Brandwave

How popular isStihl?

In September 2026, people searched for Stihl by name about 14,300 times in New Zealand, an 11.7% decrease from the previous year. These searches made up 20.3% of all New Zealand edger brand searches, placing Stihl fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about edger brands, Stihl appeared in four of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Stihl is the fourth most searched of 7 competitors and the third most recommended in AI answers.

  1. MakitaShare of searches 23.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RyobiShare of searches 21.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. HusqvarnaShare of searches 20.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. StihlShare of searches 20.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. OzitoShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top edger brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stihl was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Stihl is the third most recommended of the seven.

Most recommended by AI

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

  1. Makita1st
  2. Ryobi2nd
  3. Stihl3rd
  4. Lawnmaster4th
  5. Ozito5th
  6. Husqvarna–
  7. ECHO–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ryobi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stihl4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ozito3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lawnmaster2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Husqvarna0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ECHO0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about edger 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 edger brands compete with Stihl?

Stihl against edger brands in New Zealand, by month

Share of searches by month for Makita, Ryobi, Husqvarna, Stihl, Ozito, Lawnmaster. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaRyobiHusqvarnaStihlOzitoLawnmasterECHO
Oct 202518.9%17.5%29.8%20%10.6%2.9%0.34%
Nov 202516.5%23.5%26.2%21.1%9.9%2.5%0.35%
Dec 202517.2%24.6%22.9%21.8%10.8%2.3%0.37%
Jan 202618.2%20.2%24.1%23.2%11.5%2.4%0.36%
Feb 202619.3%17.5%25.8%24.8%9.7%2.6%0.32%
Mar 202619.6%21.4%25.6%20.8%10.2%2.1%0.36%
Apr 202620.4%18.5%26.2%21.9%10.9%1.8%0.31%
May 202620.4%15.4%25.9%26.6%9.7%1.5%0.43%
Jun 202622%17.6%23.4%23.6%11.3%1.6%0.4%
Jul 202622.3%16.8%23%23.9%12.4%1.3%0.34%
Aug 202621%20%21.6%22.9%12.6%1.5%0.38%
Sep 202623.2%21.5%20.8%20.3%11.7%2.1%0.4%

  1. 1.Makita

    23.2%

    Moved from 3rd to 1st. 8.1K estimated branded searches, +22.7% vs prior month. Share +2.2 points.

  2. 2.Ryobi

    21.5%

    Moved from 4th to 2nd. 7.5K estimated branded searches, +19.1% vs prior month. Share +1.5 points.

  3. 3.Husqvarna

    20.8%

    Moved from 2nd to 3rd. 7.3K estimated branded searches, +7.2% vs prior month. Share -0.7 points.

  4. 4.Stihl

    20.3%

    Moved from 1st to 4th. 7.1K estimated branded searches, -1.5% vs prior month. Share -2.6 points.

  5. 5.Ozito

    11.7%

    Held 5th. 4.1K estimated branded searches, +2.5% vs prior month. Share -1 points.

  6. 6.Lawnmaster

    2.1%

    Held 6th. 720 estimated branded searches, +50% vs prior month. Share +0.5 points.

  7. 7.ECHO

    0.4%

    Held 7th. 140 estimated branded searches, +16.7% vs prior month. Share 0 points.

Compare popularity between Stihl and its closest rivals

Every comparison with Stihl

34 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stihl in New Zealand fell from 16.2K to 14.3K.
  • Across the 12 months ending September 2026, Stihl’s share of searches among edger brands in New Zealand peaked at 26.6% in May 2026 and was lowest at 20% in October 2025.
  • Across the 12 months ending September 2026, Stihl fell from 2nd to 4th among edger brands in New Zealand.

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

6 changes

  1. In September 2026, Makita overtook Stihl and Husqvarna to become the leader among edger brands in New Zealand, with 23.2% of the searches.

  2. In September 2026, Ryobi overtook Stihl and Husqvarna to rank 2nd among edger brands in New Zealand, with 21.5% of the searches.

  3. In September 2026, Lawnmaster gained share of searches among edger brands in New Zealand, from 1.5% to 2.1%.

  4. In September 2026, Stihl lost share of searches among edger brands in New Zealand, from 22.9% to 20.3%.

  5. In September 2026, Ozito lost share of searches among edger brands in New Zealand, from 12.6% to 11.7%.

  6. In September 2026, Husqvarna lost share of searches among edger brands in New Zealand, from 21.6% to 20.8%.

How are Stihl’s branded searches counted?

15 search terms

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

  • 500i stihl
  • stihl
  • stihl air blower
  • stihl blower
  • stihl brush cutter
  • stihl chainsaw
  • stihl concrete saw
  • stihl edger
  • stihl hedge trimmer
  • stihl lawn edger
  • stihl lawn mower
  • stihl line trimmer
  • stihl mower
  • stihl pole saw
  • stihl weed eater

Do you work for Stihl? 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 Stihl compete?

Stihl is ranked in 29 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Chainsaw and outdoor power brands4th of 810.4%Show ranking
Cordless chainsaw brands2nd of 621.1%Show ranking
Leaf blower brands3rd of 718.6%Show ranking
Lawn mower brands2nd of 1024.4%Show ranking
Stone saw brands2nd of 626%Show ranking
Cut off saw brands4th of 718%Show ranking
Garden tool brands4th of 1319.8%Show ranking
Air blower brands3rd of 620.3%Show ranking
Edger brands4th of 720.3%Shown above
Cordless blower brands1st of 431.6%Show ranking
Grass trimmer brands1st of 827.9%Show ranking
Pruning saw brands2nd of 832.8%Show ranking
Hedge cutter brands1st of 433%Show ranking
Pressure washer brands1st of 729.8%Show ranking
Earth auger brands3rd of 825.6%Show ranking
Power washer brands2nd of 826.1%Show ranking
Backpack sprayer brands2nd of 735.7%Show ranking
Lawn edger brands4th of 80.85%Show ranking
Post hole digger brands1st of 353%Show ranking
Leaf vacuum brands1st of 455.4%Show ranking
Backpack blower brands1st of 355.7%Show ranking
Robotic lawn mower brands2nd of 643.9%Show ranking
Brush cutter brands2nd of 546.2%Show ranking
Asphalt cutter brands2nd of 449.1%Show ranking
Brush blade brands2nd of 349.5%Show ranking
Power broom brands2nd of 348.9%Show ranking
Weed sprayer brands1st of 361.2%Show ranking
Hedge shears brands1st of 485.6%Show ranking
Tree loppers brands1st of 383.9%Show ranking
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