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 14.7% of all New Zealand hand planer brand searches, placing Festool third out of six brands. When we asked both ChatGPT and Google AI Overviews about hand planer brands, Festool appeared in one of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

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

  1. MakitaShare of searches 44.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. RyobiShare of searches 40.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. FestoolShare of searches 14.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. StanleyShare of searches 0.54%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. Lie-NielsenShare of searches 0.25%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+1 more

Festool website (opens in a new tab)

Follow Festool and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top hand planer brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Stanley1st
  2. Veritas2nd
  3. Lie-Nielsen3rd
  4. Makita4th
  5. Festool5th
  6. Ryobi6th

Mentioned by AI

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

  • Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lie-Nielsen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Veritas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about hand planer brands

5 answers

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

Which hand planer brands compete with Festool?

Festool against hand planer brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaRyobiFestoolStanleyLie-NielsenVeritas
Oct 202544.2%41.2%13.3%0.68%0.43%0.18%
Nov 202536.1%53.1%9.9%0.46%0.36%0.1%
Dec 202536.7%54%8.3%0.57%0.36%0.1%
Jan 202641.7%47.3%9.6%0.71%0.53%0.12%
Feb 202645.1%41.3%12.4%0.56%0.44%0.19%
Mar 202640.9%45%13%0.51%0.28%0.23%
Apr 202644.8%42.5%11.3%0.76%0.44%0.19%
May 202647.1%37.4%14.3%0.79%0.33%0.2%
Jun 202646.1%36.9%15.4%0.88%0.57%0.19%
Jul 202646.7%35.5%15.9%1.1%0.58%0.19%
Aug 202643.9%41.2%13.4%0.84%0.42%0.18%
Sep 202644.1%40.3%14.7%0.54%0.25%0.15%

  1. 1.Makita

    44.1%

    Held 1st. 9K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  2. 2.Ryobi

    40.3%

    Held 2nd. 8.2K estimated branded searches, +19.4% vs prior month. Share -1 points.

  3. 3.Festool

    14.7%

    Held 3rd. 3K estimated branded searches, +33.9% vs prior month. Share +1.3 points.

  4. 4.Stanley

    0.54%

    Held 4th. 110 estimated branded searches, -21.4% vs prior month. Share -0.3 points.

  5. 5.Lie-Nielsen

    0.25%

    Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.2 points.

  6. 6.Veritas

    0.15%

    Held 6th. 30 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?

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 hand planer brands in New Zealand increased from 13.3% to 14.7%.
  • Across the 12 months ending September 2026, Festool’s share of searches among hand planer brands in New Zealand peaked at 15.9% in July 2026 and was lowest at 8.3% in December 2025.

How did search popularity change for New Zealand hand planer brands in September 2026?

4 changes

  1. In September 2026, Festool gained share of searches among hand planer brands in New Zealand, from 13.4% to 14.7%.

  2. In September 2026, Ryobi lost share of searches among hand planer brands in New Zealand, from 41.2% to 40.3%.

  3. Estimated monthly branded searches for Makita in New Zealand rose 24.9% over 12 measured months, from 7.2K to 9K in September 2026.

  4. Estimated monthly branded searches for Lie-Nielsen in New Zealand fell 28.6% over 12 measured months, from 70 to 50 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%Shown above
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

Is Festool your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free