--- title: "Leatherman: search popularity in New Zealand" description: "Leatherman makes multi-tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/leatherman" publisher: "Brandwave" --- # Leatherman: search popularity in New Zealand Leatherman makes multi-tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Leatherman - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among tool pouch brands**: 14.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Tool pouch brands | 3 | 14.3% | 1.6K | | Multi-tool brands | 1 | 49.7% | 1.9K | - [Tool pouch brands](/demand/nz/categories/nz-tool-pouch-brands) - [Multi-tool brands](/demand/nz/categories/nz-multi-tool-brands) ## Top tool pouch brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Leatherman did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ToughBuilt | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Veto Pro Pac | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Milwaukee | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | CLC | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | DeWalt | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Leatherman | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about tool pouch brands - Asked ChatGPT "Which tool pouch brand should I buy in New Zealand?": 1. CLC, 2. ToughBuilt, 3. Milwaukee - Asked ChatGPT "What are the best tool pouch brands in New Zealand?": 1. CLC, 2. ToughBuilt, 3. Veto Pro Pac - Asked ChatGPT "What's the best tool pouch brand in New Zealand for small tool storage?": 1. Veto Pro Pac, 2. Milwaukee, 3. ToughBuilt - Searched Google, AI Overview "best tool pouch": 1. ToughBuilt, 2. Milwaukee - Searched Google, AI Overview "heavy duty tool pouch": 1. Veto Pro Pac, 2. Milwaukee Not named in any answer: DeWalt and Leatherman. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Leatherman changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Leatherman in New Zealand fell from 2.1K to 1.9K. - Across the 12 months ending September 2026, Leatherman’s share of searches among tool pouch brands in New Zealand decreased from 19.4% to 14.3%. - Across the 12 months ending September 2026, Leatherman’s share of searches among tool pouch brands in New Zealand peaked at 24.1% in December 2025 and was lowest at 11.7% in June 2026. - Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand decreased from 50.4% to 49.7%. - Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand peaked at 56% in April 2026 and was lowest at 47.6% in January 2026. ## How did search popularity change for New Zealand tool pouch brands in September 2026? - In September 2026, DeWalt gained share of searches among tool pouch brands in New Zealand, from 40.7% to 44.7%. - In September 2026, Leatherman gained share of searches among tool pouch brands in New Zealand, from 13.1% to 14.3%. - In September 2026, Milwaukee lost share of searches among tool pouch brands in New Zealand, from 30.6% to 26.4%. - In September 2026, ToughBuilt lost share of searches among tool pouch brands in New Zealand, from 7.2% to 6.4%. - In September 2026, Veto Pro Pac lost share of searches among tool pouch brands in New Zealand, from 5.9% to 5.3%. ## How did search popularity change for New Zealand multi-tool brands in September 2026? - In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%. - In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%. - In September 2026, Gerber gained share of searches among multi-tool brands in New Zealand, from 10.6% to 11.9%. - In September 2026, Victorinox lost share of searches among multi-tool brands in New Zealand, from 30.1% to 25.9%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Tool pouch brands | 1.9K | 19.4% | 3 | | Nov 2025 | Tool pouch brands | 1.9K | 16.7% | 3 | | Dec 2025 | Tool pouch brands | 2.4K | 24.1% | 2 | | Jan 2026 | Tool pouch brands | 1.6K | 18.3% | 3 | | Feb 2026 | Tool pouch brands | 1.3K | 14.3% | 3 | | Mar 2026 | Tool pouch brands | 1.3K | 13.6% | 3 | | Apr 2026 | Tool pouch brands | 1.6K | 17.3% | 3 | | May 2026 | Tool pouch brands | 1.6K | 15.6% | 3 | | Jun 2026 | Tool pouch brands | 1.3K | 11.7% | 3 | | Jul 2026 | Tool pouch brands | 1.6K | 16% | 3 | | Aug 2026 | Tool pouch brands | 1.6K | 13.1% | 3 | | Sep 2026 | Tool pouch brands | 1.6K | 14.3% | 3 | | Oct 2025 | Multi-tool brands | 2.1K | 50.4% | 1 | | Nov 2025 | Multi-tool brands | 2.2K | 50.9% | 1 | | Dec 2025 | Multi-tool brands | 2.8K | 53.2% | 1 | | Jan 2026 | Multi-tool brands | 1.9K | 47.6% | 1 | | Feb 2026 | Multi-tool brands | 1.7K | 52.6% | 1 | | Mar 2026 | Multi-tool brands | 1.9K | 52.4% | 1 | | Apr 2026 | Multi-tool brands | 2.2K | 56% | 1 | | May 2026 | Multi-tool brands | 2.3K | 55.6% | 1 | | Jun 2026 | Multi-tool brands | 2K | 53.4% | 1 | | Jul 2026 | Multi-tool brands | 2.2K | 50.5% | 1 | | Aug 2026 | Multi-tool brands | 2.1K | 48.1% | 1 | | Sep 2026 | Multi-tool brands | 1.9K | 49.7% | 1 | ## How are Leatherman’s branded searches counted? Brandwave collects information about searches that people make online using Leatherman’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. - “leatherman” - “leatherman multi tool” ## Which tool pouch brands compete with Leatherman? - [DeWalt](/demand/nz/brands/dewalt): Head-to-head: /demand/nz/compare/dewalt-vs-leatherman - [Milwaukee](/demand/nz/brands/milwaukee): Head-to-head: /demand/nz/compare/leatherman-vs-milwaukee - [ToughBuilt](/demand/nz/brands/toughbuilt): Head-to-head: /demand/nz/compare/leatherman-vs-toughbuilt - [Veto Pro Pac](/demand/nz/brands/veto-pro-pac): Head-to-head: /demand/nz/compare/leatherman-vs-veto-pro-pac - [CLC](/demand/nz/brands/clc): Head-to-head: /demand/nz/compare/clc-vs-leatherman ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Leatherman: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/leatherman This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/leatherman. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.