Brandwave

How popular isSutton Tools?

In September 2026, people searched for Sutton Tools by name about 390 times in New Zealand, an 18.8% decrease from the previous year. These searches made up 2.2% of all New Zealand die grinder bits brand searches, placing Sutton Tools fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about die grinder bits brands, Sutton Tools appeared in three of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

Sutton Tools is the fourth most searched of 5 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 50.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. DeWaltShare of searches 30.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MilwaukeeShare of searches 16.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Sutton ToolsShare of searches 2.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. PFERDShare of searches 0.28%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
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Top die grinder bits brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sutton Tools was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sutton Tools is the second most recommended of the five.

Most recommended by AI

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

  1. PFERD1st
  2. Sutton Tools2nd
  3. Makita–
  4. DeWalt–
  5. Milwaukee–

Mentioned by AI

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

  • Sutton Tools3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PFERD3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about die grinder bits brands

5 answers

  • Asked ChatGPT

    “Which die grinder bit brand should I buy in New Zealand?”

    1. 1PFERD
    2. 2Sutton Tools

  • Asked ChatGPT

    “What are the best die grinder bit brands in New Zealand?”

    1. 1PFERD
    2. 2Sutton Tools

  • Asked ChatGPT

    “What's the best die grinder bit brand in New Zealand for metal grinding?”

    1. 1PFERD

  • Searched Google, AI Overview

    “die grinder bits”

    1. Searched Google, AI Overview

      “metal grinding bits”

      1. 1Sutton Tools

    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 die grinder bits brands compete with Sutton Tools?

    Sutton Tools against die grinder bits brands in New Zealand, by month

    Share of searches by month for Makita, DeWalt, Milwaukee, Sutton Tools. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMakitaDeWaltMilwaukeeSutton ToolsPFERD
    Oct 202550.3%31.7%14.6%3.2%0.26%
    Nov 202544.7%38.1%14.4%2.3%0.41%
    Dec 202551.1%31.7%14.3%2.6%0.34%
    Jan 202652.5%32.1%12.4%2.2%0.77%
    Feb 202650.5%31.8%14.5%2.6%0.47%
    Mar 202649.6%31.9%15%3.2%0.33%
    Apr 202651.5%31.5%14.5%2.2%0.28%
    May 202648.6%30.7%17.3%3.1%0.32%
    Jun 202645.9%34.8%16.8%2.4%0.24%
    Jul 202648.5%31.8%16.8%2.5%0.32%
    Aug 202643.8%32.1%21.6%2.2%0.29%
    Sep 202650.4%30.9%16.3%2.2%0.28%

    1. 1.Makita

      50.4%

      Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.6 points.

    2. 2.DeWalt

      30.9%

      Held 2nd. 5.6K estimated branded searches, 0% vs prior month. Share -1.2 points.

    3. 3.Milwaukee

      16.3%

      Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.3 points.

    4. 4.Sutton Tools

      2.2%

      Held 4th. 390 estimated branded searches, 0% vs prior month. Share -0.1 points.

    5. 5.PFERD

      0.28%

      Held 5th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

    Compare popularity between Sutton Tools and its closest rivals

    Every comparison with Sutton Tools

    7 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Sutton Tools in New Zealand fell from 480 to 390.
    • Across the 12 months ending September 2026, Sutton Tools’ share of searches among die grinder bits brands in New Zealand decreased from 3.2% to 2.2%.
    • Across the 12 months ending September 2026, Sutton Tools’ share of searches among die grinder bits brands in New Zealand peaked at 3.2% in March 2026 and was lowest at 2.2% in September 2026.

    How did search popularity change for New Zealand die grinder bits brands in September 2026?

    5 changes

    1. In September 2026, Makita gained share of searches among die grinder bits brands in New Zealand, from 43.8% to 50.4%.

    2. In September 2026, Milwaukee lost share of searches among die grinder bits brands in New Zealand, from 21.6% to 16.3%.

    3. In September 2026, DeWalt lost share of searches among die grinder bits brands in New Zealand, from 32.1% to 30.9%.

    4. Estimated monthly branded searches for PFERD in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026.

    5. Estimated monthly branded searches for Sutton Tools in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

    How are Sutton Tools’ branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Sutton Tools’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

    • sutton tools

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    How the Brand Demand Index is measured

    Where does Sutton Tools compete?

    Sutton Tools is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Die grinder bits brands4th of 52.2%Shown above
    Countersink bit brands4th of 53.4%Show ranking
    Drill bits brands3rd of 44.7%Show ranking
    Tap wrench brands2nd of 341.1%Show ranking
    Creator with pink hair and a pink jacket

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