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 13.5% of all New Zealand dust extractor brand searches, placing Festool third out of eight brands. When we asked both ChatGPT and Google AI Overviews about dust extractor brands, Festool appeared in four of the five answers and was the most recommended of the eight.

Search and AI answers in September 2026

Festool is the third most searched of 8 competitors and the most recommended in AI answers.

  1. MakitaShare of searches 41.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. DeWaltShare of searches 22.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. FestoolShare of searches 13.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. MilwaukeeShare of searches 13.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HiltiShare of searches 8.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+3 more

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Top dust extractor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Festool is the most recommended of the eight.

Most recommended by AI

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

  1. Festool1st
  2. Makita2nd
  3. Bosch3rd
  4. Nilfisk4th
  5. Hilti5th
  6. Mirka6th
  7. DeWalt–
  8. Milwaukee–

Mentioned by AI

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

  • Festool4 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
  • Bosch3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hilti2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mirka2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nilfisk2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 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 dust extractor 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 dust extractor brands compete with Festool?

Festool against dust extractor brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltFestoolMilwaukeeHiltiMirkaBoschNilfisk
Oct 202540.7%22.4%11.7%11.8%12.9%0.37%0.05%0.05%
Nov 202537.2%29.4%9.5%12%11.7%0.1%0.05%0.05%
Dec 202543.9%24.9%9.2%12.3%9.2%0.29%0.12%0.06%
Jan 202643.8%24.6%9.7%10.4%11.1%0.29%0.06%0.06%
Feb 202641.7%24.1%11.2%12%10.6%0.39%0.06%0.06%
Mar 202638.4%23%11.8%11.6%14.9%0.26%0.05%0.05%
Apr 202641.4%23.2%9.9%11.7%13.3%0.28%0.11%0.06%
May 202639.4%22.4%11.4%14%12.4%0.21%0.16%0.05%
Jun 202637.8%26.3%12.2%13.8%9.4%0.35%0.05%0.05%
Jul 202639.7%22.9%13%13.8%10.1%0.37%0.05%0.05%
Aug 202636.9%24.2%10.9%18.2%9.2%0.34%0.1%0.05%
Sep 202641.3%22.7%13.5%13.4%8.6%0.32%0.09%0.05%

  1. 1.Makita

    41.3%

    Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +4.4 points.

  2. 2.DeWalt

    22.7%

    Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.6 points.

  3. 3.Festool

    13.5%

    Moved from 4th to 3rd. 3K estimated branded searches, +32.4% vs prior month. Share +2.6 points.

  4. 4.Milwaukee

    13.4%

    Moved from 3rd to 4th. 3K estimated branded searches, -21.3% vs prior month. Share -4.8 points.

  5. 5.Hilti

    8.6%

    Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.Mirka

    0.32%

    Held 6th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Bosch

    0.09%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Nilfisk

    0.05%

    Held 8th. 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 dust extractor brands in New Zealand increased from 11.7% to 13.5%.
  • Across the 12 months ending September 2026, Festool’s share of searches among dust extractor brands in New Zealand peaked at 13.5% in September 2026 and was lowest at 9.2% in December 2025.
  • Across the 12 months ending September 2026, Festool rose from 5th to 3rd among dust extractor brands in New Zealand.

How did search popularity change for New Zealand dust extractor brands in September 2026?

6 changes

  1. In September 2026, Festool overtook Milwaukee to rank 3rd among dust extractor brands in New Zealand, with 13.5% of the searches.

  2. In September 2026, Makita gained share of searches among dust extractor brands in New Zealand, from 36.9% to 41.3%.

  3. In September 2026, Milwaukee lost share of searches among dust extractor brands in New Zealand, from 18.2% to 13.4%.

  4. In September 2026, DeWalt lost share of searches among dust extractor brands in New Zealand, from 24.2% to 22.7%.

  5. In September 2026, Hilti lost share of searches among dust extractor brands in New Zealand, from 9.2% to 8.6%.

  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%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%Shown above
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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