Brandwave

How popular isITM?

In September 2026, people searched for ITM by name about 4,460 times in New Zealand, a 33% decrease from the previous year. These searches made up 0.57% of all New Zealand DIY and building supplies retailer searches, placing ITM fifth out of five retailers. When we asked both ChatGPT and Google AI Overviews about DIY and building supplies retailers, ITM appeared in all answers and was the third most recommended of the five.

Search and AI answers in September 2026

ITM is the fifth most searched of 5 competitors and the third most recommended in AI answers.

  1. BunningsShare of searches 47.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. Mitre 10Share of searches 47.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. PlaceMakersShare of searches 3.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  4. CartersShare of searches 1.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
  5. ITMShare of searches 0.57%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
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Top DIY and building supplies retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, ITM appeared in all four answers. ITM 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. Bunnings1st
  2. Mitre 102nd
  3. ITM3rd
  4. PlaceMakers4th
  5. Carters5th

Mentioned by AI

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

  • PlaceMakers4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Carters4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ITM4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bunnings3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mitre 103 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about DIY and building supplies retailers

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which DIY and building supplies retailers compete with ITM?

ITM against DIY and building supplies retailers in New Zealand, by month

Share of searches by month for Bunnings, Mitre 10, PlaceMakers, ITM. The figures are in the table below the chart.

View monthly share of searches table
MonthBunningsMitre 10PlaceMakersCartersITM
Oct 202547.1%47.1%4.2%0.9%0.7%
Nov 202547.6%47.6%3.5%0.74%0.48%
Dec 202548.1%48%2.9%0.62%0.39%
Jan 202647.6%47.6%3.5%0.91%0.47%
Feb 202647.1%47.1%4.2%1.1%0.57%
Mar 202647.1%47.1%4.2%1.1%0.57%
Apr 202647.5%47.5%3.5%0.92%0.58%
May 202647.4%47.4%3.5%1.1%0.57%
Jun 202651.9%42.4%3.8%1.2%0.63%
Jul 202652%42.5%3.8%1%0.63%
Aug 202647.4%47.4%3.5%1.1%0.57%
Sep 202647.4%47.4%3.5%1.1%0.57%

  1. 1.Bunnings

    47.4%

    Held 1st. 368K estimated branded searches, +<0.01% vs prior month. Share 0 points.

  2. 2.Mitre 10

    47.4%

    Held 2nd. 368K estimated branded searches, -<0.01% vs prior month. Share 0 points.

  3. 3.PlaceMakers

    3.5%

    Held 3rd. 27.1K estimated branded searches, +0.04% vs prior month. Share 0 points.

  4. 4.Carters

    1.1%

    Held 4th. 8.5K estimated branded searches, -1% vs prior month. Share 0 points.

  5. 5.ITM

    0.57%

    Held 5th. 4.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between ITM and its closest rivals

Every comparison with ITM

4 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ITM in New Zealand fell from 6.7K to 4.5K.
  • Across the 12 months ending September 2026, ITM’s share of searches among DIY and building supplies retailers in New Zealand held steady, from 0.7% to 0.57%.

How did search popularity change for New Zealand DIY and building supplies retailers in September 2026?

4 changes

  1. Mitre 10’s share of searches among DIY and building supplies retailers in New Zealand has gained ground for 3 months in a row, from 42.4% to 47.4% in September 2026.

  2. Estimated monthly branded searches for PlaceMakers in New Zealand fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.

  3. Estimated monthly branded searches for ITM in New Zealand fell 33% over 12 measured months, from 6.7K to 4.5K in September 2026.

  4. Estimated monthly branded searches for Bunnings in New Zealand fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are ITM’s branded searches counted?

3 search terms

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

  • Itm
  • itm building supplies
  • itm hardware

How the Brand Demand Index is measured

Who owns ITM?

ITM is owned by INDEPENDENT TIMBER MERCHANTS CO-OPERATIVE LIMITED. Brandwave does not track any other brands owned by INDEPENDENT TIMBER MERCHANTS CO-OPERATIVE LIMITED.

Do you work for ITM? To request corrections or removal please contact us via our support page and we will be happy to assist.

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