8% to 3.1%.
In September 2026, Facom rose from 6th to 4th among ratchet spanners brands worldwide.
In September 2026, Wera fell from 4th to 6th among ratchet spanners brands worldwide.
Estimated monthly branded searches for Kincrome worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.
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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Where does Snap-on compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Toolbox brands | 5th of 9 | 7.1% | Show ranking |
| Tool storage brands | 4th of 7 | 7.7% | Show ranking |
| Tool chest brands | 4th of 9 | 9.6% | Show ranking |
| Dead blow hammer brands | 3rd of 6 | 11.7% | Show ranking |
| Ratchet spanners brands | 2nd of 7 | 12.7% | Shown above |
| Torque wrench brands | 3rd of 8 | 21.2% | Show ranking |
| Socket set brands | 2nd of 6 | 40.3% | Show ranking |
| Gear puller brands | 2nd of 6 | 44.6% | Show ranking |
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.