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 10.1% of all New Zealand orbital sander brand searches, placing Festool fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about orbital sander brands, Festool appeared in two of the five answers and was the sixth most recommended of the six.

Search and AI answers in September 2026

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

  1. MakitaShare of searches 33.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 27.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. DeWaltShare of searches 19%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. FestoolShare of searches 10.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. MilwaukeeShare of searches 9.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top orbital sander 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 sixth 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. Bosch2nd
  3. Ryobi3rd
  4. Milwaukee3rd
  5. DeWalt5th
  6. Festool6th

Mentioned by AI

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

  • Makita4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about orbital sander brands

5 answers

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

Which orbital sander brands compete with Festool?

Festool against orbital sander 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 202534.1%27.5%19.5%9.2%9.2%0.58%
Nov 202528%33.8%22.6%6.7%8.4%0.48%
Dec 202530.4%36.7%18.2%6.1%7.9%0.63%
Jan 202633.3%32.6%19.2%6.9%7.3%0.7%
Feb 202634.3%27.5%20%8.7%9.1%0.47%
Mar 202631.9%30%19.3%9.3%8.9%0.55%
Apr 202634.8%27.9%19.7%7.8%9.1%0.6%
May 202634.9%22.9%20.5%9.6%11.5%0.6%
Jun 202632.7%22.6%23%10%11.1%0.56%
Jul 202634.3%23.2%20.4%10.6%11%0.59%
Aug 202630.7%25.4%21.1%8.5%13.8%0.52%
Sep 202633.2%27.3%19%10.1%9.8%0.57%

  1. 1.Makita

    33.2%

    Held 1st. 10K estimated branded searches, +20% vs prior month. Share +2.5 points.

  2. 2.Ryobi

    27.3%

    Held 2nd. 8.2K estimated branded searches, +19.4% vs prior month. Share +1.9 points.

  3. 3.DeWalt

    19%

    Held 3rd. 5.7K estimated branded searches, 0% vs prior month. Share -2.1 points.

  4. 4.Festool

    10.1%

    Moved from 5th to 4th. 3K estimated branded searches, +33.2% vs prior month. Share +1.7 points.

  5. 5.Milwaukee

    9.8%

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

  6. 6.Bosch

    0.57%

    Held 6th. 170 estimated branded searches, +21.4% 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 orbital sander brands in New Zealand increased from 9.2% to 10.1%.
  • Across the 12 months ending September 2026, Festool’s share of searches among orbital sander brands in New Zealand peaked at 10.6% in July 2026 and was lowest at 6.1% in December 2025.

How did search popularity change for New Zealand orbital sander brands in September 2026?

6 changes

  1. In September 2026, Festool overtook Milwaukee to rank 4th among orbital sander brands in New Zealand, with 10.1% of the searches.

  2. In September 2026, Makita gained share of searches among orbital sander brands in New Zealand, from 30.7% to 33.2%.

  3. In September 2026, Ryobi gained share of searches among orbital sander brands in New Zealand, from 25.4% to 27.3%.

  4. In September 2026, Milwaukee lost share of searches among orbital sander brands in New Zealand, from 13.8% to 9.8%.

  5. In September 2026, DeWalt lost share of searches among orbital sander brands in New Zealand, from 21.1% to 19%.

  6. Estimated monthly branded searches for Bosch in New Zealand rose 21.4% over 12 measured months, from 140 to 170 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%Shown above
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%Show ranking
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