--- title: "Sutton Tools: search popularity in New Zealand" description: "Sutton Tools makes drill bits and cutting tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/sutton-tools" publisher: "Brandwave" --- # Sutton Tools: search popularity in New Zealand Sutton Tools makes drill bits and cutting tools. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Sutton Tools - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among die grinder bits brands**: 2.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Die grinder bits brands | 4 | 2.2% | 390 | | Countersink bit brands | 4 | 3.4% | 390 | | Drill bits brands | 3 | 4.7% | 390 | | Tap wrench brands | 2 | 41.1% | 390 | - [Die grinder bits brands](/demand/nz/categories/nz-die-grinder-bits-brands) - [Countersink bit brands](/demand/nz/categories/nz-countersink-bit-brands) - [Drill bits brands](/demand/nz/categories/nz-drill-bits-brands) - [Tap wrench brands](/demand/nz/categories/nz-tap-wrench-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | PFERD | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Sutton Tools | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Makita | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | DeWalt | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Milwaukee | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about die grinder bits brands - Asked ChatGPT "Which die grinder bit brand should I buy in New Zealand?": 1. PFERD, 2. Sutton Tools - Asked ChatGPT "What are the best die grinder bit brands in New Zealand?": 1. PFERD, 2. Sutton Tools - Asked ChatGPT "What's the best die grinder bit brand in New Zealand for metal grinding?": 1. PFERD - Searched Google, AI Overview "die grinder bits": named none of the brands we track - Searched Google, AI Overview "metal grinding bits": 1. Sutton Tools Not named in any answer: Makita, DeWalt and Milwaukee. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Sutton Tools changed in New Zealand over the last 12 months? - 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. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among countersink bit brands in New Zealand decreased from 5.3% to 3.4%. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among countersink bit brands in New Zealand peaked at 5.3% in October 2025 and was lowest at 3.4% in August 2026. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand decreased from 6.9% to 4.7%. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand peaked at 6.9% in October 2025 and was lowest at 4.3% in August 2026. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among tap wrench brands in New Zealand decreased from 47.1% to 41.1%. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among tap wrench brands in New Zealand peaked at 49% in March 2026 and was lowest at 36.8% in August 2026. - Across the 12 months ending September 2026, Sutton Tools fell from 1st to 2nd among tap wrench brands in New Zealand. ## How did search popularity change for New Zealand die grinder bits brands in September 2026? - In September 2026, Makita gained share of searches among die grinder bits brands in New Zealand, from 43.8% to 50.4%. - In September 2026, Milwaukee lost share of searches among die grinder bits brands in New Zealand, from 21.6% to 16.3%. - In September 2026, DeWalt lost share of searches among die grinder bits brands in New Zealand, from 32.1% to 30.9%. - Estimated monthly branded searches for PFERD in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026. - 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 did search popularity change for New Zealand countersink bit brands in September 2026? - In September 2026, Festool overtook Milwaukee to rank 2nd among countersink bit brands in New Zealand, with 26.3% of the searches. - In September 2026, Milwaukee lost share of searches among countersink bit brands in New Zealand, from 32.9% to 26.1%. - Estimated monthly branded searches for DeWalt in New Zealand rose 19.1% over 12 measured months, from 4.2K to 5K in September 2026. - 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 did search popularity change for New Zealand drill bits brands in September 2026? - In September 