Brandwave

How popular isLeatherman?

In September 2026, people searched for Leatherman by name about 1,920 times in New Zealand, a 9% decrease from the previous year. These searches made up 49.7% of all New Zealand multi-tool brand searches, placing Leatherman first out of four brands. When we asked both ChatGPT and Google AI Overviews about multi-tool brands, Leatherman appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

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

  1. LeathermanShare of searches 49.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. VictorinoxShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. MilwaukeeShare of searches 12.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. GerberShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top multi-tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leatherman appeared in all five answers. Leatherman 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. Leatherman1st
  2. Victorinox2nd
  3. Gerber3rd
  4. Milwaukee4th

Mentioned by AI

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

  • Leatherman5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Victorinox3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gerber2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about multi-tool brands

5 answers

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

Which multi-tool brands compete with Leatherman?

Leatherman against multi-tool brands in New Zealand, by month

Share of searches by month for Leatherman, Victorinox, Milwaukee, Gerber. The figures are in the table below the chart.

View monthly share of searches table
MonthLeathermanVictorinoxMilwaukeeGerber
Oct 202550.4%31%7.6%11%
Nov 202550.9%30.7%7.5%10.8%
Dec 202553.2%30.5%6.1%10.1%
Jan 202647.6%33.2%6.6%12.5%
Feb 202652.6%27.4%10%10%
Mar 202652.4%27.7%8.9%11.1%
Apr 202656%25.6%6.6%11.8%
May 202655.6%24%9.4%11%
Jun 202653.4%26.5%10.3%9.8%
Jul 202650.5%30%9%10.6%
Aug 202648.1%30.1%11.1%10.6%
Sep 202649.7%25.9%12.4%11.9%

  1. 1.Leatherman

    49.7%

    Held 1st. 1.9K estimated branded searches, -7.7% vs prior month. Share +1.6 points.

  2. 2.Victorinox

    25.9%

    Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -4.2 points.

  3. 3.Milwaukee

    12.4%

    Held 3rd. 480 estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Gerber

    11.9%

    Held 4th. 460 estimated branded searches, 0% vs prior month. Share +1.3 points.

Compare popularity between Leatherman and its closest rivals

Every comparison with Leatherman

7 comparisons

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

3 findings
  • 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 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 multi-tool brands in September 2026?

4 changes

  1. In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%.

  2. In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%.

  3. In September 2026, Gerber gained share of searches among multi-tool brands in New Zealand, from 10.6% to 11.9%.

  4. In September 2026, Victorinox lost share of searches among multi-tool brands in New Zealand, from 30.1% to 25.9%.

How are Leatherman’s branded searches counted?

2 search terms

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

Do you work for Leatherman? 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 Leatherman compete?

Leatherman is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tool pouch brands3rd of 614.3%Show ranking
Multi-tool brands1st of 449.7%Shown above
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