Brandwave

How popular isToughBuilt?

In September 2026, people searched for ToughBuilt by name about 720 times in New Zealand, about the same as the previous year. These searches made up 3.8% of all New Zealand tool belt brand searches, placing ToughBuilt fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about tool belt brands, ToughBuilt appeared in three of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

ToughBuilt is the fourth most searched of 8 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 48.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  2. DeWaltShare of searches 26.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. MilwaukeeShare of searches 15.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  4. ToughBuiltShare of searches 3.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. Badger Tool BeltsShare of searches 2.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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Top tool belt brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ToughBuilt was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. ToughBuilt is the second most recommended of the eight.

Most recommended by AI

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

  1. Occidental Leather1st
  2. ToughBuilt2nd
  3. Badger Tool Belts3rd
  4. DeWalt4th
  5. Diamondback Toolbelts5th
  6. Buckaroo6th
  7. Makita7th
  8. Milwaukee–

Mentioned by AI

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

  • Occidental Leather4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ToughBuilt3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makita2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Badger Tool Belts2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Buckaroo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Diamondback Toolbelts2 of 5Named in 2 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

See every answer about tool belt 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 tool belt brands compete with ToughBuilt?

ToughBuilt against tool belt brands in New Zealand, by month

Share of searches by month for Makita, DeWalt, Milwaukee, ToughBuilt, Badger Tool Belts, Buckaroo. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltMilwaukeeToughBuiltBadger Tool BeltsBuckarooOccidental LeatherDiamondback Toolbelts
Oct 202548.3%26.6%14%4.6%2.5%3.7%0.25%0.06%
Nov 202541.1%32.4%13.3%2.6%1.7%8.7%0.16%0.05%
Dec 202549.5%28.1%13.9%3.8%1.7%2.5%0.33%0.07%
Jan 202650.7%28.4%12%4%1.8%2.6%0.34%0.07%
Feb 202648.6%28.1%14%3.8%2.5%2.5%0.45%0.06%
Mar 202647.8%28.6%14.4%3.8%2.5%2.5%0.32%0.06%
Apr 202649.2%27.5%13.9%3.9%2.6%2.6%0.33%0.07%
May 202645.6%25.9%16.2%4.3%3.5%2.3%0.42%1.6%
Jun 202642.4%29.4%15.5%4.9%3.3%2.7%0.39%1.4%
Jul 202646.2%26.7%16%4.4%3%3%0.43%0.25%
Aug 202641.3%27.1%20.4%4.8%3.2%2.6%0.38%0.16%
Sep 202648.6%26.6%15.8%3.8%2.6%2.1%0.37%0.16%

  1. 1.Makita

    48.6%

    Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +7.3 points.

  2. 2.DeWalt

    26.6%

    Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Milwaukee

    15.8%

    Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -4.6 points.

  4. 4.ToughBuilt

    3.8%

    Held 4th. 720 estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  5. 5.Badger Tool Belts

    2.6%

    Held 5th. 480 estimated branded searches, -18.6% vs prior month. Share -0.6 points.

  6. 6.Buckaroo

    2.1%

    Held 6th. 390 estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  7. 7.Occidental Leather

    0.37%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Diamondback Toolbelts

    0.16%

    Held 8th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between ToughBuilt and its closest rivals

Every comparison with ToughBuilt

10 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ToughBuilt in New Zealand held steady at 720.
  • Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool belt brands in New Zealand decreased from 4.6% to 3.8%.
  • Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool belt brands in New Zealand peaked at 4.9% in June 2026 and was lowest at 2.6% in November 2025.

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

6 changes

  1. In September 2026, Makita gained share of searches among tool belt brands in New Zealand, from 41.3% to 48.6%.

  2. In September 2026, Milwaukee lost share of searches among tool belt brands in New Zealand, from 20.4% to 15.8%.

  3. In September 2026, ToughBuilt lost share of searches among tool belt brands in New Zealand, from 4.8% to 3.8%.

  4. In September 2026, Badger Tool Belts lost share of searches among tool belt brands in New Zealand, from 3.2% to 2.6%.

  5. In September 2026, Buckaroo lost share of searches among tool belt brands in New Zealand, from 2.6% to 2.1%.

  6. Diamondback Toolbelts’ share of searches among tool belt brands in New Zealand has lost ground for 3 months in a row, from 1.4% to 0.16% in September 2026.

How are ToughBuilt’s branded searches counted?

1 search term

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

  • toughbuilt

Do you work for ToughBuilt? 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 ToughBuilt compete?

ToughBuilt is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tool belt brands4th of 83.8%Shown above
Tool bag brands4th of 63.9%Show ranking
Tool pouch brands4th of 66.4%Show ranking
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