Brandwave

How popular isSquire?

In September 2026, people searched for Squire by name about 600 times in New Zealand, a 17.8% decrease from the previous year. These searches made up 30.2% of all New Zealand padlock brand searches, placing Squire second out of five brands. When we asked both ChatGPT and Google AI Overviews about padlock brands, Squire did not appear in any of the answers.

Search and AI answers in September 2026

Squire is the second most searched of 5 competitors and not listed in any AI answer.

  1. YaleShare of searches 36.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. SquireShare of searches 30.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Master LockShare of searches 19.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. ABUSShare of searches 10.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. SandlefordShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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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.

Most recommended by AI

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

  1. ABUS1st
  2. Master Lock2nd
  3. Yale3rd
  4. Squire–
  5. Sandleford–

Mentioned by AI

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

  • Master Lock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ABUS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yale3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Squire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sandleford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about padlock brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which padlock brands compete with Squire?

Squire against padlock brands in New Zealand, by month

Share of searches by month for Yale, Squire, Master Lock, ABUS, Sandleford. The figures are in the table below the chart.

View monthly share of searches table
MonthYaleSquireMaster LockABUSSandleford
Oct 202536%36.5%15.5%9.5%2.5%
Nov 202534.8%35.3%18.8%8.7%2.4%
Dec 202533.5%34%20.5%9.8%2.3%
Jan 202631.6%39%17.1%10.1%2.2%
Feb 202629.1%36%21.2%10.3%3.4%
Mar 202629.6%36.7%20.6%10.6%2.5%
Apr 202631.6%39%18%9.2%2.2%
May 202630.9%38.2%19.7%9%2.1%
Jun 202634.8%35.3%16.9%11.1%1.9%
Jul 202634.1%34.6%20.4%8.5%2.4%
Aug 202631.9%39.8%17.3%8%3.1%
Sep 202636.2%30.2%19.6%10.6%3.5%

  1. 1.Yale

    36.2%

    Moved from 2nd to 1st. 720 estimated branded searches, 0% vs prior month. Share +4.3 points.

  2. 2.Squire

    30.2%

    Moved from 1st to 2nd. 600 estimated branded searches, -33.3% vs prior month. Share -9.7 points.

  3. 3.Master Lock

    19.6%

    Held 3rd. 390 estimated branded searches, 0% vs prior month. Share +2.3 points.

  4. 4.ABUS

    10.6%

    Held 4th. 210 estimated branded searches, +16.7% vs prior month. Share +2.6 points.

  5. 5.Sandleford

    3.5%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share +0.4 points.

Compare popularity between Squire and its closest rivals

Every comparison with Squire

4 comparisons

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

4 findings
  • 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?

5 changes

  1. In September 2026, Yale overtook Squire to become the leader among padlock brands in New Zealand, with 36.2% of the searches.

  2. In September 2026, ABUS gained share of searches among padlock brands in New Zealand, from 8% to 10.6%.

  3. In September 2026, Master Lock gained share of searches among padlock brands in New Zealand, from 17.3% to 19.6%.

  4. In September 2026, Squire lost share of searches among padlock brands in New Zealand, from 39.8% to 30.2%.

  5. 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.

How are Squire’s branded searches counted?

2 search terms

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

Do you work for Squire? 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

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