Brandwave

How popular isFelco?

In September 2026, people searched for Felco by name about 220 times in New Zealand, a 100% increase from the previous year. These searches made up 0.62% of all New Zealand garden tool brand searches, placing Felco eighth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about garden tool brands, Felco appeared in three of the five answers and was the second most recommended of the 13.

Search and AI answers in September 2026

Felco is the eighth most searched of 13 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 29.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. RyobiShare of searches 23.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. HusqvarnaShare of searches 20.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. StihlShare of searches 19.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. FelcoShare of searches 0.62%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

+8 more

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Top garden tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Felco was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Felco is the second most recommended of the 13.

Most recommended by AI

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

  1. Fiskars1st
  2. Felco2nd
  3. Stihl3rd
  4. Ryobi4th
  5. Makita5th
  6. Trojan6th
  7. Cyclone7th
  8. Gardena8th
  9. Bahco9th
  10. Wolf-Garten10th
  11. +3 more

Mentioned by AI

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

  • Fiskars5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stihl4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Felco3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bahco2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gardena1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wolf-Garten1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cyclone1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Trojan1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about garden tool brands

5 answers

Not named in any answer:

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

Which garden tool brands compete with Felco?

Felco against garden tool brands in New Zealand, by month

Share of searches by month for Makita, Ryobi, Husqvarna, Stihl, Fiskars, Felco. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaRyobiHusqvarnaStihlFiskarsGardenaBahcoFelcoWolf-GartenDarlacSpear & JacksonCycloneTrojan
Oct 202526.5%19.3%27.9%18.9%3.5%2%0.7%0.3%0.43%0.11%0.19%0.05%0.11%
Nov 202523.6%25%24%19.7%3%2.7%0.75%0.35%0.42%0.07%0.16%0.07%0.14%
Dec 202523.5%25.7%21.2%20.6%3.5%3.1%0.96%0.52%0.52%0.07%0.22%0.07%0.12%
Jan 202624.7%22.3%23%22.6%3.2%2%0.86%0.4%0.38%0.13%0.13%0.08%0.13%
Feb 202625.4%19.6%24.7%24.2%2.6%1.3%0.91%0.46%0.43%0.09%0.14%0.09%0.14%
Mar 202625.1%22.7%24.6%20.4%2.8%1.6%0.93%0.76%0.58%0.18%0.15%0.09%0.15%
Apr 202625.8%20.4%25.5%21.6%3%1%0.97%0.61%0.46%0.15%0.21%0.06%0.15%
May 202624.5%16.7%25.2%26.1%3.3%1.2%1.2%0.79%0.49%0.15%0.12%0.09%0.15%
Jun 202626.7%19.1%23.4%23.9%3%1%1.3%0.74%0.44%0.13%0.13%0.13%0.13%
Jul 202626.5%18.4%23%24.2%3.9%0.96%1.3%0.82%0.58%0.14%0.14%0.07%0.1%
Aug 202626%21.8%21.3%22.8%3.4%1.2%1.2%0.95%0.76%0.16%0.16%0.1%0.13%
Sep 202629.1%23.7%20.1%19.8%3%1.5%1.1%0.62%0.59%0.11%0.11%0.08%0.08%

  1. 1.Makita

    29.1%

    Held 1st. 10.4K estimated branded searches, +26.8% vs prior month. Share +3.1 points.

  2. 2.Ryobi

    23.7%

    Moved from 3rd to 2nd. 8.5K estimated branded searches, +23.4% vs prior month. Share +1.9 points.

  3. 3.Husqvarna

    20.1%

    Moved from 4th to 3rd. 7.2K estimated branded searches, +7.3% vs prior month. Share -1.1 points.

  4. 4.Stihl

    19.8%

    Moved from 2nd to 4th. 7.1K estimated branded searches, -1.5% vs prior month. Share -3 points.

  5. 5.Fiskars

    3%

    Held 5th. 1.1K estimated branded searches, +0.94% vs prior month. Share -0.4 points.

  6. 6.Gardena

    1.5%

    Moved from 7th to 6th. 540 estimated branded searches, +38.5% vs prior month. Share +0.3 points.

  7. 7.Bahco

    1.1%

    Moved from 6th to 7th. 390 estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Felco

    0.62%

    Held 8th. 220 estimated branded searches, -26.7% vs prior month. Share -0.3 points.

  9. 9.Wolf-Garten

    0.59%

    Held 9th. 210 estimated branded searches, -12.5% vs prior month. Share -0.2 points.

  10. 10.Darlac

    0.11%

    Held 10th. 40 estimated branded searches, -20% vs prior month. Share 0 points.

  11. 11.Spear & Jackson

    0.11%

    Held 11th. 40 estimated branded searches, -20% vs prior month. Share 0 points.

  12. 12.Cyclone

    0.08%

    Moved from 13th to 12th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Trojan

    0.08%

    Moved from 12th to 13th. 30 estimated branded searches, -25% vs prior month. Share 0 points.

Compare popularity between Felco and its closest rivals

Every comparison with Felco

12 comparisons

How has branded search demand for Felco changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Felco in New Zealand rose from 110 to 220.
  • Across the 12 months ending September 2026, Felco rose from 9th to 8th among garden tool brands in New Zealand.

How did search popularity change for New Zealand garden tool brands in September 2026?

6 changes

  1. In September 2026, Ryobi overtook Stihl to rank 2nd among garden tool brands in New Zealand, with 23.7% of the searches.

  2. In September 2026, Makita gained share of searches among garden tool brands in New Zealand, from 26% to 29.1%.

  3. In September 2026, Stihl lost share of searches among garden tool brands in New Zealand, from 22.8% to 19.8%.

  4. In September 2026, Husqvarna lost share of searches among garden tool brands in New Zealand, from 21.3% to 20.1%.

  5. In September 2026, Cyclone rose from 13th to 12th among garden tool brands in New Zealand.

  6. In September 2026, Gardena rose from 7th to 6th among garden tool brands in New Zealand.

How are Felco’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Felco’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.

  • felco
  • felco garden tools
  • felco pruners
  • felco secateurs

Do you work for Felco? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Felco compete?

Felco is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Garden tool brands8th of 130.62%Shown above
Pruning saw brands8th of 80.15%Show ranking
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