Brandwave

How popular isMakita?

In September 2026, people searched for Makita by name about 26,500 times in New Zealand, an 11.7% increase from the previous year. These searches made up 49.8% of all New Zealand toolbox brand searches, placing Makita first out of six brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Makita appeared in two of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Makita is the most searched of 6 competitors and the third most recommended in AI answers.

  1. MakitaShare of searches 49.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. DeWaltShare of searches 27.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. MilwaukeeShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. StanleyShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. TactixShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top toolbox brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Makita was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Makita is the third most recommended of the six.

Most recommended by AI

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

  1. Milwaukee1st
  2. DeWalt2nd
  3. Makita3rd
  4. Stanley4th
  5. Stanley5th
  6. Tactix6th

Mentioned by AI

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

  • DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toolbox 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 toolbox brands compete with Makita?

Makita against toolbox brands in New Zealand, by month

Share of searches by month for Makita, DeWalt, Milwaukee, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltMilwaukeeStanleyTactixStanley
Oct 202550.6%27.9%14.6%4.3%1.9%0.73%
Nov 202544.6%35.2%14.4%3.5%1.6%0.65%
Dec 202550.4%28.6%14.1%5.1%1.2%0.6%
Jan 202651.9%29.1%12.3%4.2%1.5%0.97%
Feb 202649.5%28.6%14.2%4.4%2.7%0.46%
Mar 202647.6%28.5%14.4%5%3.8%0.57%
Apr 202645.2%25.3%12.7%4.7%11.5%0.54%
May 202642.4%24.1%15.1%4.6%13.5%0.28%
Jun 202641.9%29.1%15.3%4.4%8.9%0.28%
Jul 202647.9%27.7%16.6%5.4%1.9%0.58%
Aug 202643.3%28.4%21.3%4.8%1.7%0.51%
Sep 202649.8%27.3%16.1%5%1.2%0.6%

  1. 1.Makita

    49.8%

    Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.5 points.

  2. 2.DeWalt

    27.3%

    Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.Milwaukee

    16.1%

    Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.

  4. 4.Stanley

    5%

    Held 4th. 920 estimated branded searches, +8.2% vs prior month. Share +0.2 points.

  5. 5.Tactix

    1.2%

    Held 5th. 220 estimated branded searches, -24.1% vs prior month. Share -0.4 points.

  6. 6.Stanley

    0.6%

    Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between Makita and its closest rivals

Every comparison with Makita

60 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Makita in New Zealand rose from 23.8K to 26.5K.
  • Across the 12 months ending September 2026, Makita’s share of searches among toolbox brands in New Zealand decreased from 50.6% to 49.8%.
  • Across the 12 months ending September 2026, Makita’s share of searches among toolbox brands in New Zealand peaked at 51.9% in January 2026 and was lowest at 41.9% in June 2026.

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

5 changes

  1. In September 2026, Makita gained share of searches among toolbox brands in New Zealand, from 43.3% to 49.8%.

  2. In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.

  3. In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.

  4. Tactix’s share of searches among toolbox brands in New Zealand has lost ground for 3 months in a row, from 8.9% to 1.2% in September 2026.

  5. Estimated monthly branded searches for Stanley in New Zealand rose 43.8% over 12 measured months, from 640 to 920 in September 2026.

How are Makita’s branded searches counted?

22 search terms

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

  • makita
  • makita battery
  • makita blower
  • makita chainsaw
  • makita chop saw
  • makita drill
  • makita edger
  • makita hedge cutter
  • makita impact wrench
  • makita lawn mower
  • makita led light
  • makita mower
  • makita mowers
  • makita multi tool
  • makita planer
  • makita router
  • makita sander
  • makita skill saw
  • makita tool
  • makita track saw
  • makita trimmers
  • makita work light

Do you work for Makita? 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 Makita compete?

