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 40.3% of all global socket set brand searches, placing Snap-on second out of six brands. When we asked both ChatGPT and Google AI Overviews about socket set brands, Snap-on appeared in three of the five answers and was the fourth most recommended of the six.
Snap-on is the second most searched of 6 competitors and the fourth most recommended in AI answers.
CraftsmanShare of searches 40.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Snap-onShare of searches 40.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
TektonShare of searches 9.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
GearWrenchShare of searches 6.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
KincromeShare of searches 2.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top socket set brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Snap-on was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Snap-on is the fourth most recommended of the six.
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.
- Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tekton4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- GearWrench4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Snap-on3 of 5Named in 3 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
Sidchrome0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about socket set brands
5 answers
Asked ChatGPT
“Which socket set brand should I buy?”
Asked ChatGPT
“What are the best socket set brands?”
Asked ChatGPT
“What's the best socket set brand for a home toolkit?”
Searched Google, AI Overview
“best socket set”
Searched Google, AI Overview
“mechanic socket set”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which socket set brands compete with Snap-on?
Share of searches by month for Craftsman, Snap-on, Tekton, GearWrench, Kincrome. The figures are in the table below the chart.
View monthly share of searches table
| Month | Craftsman | Snap-on | Tekton | GearWrench | Kincrome | Sidchrome |
|---|---|---|---|---|---|---|
| Oct 2025 | 36.4% | 44.6% | 9% | 7.3% | 2.2% | 0.53% |
| Nov 2025 | 32.5% | 48.6% | 8% | 8% | 2.4% | 0.48% |
| Dec 2025 | 40.6% | 40.6% | 8.2% | 8.2% | 2% | 0.49% |
| Jan 2026 | 40.6% | 40.6% | 8.2% | 8.2% | 2% | 0.49% |
| Feb 2026 | 46.1% | 37.7% | 7.6% | 6.2% | 1.9% | 0.45% |
| Mar 2026 | 51.2% | 34.2% | 6.9% | 5.6% | 1.7% | 0.41% |
| Apr 2026 | 46.1% | 37.7% | 7.6% | 6.2% | 1.9% | 0.45% |
| May 2026 | 46.1% | 37.7% | 7.6% | 6.2% | 1.9% | 0.55% |
| Jun 2026 | 49.6% | 33.1% | 8.1% | 6.7% | 2% | 0.48% |
| Jul 2026 | 45.6% | 30.4% | 16.7% | 5% | 1.8% | 0.45% |
| Aug 2026 | 44.3% | 36.2% | 10.9% | 6% | 2.2% | 0.43% |
| Sep 2026 | 40.3% | 40.3% | 9.9% | 6.6% | 2.4% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.3% | 301K | -18.2% | -4 points | |
| 2, held 2nd | 40.3% | 301K | 0% | +4.1 points | |
| 3, held 3rd | 9.9% | 74K | -18.2% | -1 points | |
| 4, held 4th | 6.6% | 49.5K | 0% | +0.7 points | |
| 5, held 5th | 2.4% | 18.1K | 0% | +0.2 points | |
| 6, held 6th | 0.39% | 2.9K | -19.4% | 0 points |
40.3%
Held 1st. 301K estimated branded searches, -18.2% vs prior month. Share -4 points.
2.
Snap-on40.3%
Held 2nd. 301K estimated branded searches, 0% vs prior month. Share +4.1 points.
3.
Tekton9.9%
Held 3rd. 74K estimated branded searches, -18.2% vs prior month. Share -1 points.
6.6%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.
Kincrome2.4%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
0.39%
Held 6th. 2.9K estimated branded searches, -19.4% 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?
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 socket set brands worldwide decreased from 44.6% to 40.3%.
- Across the 12 months ending September 2026, Snap-on’s share of searches among socket set brands worldwide peaked at 48.6% in November 2025 and was lowest at 30.4% in July 2026.
- Across the 12 months ending September 2026, Snap-on fell from 1st to 2nd among socket set brands worldwide.
How did search popularity change for socket set brands worldwide in September 2026?
6 changes
In September 2026, Snap-on gained share of searches among socket set brands worldwide, from 36.2% to 40.3%.
In September 2026, GearWrench gained share of searches among socket set brands worldwide, from 6% to 6.6%.
In September 2026, Craftsman lost share of searches among socket set brands worldwide, from 44.3% to 40.3%.
In September 2026, Tekton lost share of searches among socket set brands worldwide, from 10.9% to 9.9%.
Estimated monthly branded searches for Kincrome worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.
Estimated monthly branded searches for Sidchrome worldwide fell 19.4% over 12 measured months, from 3.6K to 2.9K 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% | Show ranking |
| Torque wrench brands | 3rd of 8 | 21.2% | Show ranking |
| Socket set brands | 2nd of 6 | 40.3% | Shown above |
| 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.