Kobalt vs ToughBuilt:Which is more popular?
In September 2026, ToughBuilt had more branded searches than Kobalt among toolbox brands worldwide. ToughBuilt had about 3,380 branded searches, while Kobalt had 1,900. ToughBuilt made up 4.6% of all toolbox brand searches we track, and Kobalt accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about toolbox brands, Kobalt and ToughBuilt each appeared in one of the five answers. Kobalt and ToughBuilt were each mentioned first in one of the two answers that named either.
Who do people search for more?
ToughBuilt, about 78% more searches than Kobalt
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kobalt was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. ToughBuilt was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Kobalt and ToughBuilt were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
U.S. General3 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 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kobalt1 of 5Named in 1 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 toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy?”
Asked ChatGPT
“What are the best toolbox brands?”
Asked ChatGPT
“What's the best toolbox brand for tool storage?”
Searched Google, AI Overview
“best toolbox”
Searched Google, AI Overview
“tool box for tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kobalt or ToughBuilt more popular in search?
This chart shows how often people search Google for Kobalt and ToughBuilt by name. Each line represents a brand's share of searches for all 12 toolbox brands we track, month by month, from English-language searches worldwide.
Share of searches by month for ToughBuilt, Kobalt. The figures are in the table below the chart.
View monthly share of searches table
| Month | U.S. General | Stanley | Kennedy | Husky | Snap-on | Craftsman | Milwaukee | ToughBuilt | DeWalt | Kobalt | Makita | Proto |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.1% | 13.4% | 11% | 9% | 11% | 6% | 6% | 4.5% | 3.2% | 4% | 1.4% | 0.36% |
| Nov 2025 | 20.2% | 16.5% | 11% | 11% | 11% | 9% | 7.3% | 5.4% | 4% | 2.7% | 1.4% | 0.36% |
| Dec 2025 | 19.7% | 16.1% | 8.8% | 10.7% | 8.8% | 8.8% | 7.2% | 4.3% | 8.8% | 4.8% | 1.7% | 0.35% |
| Jan 2026 | 25.8% | 14.1% | 11.5% | 9.4% | 9.4% | 7.7% | 6.3% | 4.7% | 6.3% | 3.4% | 1.2% | 0.37% |
| Feb 2026 | 20.3% | 13.5% | 9.1% | 9.1% | 9.1% | 4.9% | 6% | 4.5% | 20.3% | 1.8% | 1.1% | 0.36% |
| Mar 2026 | 27.5% | 15% | 12.3% | 10% | 10% | 6.7% | 6.7% | 5% | 3.6% | 1.6% | 1.2% | 0.4% |
| Apr 2026 | 33.5% | 15% | 12.2% | 8.2% | 8.2% | 6.7% | 5.4% | 4.1% | 3.6% | 1.6% | 1.2% | 0.4% |
| May 2026 | 20.3% | 16.6% | 13.6% | 11.1% | 11.1% | 7.4% | 7.4% | 4.5% | 4% | 2.2% | 1.4% | 0.44% |
| Jun 2026 | 20.7% | 17% | 11.4% | 11.4% | 11.4% | 7.6% | 7.6% | 4.6% | 4.1% | 2.7% | 1.4% | 0.36% |
| Jul 2026 | 22.3% | 18.2% | 12.2% | 9.9% | 9.9% | 8.1% | 6.6% | 4.2% | 3.6% | 2.9% | 1.5% | 0.39% |
| Aug 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.44% |
| Sep 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.35% |
ToughBuilt and Kobalt sell other things too, so only their searches that name this product count here, like “toughbuilt toolbox”.
How has the Kobalt and ToughBuilt comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Kobalt took it in December 2025, ToughBuilt took it in January 2026.
- Across the 12 months ending September 2026, Kobalt’s share of searches among toolbox brands worldwide moved from 4% to 2.6%, and its estimated monthly branded searches moved from 3.6K to 1.9K.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among toolbox brands worldwide moved from 4.5% to 4.6%, and its estimated monthly branded searches moved from 4.1K to 3.4K.
How did search popularity change for toolbox brands worldwide in September 2026?
2 changes
Estimated monthly branded searches for Kobalt worldwide fell 47.2% over 12 measured months, from 3.6K to 1.9K in September 2026.
Estimated monthly branded searches for ToughBuilt worldwide fell 17.2% over 12 measured months, from 4.1K to 3.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Kobalt’s and ToughBuilt’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.
Kobalt
1 branded search term
- kobalt toolbox
ToughBuilt
2 branded search terms
- toughbuilt tool box
- toughbuilt toolbox
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