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 10.9% of all New Zealand reciprocating saw brand searches, placing Festool fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about reciprocating saw brands, Festool did not appear in any of the answers.

Search and AI answers in September 2026

Festool is the fourth most searched of 6 competitors and not listed in any AI answer.

  1. MakitaShare of searches 29.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. DeWaltShare of searches 28.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. RyobiShare of searches 24.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. FestoolShare of searches 10.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MilwaukeeShare of searches 5.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top reciprocating saw brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool did not appear in any of the five answers.

Most recommended by AI

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

  1. Milwaukee1st
  2. Makita2nd
  3. DeWalt3rd
  4. Ryobi4th
  5. Bosch5th
  6. Festool–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ryobi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bosch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Festool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about reciprocating saw 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 reciprocating saw brands compete with Festool?

Festool against reciprocating saw brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltRyobiFestoolMilwaukeeBosch
Oct 202530.3%28.5%24.8%10.1%6%0.32%
Nov 202524.5%32%30.1%7.2%5.9%0.19%
Dec 202527.8%25.6%34.1%6.7%5.5%0.21%
Jan 202630%27.6%30%7.5%4.5%0.32%
Feb 202630%30.1%24.6%9.1%5.9%0.23%
Mar 202627.9%28.7%27.9%9.8%5.5%0.21%
Apr 202630.5%30%25%8.3%6%0.23%
May 202629.9%32.7%19.9%10%7.2%0.32%
Jun 202628%35.9%18.6%10.4%6.8%0.3%
Jul 202629.6%33.7%19.7%11%5.8%0.22%
Aug 202626.8%32%21.9%9.1%9.7%0.45%
Sep 202629.7%28.9%24.2%10.9%5.9%0.33%

  1. 1.Makita

    29.7%

    Moved from 2nd to 1st. 8.1K estimated branded searches, +22.7% vs prior month. Share +2.9 points.

  2. 2.DeWalt

    28.9%

    Moved from 1st to 2nd. 7.9K estimated branded searches, 0% vs prior month. Share -3.1 points.

  3. 3.Ryobi

    24.2%

    Held 3rd. 6.6K estimated branded searches, +22.2% vs prior month. Share +2.3 points.

  4. 4.Festool

    10.9%

    Moved from 5th to 4th. 3K estimated branded searches, +32.4% vs prior month. Share +1.8 points.

  5. 5.Milwaukee

    5.9%

    Moved from 4th to 5th. 1.6K estimated branded searches, -33.3% vs prior month. Share -3.9 points.

  6. 6.Bosch

    0.33%

    Held 6th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 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 reciprocating saw brands in New Zealand increased from 10.1% to 10.9%.
  • Across the 12 months ending September 2026, Festool’s share of searches among reciprocating saw brands in New Zealand peaked at 11% in July 2026 and was lowest at 6.7% in December 2025.

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

6 changes

  1. In September 2026, Makita overtook DeWalt to become the leader among reciprocating saw brands in New Zealand, with 29.7% of the searches.

  2. In September 2026, Festool overtook Milwaukee to rank 4th among reciprocating saw brands in New Zealand, with 10.9% of the searches.

  3. In September 2026, Ryobi gained share of searches among reciprocating saw brands in New Zealand, from 21.9% to 24.2%.

  4. In September 2026, Milwaukee lost share of searches among reciprocating saw brands in New Zealand, from 9.7% to 5.9%.

  5. In September 2026, DeWalt lost share of searches among reciprocating saw brands in New Zealand, from 32% to 28.9%.

  6. Estimated monthly branded searches for Bosch in New Zealand rose 28.6% over 12 measured months, from 70 to 90 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%Shown above
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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