Brandwave

How popular isFuller?

In September 2026, people searched for Fuller by name about 1,600 times in New Zealand, a 33.3% decrease from the previous year. These searches made up 13.1% of all New Zealand rubber mallet brand searches, placing Fuller third out of six brands. When we asked both ChatGPT and Google AI Overviews about rubber mallet brands, Fuller appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

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

  1. DeWaltShare of searches 40.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. MilwaukeeShare of searches 24.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. FullerShare of searches 13.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. KincromeShare of searches 11.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. ThorShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+1 more

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Top rubber mallet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fuller was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fuller 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. Halder1st
  2. Kincrome2nd
  3. Thor3rd
  4. Fuller4th
  5. DeWalt–
  6. Milwaukee–

Mentioned by AI

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

  • Kincrome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fuller3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Halder3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thor2 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 rubber mallet brands

5 answers

  • Asked ChatGPT

    “Which rubber mallet brand should I buy in New Zealand?”

    1. 1Thor
    2. 2Kincrome
    3. 3Fuller

  • Asked ChatGPT

    “What are the best rubber mallet brands in New Zealand?”

    1. 1Halder
    2. 2Thor
    3. 3Kincrome
    4. 4Fuller

  • Asked ChatGPT

    “What's the best rubber mallet brand in New Zealand for general home use?”

    1. 1Kincrome

  • Searched Google, AI Overview

    “best rubber mallet”

    1. 1Halder

  • Searched Google, AI Overview

    “rubber mallet brands”

    1. 1Halder
    2. 2Kincrome
    3. 3Fuller

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 rubber mallet brands compete with Fuller?

Fuller against rubber mallet brands in New Zealand, by month

Share of searches by month for DeWalt, Milwaukee, Fuller, Kincrome, Thor. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltMilwaukeeFullerKincromeThorHalder
Oct 202537.9%19.9%21.7%12.4%8%0.18%
Nov 202545.6%18.6%18.3%9.8%7.6%0.08%
Dec 202537.3%18.4%25%11.5%7.6%0.17%
Jan 202639.2%16.5%27.1%10.4%6.7%0.09%
Feb 202641%20.4%22.8%8.9%6.8%0.09%
Mar 202641.1%20.7%22%9.5%6.6%0.09%
Apr 202639.9%20.1%22.9%10.1%6.9%0.1%
May 202639.5%24.7%17.4%11.6%6.6%0.18%
Jun 202645.1%23.7%13.7%11.3%6.1%0.09%
Jul 202639%23.4%17.1%12.4%7.9%0.18%
Aug 202638.4%28.8%12.3%10.5%10%0.08%
Sep 202640.7%24.1%13.1%11.4%10.6%0.16%

  1. 1.DeWalt

    40.7%

    Held 1st. 5K estimated branded searches, 0% vs prior month. Share +2.3 points.

  2. 2.Milwaukee

    24.1%

    Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -4.8 points.

  3. 3.Fuller

    13.1%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Kincrome

    11.4%

    Held 4th. 1.4K estimated branded searches, +2.9% vs prior month. Share +1 points.

  5. 5.Thor

    10.6%

    Held 5th. 1.3K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Halder

    0.16%

    Held 6th. 20 estimated branded searches, +100% vs prior month. Share +0.1 points.

Compare popularity between Fuller and its closest rivals

Every comparison with Fuller

4 comparisons

How has branded search demand for Fuller changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fuller in New Zealand fell from 2.4K to 1.6K.
  • Across the 12 months ending September 2026, Fuller’s share of searches among rubber mallet brands in New Zealand decreased from 21.7% to 13.1%.
  • Across the 12 months ending September 2026, Fuller’s share of searches among rubber mallet brands in New Zealand peaked at 27.1% in January 2026 and was lowest at 12.3% in August 2026.
  • Across the 12 months ending September 2026, Fuller fell from 2nd to 3rd among rubber mallet brands in New Zealand.

How did search popularity change for New Zealand rubber mallet brands in September 2026?

5 changes

  1. In September 2026, DeWalt gained share of searches among rubber mallet brands in New Zealand, from 38.4% to 40.7%.

  2. In September 2026, Kincrome gained share of searches among rubber mallet brands in New Zealand, from 10.5% to 11.4%.

  3. In September 2026, Fuller gained share of searches among rubber mallet brands in New Zealand, from 12.3% to 13.1%.

  4. In September 2026, Thor gained share of searches among rubber mallet brands in New Zealand, from 10% to 10.6%.

  5. In September 2026, Milwaukee lost share of searches among rubber mallet brands in New Zealand, from 28.8% to 24.1%.

How are Fuller’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Fuller’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • fuller

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How the Brand Demand Index is measured

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