How popular isMilwaukee?
In September 2026, people searched for Milwaukee by name about 10,000 times in New Zealand, a 39.7% increase from the previous year. These searches made up 36.3% of all New Zealand spade bits brand searches, placing Milwaukee second out of four brands. When we asked both ChatGPT and Google AI Overviews about spade bits brands, Milwaukee appeared in two of the five answers and was the third most recommended of the four.
Milwaukee is the second most searched of 4 competitors and the third most recommended in AI answers.
DeWaltShare of searches 61.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
MilwaukeeShare of searches 36.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
IrwinShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
BoschShare of searches 0.25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top spade bits brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milwaukee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milwaukee is the third most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about spade bits brands
5 answers
Asked ChatGPT
“Which spade bit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spade bit brands in New Zealand?”
Asked ChatGPT
“What's the best spade bit brand in New Zealand for clean wood holes?”
Searched Google, AI Overview
“wood drill bits”
Searched Google, AI Overview
“drill bit set”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which spade bits brands compete with Milwaukee?
Share of searches by month for DeWalt, Milwaukee, Irwin. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Irwin | Bosch |
|---|---|---|---|---|
| Oct 2025 | 64% | 33.6% | 2.3% | 0.15% |
| Nov 2025 | 69.6% | 28.4% | 1.9% | 0.12% |
| Dec 2025 | 65.4% | 32.2% | 2.3% | 0.15% |
| Jan 2026 | 68.4% | 28.9% | 2.6% | 0.16% |
| Feb 2026 | 65.1% | 32.4% | 2.4% | 0.15% |
| Mar 2026 | 64.6% | 32.6% | 2.6% | 0.14% |
| Apr 2026 | 64.5% | 32.5% | 2.9% | 0.15% |
| May 2026 | 59.8% | 37.3% | 2.6% | 0.28% |
| Jun 2026 | 63.7% | 33.5% | 2.5% | 0.24% |
| Jul 2026 | 60.5% | 36.3% | 2.9% | 0.28% |
| Aug 2026 | 55.1% | 41.4% | 3.1% | 0.33% |
| Sep 2026 | 61.4% | 36.3% | 2.1% | 0.25% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.4% | 5K | 0% | +6.2 points | |
| 2, held 2nd | 36.3% | 3K | -21.3% | -5.2 points | |
| 3, held 3rd | 2.1% | 170 | -39.3% | -1 points | |
| 4, held 4th | 0.25% | 20 | -33.3% | -0.1 points |
1.
DeWalt61.4%
Held 1st. 5K estimated branded searches, 0% vs prior month. Share +6.2 points.
36.3%
Held 2nd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.
3.
Irwin2.1%
Held 3rd. 170 estimated branded searches, -39.3% vs prior month. Share -1 points.
4.
Bosch0.25%
Held 4th. 20 estimated branded searches, -33.3% vs prior month. Share -0.1 points.
Compare popularity between Milwaukee and its closest rivals
Every comparison with Milwaukee
53 comparisons
- DeWalt vs Milwaukee
- Makita vs Milwaukee
- Milwaukee vs Ryobi
- Milwaukee vs Ozito
- HiKOKI vs Milwaukee
- Festool vs Milwaukee
- Husqvarna vs Milwaukee
- Milwaukee vs Stihl
- Knipex vs Milwaukee
- Milwaukee vs Stanley
- Hilti vs Milwaukee
- Fuller vs Milwaukee
- Leatherman vs Milwaukee
- Kincrome vs Milwaukee
- Gorilla Glue vs Milwaukee
- Milwaukee vs Thor
- Milwaukee vs Senco
- Milwaukee vs Paslode
- Milwaukee vs ToughBuilt
- Milwaukee vs Veto Pro Pac
- Milwaukee vs Victorinox
- Badger Tool Belts vs Milwaukee
- Gerber vs Milwaukee
- Buckaroo vs Milwaukee
- Bahco vs Milwaukee
- Milwaukee vs OX Tools
- Milwaukee vs Sutton Tools
- CLC vs Milwaukee
- Milwaukee vs Rapid
- Milwaukee vs RUPES
- Metabo vs Milwaukee
- Milwaukee vs Tactix
- Midwest Snips vs Milwaukee
- Milwaukee vs RIDGID
- Full Boar vs Milwaukee
- Milwaukee vs Projecta
- Irwin vs Milwaukee
- ECHO vs Milwaukee
- Milwaukee vs Tajima
- Milwaukee vs Stanley
- Milwaukee vs Victron Energy
- FLEX vs Milwaukee
- Milwaukee vs Wiss
- Leica Geosystems vs Milwaukee
- Bosch Professional vs Milwaukee
- Milwaukee vs Mirka
- Milwaukee vs Occidental Leather
- Milwaukee vs Rothenberger
- Milwaukee vs Rubi
- Milwaukee vs PFERD
- Enerdrive vs Milwaukee
- Diamondback Toolbelts vs Milwaukee
- Arrow vs Milwaukee
How has branded search demand for Milwaukee changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Milwaukee in New Zealand rose from 7.2K to 10K.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among spade bits brands in New Zealand increased from 33.6% to 36.3%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among spade bits brands in New Zealand peaked at 41.4% in August 2026 and was lowest at 28.4% in November 2025.
How did search popularity change for New Zealand spade bits brands in September 2026?
4 changes
In September 2026, DeWalt gained share of searches among spade bits brands in New Zealand, from 55.1% to 61.4%.
In September 2026, Milwaukee lost share of searches among spade bits brands in New Zealand, from 41.4% to 36.3%.
In September 2026, Irwin lost share of searches among spade bits brands in New Zealand, from 3.1% to 2.1%.
Estimated monthly branded searches for Bosch in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
How are Milwaukee’s branded searches counted?
23 search terms
Brandwave collects information about searches that people make online using Milwaukee’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.
- milwaukee battery
- milwaukee battery charger
- milwaukee compound miter saw
- milwaukee drill
- milwaukee grass trimmer
- milwaukee leaf vacuum
- milwaukee multi tool
- milwaukee multitool
- milwaukee pipe wrench
- milwaukee plate compactor
- milwaukee power washer
- milwaukee push mower
- milwaukee ratchet spanners
- milwaukee tool
- milwaukee tool bag
- milwaukee tool box
- milwaukee tool kit
- milwaukee tool set
- milwaukee tools blower
- milwaukee tools chainsaw
- milwaukee tools grinder
- milwaukee tools packout
- milwaukee tools radio
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Where does Milwaukee compete?
Is Milwaukee your brand?
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