Brandwave

How popular isMitre 10?

In September 2026, people searched for Mitre 10 by name about 368,000 times in New Zealand, an 18.2% decrease from the previous year. These searches made up 47.4% of all New Zealand DIY and building supplies retailer searches, placing Mitre 10 second out of five retailers. When we asked both ChatGPT and Google AI Overviews about DIY and building supplies retailers, Mitre 10 appeared in three of the four answers and was the second most recommended of the five.

Search and AI answers in September 2026

Mitre 10 is the second most searched of 5 competitors and the second most recommended in AI answers.

  1. BunningsShare of searches 47.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. Mitre 10Share of searches 47.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. PlaceMakersShare of searches 3.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  4. CartersShare of searches 1.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
  5. ITMShare of searches 0.57%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
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Top DIY and building supplies retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Mitre 10 was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Mitre 10 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. Bunnings1st
  2. Mitre 102nd
  3. ITM3rd
  4. PlaceMakers4th
  5. Carters5th

Mentioned by AI

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

  • PlaceMakers4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Carters4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ITM4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bunnings3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Mitre 103 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about DIY and building supplies retailers

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which DIY and building supplies retailers compete with Mitre 10?

Mitre 10 against DIY and building supplies retailers in New Zealand, by month

Share of searches by month for Bunnings, Mitre 10, PlaceMakers. The figures are in the table below the chart.

View monthly share of searches table
MonthBunningsMitre 10PlaceMakersCartersITM
Oct 202547.1%47.1%4.2%0.9%0.7%
Nov 202547.6%47.6%3.5%0.74%0.48%
Dec 202548.1%48%2.9%0.62%0.39%
Jan 202647.6%47.6%3.5%0.91%0.47%
Feb 202647.1%47.1%4.2%1.1%0.57%
Mar 202647.1%47.1%4.2%1.1%0.57%
Apr 202647.5%47.5%3.5%0.92%0.58%
May 202647.4%47.4%3.5%1.1%0.57%
Jun 202651.9%42.4%3.8%1.2%0.63%
Jul 202652%42.5%3.8%1%0.63%
Aug 202647.4%47.4%3.5%1.1%0.57%
Sep 202647.4%47.4%3.5%1.1%0.57%

  1. 1.Bunnings

    47.4%

    Held 1st. 368K estimated branded searches, +<0.01% vs prior month. Share 0 points.

  2. 2.Mitre 10

    47.4%

    Held 2nd. 368K estimated branded searches, -<0.01% vs prior month. Share 0 points.

  3. 3.PlaceMakers

    3.5%

    Held 3rd. 27.1K estimated branded searches, +0.04% vs prior month. Share 0 points.

  4. 4.Carters

    1.1%

    Held 4th. 8.5K estimated branded searches, -1% vs prior month. Share 0 points.

  5. 5.ITM

    0.57%

    Held 5th. 4.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Mitre 10 and its closest rivals

Every comparison with Mitre 10

12 comparisons

How has branded search demand for Mitre 10 changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mitre 10 in New Zealand fell from 450K to 368K.
  • Across the 12 months ending September 2026, Mitre 10’s share of searches among DIY and building supplies retailers in New Zealand peaked at 48% in December 2025 and was lowest at 42.4% in June 2026.

How did search popularity change for New Zealand DIY and building supplies retailers in September 2026?

4 changes

  1. Mitre 10’s share of searches among DIY and building supplies retailers in New Zealand has gained ground for 3 months in a row, from 42.4% to 47.4% in September 2026.

  2. Estimated monthly branded searches for PlaceMakers in New Zealand fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.

  3. Estimated monthly branded searches for ITM in New Zealand fell 33% over 12 measured months, from 6.7K to 4.5K in September 2026.

  4. Estimated monthly branded searches for Bunnings in New Zealand fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are Mitre 10’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Mitre 10’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.

  • Mitre 10
  • mitre 10 hardware

Do you work for Mitre 10? 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 Mitre 10 compete?

Mitre 10 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
Outdoor furniture brands2nd of 1146%Show ranking
DIY and building supplies retailers2nd of 547.4%Shown above
Creator with pink hair and a pink jacket

Is Mitre 10 your brand?

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