Brandwave

How popular isFestool?

In September 2026, people searched for Festool by name about 3,140 times in New Zealand, a 36.5% increase from the previous year. These searches made up 11.1% of all New Zealand biscuit joiner brand searches, placing Festool fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about biscuit joiner brands, Festool appeared in two of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Festool is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. MakitaShare of searches 33%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 27.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. DeWaltShare of searches 18.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. FestoolShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. MilwaukeeShare of searches 10.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top biscuit joiner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Festool is the fourth most recommended of the six.

Most recommended by AI

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

  1. Makita1st
  2. DeWalt2nd
  3. Ryobi3rd
  4. Festool4th
  5. Milwaukee–
  6. Bosch–

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
  • Makita3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryobi2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Festool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bosch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about biscuit joiner brands

5 answers

  • Asked ChatGPT

    “Which biscuit joiner should I buy in New Zealand?”

    1. 1Makita
    2. 2DeWalt
    3. 3Ryobi

  • Asked ChatGPT

    “What are the best biscuit joiner brands in New Zealand?”

    1. 1Makita
    2. 2DeWalt
    3. 3Festool

  • Asked ChatGPT

    “What's the best biscuit joiner in New Zealand for woodworking projects?”

    1. 1Makita
    2. 2DeWalt
    3. 3Festool

  • Searched Google, AI Overview

    “biscuit joiner”

    1. 1Ryobi
    2. 2DeWalt

  • Searched Google, AI Overview

    “wood biscuit joiner”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

    Which biscuit joiner brands compete with Festool?

    Festool against biscuit joiner brands in New Zealand, by month

    Share of searches by month for Makita, Ryobi, DeWalt, Festool, Milwaukee. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMakitaRyobiDeWaltFestoolMilwaukeeBosch
    Oct 202534%27.4%18.8%9.9%9.9%0.04%
    Nov 202527.7%34.3%21.9%7.2%8.9%0.04%
    Dec 202530.3%37.5%17.2%6.5%8.5%0.04%
    Jan 202633.3%32.6%18.7%7.5%7.9%0.04%
    Feb 202634%27.2%19.6%9.3%9.8%0.05%
    Mar 202631.5%30.3%18.9%9.8%9.5%0.04%
    Apr 202634.6%27.7%19.4%8.4%9.8%0.05%
    May 202634.8%22.8%19.8%10.3%12.3%0.05%
    Jun 202632.4%22.5%22.5%10.7%11.8%0.04%
    Jul 202634.2%22.8%19.7%11.4%11.8%0.05%
    Aug 202630.5%25.2%20%9.2%15%0.04%
    Sep 202633%27.1%18.1%11.1%10.7%0.07%

    1. 1.Makita

      33%

      Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +2.5 points.

    2. 2.Ryobi

      27.1%

      Held 2nd. 7.5K estimated branded searches, +19.1% vs prior month. Share +1.9 points.

    3. 3.DeWalt

      18.1%

      Held 3rd. 5K estimated branded searches, 0% vs prior month. Share -1.9 points.

    4. 4.Festool

      11.1%

      Moved from 5th to 4th. 3K estimated branded searches, +33.2% vs prior month. Share +1.9 points.

    5. 5.Milwaukee

      10.7%

      Moved from 4th to 5th. 3K estimated branded searches, -21.3% vs prior month. Share -4.4 points.

    6. 6.Bosch

      0.07%

      Held 6th. 20 estimated branded searches, +100% vs prior month. Share 0 points.

    Compare popularity between Festool and its closest rivals

    Every comparison with Festool

    16 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Festool in New Zealand rose from 2.3K to 3.1K.
    • Across the 12 months ending September 2026, Festool’s share of searches among biscuit joiner brands in New Zealand increased from 9.9% to 11.1%.
    • Across the 12 months ending September 2026, Festool’s share of searches among biscuit joiner brands in New Zealand peaked at 11.4% in July 2026 and was lowest at 6.5% in December 2025.

    How did search popularity change for New Zealand biscuit joiner brands in September 2026?

    6 changes

    1. In September 2026, Festool overtook Milwaukee to rank 4th among biscuit joiner brands in New Zealand, with 11.1% of the searches.

    2. In September 2026, Makita gained share of searches among biscuit joiner brands in New Zealand, from 30.5% to 33%.

    3. In September 2026, Ryobi gained share of searches among biscuit joiner brands in New Zealand, from 25.2% to 27.1%.

    4. In September 2026, Milwaukee lost share of searches among biscuit joiner brands in New Zealand, from 15% to 10.7%.

    5. In September 2026, DeWalt lost share of searches among biscuit joiner brands in New Zealand, from 20% to 18.1%.

    6. Estimated monthly branded searches for Bosch in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

    How are Festool’s branded searches counted?

    16 search terms

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

    • festool
    • festool battery
    • festool chop saw
    • festool domino
    • festool drill
    • festool dust extractor
    • festool orbital sander
    • festool planer
    • festool plunge saw
    • festool router
    • festool sander
    • festool tools
    • festool track
    • festool track saw
    • festool vacuum
    • festool wall sander

    Do you work for Festool? 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 Festool compete?

    Festool is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Power tool brands7th of 93.6%Show ranking
    Hand sander brands5th of 610.1%Show ranking
    Orbital sander brands4th of 610.1%Show ranking
    Palm sander brands5th of 610.4%Show ranking
    Biscuit joiner brands4th of 611.1%Shown above
    Reciprocating saw brands4th of 610.9%Show ranking
    Compound miter saw brands4th of 611.3%Show ranking
    Drywall sander brands4th of 711.6%Show ranking
    Panel saw brands3rd of 611.8%Show ranking
    Belt sander brands4th of 512.2%Show ranking
    Chain mortiser brands3rd of 512.7%Show ranking
    Dust extractor brands3rd of 813.5%Show ranking
    Hand planer brands3rd of 614.7%Show ranking
    Bench saw brands3rd of 416.1%Show ranking
    Router circle jig brands3rd of 418.8%Show ranking
    Router table brands2nd of 621.4%Show ranking
    Countersink bit brands2nd of 526.3%Show ranking
    Creator with pink hair and a pink jacket

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