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 1.9% of all New Zealand chalk box brand searches, placing Irwin fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about chalk box brands, Irwin did not appear in any of the answers.

Search and AI answers in September 2026

Irwin is the fourth most searched of 5 competitors and not listed in any AI answer.

  1. DeWaltShare of searches 60%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. MilwaukeeShare of searches 32.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. OX ToolsShare of searches 4.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. IrwinShare of searches 1.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. TajimaShare of searches 1.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top chalk box brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Irwin did not appear in any of the five answers.

Most recommended by AI

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

  1. Tajima1st
  2. Milwaukee2nd
  3. OX Tools3rd
  4. DeWalt4th
  5. Irwin–

Mentioned by AI

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

  • Tajima4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OX Tools2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Irwin0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about chalk box brands

5 answers

  • Asked ChatGPT

    “Which chalk box brand should I buy in New Zealand?”

    1. 1Tajima
    2. 2DeWalt

  • Asked ChatGPT

    “What are the best chalk box brands in New Zealand?”

    1. 1Tajima
    2. 2OX Tools
    3. 3Milwaukee
    4. 4DeWalt

  • Asked ChatGPT

    “What's the best chalk box brand in New Zealand for layout and marking work?”

    1. 1Tajima
    2. 2Milwaukee
    3. 3OX Tools

  • Searched Google, AI Overview

    “best chalk box”

    1. 1Tajima

  • Searched Google, AI Overview

    “construction chalk box”

    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 chalk box brands compete with Irwin?

    Irwin against chalk box brands in New Zealand, by month

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

    View monthly share of searches table
    MonthDeWaltMilwaukeeOX ToolsIrwinTajima
    Oct 202562%30.3%4.4%2.1%1.2%
    Nov 202568.4%25.8%3.4%1.7%0.74%
    Dec 202564.6%29.2%2.9%2.1%1.2%
    Jan 202667%25.9%3.8%2.3%1%
    Feb 202663.9%29.2%3.5%2.2%1.2%
    Mar 202662.9%29.2%4.1%2.3%1.4%
    Apr 202663.2%29.1%3.6%2.6%1.5%
    May 202658.9%33.1%3.9%2.3%1.7%
    Jun 202662.5%30.2%3.5%2.3%1.5%
    Jul 202658.5%32.7%4%2.6%2.1%
    Aug 202654.8%37.5%3.2%2.8%1.7%
    Sep 202660%32.3%4.3%1.9%1.5%

    1. 1.DeWalt

      60%

      Held 1st. 5.5K estimated branded searches, 0% vs prior month. Share +5.2 points.

    2. 2.Milwaukee

      32.3%

      Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.

    3. 3.OX Tools

      4.3%

      Held 3rd. 390 estimated branded searches, +21.9% vs prior month. Share +1.1 points.

    4. 4.Irwin

      1.9%

      Held 4th. 170 estimated branded searches, -39.3% vs prior month. Share -0.9 points.

    5. 5.Tajima

      1.5%

      Held 5th. 140 estimated branded searches, -17.6% vs prior month. Share -0.2 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 chalk box brands in New Zealand peaked at 2.8% in August 2026 and was lowest at 1.7% in November 2025.

    How did search popularity change for New Zealand chalk box brands in September 2026?

    5 changes

    1. In September 2026, DeWalt gained share of searches among chalk box brands in New Zealand, from 54.8% to 60%.

    2. In September 2026, OX Tools gained share of searches among chalk box brands in New Zealand, from 3.2% to 4.3%.

    3. In September 2026, Milwaukee lost share of searches among chalk box brands in New Zealand, from 37.5% to 32.3%.

    4. In September 2026, Irwin lost share of searches among chalk box brands in New Zealand, from 2.8% to 1.9%.

    5. Estimated monthly branded searches for Tajima in New Zealand rose 55.6% over 12 measured months, from 90 to 140 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%Show ranking
    Chalk box brands4th of 51.9%Shown above
    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

    Is Irwin your brand?

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