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 12.7% of all New Zealand chain mortiser brand searches, placing Festool third out of five brands. When we asked both ChatGPT and Google AI Overviews about chain mortiser brands, Festool appeared in one of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Festool is the third most searched of 5 competitors and the third most recommended in AI answers.

  1. MakitaShare of searches 40.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 34.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. FestoolShare of searches 12.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. MilwaukeeShare of searches 12.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MafellShare of searches 0.17%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top chain mortiser brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Makita1st
  2. Mafell2nd
  3. Festool3rd
  4. Ryobi–
  5. Milwaukee–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mafell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryobi0 of 5Named in 0 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

See every answer about chain mortiser brands

5 answers

  • Asked ChatGPT

    “Which chain mortiser brand should I buy in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What are the best chain mortiser brands in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What's the best chain mortiser brand in New Zealand for timber joinery work?”

    1. 1Mafell
    2. 2Makita
    3. 3Festool

  • Searched Google, AI Overview

    “best chain mortiser”

    1. 1Mafell
    2. 2Makita

  • Searched Google, AI Overview

    “chain mortiser brands”

    1. 1Makita
    2. 2Mafell

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which chain mortiser brands compete with Festool?

Festool against chain mortiser brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaRyobiFestoolMilwaukeeMafell
Oct 202543.2%34.2%11.3%11.2%0.15%
Nov 202537%43.5%8.6%10.7%0.22%
Dec 202537.6%45.2%7.4%9.6%0.14%
Jan 202641.9%40.4%8.6%9%0.15%
Feb 202642.9%35.1%10.7%11.2%0.16%
Mar 202639.7%37.7%11.3%11%0.24%
Apr 202644.2%34.8%9.6%11.2%0.21%
May 202644.4%29.2%11.8%14.2%0.37%
Jun 202642.6%30.1%12.9%14.2%0.26%
Jul 202643.9%29.3%13.1%13.6%0.11%
Aug 202638.9%32.7%10.7%17.5%0.14%
Sep 202640.8%34.1%12.7%12.3%0.17%

  1. 1.Makita

    40.8%

    Held 1st. 9.8K estimated branded searches, +18% vs prior month. Share +1.9 points.

  2. 2.Ryobi

    34.1%

    Held 2nd. 8.2K estimated branded searches, +17.1% vs prior month. Share +1.4 points.

  3. 3.Festool

    12.7%

    Moved from 4th to 3rd. 3K estimated branded searches, +33.2% vs prior month. Share +2 points.

  4. 4.Milwaukee

    12.3%

    Moved from 3rd to 4th. 3K estimated branded searches, -21.3% vs prior month. Share -5.3 points.

  5. 5.Mafell

    0.17%

    Held 5th. 40 estimated branded searches, +33.3% 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 chain mortiser brands in New Zealand increased from 11.3% to 12.7%.
  • Across the 12 months ending September 2026, Festool’s share of searches among chain mortiser brands in New Zealand peaked at 13.1% in July 2026 and was lowest at 7.4% in December 2025.

How did search popularity change for New Zealand chain mortiser brands in September 2026?

5 changes

  1. In September 2026, Festool overtook Milwaukee to rank 3rd among chain mortiser brands in New Zealand, with 12.7% of the searches.

  2. In September 2026, Makita gained share of searches among chain mortiser brands in New Zealand, from 38.9% to 40.8%.

  3. In September 2026, Ryobi gained share of searches among chain mortiser brands in New Zealand, from 32.7% to 34.1%.

  4. In September 2026, Milwaukee lost share of searches among chain mortiser brands in New Zealand, from 17.5% to 12.3%.

  5. Estimated monthly branded searches for Mafell in New Zealand rose 33.3% over 12 measured months, from 30 to 40 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%Show ranking
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%Shown above
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
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