Brandwave

How popular isHilti?

In September 2026, people searched for Hilti by name about 1,900 times in New Zealand, a 20.8% decrease from the previous year. These searches made up 10% of all New Zealand SDS Max brand searches, placing Hilti fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about SDS Max brands, Hilti appeared in all answers and was the third most recommended of the five.

Search and AI answers in September 2026

Hilti is the fourth most searched of 5 competitors and the third most recommended in AI answers.

  1. MakitaShare of searches 48%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. DeWaltShare of searches 26.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  3. MilwaukeeShare of searches 15.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. HiltiShare of searches 10%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  5. BoschShare of searches 0.05%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
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Top SDS Max brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hilti appeared in all four answers. Hilti is the third most recommended of the five.

Most recommended by AI

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

  1. Makita1st
  2. Bosch2nd
  3. Hilti3rd
  4. Milwaukee4th
  5. DeWalt5th

Mentioned by AI

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

  • Makita4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hilti4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bosch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Milwaukee3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • DeWalt2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about SDS Max brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which SDS Max brands compete with Hilti?

Hilti against SDS Max brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltMilwaukeeHiltiBosch
Oct 202546.3%25.5%13.4%14.6%0.06%
Nov 202541.2%32.5%13.3%13%0.05%
Dec 202548.5%27.6%13.6%10.2%0.06%
Jan 202648.7%27.3%11.5%12.4%0.07%
Feb 202647.2%27.2%13.6%12%0.06%
Mar 202643.7%26.2%13.2%16.9%0.06%
Apr 202646.2%25.9%13%14.8%0.06%
May 202644.6%25.4%15.9%14.1%0.06%
Jun 202643.3%30.1%15.8%10.8%0.06%
Jul 202645.9%26.5%15.9%11.7%0.06%
Aug 202641.6%27.3%20.5%10.4%0.05%
Sep 202648%26.3%15.6%10%0.05%

  1. 1.Makita

    48%

    Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.4 points.

  2. 2.DeWalt

    26.3%

    Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1 points.

  3. 3.Milwaukee

    15.6%

    Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5 points.

  4. 4.Hilti

    10%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Bosch

    0.05%

    Held 5th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Hilti and its closest rivals

Every comparison with Hilti

8 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hilti in New Zealand fell from 2.4K to 1.9K.
  • Across the 12 months ending September 2026, Hilti’s share of searches among SDS Max brands in New Zealand decreased from 14.6% to 10%.
  • Across the 12 months ending September 2026, Hilti’s share of searches among SDS Max brands in New Zealand peaked at 16.9% in March 2026 and was lowest at 10% in September 2026.
  • Across the 12 months ending September 2026, Hilti fell from 3rd to 4th among SDS Max brands in New Zealand.

How did search popularity change for New Zealand SDS Max brands in September 2026?

4 changes

  1. In September 2026, Makita gained share of searches among SDS Max brands in New Zealand, from 41.6% to 48%.

  2. In September 2026, Milwaukee lost share of searches among SDS Max brands in New Zealand, from 20.5% to 15.6%.

  3. In September 2026, DeWalt lost share of searches among SDS Max brands in New Zealand, from 27.3% to 26.3%.

  4. Estimated monthly branded searches for Hilti in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are Hilti’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hilti’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.

  • hilti

Do you work for Hilti? 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 Hilti compete?

Hilti is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Cut off saw brands6th of 74.8%Show ranking
Dust extractor brands5th of 88.6%Show ranking
SDS Max brands4th of 510%Shown above
Wall chaser machine brands3rd of 411.7%Show ranking
Creator with pink hair and a pink jacket

Is Hilti 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.

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