Brandwave

FEIN vs Hougen:Which is more popular?

In September 2026, Hougen had more branded searches than FEIN among mag drill brands worldwide. Hougen had about 1,600 branded searches, while FEIN had 880. Hougen made up 0.09% of all mag drill brand searches we track, and FEIN accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about mag drill brands, FEIN and Hougen each appeared in four of the five answers. Hougen was mentioned before FEIN in three out of four answers.

Among mag drill brands worldwide in September 2026

Who do people search for more?

Hougen, about 82% more searches than FEIN

Hougen 1.6K searchesFEIN 880 searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

FEIN in 4 of 5Hougen in 4 of 5

Who does AI recommend more?

Hougen, named ahead of FEIN in 3 of 4 answers

Hougen first in 3FEIN first in 1

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Top mag drill brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FEIN and Hougen were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hougen was listed before FEIN in three out of four answers.

Most recommended by AI

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

  1. Hougen1st
  2. FEIN2nd
  3. Evolution3rd
  4. Euroboor4th
  5. DeWalt5th
  6. Metabo6th
  7. Makita–
  8. Hilti–

Mentioned by AI

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

  • Hougen4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • FEIN4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Evolution2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Euroboor2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Metabo1 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
  • Hilti0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about mag drill 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.

Is FEIN or Hougen more popular in search?

This chart shows how often people search Google for FEIN and Hougen by name. Each line represents a brand's share of searches for all eight mag drill brands we track, month by month, from English-language searches worldwide.

FEIN and Hougen among mag drill brands worldwide, by month

Share of searches by month for Hougen, FEIN. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltHiltiEvolutionMetaboEuroboorHougenFEIN
Oct 202566.3%31.8%1%0.26%0.31%0.11%0.09%0.04%
Nov 202562.3%35.8%0.97%0.29%0.43%0.1%0.07%0.04%
Dec 202557.8%40.2%1.1%0.26%0.4%0.09%0.08%0.05%
Jan 202658%39.7%1.3%0.32%0.39%0.11%0.09%0.05%
Feb 202657.5%40.2%1.3%0.32%0.39%0.11%0.1%0.05%
Mar 202661.3%35.6%2.1%0.35%0.43%0.13%0.08%0.07%
Apr 202657.6%39.4%1.9%0.32%0.47%0.11%0.09%0.06%
May 202657.8%39.2%1.9%0.31%0.47%0.11%0.09%0.05%
Jun 202658.1%39.3%1.6%0.26%0.47%0.11%0.09%0.04%
Jul 202657.8%39.2%1.9%0.31%0.47%0.14%0.09%0.06%
Aug 202658%39.3%1.6%0.32%0.47%0.11%0.09%0.05%
Sep 202658.2%39%1.6%0.47%0.47%0.11%0.09%0.05%

How has the FEIN and Hougen comparison changed over the last 12 months?

3 findings
  • Hougen was ahead of FEIN in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, FEIN’s share of searches among mag drill brands worldwide moved from 0.04% to 0.05%, and its estimated monthly branded searches held steady at 880.
  • Across the 12 months ending September 2026, Hougen’s share of searches among mag drill brands worldwide held steady at 0.09%, and its estimated monthly branded searches moved from 1.9K to 1.6K.

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

1 change

  1. Estimated monthly branded searches for Hougen worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using FEIN’s and Hougen’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

FEIN

2 branded search terms

  • fein mag drill
  • fein magnetic drill

Hougen

1 branded search term

  • hougen

How the Brand Demand Index is measured

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