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 26.3% of all New Zealand countersink bit brand searches, placing Festool second out of five brands. When we asked both ChatGPT and Google AI Overviews about countersink bit brands, Festool appeared in one of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

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

  1. DeWaltShare of searches 44.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. FestoolShare of searches 26.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. MilwaukeeShare of searches 26.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. Sutton ToolsShare of searches 3.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. TrendShare of searches 0.09%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top countersink bit 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 fourth most recommended of the five.

Most recommended by AI

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

  1. Sutton Tools1st
  2. Trend2nd
  3. Milwaukee3rd
  4. Festool4th
  5. DeWalt–

Mentioned by AI

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

  • Sutton Tools4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Trend2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about countersink bit brands

5 answers

  • Asked ChatGPT

    “Which countersink bit brand should I buy in New Zealand?”

    1. 1Sutton Tools
    2. 2Trend

  • Asked ChatGPT

    “What are the best countersink bit brands in New Zealand?”

    1. 1Sutton Tools
    2. 2Trend
    3. 3Festool

  • Asked ChatGPT

    “What's the best countersink bit brand in New Zealand for drilling clean holes?”

    1. 1Sutton Tools

  • Searched Google, AI Overview

    “countersink drill bit”

    1. Searched Google, AI Overview

      “drill bit set”

      1. 1Milwaukee
      2. 2Sutton Tools

    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 countersink bit brands compete with Festool?

    Festool against countersink bit brands in New Zealand, by month

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

    View monthly share of searches table
    MonthDeWaltFestoolMilwaukeeSutton ToolsTrend
    Oct 202546.2%24.1%24.3%5.3%0.11%
    Nov 202555.6%18.1%22.7%3.6%0.09%
    Dec 202551.1%18.9%25.2%4.6%0.12%
    Jan 202652.8%20.8%22.3%4%0.13%
    Feb 202648.7%22.7%24.2%4.4%0%
    Mar 202647%24.2%23.7%5%0.1%
    Apr 202649.8%21.3%25.1%3.8%0.12%
    May 202644.5%22.8%27.8%4.9%0%
    Jun 202648.4%22.5%25.5%3.6%0.09%
    Jul 202644.3%25.1%26.5%4%0.1%
    Aug 202643.8%19.8%32.9%3.4%0.09%
    Sep 202644.1%26.3%26.1%3.4%0.09%

    1. 1.DeWalt

      44.1%

      Held 1st. 5K estimated branded searches, 0% vs prior month. Share +0.3 points.

    2. 2.Festool

      26.3%

      Moved from 3rd to 2nd. 3K estimated branded searches, +32.4% vs prior month. Share +6.6 points.

    3. 3.Milwaukee

      26.1%

      Moved from 2nd to 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -6.9 points.

    4. 4.Sutton Tools

      3.4%

      Held 4th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

    5. 5.Trend

      0.09%

      Held 5th. 10 estimated branded searches, 0% 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?

    4 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 countersink bit brands in New Zealand increased from 24.1% to 26.3%.
    • Across the 12 months ending September 2026, Festool’s share of searches among countersink bit brands in New Zealand peaked at 26.3% in September 2026 and was lowest at 18.1% in November 2025.
    • Across the 12 months ending September 2026, Festool rose from 3rd to 2nd among countersink bit brands in New Zealand.

    How did search popularity change for New Zealand countersink bit brands in September 2026?

    4 changes

    1. In September 2026, Festool overtook Milwaukee to rank 2nd among countersink bit brands in New Zealand, with 26.3% of the searches.

    2. In September 2026, Milwaukee lost share of searches among countersink bit brands in New Zealand, from 32.9% to 26.1%.

    3. Estimated monthly branded searches for DeWalt in New Zealand rose 19.1% over 12 measured months, from 4.2K to 5K in September 2026.

    4. Estimated monthly branded searches for Sutton Tools in New Zealand fell 18.8% over 12 measured months, from 480 to 390 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%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%Shown above
    Creator with pink hair and a pink jacket

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