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 spade bits brand searches, placing Irwin third out of four brands. When we asked both ChatGPT and Google AI Overviews about spade bits brands, Irwin appeared in three of the five answers and was the most recommended of the four.

Search and AI answers in September 2026

Irwin is the third most searched of 4 competitors and the most recommended in AI answers.

  1. DeWaltShare of searches 61.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. MilwaukeeShare of searches 36.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. IrwinShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. BoschShare of searches 0.25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top spade bits brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Irwin was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Irwin is the most recommended of the four.

Most recommended by AI

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

  1. Irwin1st
  2. Bosch2nd
  3. Milwaukee3rd
  4. DeWalt4th

Mentioned by AI

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

  • Bosch4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Irwin3 of 5Named in 3 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
  • DeWalt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about spade bits brands

5 answers

  • Asked ChatGPT

    “Which spade bit brand should I buy in New Zealand?”

    1. 1Irwin
    2. 2Bosch
    3. 3Milwaukee

  • Asked ChatGPT

    “What are the best spade bit brands in New Zealand?”

    1. 1Irwin
    2. 2Bosch
    3. 3Milwaukee
    4. 4DeWalt

  • Asked ChatGPT

    “What's the best spade bit brand in New Zealand for clean wood holes?”

    1. 1Bosch
    2. 2Irwin

  • Searched Google, AI Overview

    “wood drill bits”

    1. Searched Google, AI Overview

      “drill bit set”

      1. 1Bosch

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

    Which spade bits brands compete with Irwin?

    Irwin against spade bits brands in New Zealand, by month

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

    View monthly share of searches table
    MonthDeWaltMilwaukeeIrwinBosch
    Oct 202564%33.6%2.3%0.15%
    Nov 202569.6%28.4%1.9%0.12%
    Dec 202565.4%32.2%2.3%0.15%
    Jan 202668.4%28.9%2.6%0.16%
    Feb 202665.1%32.4%2.4%0.15%
    Mar 202664.6%32.6%2.6%0.14%
    Apr 202664.5%32.5%2.9%0.15%
    May 202659.8%37.3%2.6%0.28%
    Jun 202663.7%33.5%2.5%0.24%
    Jul 202660.5%36.3%2.9%0.28%
    Aug 202655.1%41.4%3.1%0.33%
    Sep 202661.4%36.3%2.1%0.25%

    1. 1.DeWalt

      61.4%

      Held 1st. 5K estimated branded searches, 0% vs prior month. Share +6.2 points.

    2. 2.Milwaukee

      36.3%

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

    3. 3.Irwin

      2.1%

      Held 3rd. 170 estimated branded searches, -39.3% vs prior month. Share -1 points.

    4. 4.Bosch

      0.25%

      Held 4th. 20 estimated branded searches, -33.3% vs prior month. Share -0.1 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 spade bits brands in New Zealand peaked at 3.1% in August 2026 and was lowest at 1.9% in November 2025.

    How did search popularity change for New Zealand spade bits brands in September 2026?

    4 changes

    1. In September 2026, DeWalt gained share of searches among spade bits brands in New Zealand, from 55.1% to 61.4%.

    2. In September 2026, Milwaukee lost share of searches among spade bits brands in New Zealand, from 41.4% to 36.3%.

    3. In September 2026, Irwin lost share of searches among spade bits brands in New Zealand, from 3.1% to 2.1%.

    4. Estimated monthly branded searches for Bosch in New Zealand rose 100% over 12 measured months, from 10 to 20 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%Show ranking
    Bolt cutters brands4th of 52.1%Show ranking
    Spade bits brands3rd of 42.1%Shown above
    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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