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 14.3% of all New Zealand tool pouch brand searches, placing Leatherman third out of six brands. When we asked both ChatGPT and Google AI Overviews about tool pouch brands, Leatherman did not appear in any of the answers.

Search and AI answers in September 2026

Leatherman is the third most searched of 6 competitors and not listed in any AI answer.

  1. DeWaltShare of searches 44.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. MilwaukeeShare of searches 26.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. LeathermanShare of searches 14.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ToughBuiltShare of searches 6.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. Veto Pro PacShare of searches 5.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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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.

Most recommended by AI

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

  1. ToughBuilt1st
  2. Veto Pro Pac2nd
  3. Milwaukee3rd
  4. CLC3rd
  5. DeWalt–
  6. Leatherman–

Mentioned by AI

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

  • Milwaukee4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ToughBuilt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Veto Pro Pac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CLC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Leatherman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tool pouch brands

5 answers

Not named in any answer:

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

Which tool pouch brands compete with Leatherman?

Leatherman against tool pouch brands in New Zealand, by month

Share of searches by month for DeWalt, Milwaukee, Leatherman, ToughBuilt, Veto Pro Pac, CLC. The figures are in the table below the chart.

View monthly share of searches table
MonthDeWaltMilwaukeeLeathermanToughBuiltVeto Pro PacCLC
Oct 202542.7%22.4%19.4%7.3%4.9%3.3%
Nov 202552.6%21.5%16.7%4.2%2.8%2.3%
Dec 202543.3%21.4%24.1%5.9%3.2%2.1%
Jan 202647.9%20.2%18.3%6.7%4.5%2.4%
Feb 202647.5%23.6%14.3%6.5%5.3%2.9%
Mar 202647%23.7%13.6%6.2%6.2%3.4%
Apr 202645.4%22.9%17.3%6.4%5.2%2.8%
May 202642.1%26.3%15.6%7%5.8%3.1%
Jun 202647.4%24.9%11.7%7.9%5.3%2.9%
Jul 202643.3%26%16%7.2%4.8%2.6%
Aug 202640.7%30.6%13.1%7.2%5.9%2.6%
Sep 202644.7%26.4%14.3%6.4%5.3%2.9%

  1. 1.DeWalt

    44.7%

    Held 1st. 5K estimated branded searches, 0% vs prior month. Share +4 points.

  2. 2.Milwaukee

    26.4%

    Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -4.2 points.

  3. 3.Leatherman

    14.3%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.ToughBuilt

    6.4%

    Held 4th. 720 estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  5. 5.Veto Pro Pac

    5.3%

    Held 5th. 590 estimated branded searches, -18.1% vs prior month. Share -0.6 points.

  6. 6.CLC

    2.9%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share +0.3 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 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.

How did search popularity change for New Zealand tool pouch brands in September 2026?

5 changes

  1. In September 2026, DeWalt gained share of searches among tool pouch brands in New Zealand, from 40.7% to 44.7%.

  2. In September 2026, Leatherman gained share of searches among tool pouch brands in New Zealand, from 13.1% to 14.3%.

  3. In September 2026, Milwaukee lost share of searches among tool pouch brands in New Zealand, from 30.6% to 26.4%.

  4. In September 2026, ToughBuilt lost share of searches among tool pouch brands in New Zealand, from 7.2% to 6.4%.

  5. In September 2026, Veto Pro Pac lost share of searches among tool pouch brands in New Zealand, from 5.9% to 5.3%.

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%Shown above
Multi-tool brands1st of 449.7%Show ranking
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