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 9.6% of all global tool chest brand searches, placing Snap-on fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about tool chest brands, Snap-on appeared in three of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

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

  1. MilwaukeeShare of searches 58.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. DeWaltShare of searches 21.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CraftsmanShare of searches 9.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. Snap-onShare of searches 9.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. U.S. GeneralShare of searches 0.47%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top tool chest 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 nine.

Most recommended by AI

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

  1. U.S. General1st
  2. Husky2nd
  3. Milwaukee3rd
  4. Snap-on4th
  5. Craftsman5th
  6. DeWalt–
  7. Beta–
  8. Stanley–
  9. Kennedy–

Mentioned by AI

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

  • Husky4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Craftsman3 of 5Named in 2 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
  • U.S. General3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beta0 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
  • Kennedy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tool chest 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 tool chest brands compete with Snap-on?

Snap-on against tool chest brands worldwide, by month

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

View monthly share of searches table
MonthMilwaukeeDeWaltCraftsmanSnap-onU.S. GeneralBetaHuskyStanleyKennedy
Oct 202563.6%19.1%7%8.5%0.77%0.34%0.51%0.09%0.05%
Nov 202560%22%6.6%9.9%0.48%0.32%0.59%0.1%0.05%
Dec 202560.2%22.1%8.1%8.1%0.49%0.27%0.6%0.11%0.03%
Jan 202657.9%21.3%9.5%9.5%0.7%0.38%0.57%0.1%0.05%
Feb 202656.8%20.9%11.4%9.3%0.56%0.38%0.46%0.09%0.05%
Mar 202655.3%20.3%13.6%9.1%0.67%0.37%0.55%0.1%0.05%
Apr 202656.7%20.8%11.4%9.3%0.84%0.31%0.46%0.08%0.05%
May 202656.8%20.9%11.4%9.3%0.46%0.56%0.46%0.08%0.05%
Jun 202657.9%21.3%11.6%7.8%0.47%0.31%0.47%0.09%0.04%
Jul 202660.2%18.1%12.1%8.1%0.49%0.33%0.49%0.08%0.05%
Aug 202656.9%20.9%11.4%9.4%0.46%0.31%0.46%0.16%0.05%
Sep 202658.1%21.4%9.6%9.6%0.47%0.38%0.38%0.1%0.05%

  1. 1.Milwaukee

    58.1%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.DeWalt

    21.4%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Craftsman

    9.6%

    Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  4. 4.Snap-on

    9.6%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.U.S. General

    0.47%

    Moved from 6th to 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Beta

    0.38%

    Moved from 7th to 6th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  7. 7.Husky

    0.38%

    Moved from 5th to 7th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  8. 8.Stanley

    0.1%

    Held 8th. 3.1K estimated branded searches, -39.1% vs prior month. Share -0.1 points.

  9. 9.Kennedy

    0.05%

    Held 9th. 1.6K 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

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 tool chest brands worldwide increased from 8.5% to 9.6%.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among tool chest brands worldwide peaked at 9.9% in November 2025 and was lowest at 7.8% in June 2026.
  • Across the 12 months ending September 2026, Snap-on fell from 3rd to 4th among tool chest brands worldwide.

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

6 changes

  1. In September 2026, Milwaukee gained share of searches among tool chest brands worldwide, from 56.9% to 58.1%.

  2. In September 2026, Craftsman lost share of searches among tool chest brands worldwide, from 11.4% to 9.6%.

  3. Snap-on’s share of searches among tool chest brands worldwide has gained ground for 3 months in a row, from 7.8% to 9.6% in September 2026.

  4. In September 2026, Beta rose from 7th to 6th among tool chest brands worldwide.

  5. In September 2026, U.S. General rose from 6th to 5th among tool chest brands worldwide.

  6. In September 2026, Husky fell from 5th to 7th among tool chest 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%Show ranking
Tool storage brands4th of 77.7%Show ranking
Tool chest brands4th of 99.6%Shown above
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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