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 2.1% of all New Zealand bolt cutters brand searches, placing Irwin fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about bolt cutters brands, Irwin appeared in one of the four answers and was the third most recommended of the five.

Search and AI answers in September 2026

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

  1. DeWaltShare of searches 60.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. KnipexShare of searches 25.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. FiskarsShare of searches 11.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. IrwinShare of searches 2.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 3rd
  5. TrojanShare of searches 0%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
Irwin website (opens in a new tab)

Follow Irwin and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top bolt cutters brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Irwin was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Irwin 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. Knipex1st
  2. Trojan2nd
  3. Irwin3rd
  4. DeWalt–
  5. Fiskars–

Mentioned by AI

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

  • Knipex4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Trojan3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Irwin1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DeWalt0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fiskars0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bolt cutters brands

4 answers

  • Asked ChatGPT

    “Which bolt cutters brand should I buy in New Zealand?”

    1. 1Knipex
    2. 2Trojan

  • Asked ChatGPT

    “What are the best bolt cutters brands in New Zealand?”

    1. 1Knipex
    2. 2Irwin
    3. 3Trojan

  • Asked ChatGPT

    “What's the best bolt cutters brand in New Zealand for a home workshop?”

    1. 1Knipex
    2. 2Trojan

  • Searched Google, AI Overview

    “bolt cutters nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “heavy duty bolt cutters”

    1. 1Knipex

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 bolt cutters brands compete with Irwin?

Irwin against bolt cutters brands in New Zealand, by month

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

View monthly share of searches table
MonthDeWaltKnipexFiskarsIrwinTrojan
Oct 202559.7%21.8%16.4%2.1%0%
Nov 202568.8%16.9%12.5%1.8%0%
Dec 202559.7%21.1%17.1%2.1%0%
Jan 202662.3%20.4%14.9%2.4%0.15%
Feb 202665.1%21.2%11.3%2.4%0%
Mar 202661.5%25.5%10.4%2.5%0%
Apr 202660.9%23.8%12.4%2.8%0.15%
May 202657%28.2%12.3%2.5%0%
Jun 202659.9%27.5%10.1%2.4%0.11%
Jul 202655.1%29.2%13%2.7%0%
Aug 202657%29.1%10.7%3.2%0%
Sep 202660.8%25.3%11.8%2.1%0%

  1. 1.DeWalt

    60.8%

    Held 1st. 5K estimated branded searches, 0% vs prior month. Share +3.8 points.

  2. 2.Knipex

    25.3%

    Held 2nd. 2.1K estimated branded searches, -18.4% vs prior month. Share -3.8 points.

  3. 3.Fiskars

    11.8%

    Held 3rd. 970 estimated branded searches, +3.2% vs prior month. Share +1.1 points.

  4. 4.Irwin

    2.1%

    Held 4th. 170 estimated branded searches, -39.3% vs prior month. Share -1.1 points.

  5. 5.Trojan

    0%

    Held 5th. 0 estimated branded searches, — 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’s share of searches among bolt cutters brands in New Zealand peaked at 3.2% in August 2026 and was lowest at 1.8% in November 2025.

How did search popularity change for New Zealand bolt cutters brands in September 2026?

4 changes

  1. In September 2026, DeWalt gained share of searches among bolt cutters brands in New Zealand, from 57% to 60.8%.

  2. In September 2026, Fiskars gained share of searches among bolt cutters brands in New Zealand, from 10.7% to 11.8%.

  3. In September 2026, Knipex lost share of searches among bolt cutters brands in New Zealand, from 29.1% to 25.3%.

  4. In September 2026, Irwin lost share of searches among bolt cutters brands in New Zealand, from 3.2% to 2.1%.

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%Show ranking
Chalk box brands4th of 51.9%Show ranking
Bolt cutters brands4th of 52.1%Shown above
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

Is Irwin 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.

Start free