--- title: "Squire: search popularity in New Zealand" description: "Squire makes padlocks. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/squire" publisher: "Brandwave" --- # Squire: search popularity in New Zealand Squire makes padlocks. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Squire - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among padlock brands**: 30.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Padlock brands | 2 | 30.2% | 600 | - [Padlock brands](/demand/nz/categories/nz-padlock-brands) ## Top padlock brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Squire did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ABUS | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Master Lock | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Yale | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Squire | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sandleford | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about padlock brands - Asked ChatGPT "Which padlock brand should I buy in New Zealand?": 1. ABUS, 2. Master Lock, 3. Yale - Asked ChatGPT "What are the best padlock brands in New Zealand?": 1. ABUS, 2. Master Lock, 3. Yale - Asked ChatGPT "What's the best padlock brand in New Zealand for home security?": 1. ABUS, 2. Master Lock - Searched Google, AI Overview "best padlock": 1. ABUS, 2. Master Lock, 3. Yale - Searched Google, AI Overview "padlock for gate": 1. Master Lock, 2. ABUS Not named in any answer: Squire and Sandleford. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Squire changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Squire in New Zealand fell from 730 to 600. - Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand decreased from 36.5% to 30.2%. - Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand peaked at 39.8% in August 2026 and was lowest at 30.2% in September 2026. - Across the 12 months ending September 2026, Squire fell from 1st to 2nd among padlock brands in New Zealand. ## How did search popularity change for New Zealand padlock brands in September 2026? - In September 2026, Yale overtook Squire to become the leader among padlock brands in New Zealand, with 36.2% of the searches. - In September 2026, ABUS gained share of searches among padlock brands in New Zealand, from 8% to 10.6%. - In September 2026, Master Lock gained share of searches among padlock brands in New Zealand, from 17.3% to 19.6%. - In September 2026, Squire lost share of searches among padlock brands in New Zealand, from 39.8% to 30.2%. - Sandleford’s share of searches among padlock brands in New Zealand has gained ground for 3 months in a row, from 1.9% to 3.5% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Padlock brands | 730 | 36.5% | 1 | | Nov 2025 | Padlock brands | 730 | 35.3% | 1 | | Dec 2025 | Padlock brands | 730 | 34% | 1 | | Jan 2026 | Padlock brands | 890 | 39% | 1 | | Feb 2026 | Padlock brands | 730 | 36% | 1 | | Mar 2026 | Padlock brands | 730 | 36.7% | 1 | | Apr 2026 | Padlock brands | 890 | 39% | 1 | | May 2026 | Padlock brands | 890 | 38.2% | 1 | | Jun 2026 | Padlock brands | 730 | 35.3% | 1 | | Jul 2026 | Padlock brands | 730 | 34.6% | 1 | | Aug 2026 | Padlock brands | 900 | 39.8% | 1 | | Sep 2026 | Padlock brands | 600 | 30.2% | 2 | ## How are Squire’s branded searches counted? Brandwave collects information about searches that people make online using Squire’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. - “squire” - “squire padlock” ## Which padlock brands compete with Squire? - [Yale](/demand/nz/brands/yale): Head-to-head: /demand/nz/compare/squire-vs-yale - [Master Lock](/demand/nz/brands/master-lock): Head-to-head: /demand/nz/compare/master-lock-vs-squire - [ABUS](/demand/nz/brands/abus): Head-to-head: /demand/nz/compare/abus-vs-squire - [Sandleford](/demand/nz/brands/sandleford): Head-to-head: /demand/nz/compare/sandleford-vs-squire ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Squire: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/squire This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/squire. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.