Brandwave

Snap-on vs U.S. General:Which is more popular?

In September 2026, Snap-on had more branded searches than U.S. General among toolbox brands worldwide. Snap-on had about 301,000 branded searches, while U.S. General had 14,800. Snap-on made up 7.1% of all toolbox brand searches we track, and U.S. General accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about toolbox brands, U.S. General appeared in three of the five answers and Snap-on in two. U.S. General was mentioned before Snap-on in two out of three answers that named either.

Among toolbox brands worldwide in September 2026

Who do people search for more?

Snap-on, about 20 searches for every 1 for U.S. General

Snap-on 301K searchesU.S. General 14.8K searches

Who does AI mention more?

U.S. General, mentioned in 3 of 5 answers, Snap-on in 2

U.S. General in 3 of 5Snap-on in 2 of 5

Who does AI recommend more?

U.S. General, named ahead of Snap-on in 2 of 3 answers

U.S. General first in 2Snap-on first in 1

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Top toolbox brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, U.S. General was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Snap-on was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. U.S. General was listed before Snap-on in two out of three answers that named either.

Most recommended by AI

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

  1. Milwaukee1st
  2. DeWalt2nd
  3. Husky3rd
  4. Craftsman4th
  5. U.S. General5th
  6. Snap-on6th
  7. ToughBuilt7th
  8. Makita–
  9. Stanley–

Mentioned by AI

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

  • 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
  • Husky5 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
  • Makita0 of 5Named in 0 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

See every answer about toolbox 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 Snap-on or U.S. General more popular in search?

This chart shows how often people search Google for Snap-on and U.S. General by name. Each line represents a brand's share of searches for all nine toolbox brands we track, month by month, from English-language searches worldwide.

Snap-on and U.S. General among toolbox brands worldwide, by month

Share of searches by month for Snap-on, U.S. General. The figures are in the table below the chart.

View monthly share of searches table
MonthMilwaukeeMakitaDeWaltCraftsmanSnap-onToughBuiltStanleyU.S. GeneralHusky
Oct 202544.8%28.1%13.5%4.9%6%1.5%0.39%0.54%0.36%
Nov 202542.7%27.3%15.7%4.7%7%1.4%0.44%0.35%0.42%
Dec 202544.9%23.7%16.5%6%6%1.5%0.62%0.36%0.44%
Jan 202643.2%23.2%15.9%7.1%7.1%1.7%0.7%0.52%0.43%
Feb 202642.9%22.6%15.8%8.6%7.1%1.7%0.5%0.42%0.35%
Mar 202640.2%25.5%14.8%9.9%6.6%1.6%0.48%0.49%0.4%
Apr 202642.6%22.9%15.7%8.6%7%1.7%0.49%0.63%0.34%
May 202642.5%23.1%15.6%8.6%7%1.7%0.77%0.34%0.34%
Jun 202643.3%23.5%15.9%8.7%5.8%1.4%0.51%0.35%0.35%
Jul 202646.7%20.7%14%9.4%6.3%1.5%0.6%0.38%0.38%
Aug 202642.6%23.1%15.7%8.6%7%1.7%0.55%0.34%0.34%
Sep 202643.2%23.7%15.9%7.1%7.1%1.7%0.51%0.35%0.29%

How has the Snap-on and U.S. General comparison changed over the last 12 months?

3 findings
  • Snap-on was ahead of U.S. General in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Snap-on’s share of searches among toolbox brands worldwide moved from 6% to 7.1%, and its estimated monthly branded searches held steady at 301K.
  • Across the 12 months ending September 2026, U.S. General’s share of searches among toolbox brands worldwide moved from 0.54% to 0.35%, and its estimated monthly branded searches moved from 27.1K to 14.8K.

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

2 changes

  1. Snap-on’s share of searches among toolbox brands worldwide has gained ground for 3 months in a row, from 5.8% to 7.1% in September 2026.

  2. In September 2026, U.S. General rose from 9th to 8th among toolbox brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Snap-on’s and U.S. General’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.

Snap-on

1 branded search term

  • snap-on

U.S. General

1 branded search term

  • u.s. general

How the Brand Demand Index is measured

Other head-to-heads among toolbox brands

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