Makita is ranked in 84 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Chainsaw and outdoor power brands3rd of 817.6%Show ranking
Power tool brands1st of 928.7%Show ranking
Cordless chainsaw brands3rd of 619.5%Show ranking
Leaf blower brands2nd of 720.8%Show ranking
Lawn mower brands5th of 102.9%Show ranking
Stone saw brands1st of 629.4%Show ranking
Cut off saw brands1st of 730.5%Show ranking
Chuck key brands1st of 555.1%Show ranking
Garden tool brands1st of 1329.1%Show ranking
Air blower brands1st of 629.8%Show ranking
Edger brands1st of 723.2%Show ranking
Cordless blower brands3rd of 424.1%Show ranking
Grass trimmer brands3rd of 824.3%Show ranking
Pruning saw brands1st of 837.1%Show ranking
Hedge cutter brands3rd of 425.2%Show ranking
Saw stand brands1st of 539%Show ranking
Skill saw brands1st of 439.1%Show ranking
Drop saw brands1st of 439.6%Show ranking
Hand sander brands1st of 632.9%Show ranking
Orbital sander brands1st of 633.2%Show ranking
Palm sander brands1st of 635.3%Show ranking
Earth auger brands1st of 829.2%Show ranking
Biscuit joiner brands1st of 633%Show ranking
Reciprocating saw brands1st of 629.7%Show ranking
Compound miter saw brands1st of 630.1%Show ranking
Cordless roofing nailer brands1st of 634.8%Show ranking
Cordless sander brands1st of 438.2%Show ranking
Power screwdriver brands2nd of 531.2%Show ranking
Drywall sander brands1st of 738.5%Show ranking
Impact wrench brands1st of 537.9%Show ranking
Panel saw brands1st of 646.3%Show ranking
Hot glue gun brands1st of 735.2%Show ranking
Cordless angle grinder brands1st of 536.2%Show ranking
Staple gun brands1st of 636.6%Show ranking
Cordless screwdriver brands1st of 537.1%Show ranking
Brushless drill brands1st of 437.1%Show ranking
Cable stapler brands1st of 437.1%Show ranking
Combi drill brands1st of 437.1%Show ranking
Cordless grease gun brands1st of 437.1%Show ranking
Cordless stapler brands1st of 437.1%Show ranking
Drill driver brands1st of 437.1%Show ranking
Narrow crown stapler brands1st of 437.1%Show ranking
Belt sander brands1st of 533.3%Show ranking
Chain mortiser brands1st of 540.8%Show ranking
SDS drill brands1st of 538.4%Show ranking
Power drill brands1st of 438.5%Show ranking
Tire inflator brands1st of 438.5%Show ranking
Cordless Sawzall brands1st of 534.4%Show ranking
Cordless chop saw brands1st of 352.5%Show ranking
Portable band saw brands1st of 352.5%Show ranking
Dust extractor brands1st of 841.3%Show ranking
Tile cutter brands1st of 642.2%Show ranking
Push mower brands1st of 839%Show ranking
Air nailer brands1st of 844.1%Show ranking
Walk behind mower brands1st of 539.5%Show ranking
Hand planer brands1st of 644.1%Show ranking
Pipe cutter brands1st of 746.1%Show ranking
Cable cutter brands1st of 447.2%Show ranking
Laser level brands1st of 547.4%Show ranking
SDS Max brands1st of 548%Show ranking
Tool belt brands1st of 848.6%Show ranking
Cordless planer brands1st of 353.5%Show ranking
Tool bag brands1st of 649.5%Show ranking
Toolbox brands1st of 649.8%Shown above
Die grinder bits brands1st of 550.4%Show ranking
Plate compactor brands1st of 845.6%Show ranking
Grinder blades brands1st of 651.4%Show ranking
Variable speed grinder brands1st of 351.6%Show ranking
Lawn edger brands6th of 80.51%Show ranking
Post hole digger brands2nd of 346.2%Show ranking
Chasing machine brands1st of 652.4%Show ranking
Cordless buffer brands1st of 452.5%Show ranking
Caulking gun brands1st of 652.9%Show ranking
Keyless chuck brands1st of 653.2%Show ranking
Pop rivet gun brands1st of 453.4%Show ranking
Roto hammer brands1st of 453.4%Show ranking
Breaker hammer brands1st of 453.4%Show ranking
Chipping hammer brands1st of 453.4%Show ranking
Right angle drill brands1st of 353.4%Show ranking
Wall chaser machine brands1st of 456.7%Show ranking
LED work light brands4th of 40.84%Show ranking
Router collet brands1st of 463.2%Show ranking
Brush cutter brands1st of 552.9%Show ranking
Demolition hammer brands1st of 364.5%Show ranking
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