Brandwave

Festool vs Milwaukee:Which is more popular?

In September 2026, Festool and Milwaukee were level in searches among chain mortiser brands in New Zealand, with an estimated 3K branded searches each, at 12.7% and 12.3% of the total. When we asked ChatGPT and Google AI Overviews about chain mortiser brands, Festool appeared in one of the five answers and Milwaukee in none.

Among chain mortiser brands in New Zealand in September 2026

Who do people search for more?

Festool and Milwaukee are searched for about as often as each other.

Festool 3K searchesMilwaukee 3K searches

Who does AI mention more?

Festool, mentioned in 1 of 5 answers, Milwaukee in 0

Festool in 1 of 5Milwaukee in 0 of 5

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Top chain mortiser brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milwaukee did not appear in any of the five answers.

Most recommended by AI

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

  1. Makita1st
  2. Mafell2nd
  3. Festool3rd
  4. Ryobi–
  5. Milwaukee–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mafell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Festool1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryobi0 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 chain mortiser brands

5 answers

  • Asked ChatGPT

    “Which chain mortiser brand should I buy in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What are the best chain mortiser brands in New Zealand?”

    1. 1Makita
    2. 2Mafell

  • Asked ChatGPT

    “What's the best chain mortiser brand in New Zealand for timber joinery work?”

    1. 1Mafell
    2. 2Makita
    3. 3Festool

  • Searched Google, AI Overview

    “best chain mortiser”

    1. 1Mafell
    2. 2Makita

  • Searched Google, AI Overview

    “chain mortiser brands”

    1. 1Makita
    2. 2Mafell

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Festool or Milwaukee more popular in search?

This chart shows how often people search Google for Festool and Milwaukee by name. Each line represents a brand's share of searches for all five chain mortiser brands we track, month by month, from searches in New Zealand.

Festool and Milwaukee among chain mortiser brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaRyobiFestoolMilwaukeeMafell
Oct 202543.2%34.2%11.3%11.2%0.15%
Nov 202537%43.5%8.6%10.7%0.22%
Dec 202537.6%45.2%7.4%9.6%0.14%
Jan 202641.9%40.4%8.6%9%0.15%
Feb 202642.9%35.1%10.7%11.2%0.16%
Mar 202639.7%37.7%11.3%11%0.24%
Apr 202644.2%34.8%9.6%11.2%0.21%
May 202644.4%29.2%11.8%14.2%0.37%
Jun 202642.6%30.1%12.9%14.2%0.26%
Jul 202643.9%29.3%13.1%13.6%0.11%
Aug 202638.9%32.7%10.7%17.5%0.14%
Sep 202640.8%34.1%12.7%12.3%0.17%

How has the Festool and Milwaukee comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Milwaukee took it in November 2025, Festool took it in March 2026, Milwaukee took it in April 2026, Festool took it in September 2026.
  • Across the 12 months ending September 2026, Festool’s share of searches among chain mortiser brands in New Zealand moved from 11.3% to 12.7%, and its estimated monthly branded searches moved from 2.2K to 3K.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among chain mortiser brands in New Zealand moved from 11.2% to 12.3%, and its estimated monthly branded searches moved from 2.2K to 3K.

How did search popularity change for New Zealand chain mortiser brands in September 2026?

2 changes

  1. In September 2026, Festool overtook Milwaukee to rank 3rd among chain mortiser brands in New Zealand, with 12.7% of the searches.

  2. In September 2026, Milwaukee lost share of searches among chain mortiser brands in New Zealand, from 17.5% to 12.3%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Festool’s and Milwaukee’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Festool

13 branded search terms

  • festool
  • festool chop saw
  • festool domino
  • festool dust extractor
  • festool orbital sander
  • festool planer
  • festool plunge saw
  • festool router
  • festool sander
  • festool track
  • festool track saw
  • festool vacuum
  • festool wall sander

Milwaukee

5 branded search terms

  • milwaukee tool
  • milwaukee tool bag
  • milwaukee tool box
  • milwaukee tool kit
  • milwaukee tool set

How the Brand Demand Index is measured

Other head-to-heads among chain mortiser brands

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