How popular isDeWalt?
In September 2026, people searched for DeWalt by name about 21,400 times in New Zealand, a 32.4% increase from the previous year. These searches made up 27.3% of all New Zealand toolbox brand searches, placing DeWalt second out of six brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, DeWalt appeared in four of the five answers and was the second most recommended of the six.
DeWalt is the second most searched of 6 competitors and the second most recommended in AI answers.
MakitaShare of searches 49.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
DeWaltShare of searches 27.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MilwaukeeShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
StanleyShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th- TactixShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DeWalt was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. DeWalt is the second most recommended of the six.
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.
- DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 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 in New Zealand?”
Asked ChatGPT
“What are the best toolbox brands in New Zealand?”
Asked ChatGPT
“What's the best toolbox brand in New Zealand for tool storage?”
Searched Google, AI Overview
“tool chest nz”
Searched Google, AI Overview
“heavy duty toolbox”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which toolbox brands compete with DeWalt?
Share of searches by month for Makita, DeWalt, Milwaukee, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Stanley | Tactix | Stanley |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 27.9% | 14.6% | 4.3% | 1.9% | 0.73% |
| Nov 2025 | 44.6% | 35.2% | 14.4% | 3.5% | 1.6% | 0.65% |
| Dec 2025 | 50.4% | 28.6% | 14.1% | 5.1% | 1.2% | 0.6% |
| Jan 2026 | 51.9% | 29.1% | 12.3% | 4.2% | 1.5% | 0.97% |
| Feb 2026 | 49.5% | 28.6% | 14.2% | 4.4% | 2.7% | 0.46% |
| Mar 2026 | 47.6% | 28.5% | 14.4% | 5% | 3.8% | 0.57% |
| Apr 2026 | 45.2% | 25.3% | 12.7% | 4.7% | 11.5% | 0.54% |
| May 2026 | 42.4% | 24.1% | 15.1% | 4.6% | 13.5% | 0.28% |
| Jun 2026 | 41.9% | 29.1% | 15.3% | 4.4% | 8.9% | 0.28% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 5.4% | 1.9% | 0.58% |
| Aug 2026 | 43.3% | 28.4% | 21.3% | 4.8% | 1.7% | 0.51% |
| Sep 2026 | 49.8% | 27.3% | 16.1% | 5% | 1.2% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.8% | 9.1K | +19.7% | +6.5 points | |
| 2, held 2nd | 27.3% | 5K | 0% | -1.1 points | |
| 3, held 3rd | 16.1% | 3K | -21.3% | -5.2 points | |
| 4, held 4th | 5% | 920 | +8.2% | +0.2 points | |
| 5, held 5th | 1.2% | 220 | -24.1% | -0.4 points | |
| 6, held 6th | 0.6% | 110 | +22.2% | +0.1 points |
1.
Makita49.8%
Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.5 points.
2.
DeWalt27.3%
Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.1 points.
16.1%
Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.
4.
Stanley5%
Held 4th. 920 estimated branded searches, +8.2% vs prior month. Share +0.2 points.
5.Tactix
1.2%
Held 5th. 220 estimated branded searches, -24.1% vs prior month. Share -0.4 points.
6.
Stanley0.6%
Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Compare popularity between DeWalt and its closest rivals
Every comparison with DeWalt
71 comparisons
- DeWalt vs Makita
- DeWalt vs Ryobi
- DeWalt vs Milwaukee
- DeWalt vs Dyson
- DeWalt vs Ozito
- DeWalt vs Eufy
- DeWalt vs Husqvarna
- DeWalt vs Stihl
- De'Longhi vs DeWalt
- BISSELL vs DeWalt
- DeWalt vs HiKOKI
- DeWalt vs Festool
- DeWalt vs Karcher
- DeWalt vs Miele
- DeWalt vs Knipex
- DeWalt vs Stanley
- DeWalt vs Hilti
- DeWalt vs Triton
- Carbatec vs DeWalt
- DeWalt vs Fuller
- DeWalt vs Leatherman
- DeWalt vs Goldair
- DeWalt vs Kincrome
- DeWalt vs Gorilla Glue
- DeWalt vs Thor
- DeWalt vs Fiskars
- DeWalt vs Senco
- DeWalt vs Honda Power Equipment
- DeWalt vs Paslode
- DeWalt vs ToughBuilt
- DeWalt vs Veto Pro Pac
- Black+Decker vs DeWalt
- Badger Tool Belts vs DeWalt
- DeWalt vs Silky
- Buckaroo vs DeWalt
- Bahco vs DeWalt
- DeWalt vs OX Tools
- DeWalt vs Sutton Tools
- CLC vs DeWalt
- DeWalt vs Rapid
- DeWalt vs Solo
- DeWalt vs RUPES
- DeWalt vs Metabo
- DeWalt vs Tactix
- DeWalt vs Midwest Snips
- DeWalt vs RIDGID
- DeWalt vs Shark
- DeWalt vs Full Boar
- DeWalt vs Projecta
- DeWalt vs Irwin
- DeWalt vs ECHO
- DeWalt vs Tajima
- DeWalt vs Stanley
- DeWalt vs Victron Energy
- DeWalt vs FLEX
- DeWalt vs Kreg
- DeWalt vs Wiss
- DeWalt vs Leica Geosystems
- DeWalt vs Sigma
- Bosch Professional vs DeWalt
- DeWalt vs Mirka
- DeWalt vs Occidental Leather
- DeWalt vs Rothenberger
- ARS vs DeWalt
- DeWalt vs Honda
- DeWalt vs Rubi
- DeWalt vs Felco
- DeWalt vs PFERD
- DeWalt vs Enerdrive
- DeWalt vs Diamondback Toolbelts
- Arrow vs DeWalt
How has branded search demand for DeWalt changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for DeWalt in New Zealand rose from 16.2K to 21.4K.
- Across the 12 months ending September 2026, DeWalt’s share of searches among toolbox brands in New Zealand decreased from 27.9% to 27.3%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among toolbox brands in New Zealand peaked at 35.2% in November 2025 and was lowest at 24.1% in May 2026.
How did search popularity change for New Zealand toolbox brands in September 2026?
5 changes
In September 2026, Makita gained share of searches among toolbox brands in New Zealand, from 43.3% to 49.8%.
In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.
In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.
Tactix’s share of searches among toolbox brands in New Zealand has lost ground for 3 months in a row, from 8.9% to 1.2% in September 2026.
Estimated monthly branded searches for Stanley in New Zealand rose 43.8% over 12 measured months, from 640 to 920 in September 2026.
How are DeWalt’s branded searches counted?
20 search terms
Brandwave collects information about searches that people make online using DeWalt’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- dewalt
- dewalt battery
- dewalt blower
- dewalt chainsaw
- dewalt drill
- dewalt drop saw
- dewalt grass trimmer
- dewalt grinder
- dewalt impact wrench
- dewalt laser
- dewalt laser level
- dewalt multi tool
- dewalt planer
- dewalt redemption
- dewalt router
- dewalt sander
- dewalt table saw
- dewalt tool box
- dewalt tools
- dewalt vacuum
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Where does DeWalt compete?
Is DeWalt your brand?
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