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 3.4% of all New Zealand countersink bit brand searches, placing Sutton Tools fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about countersink bit brands, Sutton Tools appeared in four of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

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

  1. DeWaltShare of searches 44.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. FestoolShare of searches 26.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. MilwaukeeShare of searches 26.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. Sutton ToolsShare of searches 3.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. TrendShare of searches 0.09%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top countersink bit brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Sutton Tools1st
  2. Trend2nd
  3. Milwaukee3rd
  4. Festool4th
  5. DeWalt–

Mentioned by AI

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

  • Sutton Tools4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Trend2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about countersink bit brands

5 answers

  • Asked ChatGPT

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

    1. 1Sutton Tools
    2. 2Trend

  • Asked ChatGPT

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

    1. 1Sutton Tools
    2. 2Trend
    3. 3Festool

  • Asked ChatGPT

    “What's the best countersink bit brand in New Zealand for drilling clean holes?”

    1. 1Sutton Tools

  • Searched Google, AI Overview

    “countersink drill bit”

    1. Searched Google, AI Overview

      “drill bit set”

      1. 1Milwaukee
      2. 2Sutton 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 countersink bit brands compete with Sutton Tools?

    Sutton Tools against countersink bit brands in New Zealand, by month

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

    View monthly share of searches table
    MonthDeWaltFestoolMilwaukeeSutton ToolsTrend
    Oct 202546.2%24.1%24.3%5.3%0.11%
    Nov 202555.6%18.1%22.7%3.6%0.09%
    Dec 202551.1%18.9%25.2%4.6%0.12%
    Jan 202652.8%20.8%22.3%4%0.13%
    Feb 202648.7%22.7%24.2%4.4%0%
    Mar 202647%24.2%23.7%5%0.1%
    Apr 202649.8%21.3%25.1%3.8%0.12%
    May 202644.5%22.8%27.8%4.9%0%
    Jun 202648.4%22.5%25.5%3.6%0.09%
    Jul 202644.3%25.1%26.5%4%0.1%
    Aug 202643.8%19.8%32.9%3.4%0.09%
    Sep 202644.1%26.3%26.1%3.4%0.09%

    1. 1.DeWalt

      44.1%

      Held 1st. 5K estimated branded searches, 0% vs prior month. Share +0.3 points.

    2. 2.Festool

      26.3%

      Moved from 3rd to 2nd. 3K estimated branded searches, +32.4% vs prior month. Share +6.6 points.

    3. 3.Milwaukee

      26.1%

      Moved from 2nd to 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -6.9 points.

    4. 4.Sutton Tools

      3.4%

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

    5. 5.Trend

      0.09%

      Held 5th. 10 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 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.

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

    4 changes

    1. In September 2026, Festool overtook Milwaukee to rank 2nd among countersink bit brands in New Zealand, with 26.3% of the searches.

    2. In September 2026, Milwaukee lost share of searches among countersink bit brands in New Zealand, from 32.9% to 26.1%.

    3. Estimated monthly branded searches for DeWalt in New Zealand rose 19.1% over 12 measured months, from 4.2K to 5K in September 2026.

    4. 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%Show ranking
    Countersink bit brands4th of 53.4%Shown above
    Drill bits brands3rd of 44.7%Show ranking
    Tap wrench brands2nd of 341.1%Show ranking
    Creator with pink hair and a pink jacket

    Is Sutton Tools your brand?

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