Brandwave

How popular isStanley in search?

In August 2026, there were an estimated 2.8K branded searches for Stanley in New Zealand which is up 9.7% over the last 11 months. Stanley holds 32.6% estimated Share of Search among New Zealand hand tool brands and is ranked 2nd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Knipex37.3%
  2. Stanley32.6%
  3. Kincrome23.1%
  4. Irwin4.3%
  5. Stahlwille2.8%
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Which hand tool brands compete with Stanley?

Stanley against hand tool brands in New Zealand, by month

Share of Search by month for Knipex, Stanley, Kincrome, Irwin, Stahlwille. The figures are in the table below the chart.

View monthly share of search table
MonthKnipexStanleyKincromeIrwinStahlwille
Oct 202528.7%37.2%27.3%3.5%3.3%
Nov 202528.7%38.4%26.8%3.7%2.4%
Dec 202527.6%40.4%26%3.4%2.6%
Jan 202629.2%37.8%25.8%4%3.1%
Feb 202631.6%38.6%22.2%4.1%3.5%
Mar 202637.1%34.4%21.8%3.8%2.9%
Apr 202633.9%36.8%22.6%3.6%3.1%
May 202638%33.1%22.5%3.2%3.2%
Jun 202638.7%33.8%21.5%3.3%2.8%
Jul 202637%32.9%23.8%3.5%2.9%
Aug 202637.3%32.6%23.1%4.3%2.8%
Sep 2026—————

  1. 1.Knipex

    37.3%

    held 1st · 3.2K estimated branded searches · +5.2% vs prior month · +0.3 points

  2. 2.Stanley

    32.6%

    held 2nd · 2.8K estimated branded searches · +3.3% vs prior month · -0.3 points

  3. 3.Kincrome

    23.1%

    held 3rd · 2K estimated branded searches · +1.5% vs prior month · -0.6 points

  4. 4.Irwin

    4.3%

    held 4th · 370 estimated branded searches · +27.6% vs prior month · +0.8 points

  5. 5.Stahlwille

    2.8%

    held 5th · 240 estimated branded searches · 0% vs prior month · -0.1 points

Compare search popularity between Stanley and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Stanley in New Zealand rose from 2.6K to 2.8K.
  • Across the 11 months ending August 2026, Stanley’s estimated Share of Search among hand tool brands in New Zealand decreased from 37.2% to 32.6%.
  • Across the 11 months ending August 2026, Stanley’s estimated Share of Search among hand tool brands in New Zealand peaked at 40.4% in December 2025 and was lowest at 32.6% in August 2026.
  • Across the 11 months ending August 2026, Stanley fell from 1st to 2nd among hand tool brands in New Zealand.

How did search popularity change for New Zealand hand tool brands in August 2026?

  1. In August 2026, Irwin gained estimated Share of Search among hand tool brands in New Zealand, from 3.5% to 4.3%.

  2. In August 2026, Kincrome lost estimated Share of Search among hand tool brands in New Zealand, from 23.8% to 23.1%.

  3. Estimated monthly branded searches for Knipex in New Zealand rose 62.8% over 11 measured months, from 2K to 3.2K in August 2026.

Which power tool brands compete with Stanley?

Stanley against power tool brands in New Zealand, by month

Share of Search by month for Makita, DeWalt, Ryobi, Milwaukee, Ozito, HiKOKI, Festool, Stanley. The figures are in the table below the chart.

View monthly share of search table
MonthMakitaDeWaltRyobiMilwaukeeOzitoHiKOKIFestoolStanley
Oct 202530.1%18.5%25.3%9.2%7.9%3.1%3.1%2.8%
Nov 202527.7%19.6%29.3%8.6%7.3%2.5%2.5%2.4%
Dec 202527.7%17%30%8.8%8.7%2.5%2.2%3%
Jan 202628.3%17.5%28.5%8.8%9.1%2.7%2.5%2.6%
Feb 202629.7%20.1%24.9%9.4%7.2%3%3%2.8%
Mar 202628.7%19.5%24.9%10.3%7.1%3.3%3.4%2.7%
Apr 202628.9%20.1%24.4%9.8%7.9%3%2.9%3%
May 202628.9%21.9%20.3%11.7%7.7%3.1%3.4%3%
Jun 202628.5%23.7%18.2%11.9%7.1%3.7%3.6%3.3%
Jul 202628.2%22.5%18.3%12.3%8.2%3.7%3.6%3.2%
Aug 202627.5%22.7%19.4%12.6%8%3.8%3%2.9%
Sep 2026————————

  1. 1.Makita

    27.5%

    held 1st · 26.6K estimated branded searches · +10.1% vs prior month · -0.7 points

  2. 2.DeWalt

    22.7%

    held 2nd · 22K estimated branded searches · +14% vs prior month · +0.2 points

  3. 3.Ryobi

    19.4%

    held 3rd · 18.8K estimated branded searches · +19.8% vs prior month · +1.1 points

  4. 4.Milwaukee

    12.6%

    held 4th · 12.2K estimated branded searches · +15.6% vs prior month · +0.3 points

  5. 5.Ozito

    8%

    held 5th · 7.8K estimated branded searches · +10.7% vs prior month · -0.2 points

  6. 6.HiKOKI

    3.8%

    held 6th · 3.6K estimated branded searches · +15.6% vs prior month · +0.1 points

  7. 7.Festool

    3%

    held 7th · 2.9K estimated branded searches · -6.4% vs prior month · -0.6 points

  8. 8.Stanley

    2.9%

    held 8th · 2.8K estimated branded searches · +3.3% vs prior month · -0.3 points

Compare search popularity between Stanley and its closest rivals

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

  • Across the 11 months ending August 2026, Stanley’s estimated Share of Search among power tool brands in New Zealand held steady, from 2.8% to 2.9%.

How did search popularity change for New Zealand power tool brands in August 2026?

  1. In August 2026, Ryobi gained estimated Share of Search among power tool brands in New Zealand, from 18.3% to 19.4%.

  2. In August 2026, Makita lost estimated Share of Search among power tool brands in New Zealand, from 28.2% to 27.5%.

  3. In August 2026, Festool lost estimated Share of Search among power tool brands in New Zealand, from 3.6% to 3%.

  4. Milwaukee’s estimated Share of Search among power tool brands in New Zealand has gained ground for 3 months in a row, from 11.7% to 12.6% in August 2026.

  5. Estimated monthly branded searches for DeWalt in New Zealand rose 27.9% over 11 measured months, from 17.2K to 22K in August 2026.

  6. Estimated monthly branded searches for HiKOKI in New Zealand rose 24.7% over 11 measured months, from 2.9K to 3.6K in August 2026.

How is Stanley measured?

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

22 branded search terms

  • best stanley knife
  • stanley battery
  • stanley battery tools
  • stanley drill
  • stanley drill set
  • stanley fatmax battery
  • stanley fatmax battery charger
  • stanley fatmax drill
  • stanley fatmax power tools
  • stanley fatmax tools
  • stanley fatmax v20 battery
  • stanley home tool kit
  • stanley impact drill
  • stanley knife
  • stanley knife blades
  • stanley power tools
  • stanley socket set
  • stanley spanner
  • stanley tape measure
  • stanley tool box with tools
  • stanley tool kit
  • stanley tools

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How the Brand Demand Index is measured

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