Brandwave

How popular isStanley?

In September 2026, people searched for Stanley by name about 2,630 times in New Zealand, a 20.6% increase from the previous year. These searches made up 0.54% of all New Zealand hand planer brand searches, placing Stanley fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about hand planer brands, Stanley appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Stanley is the fourth most searched of 6 competitors and the most recommended in AI answers.

  1. MakitaShare of searches 44.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. RyobiShare of searches 40.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. FestoolShare of searches 14.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. StanleyShare of searches 0.54%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. Lie-NielsenShare of searches 0.25%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top hand planer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley appeared in all five answers. Stanley is the most recommended of the six.

Most recommended by AI

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

  1. Stanley1st
  2. Veritas2nd
  3. Lie-Nielsen3rd
  4. Makita4th
  5. Festool5th
  6. Ryobi6th

Mentioned by AI

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

  • Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lie-Nielsen3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Veritas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about hand planer brands

5 answers

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

Which hand planer brands compete with Stanley?

Stanley against hand planer brands in New Zealand, by month

Share of searches by month for Makita, Ryobi, Festool, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaRyobiFestoolStanleyLie-NielsenVeritas
Oct 202544.2%41.2%13.3%0.68%0.43%0.18%
Nov 202536.1%53.1%9.9%0.46%0.36%0.1%
Dec 202536.7%54%8.3%0.57%0.36%0.1%
Jan 202641.7%47.3%9.6%0.71%0.53%0.12%
Feb 202645.1%41.3%12.4%0.56%0.44%0.19%
Mar 202640.9%45%13%0.51%0.28%0.23%
Apr 202644.8%42.5%11.3%0.76%0.44%0.19%
May 202647.1%37.4%14.3%0.79%0.33%0.2%
Jun 202646.1%36.9%15.4%0.88%0.57%0.19%
Jul 202646.7%35.5%15.9%1.1%0.58%0.19%
Aug 202643.9%41.2%13.4%0.84%0.42%0.18%
Sep 202644.1%40.3%14.7%0.54%0.25%0.15%

  1. 1.Makita

    44.1%

    Held 1st. 9K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  2. 2.Ryobi

    40.3%

    Held 2nd. 8.2K estimated branded searches, +19.4% vs prior month. Share -1 points.

  3. 3.Festool

    14.7%

    Held 3rd. 3K estimated branded searches, +33.9% vs prior month. Share +1.3 points.

  4. 4.Stanley

    0.54%

    Held 4th. 110 estimated branded searches, -21.4% vs prior month. Share -0.3 points.

  5. 5.Lie-Nielsen

    0.25%

    Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.2 points.

  6. 6.Veritas

    0.15%

    Held 6th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stanley in New Zealand rose from 2.2K to 2.6K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among hand planer brands in New Zealand held steady, from 0.68% to 0.54%.

How did search popularity change for New Zealand hand planer brands in September 2026?

4 changes

  1. In September 2026, Festool gained share of searches among hand planer brands in New Zealand, from 13.4% to 14.7%.

  2. In September 2026, Ryobi lost share of searches among hand planer brands in New Zealand, from 41.2% to 40.3%.

  3. Estimated monthly branded searches for Makita in New Zealand rose 24.9% over 12 measured months, from 7.2K to 9K in September 2026.

  4. Estimated monthly branded searches for Lie-Nielsen in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.

How are Stanley’s branded searches counted?

19 search terms

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.

  • stanley battery
  • stanley battery tools
  • stanley drill
  • stanley drill set
  • stanley fatmax battery
  • stanley fatmax drill
  • stanley fatmax tools
  • stanley hacksaw
  • stanley hand plane
  • stanley impact drill
  • stanley knife
  • stanley knife blades
  • stanley plane
  • stanley power tools
  • stanley socket set
  • stanley spanner
  • stanley tape measure
  • stanley tool kit
  • stanley tools

Do you work for Stanley? 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 Stanley compete?

Stanley is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Power tool brands8th of 92.5%Show ranking
Hand planer brands4th of 60.54%Shown above
Toolbox brands4th of 65%Show ranking
Hand tool brands4th of 1210.8%Show ranking
Mini hacksaw brands4th of 50.12%Show ranking
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Is Stanley your brand?

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