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 7.7% of all global tool storage brand searches, placing Snap-on fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about tool storage brands, Snap-on appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Snap-on is the fourth most searched of 7 competitors and the fourth most recommended in AI answers.

  1. MilwaukeeShare of searches 46.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. MakitaShare of searches 25.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DeWaltShare of searches 17.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Snap-onShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. ToughBuiltShare of searches 1.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top tool storage 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 fourth most recommended of the seven.

Most recommended by AI

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

  1. Milwaukee1st
  2. Husky2nd
  3. DeWalt3rd
  4. Snap-on4th
  5. ToughBuilt5th
  6. Makita–
  7. Stanley–

Mentioned by AI

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

  • Milwaukee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Husky3 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 1 of 3 ChatGPT answersNamed in 0 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 tool storage 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 storage brands compete with Snap-on?

Snap-on against tool storage brands worldwide, by month

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

View monthly share of searches table
MonthMilwaukeeMakitaDeWaltSnap-onToughBuiltStanleyHusky
Oct 202547.4%29.7%14.2%6.4%1.6%0.41%0.38%
Nov 202545%28.7%16.5%7.4%1.5%0.46%0.45%
Dec 202547.9%25.3%17.6%6.4%1.6%0.66%0.47%
Jan 202646.8%25.1%17.2%7.7%1.9%0.76%0.46%
Feb 202647.2%24.8%17.4%7.8%1.9%0.55%0.38%
Mar 202644.9%28.4%16.5%7.4%1.8%0.53%0.44%
Apr 202647%25.2%17.3%7.7%1.9%0.54%0.38%
May 202646.7%25.3%17.2%7.7%1.9%0.85%0.38%
Jun 202647.7%25.9%17.5%6.4%1.6%0.56%0.39%
Jul 202651.7%23%15.5%7%1.7%0.66%0.42%
Aug 202646.8%25.4%17.2%7.7%1.9%0.6%0.38%
Sep 202646.7%25.7%17.2%7.7%1.9%0.55%0.31%

  1. 1.Milwaukee

    46.7%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -0.1 points.

  2. 2.Makita

    25.7%

    Held 2nd. 1M estimated branded searches, +1.1% vs prior month. Share +0.2 points.

  3. 3.DeWalt

    17.2%

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

  4. 4.Snap-on

    7.7%

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

  5. 5.ToughBuilt

    1.9%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Stanley

    0.55%

    Held 6th. 21.5K estimated branded searches, -8.5% vs prior month. Share -0.1 points.

  7. 7.Husky

    0.31%

    Held 7th. 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?

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 tool storage brands worldwide increased from 6.4% to 7.7%.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among tool storage brands worldwide peaked at 7.8% in February 2026 and was lowest at 6.4% in October 2025.

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

3 changes

  1. Estimated monthly branded searches for Husky worldwide fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

  2. Estimated monthly branded searches for Makita worldwide fell 28.5% over 12 measured months, from 1.4M to 1M in September 2026.

  3. Estimated monthly branded searches for Milwaukee worldwide fell 18.3% over 12 measured months, from 2.2M to 1.8M 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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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%Shown above
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

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