--- title: "Multitool brands: Which brands are most popular in search?" description: "Compare the multitool brands people buy. Share of Search among Victorinox, Leatherman, SOG, Gerber and Nextool, the multitool brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/multitool-brands" publisher: "Brandwave" --- # Multitool brands: Which brands are most popular in search? Compare the multitool brands people buy. Share of Search among Victorinox, Leatherman, SOG, Gerber and Nextool, the multitool brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Multitool brands - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Victorinox, 45.5% ## Which brand is most popular in search among multitool brands worldwide? - 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. - 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. ## Compare search popularity between leading brands - [Victorinox vs Leatherman: compare search popularity](/demand/global-en/compare/leatherman-vs-victorinox): 45.5% against 36.8% Share of Search. - [Victorinox vs SOG: compare search popularity](/demand/global-en/compare/sog-vs-victorinox): 45.5% against 11% Share of Search. - [Victorinox vs Gerber: compare search popularity](/demand/global-en/compare/gerber-gear-vs-victorinox): 45.5% against 4.9% Share of Search. - [Leatherman vs SOG: compare search popularity](/demand/global-en/compare/leatherman-vs-sog): 36.8% against 11% Share of Search. - [Leatherman vs Gerber: compare search popularity](/demand/global-en/compare/gerber-gear-vs-leatherman): 36.8% against 4.9% Share of Search. - [SOG vs Gerber: compare search popularity](/demand/global-en/compare/gerber-gear-vs-sog): 11% against 4.9% Share of Search. ## How did search popularity change for multitool brands worldwide in August 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Victorinox | 45.5% | 455K | +0.2% | Victorinox | | 2 | Leatherman | 36.8% | 368K | 0.0% | Leatherman | | 3 | SOG | 11% | 110K | 0.0% | SOG | | 4 | Gerber | 4.9% | 49.5K | 0.0% | Gerber | | 5 | Nextool | 1.8% | 18.1K | 0.0% | Nextool | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Victorinox | 555K | 46.6% | 1 | | Oct 2025 | Leatherman | 450K | 37.8% | 2 | | Oct 2025 | SOG | 110K | 9.2% | 3 | | Oct 2025 | Gerber | 49.5K | 4.2% | 4 | | Oct 2025 | Nextool | 27.1K | 2.3% | 5 | | Nov 2025 | Victorinox | 556K | 43% | 1 | | Nov 2025 | Leatherman | 550K | 42.5% | 2 | | Nov 2025 | SOG | 110K | 8.5% | 3 | | Nov 2025 | Gerber | 60.5K | 4.7% | 4 | | Nov 2025 | Nextool | 18.1K | 1.4% | 5 | | Dec 2025 | Victorinox | 681K | 47.4% | 1 | | Dec 2025 | Leatherman | 550K | 38.3% | 2 | | Dec 2025 | SOG | 110K | 7.7% | 3 | | Dec 2025 | Gerber | 74K | 5.2% | 4 | | Dec 2025 | Nextool | 22.2K | 1.5% | 5 | | Jan 2026 | Victorinox | 455K | 44.4% | 1 | | Jan 2026 | Leatherman | 368K | 35.9% | 2 | | Jan 2026 | SOG | 135K | 13.2% | 3 | | Jan 2026 | Gerber | 49.5K | 4.8% | 4 | | Jan 2026 | Nextool | 18.1K | 1.8% | 5 | | Feb 2026 | Victorinox | 372K | 44.4% | 1 | | Feb 2026 | Leatherman | 301K | 35.9% | 2 | | Feb 2026 | SOG | 110K | 13.1% | 3 | | Feb 2026 | Gerber | 40.5K | 4.8% | 4 | | Feb 2026 | Nextool | 14.8K | 1.8% | 5 | | Mar 2026 | Victorinox | 454K | 45.6% | 1 | | Mar 2026 | Leatherman | 368K | 36.9% | 2 | | Mar 2026 | SOG | 110K | 11% | 3 | | Mar 2026 | Gerber | 49.5K | 5% | 4 | | Mar 2026 | Nextool | 14.8K | 1.5% | 5 | | Apr 2026 | Victorinox | 372K | 40.5% | 1 | | Apr 2026 | Leatherman | 368K | 40.1% | 2 | | Apr 2026 | SOG | 110K | 12% | 3 | | Apr 2026 | Gerber | 49.5K | 5.4% | 4 | | Apr 2026 | Nextool | 18.1K | 2% | 5 | | May 2026 | Victorinox | 454K | 45.4% | 1 | | May 2026 | Leatherman | 368K | 36.8% | 2 | | May 2026 | SOG | 110K | 11% | 3 | | May 2026 | Gerber | 49.5K | 5% | 4 | | May 2026 | Nextool | 18.1K | 1.8% | 5 | | Jun 2026 | Victorinox | 454K | 45.6% | 1 | | Jun 2026 | Leatherman | 368K | 36.9% | 2 | | Jun 2026 | SOG | 110K | 11% | 3 | | Jun 2026 | Gerber | 49.5K | 5% | 4 | | Jun 2026 | Nextool | 14.8K | 1.5% | 5 | | Jul 2026 | Victorinox | 454K | 45.4% | 1 | | Jul 2026 | Leatherman | 368K | 36.8% | 2 | | Jul 2026 | SOG | 110K | 11% | 3 | | Jul 2026 | Gerber | 49.5K | 4.9% | 4 | | Jul 2026 | Nextool | 18.1K | 1.8% | 5 | | Aug 2026 | Victorinox | 455K | 45.5% | 1 | | Aug 2026 | Leatherman | 368K | 36.8% | 2 | | Aug 2026 | SOG | 110K | 11% | 3 | | Aug 2026 | Gerber | 49.5K | 4.9% | 4 | | Aug 2026 | Nextool | 18.1K | 1.8% | 5 | | Sep 2026 | Gerber | — | — | — | | Sep 2026 | Leatherman | — | — | — | | Sep 2026 | Nextool | — | — | — | | Sep 2026 | SOG | — | — | — | | Sep 2026 | Victorinox | — | — | — | ## What is being compared - **Gerber**: Measured on the search term “gerber gear”. - **Leatherman**: Measured on the search term “leatherman”. - **Nextool**: Measured on the search term “nextool”. - **SOG**: Measured on the search term “sog”. - **Victorinox**: Measured on the search terms “kitchen knives victorinox”, “victorinox” and “victorinox com”, summed into one figure. - [Gerber](/demand/global-en/brands/gerber-gear) - [Leatherman](/demand/global-en/brands/leatherman) - [Nextool](/demand/global-en/brands/nextool) - [SOG](/demand/global-en/brands/sog) - [Victorinox](/demand/global-en/brands/victorinox) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among multitool brands worldwide? 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. ## Cite this page Brandwave. "Multitool brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/multitool-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/multitool-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.