Multitool brands:Which brands are most popular in search?
In August 2026, Victorinox was the most searched among multitool brands worldwide, with an estimated 455K branded searches and 45.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Victorinox45.5%
Leatherman36.8%SOG11%
Gerber4.9%
Nextool1.8%
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Share of SearchLeaderboard
Compare the multitool brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Victorinox, Leatherman, SOG, Gerber. The figures are in the table below the chart.
View monthly share of search table
| Month | Victorinox | Leatherman | SOG | Gerber | Nextool |
|---|---|---|---|---|---|
| Oct 2025 | 46.6% | 37.8% | 9.2% | 4.2% | 2.3% |
| Nov 2025 | 43% | 42.5% | 8.5% | 4.7% | 1.4% |
| Dec 2025 | 47.4% | 38.3% | 7.7% | 5.2% | 1.5% |
| Jan 2026 | 44.4% | 35.9% | 13.2% | 4.8% | 1.8% |
| Feb 2026 | 44.4% | 35.9% | 13.1% | 4.8% | 1.8% |
| Mar 2026 | 45.6% | 36.9% | 11% | 5% | 1.5% |
| Apr 2026 | 40.5% | 40.1% | 12% | 5.4% | 2% |
| May 2026 | 45.4% | 36.8% | 11% | 5% | 1.8% |
| Jun 2026 | 45.6% | 36.9% | 11% | 5% | 1.5% |
| Jul 2026 | 45.4% | 36.8% | 11% | 4.9% | 1.8% |
| Aug 2026 | 45.5% | 36.8% | 11% | 4.9% | 1.8% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.5% | 455K | +0.2% | +0.1 points | |
| 2, held 2nd | 36.8% | 368K | 0% | 0 points | |
| 3, held 3rd | 11% | 110K | 0% | 0 points | |
| 4, held 4th | 4.9% | 49.5K | 0% | 0 points | |
| 5, held 5th | 1.8% | 18.1K | 0% | 0 points |
45.5%
Held 1st. 455K estimated branded searches, +0.2% vs prior month. Share +0.1 points.
36.8%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share 0 points.
3.
11%
Held 3rd. 110K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Gerber4.9%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Nextool1.8%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between leading brands
- Victorinox vs Leatherman: compare search popularity
- Victorinox vs Gerber: compare search popularity
- Leatherman vs Gerber: compare search popularity
- SOG vs Gerber: compare search popularity
- Compare any of these brands
Which brand is most popular in search among multitool brands worldwide?
5 brands
In August 2026, Victorinox was the most searched among multitool brands worldwide, with an estimated 455K branded searches and 45.5% estimated Share of Search within this set. Leatherman is in 2nd place, 8.7 percentage points behind at 36.8% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Victorinox | 46.6% → 45.5% | 47.4%Dec 2025 | 40.5%Apr 2026 | 1st |
| Leatherman | 37.8% → 36.8% | 42.5%Nov 2025 | 35.9%Jan 2026 | 2nd |
| SOG | 9.2% → 11% | 13.2%Jan 2026 | 7.7%Dec 2025 | 3rd |
| Gerber | 4.2% → 4.9% | 5.4%Apr 2026 | 4.2%Oct 2025 | 4th |
| Nextool | 2.3% → 1.8% | 2.3%Oct 2025 | 1.4%Nov 2025 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among multitool brands worldwide decreased from 46.6% to 45.5%.
- Across the 11 months ending August 2026, Leatherman’s estimated Share of Search among multitool brands worldwide decreased from 37.8% to 36.8%.
- Across the 11 months ending August 2026, SOG’s estimated Share of Search among multitool brands worldwide increased from 9.2% to 11%.
- Across the 11 months ending August 2026, Gerber’s estimated Share of Search among multitool brands worldwide increased from 4.2% to 4.9%.
- Across the 11 months ending August 2026, Victorinox’s estimated Share of Search among multitool brands worldwide peaked at 47.4% in December 2025 and was lowest at 40.5% in April 2026.
- Across the 11 months ending August 2026, Leatherman’s estimated Share of Search among multitool brands worldwide peaked at 42.5% in November 2025 and was lowest at 35.9% in January 2026.
- Across the 11 months ending August 2026, SOG’s estimated Share of Search among multitool brands worldwide peaked at 13.2% in January 2026 and was lowest at 7.7% in December 2025.
- Across the 11 months ending August 2026, Gerber’s estimated Share of Search among multitool brands worldwide peaked at 5.4% in April 2026 and was lowest at 4.2% in October 2025.
- Across the 11 months ending August 2026, Nextool held steady: its estimated Share of Search among multitool brands worldwide moved less than 0.5 percentage points.
How did search popularity change for multitool brands worldwide in August 2026?
3 changes
Estimated monthly branded searches for Nextool worldwide fell 33.2% over 11 measured months, from 27.1K to 18.1K in August 2026.
Estimated monthly branded searches for Leatherman worldwide fell 18.2% over 11 measured months, from 450K to 368K in August 2026.
Estimated monthly branded searches for Victorinox worldwide fell 18% over 11 measured months, from 555K to 455K in August 2026.
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