2026, DeWalt gained share of searches among drill bits brands in New Zealand, from 54.4% to 59.5%. - In September 2026, Milwaukee lost share of searches among drill bits brands in New Zealand, from 40.9% to 35.2%. - Estimated monthly branded searches for Bosch in New Zealand rose 25% over 12 measured months, from 40 to 50 in September 2026. - 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 did search popularity change for New Zealand tap wrench brands in September 2026? - In September 2026, GearWrench gained share of searches among tap wrench brands in New Zealand, from 36.8% to 41.1%. - In September 2026, Sutton Tools gained share of searches among tap wrench brands in New Zealand, from 36.8% to 41.1%. - In September 2026, Irwin lost share of searches among tap wrench brands in New Zealand, from 26.4% to 17.9%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Die grinder bits brands | 480 | 3.2% | 4 | | Nov 2025 | Die grinder bits brands | 390 | 2.3% | 4 | | Dec 2025 | Die grinder bits brands | 390 | 2.6% | 4 | | Jan 2026 | Die grinder bits brands | 320 | 2.2% | 4 | | Feb 2026 | Die grinder bits brands | 390 | 2.6% | 4 | | Mar 2026 | Die grinder bits brands | 480 | 3.2% | 4 | | Apr 2026 | Die grinder bits brands | 320 | 2.2% | 4 | | May 2026 | Die grinder bits brands | 480 | 3.1% | 4 | | Jun 2026 | Die grinder bits brands | 390 | 2.4% | 4 | | Jul 2026 | Die grinder bits brands | 390 | 2.5% | 4 | | Aug 2026 | Die grinder bits brands | 390 | 2.2% | 4 | | Sep 2026 | Die grinder bits brands | 390 | 2.2% | 4 | | Oct 2025 | Countersink bit brands | 480 | 5.3% | 4 | | Nov 2025 | Countersink bit brands | 390 | 3.6% | 4 | | Dec 2025 | Countersink bit brands | 390 | 4.6% | 4 | | Jan 2026 | Countersink bit brands | 320 | 4% | 4 | | Feb 2026 | Countersink bit brands | 390 | 4.4% | 4 | | Mar 2026 | Countersink bit brands | 480 | 5% | 4 | | Apr 2026 | Countersink bit brands | 320 | 3.8% | 4 | | May 2026 | Countersink bit brands | 480 | 4.9% | 4 | | Jun 2026 | Countersink bit brands | 390 | 3.6% | 4 | | Jul 2026 | Countersink bit brands | 390 | 4% | 4 | | Aug 2026 | Countersink bit brands | 390 | 3.4% | 4 | | Sep 2026 | Countersink bit brands | 390 | 3.4% | 4 | | Oct 2025 | Drill bits brands | 480 | 6.9% | 3 | | Nov 2025 | Drill bits brands | 390 | 4.4% | 3 | | Dec 2025 | Drill bits brands | 390 | 5.7% | 3 | | Jan 2026 | Drill bits brands | 320 | 5.1% | 3 | | Feb 2026 | Drill bits brands | 390 | 5.6% | 3 | | Mar 2026 | Drill bits brands | 480 | 6.6% | 3 | | Apr 2026 | Drill bits brands | 320 | 4.8% | 3 | | May 2026 | Drill bits brands | 480 | 6.4% | 3 | | Jun 2026 | Drill bits brands | 390 | 4.6% | 3 | | Jul 2026 | Drill bits brands | 390 | 5.3% | 3 | | Aug 2026 | Drill bits brands | 390 | 4.3% | 3 | | Sep 2026 | Drill bits brands | 390 | 4.7% | 3 | | Oct 2025 | Tap wrench brands | 480 | 47.1% | 1 | | Nov 2025 | Tap wrench brands | 390 | 48.1% | 1 | | Dec 2025 | Tap wrench brands | 390 | 45.3% | 1 | | Jan 2026 | Tap wrench brands | 320 | 40% | 2 | | Feb 2026 | Tap wrench brands | 390 | 44.8% | 1 | | Mar 2026 | Tap wrench brands | 480 | 49% | 1 | | Apr 2026 | Tap wrench brands | 320 | 41.6% | 1 | | May 2026 | Tap wrench brands | 480 | 45.3% | 1 | | Jun 2026 | Tap wrench brands | 390 | 39.4% | 2 | | Jul 2026 | Tap wrench brands | 390 | 42.4% | 1 | | Aug 2026 | Tap wrench brands | 390 | 36.8% | 2 | | Sep 2026 | Tap wrench brands | 390 | 41.1% | 2 | ## How are Sutton Tools’ branded searches counted? 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” ## Which die grinder bits brands compete with Sutton Tools? - [Makita](/demand/nz/brands/makita): Head-to-head: /demand/nz/compare/makita-vs-sutton-tools - [DeWalt](/demand/nz/brands/dewalt): Head-to-head: /demand/nz/compare/dewalt-vs-sutton-tools - [Milwaukee](/demand/nz/brands/milwaukee): Head-to-head: /demand/nz/compare/milwaukee-vs-sutton-tools - [PFERD](/demand/nz/brands/pferd): Head-to-head: /demand/nz/compare/pferd-vs-sutton-tools ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Sutton Tools: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/sutton-tools This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/sutton-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.