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 11.8% of all New Zealand panel saw brand searches, placing Festool third out of six brands. When we asked both ChatGPT and Google AI Overviews about panel saw brands, Festool appeared in one of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

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

  1. MakitaShare of searches 46.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  2. DeWaltShare of searches 30.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. FestoolShare of searches 11.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. MilwaukeeShare of searches 11.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FelderShare of searches 0.08%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top panel saw 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 six.

Most recommended by AI

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

  1. Altendorf1st
  2. Felder2nd
  3. Makita3rd
  4. Festool4th
  5. DeWalt5th
  6. Milwaukee–

Mentioned by AI

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

  • Felder3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Altendorf3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt1 of 5Named in 1 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
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about panel saw brands

5 answers

  • Asked ChatGPT

    “Which panel saw brand should I buy in New Zealand?”

    1. 1Makita
    2. 2Festool
    3. 3DeWalt

  • Asked ChatGPT

    “What are the best panel saw brands in New Zealand?”

    1. 1Altendorf
    2. 2Felder

  • Asked ChatGPT

    “What's the best panel saw brand in New Zealand for a workshop?”

    1. 1Felder
    2. 2Altendorf

  • Searched Google, AI Overview

    “panel saw brands”

    1. 1Altendorf
    2. 2Felder

  • Searched Google, AI Overview

    “best panel saw”

    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 panel saw brands compete with Festool?

    Festool against panel saw brands in New Zealand, by month

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

    View monthly share of searches table
    MonthMakitaDeWaltFestoolMilwaukeeFelderAltendorf
    Oct 202547.6%30.5%10.9%10.8%0.05%0.05%
    Nov 202542.8%37.7%8.6%10.7%0.09%0.04%
    Dec 202548.9%31.5%8.4%11%0.05%0.05%
    Jan 202649.4%32.2%8.9%9.4%0.05%0.05%
    Feb 202646.5%32.6%10.1%10.6%0.1%0.05%
    Mar 202645%32.7%11.3%10.9%0.1%0.05%
    Apr 202647.5%32.6%9.2%10.6%0.1%0.05%
    May 202644.5%32.8%10.2%12.3%0.14%0.05%
    Jun 202642.1%35.6%10.5%11.7%0.08%0.04%
    Jul 202643.7%33.5%11.1%11.6%0.09%0.04%
    Aug 202643%32.3%9.4%15.3%0.04%0%
    Sep 202646.3%30.4%11.8%11.4%0.08%0.04%

    1. 1.Makita

      46.3%

      Held 1st. 12K estimated branded searches, +14.3% vs prior month. Share +3.3 points.

    2. 2.DeWalt

      30.4%

      Held 2nd. 7.9K estimated branded searches, 0% vs prior month. Share -1.8 points.

    3. 3.Festool

      11.8%

      Moved from 4th to 3rd. 3K estimated branded searches, +33.2% vs prior month. Share +2.4 points.

    4. 4.Milwaukee

      11.4%

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

    5. 5.Felder

      0.08%

      Held 5th. 20 estimated branded searches, +100% vs prior month. Share 0 points.

    6. 6.Altendorf

      0.04%

      Held 6th. 10 estimated branded searches, — 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 panel saw brands in New Zealand increased from 10.9% to 11.8%.
    • Across the 12 months ending September 2026, Festool’s share of searches among panel saw brands in New Zealand peaked at 11.8% in September 2026 and was lowest at 8.4% in December 2025.

    How did search popularity change for New Zealand panel saw brands in September 2026?

    5 changes

    1. In September 2026, Festool overtook Milwaukee to rank 3rd among panel saw brands in New Zealand, with 11.8% of the searches.

    2. In September 2026, Makita gained share of searches among panel saw brands in New Zealand, from 43% to 46.3%.

    3. In September 2026, Milwaukee lost share of searches among panel saw brands in New Zealand, from 15.3% to 11.4%.

    4. In September 2026, DeWalt lost share of searches among panel saw brands in New Zealand, from 32.3% to 30.4%.

    5. Estimated monthly branded searches for Felder 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%Shown above
    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
    Creator with pink hair and a pink jacket

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