How popular isGerber?
In September 2026, people searched for Gerber by name about 460 times in New Zealand, about the same as the previous year. These searches made up 11.9% of all New Zealand multi-tool brand searches, placing Gerber fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about multi-tool brands, Gerber appeared in two of the five answers and was the third most recommended of the four.
Gerber is the fourth most searched of 4 competitors and the third most recommended in AI answers.
LeathermanShare of searches 49.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
VictorinoxShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
MilwaukeeShare of searches 12.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
GerberShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top multi-tool brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Gerber was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Gerber is the third most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Leatherman1st
- Victorinox2nd
- Gerber3rd
- Milwaukee4th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Leatherman5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Victorinox3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milwaukee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gerber2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about multi-tool brands
5 answers
Asked ChatGPT
“Which multi-tool brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best multi-tool brands in New Zealand?”
Asked ChatGPT
“What's the best multi-tool brand in New Zealand for camping and repairs?”
Searched Google, AI Overview
“multi tool nz”
Searched Google, AI Overview
“compact multi tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which multi-tool brands compete with Gerber?
Share of searches by month for Leatherman, Victorinox, Milwaukee, Gerber. The figures are in the table below the chart.
View monthly share of searches table
| Month | Leatherman | Victorinox | Milwaukee | Gerber |
|---|---|---|---|---|
| Oct 2025 | 50.4% | 31% | 7.6% | 11% |
| Nov 2025 | 50.9% | 30.7% | 7.5% | 10.8% |
| Dec 2025 | 53.2% | 30.5% | 6.1% | 10.1% |
| Jan 2026 | 47.6% | 33.2% | 6.6% | 12.5% |
| Feb 2026 | 52.6% | 27.4% | 10% | 10% |
| Mar 2026 | 52.4% | 27.7% | 8.9% | 11.1% |
| Apr 2026 | 56% | 25.6% | 6.6% | 11.8% |
| May 2026 | 55.6% | 24% | 9.4% | 11% |
| Jun 2026 | 53.4% | 26.5% | 10.3% | 9.8% |
| Jul 2026 | 50.5% | 30% | 9% | 10.6% |
| Aug 2026 | 48.1% | 30.1% | 11.1% | 10.6% |
| Sep 2026 | 49.7% | 25.9% | 12.4% | 11.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.7% | 1.9K | -7.7% | +1.6 points | |
| 2, held 2nd | 25.9% | 1K | -23.1% | -4.2 points | |
| 3, held 3rd | 12.4% | 480 | 0% | +1.3 points | |
| 4, held 4th | 11.9% | 460 | 0% | +1.3 points |
49.7%
Held 1st. 1.9K estimated branded searches, -7.7% vs prior month. Share +1.6 points.
25.9%
Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -4.2 points.
12.4%
Held 3rd. 480 estimated branded searches, 0% vs prior month. Share +1.3 points.
4.
Gerber11.9%
Held 4th. 460 estimated branded searches, 0% vs prior month. Share +1.3 points.
Compare popularity between Gerber and its closest rivals
Every comparison with Gerber
9 comparisons
How has branded search demand for Gerber changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Gerber in New Zealand held steady at 460.
- Across the 12 months ending September 2026, Gerber’s share of searches among multi-tool brands in New Zealand increased from 11% to 11.9%.
- Across the 12 months ending September 2026, Gerber’s share of searches among multi-tool brands in New Zealand peaked at 12.5% in January 2026 and was lowest at 9.8% in June 2026.
- Across the 12 months ending September 2026, Gerber fell from 3rd to 4th among multi-tool brands in New Zealand.
How did search popularity change for New Zealand multi-tool brands in September 2026?
4 changes
In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%.
In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%.
In September 2026, Gerber gained share of searches among multi-tool brands in New Zealand, from 10.6% to 11.9%.
In September 2026, Victorinox lost share of searches among multi-tool brands in New Zealand, from 30.1% to 25.9%.
How are Gerber’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Gerber’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.
- gerber gear
- gerber multi tool
Do you work for Gerber? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Gerber compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Baby food brands | 6th of 8 | 5.3% | Show ranking |
| Multi-tool brands | 4th of 4 | 11.9% | Shown above |
Is Gerber 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.