Brandwave

3M vs Norton Abrasives:Which is more popular?

In September 2026, 3M had more branded searches than Norton Abrasives among sanding discs brands worldwide. 3M had about 450,000 branded searches, while Norton Abrasives had 9,020. 3M made up 31.5% of all sanding discs brand searches we track, and Norton Abrasives accounted for 0.63%. When we asked ChatGPT and Google AI Overviews about sanding discs brands, 3M appeared in four of the five answers and Norton Abrasives in two. 3M was mentioned before Norton Abrasives in every answer.

Among sanding discs brands worldwide in September 2026

Who do people search for more?

3M, about 50 searches for every 1 for Norton Abrasives

3M 450K searchesNorton Abrasives 9K searches

Who does AI mention more?

3M, mentioned in 4 of 5 answers, Norton Abrasives in 2

3M in 4 of 5Norton Abrasives in 2 of 5

Who does AI recommend more?

3M, named ahead of Norton Abrasives in every answer

3M first in 4Norton Abrasives never first

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Top sanding discs brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, 3M was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Norton Abrasives was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. 3M was listed before Norton Abrasives in every answer.

Most recommended by AI

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

  1. 3M1st
  2. Mirka2nd
  3. Diablo3rd
  4. Festool4th
  5. Norton Abrasives5th
  6. Klingspor6th

Mentioned by AI

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

  • 3M4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mirka4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Diablo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norton Abrasives2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Klingspor1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sanding discs brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is 3M or Norton Abrasives more popular in search?

This chart shows how often people search Google for 3M and Norton Abrasives by name. Each line represents a brand's share of searches for all six sanding discs brands we track, month by month, from English-language searches worldwide.

3M and Norton Abrasives among sanding discs brands worldwide, by month

Share of searches by month for 3M, Norton Abrasives. The figures are in the table below the chart.

View monthly share of searches table
MonthDiablo3MFestoolMirkaKlingsporNorton Abrasives
Oct 202535.4%35.4%23.7%3.2%1.7%0.71%
Nov 202535.5%35.5%23.7%3.2%1.4%0.62%
Dec 202547.2%31.6%17.3%2.3%1%0.56%
Jan 202641.9%34.3%18.7%3.1%1.4%0.7%
Feb 202641.9%34.3%18.7%3.1%1.4%0.67%
Mar 202635.3%35.3%23.6%3.2%1.7%0.78%
Apr 202641.9%34.3%18.7%3.1%1.4%0.69%
May 202647%31.4%17.2%2.3%1.3%0.82%
Jun 202637.2%37.2%20.4%2.7%1.5%0.9%
Jul 202638.7%38.7%17.3%2.8%1.6%0.88%
Aug 202635.6%43.6%15.9%2.6%1.4%0.8%
Sep 202647.1%31.5%17.2%2.3%1.3%0.63%

How has the 3M and Norton Abrasives comparison changed over the last 12 months?

3 findings
  • 3M was ahead of Norton Abrasives in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, 3M’s share of searches among sanding discs brands worldwide moved from 35.4% to 31.5%, and its estimated monthly branded searches held steady at 450K.
  • Across the 12 months ending September 2026, Norton Abrasives’ share of searches among sanding discs brands worldwide moved from 0.71% to 0.63%, and its estimated monthly branded searches held steady at 9K.

How did search popularity change for sanding discs brands worldwide in September 2026?

2 changes

  1. In September 2026, Diablo overtook 3M to become the leader among sanding discs brands worldwide, with 47.1% of the searches.

  2. In September 2026, 3M lost share of searches among sanding discs brands worldwide, from 43.6% to 31.5%.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using 3M’s and Norton Abrasives’ 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.

3M

1 branded search term

  • 3m

Norton Abrasives

5 branded search terms

  • norton abrasives
  • norton flap disc
  • norton grinding disc
  • norton sandpaper
  • norton whetstone

How the Brand Demand Index is measured

Other head-to-heads among sanding discs brands

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