Brandwave

How popular isIrwin?

In September 2026, people searched for Irwin by name about 190 times in New Zealand, an 11.8% increase from the previous year. These searches made up 1.6% of all New Zealand aviation snips brand searches, placing Irwin fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about aviation snips brands, Irwin appeared in all answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Irwin is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. DeWaltShare of searches 46.2%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  2. MilwaukeeShare of searches 27.3%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  3. KnipexShare of searches 22.1%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  4. Midwest SnipsShare of searches 1.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. IrwinShare of searches 1.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th

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Top aviation snips brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Irwin appeared in all three answers. Irwin 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. Midwest Snips1st
  2. Wiss2nd
  3. Milwaukee3rd
  4. Irwin4th
  5. DeWalt–
  6. Knipex–

Mentioned by AI

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

  • Midwest Snips3 of 3Named in 3 of 3 ChatGPT answers
  • Irwin3 of 3Named in 3 of 3 ChatGPT answers
  • Wiss3 of 3Named in 3 of 3 ChatGPT answers
  • Milwaukee2 of 3Named in 2 of 3 ChatGPT answers
  • DeWalt0 of 3Named in 0 of 3 ChatGPT answers
  • Knipex0 of 3Named in 0 of 3 ChatGPT answers

See every answer about aviation snips brands

3 answers

  • Asked ChatGPT

    “Which aviation snips brand should I buy in New Zealand?”

    1. 1Milwaukee
    2. 2Wiss
    3. 3Irwin
    4. 4Midwest Snips

  • Asked ChatGPT

    “What are the best aviation snips brands in New Zealand?”

    1. 1Midwest Snips
    2. 2Wiss
    3. 3Milwaukee
    4. 4Irwin

  • Asked ChatGPT

    “What's the best aviation snips brand in New Zealand for sheet metal cutting?”

    1. 1Midwest Snips
    2. 2Wiss
    3. 3Irwin

  • Searched Google, AI Overview

    “best aviation snips”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “tin snips nz”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which aviation snips brands compete with Irwin?

Irwin against aviation snips brands in New Zealand, by month

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

View monthly share of searches table
MonthDeWaltMilwaukeeKnipexMidwest SnipsIrwinWiss
Oct 202549.9%26.2%19.9%1.3%1.8%0.95%
Nov 202557.5%23.5%15.4%1.3%1.5%0.77%
Dec 202551%25.1%19.6%1.3%1.8%1.2%
Jan 202653.7%22.7%19.6%1.2%2.1%0.77%
Feb 202651.1%25.4%19.2%1.7%1.9%0.71%
Mar 202647.9%24.2%23.3%1.8%1.9%0.86%
Apr 202648.6%24.5%22.5%1.3%2.2%0.93%
May 202643%26.9%25%1.7%1.9%1.5%
Jun 202645.3%23.9%24.9%1.8%1.8%2.3%
Jul 202642.4%25.4%26.2%2.6%2.1%1.3%
Aug 202640.8%30.7%23.3%2.1%2.3%0.82%
Sep 202646.2%27.3%22.1%1.9%1.6%0.83%

  1. 1.DeWalt

    46.2%

    Held 1st. 5K estimated branded searches, 0% vs prior month. Share +5.4 points.

  2. 2.Milwaukee

    27.3%

    Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -3.3 points.

  3. 3.Knipex

    22.1%

    Held 3rd. 2.4K estimated branded searches, -16.5% vs prior month. Share -1.2 points.

  4. 4.Midwest Snips

    1.9%

    Moved from 5th to 4th. 210 estimated branded searches, -19.2% vs prior month. Share -0.2 points.

  5. 5.Irwin

    1.6%

    Moved from 4th to 5th. 170 estimated branded searches, -39.3% vs prior month. Share -0.7 points.

  6. 6.Wiss

    0.83%

    Held 6th. 90 estimated branded searches, -10% vs prior month. Share 0 points.

Compare popularity between Irwin and its closest rivals

Every comparison with Irwin

22 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Irwin in New Zealand rose from 170 to 190.
  • Across the 12 months ending September 2026, Irwin fell from 4th to 5th among aviation snips brands in New Zealand.

How did search popularity change for New Zealand aviation snips brands in September 2026?

6 changes

  1. In September 2026, DeWalt gained share of searches among aviation snips brands in New Zealand, from 40.8% to 46.2%.

  2. In September 2026, Milwaukee lost share of searches among aviation snips brands in New Zealand, from 30.7% to 27.3%.

  3. In September 2026, Knipex lost share of searches among aviation snips brands in New Zealand, from 23.3% to 22.1%.

  4. In September 2026, Irwin lost share of searches among aviation snips brands in New Zealand, from 2.3% to 1.6%.

  5. In September 2026, Midwest Snips rose from 5th to 4th among aviation snips brands in New Zealand.

  6. Estimated monthly branded searches for Wiss in New Zealand rose 12.5% over 12 measured months, from 80 to 90 in September 2026.

How are Irwin’s branded searches counted?

6 search terms

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

  • irwin clamps
  • irwin hand tools
  • irwin socket set
  • irwin spanner
  • irwin tool kit
  • irwin tools

Do you work for Irwin? 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 Irwin compete?

Irwin is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Pipe cutter brands6th of 70.85%Show ranking
Hand tool brands9th of 121.6%Show ranking
Aviation snips brands5th of 61.6%Shown above
Chalk box brands4th of 51.9%Show ranking
Bolt cutters brands4th of 52.1%Show ranking
Spade bits brands3rd of 42.1%Show ranking
Tin snips brands4th of 62.6%Show ranking
Pipe wrench brands5th of 55%Show ranking
Tap wrench brands3rd of 317.9%Show ranking
Coping saw brands2nd of 230.4%Show ranking
Creator with pink hair and a pink jacket

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