Brandwave

How popular isYale?

In September 2026, people searched for Yale by name about 1,460 times in New Zealand, about the same as the previous year. These searches made up 36.5% of all New Zealand door handle brand searches, placing Yale second out of five brands. When we asked both ChatGPT and Google AI Overviews about door handle brands, Yale appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Yale is the second most searched of 5 competitors and the fifth most recommended in AI answers.

  1. Windsor HardwareShare of searches 36.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. YaleShare of searches 36.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. Halliday + BaillieShare of searches 19.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. LockwoodShare of searches 4.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. GainsboroughShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top door handle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Yale was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Yale is the fifth most recommended of the five.

Most recommended by AI

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

  1. Windsor Hardware1st
  2. Lockwood2nd
  3. Halliday + Baillie3rd
  4. Gainsborough4th
  5. Yale5th

Mentioned by AI

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

  • Windsor Hardware4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Halliday + Baillie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lockwood2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yale1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gainsborough1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about door handle 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 door handle brands compete with Yale?

Yale against door handle brands in New Zealand, by month

Share of searches by month for Windsor Hardware, Yale, Halliday + Baillie, Lockwood, Gainsborough. The figures are in the table below the chart.

View monthly share of searches table
MonthWindsor HardwareYaleHalliday + BaillieLockwoodGainsborough
Oct 202539.6%32.4%21.6%3.6%2.7%
Nov 202539.6%32.4%21.6%4.1%2.3%
Dec 202528.9%43.4%19.3%5.4%3%
Jan 202633.5%40.9%18.2%4.5%2.8%
Feb 202638.9%31.9%21.1%5.9%2.2%
Mar 202641.7%28%22.7%5.2%2.4%
Apr 202638.3%38.3%17%4.8%1.6%
May 202636.5%36.5%19.8%4.1%3%
Jun 202639.3%32.1%21.4%4.9%2.2%
Jul 202636.5%36.5%19.8%4.6%2.5%
Aug 202634.8%34.8%23.2%4.3%2.9%
Sep 202636.5%36.5%19.8%4.6%2.5%

  1. 1.Windsor Hardware

    36.5%

    Held 1st. 720 estimated branded searches, 0% vs prior month. Share +1.8 points.

  2. 2.Yale

    36.5%

    Held 2nd. 720 estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Halliday + Baillie

    19.8%

    Held 3rd. 390 estimated branded searches, -18.8% vs prior month. Share -3.4 points.

  4. 4.Lockwood

    4.6%

    Held 4th. 90 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Gainsborough

    2.5%

    Held 5th. 50 estimated branded searches, -16.7% vs prior month. Share -0.4 points.

Compare popularity between Yale and its closest rivals

Every comparison with Yale

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Yale in New Zealand held steady, from 1.4K to 1.5K.
  • Across the 12 months ending September 2026, Yale’s share of searches among door handle brands in New Zealand increased from 32.4% to 36.5%.
  • Across the 12 months ending September 2026, Yale’s share of searches among door handle brands in New Zealand peaked at 43.4% in December 2025 and was lowest at 28% in March 2026.

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

5 changes

  1. In September 2026, Windsor Hardware gained share of searches among door handle brands in New Zealand, from 34.8% to 36.5%.

  2. In September 2026, Yale gained share of searches among door handle brands in New Zealand, from 34.8% to 36.5%.

  3. In September 2026, Halliday + Baillie lost share of searches among door handle brands in New Zealand, from 23.2% to 19.8%.

  4. Estimated monthly branded searches for Lockwood in New Zealand rose 12.5% over 12 measured months, from 80 to 90 in September 2026.

  5. Estimated monthly branded searches for Gainsborough in New Zealand fell 16.7% over 12 measured months, from 60 to 50 in September 2026.

How are Yale’s branded searches counted?

4 search terms

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

  • yale deadbolt
  • yale door handle
  • yale door lock
  • yale lock

Do you work for Yale? 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 Yale compete?

Yale 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
Door lock brands1st of 456.2%Show ranking
Padlock brands1st of 536.2%Show ranking
Door handle brands2nd of 536.5%Shown above
Creator with pink hair and a pink jacket

Is Yale your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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