Brandwave

How popular isMafell?

In September 2026, people searched for Mafell by name about 40 times in New Zealand, a 33.3% increase from the previous year. These searches made up 0.17% of all New Zealand chain mortiser brand searches, placing Mafell fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about chain mortiser brands, Mafell appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Mafell is the fifth most searched of 5 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 40.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 34.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. FestoolShare of searches 12.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. MilwaukeeShare of searches 12.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MafellShare of searches 0.17%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top chain mortiser brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mafell appeared in all five answers. Mafell is the second most recommended of the five.

Most recommended by AI

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

  1. Makita1st
  2. Mafell2nd
  3. Festool3rd
  4. Ryobi–
  5. Milwaukee–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mafell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryobi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about chain mortiser brands

5 answers

  • Asked ChatGPT

    “Which chain mortiser brand should I buy in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What are the best chain mortiser brands in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What's the best chain mortiser brand in New Zealand for timber joinery work?”

    1. 1Mafell
    2. 2Makita
    3. 3Festool

  • Searched Google, AI Overview

    “best chain mortiser”

    1. 1Mafell
    2. 2Makita

  • Searched Google, AI Overview

    “chain mortiser brands”

    1. 1Makita
    2. 2Mafell

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which chain mortiser brands compete with Mafell?

Mafell against chain mortiser brands in New Zealand, by month

Share of searches by month for Makita, Ryobi, Festool, Milwaukee, Mafell. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaRyobiFestoolMilwaukeeMafell
Oct 202543.2%34.2%11.3%11.2%0.15%
Nov 202537%43.5%8.6%10.7%0.22%
Dec 202537.6%45.2%7.4%9.6%0.14%
Jan 202641.9%40.4%8.6%9%0.15%
Feb 202642.9%35.1%10.7%11.2%0.16%
Mar 202639.7%37.7%11.3%11%0.24%
Apr 202644.2%34.8%9.6%11.2%0.21%
May 202644.4%29.2%11.8%14.2%0.37%
Jun 202642.6%30.1%12.9%14.2%0.26%
Jul 202643.9%29.3%13.1%13.6%0.11%
Aug 202638.9%32.7%10.7%17.5%0.14%
Sep 202640.8%34.1%12.7%12.3%0.17%

  1. 1.Makita

    40.8%

    Held 1st. 9.8K estimated branded searches, +18% vs prior month. Share +1.9 points.

  2. 2.Ryobi

    34.1%

    Held 2nd. 8.2K estimated branded searches, +17.1% vs prior month. Share +1.4 points.

  3. 3.Festool

    12.7%

    Moved from 4th to 3rd. 3K estimated branded searches, +33.2% vs prior month. Share +2 points.

  4. 4.Milwaukee

    12.3%

    Moved from 3rd to 4th. 3K estimated branded searches, -21.3% vs prior month. Share -5.3 points.

  5. 5.Mafell

    0.17%

    Held 5th. 40 estimated branded searches, +33.3% vs prior month. Share 0 points.

Compare popularity between Mafell and its closest rivals

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mafell in New Zealand rose from 30 to 40.
  • Across the 12 months ending September 2026, Mafell’s share of searches among chain mortiser brands in New Zealand held steady, from 0.15% to 0.17%.

How did search popularity change for New Zealand chain mortiser brands in September 2026?

5 changes

  1. In September 2026, Festool overtook Milwaukee to rank 3rd among chain mortiser brands in New Zealand, with 12.7% of the searches.

  2. In September 2026, Makita gained share of searches among chain mortiser brands in New Zealand, from 38.9% to 40.8%.

  3. In September 2026, Ryobi gained share of searches among chain mortiser brands in New Zealand, from 32.7% to 34.1%.

  4. In September 2026, Milwaukee lost share of searches among chain mortiser brands in New Zealand, from 17.5% to 12.3%.

  5. Estimated monthly branded searches for Mafell in New Zealand rose 33.3% over 12 measured months, from 30 to 40 in September 2026.

How are Mafell’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Mafell’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • mafell

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How the Brand Demand Index is measured

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