---
title: "Countersink bit brands in New Zealand: Which are searched most?"
description: "Compare the countersink bit brands people buy. Share of Search among DeWalt, Festool, Milwaukee, Sutton Tools and Trend, the countersink bit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-countersink-bit-brands"
publisher: "Brandwave"
---

# Countersink bit brands in New Zealand: Which are searched most?

Compare the countersink bit brands people buy. Share of Search among DeWalt, Festool, Milwaukee, Sutton Tools and Trend, the countersink bit brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Countersink bit brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: DeWalt, 44.1%

## Which brand is most popular in search among countersink bit brands in New Zealand?

- In September 2026, DeWalt was the most searched among countersink bit brands in New Zealand, with an estimated 5K branded searches, 44.1% of all searches for the five we track.
- Festool is in 2nd place, 17.8 percentage points behind at 26.3%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among countersink bit brands in New Zealand decreased from 46.2% to 44.1%.
- Across the 12 months ending September 2026, Festool’s share of searches among countersink bit brands in New Zealand increased from 24.1% to 26.3%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among countersink bit brands in New Zealand increased from 24.3% to 26.1%.
- 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, DeWalt’s share of searches among countersink bit brands in New Zealand peaked at 55.6% in November 2025 and was lowest at 43.8% in August 2026.
- Across the 12 months ending September 2026, Festool’s share of searches among countersink bit brands in New Zealand peaked at 26.3% in September 2026 and was lowest at 18.1% in November 2025.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among countersink bit brands in New Zealand peaked at 32.9% in August 2026 and was lowest at 22.3% in January 2026.
- 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, Festool rose from 3rd to 2nd among countersink bit brands in New Zealand.
- Across the 12 months ending September 2026, Milwaukee fell from 2nd to 3rd among countersink bit brands in New Zealand.
- Across the 12 months ending September 2026, Trend held steady: its share of searches among countersink bit brands in New Zealand moved less than 0.5 percentage points.

## Top countersink bit brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Sutton Tools was mentioned most often, in four of the five answers. Sutton Tools was recommended most often, coming first in two out of three answers that gave a list. Trend was second, and Milwaukee was third. DeWalt, which ranked first in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Sutton Tools | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Trend | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Milwaukee | 3rd | 0 of 3 | 1 of 2 | 1 of 5 |
| Festool | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| DeWalt | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about countersink bit brands

- Asked ChatGPT "Which countersink bit brand should I buy in New Zealand?": 1. Sutton Tools, 2. Trend
- Asked ChatGPT "What are the best countersink bit brands in New Zealand?": 1. Sutton Tools, 2. Trend, 3. Festool
- Asked ChatGPT "What's the best countersink bit brand in New Zealand for drilling clean holes?": 1. Sutton Tools
- Searched Google, AI Overview "countersink drill bit": named none of the brands we track
- Searched Google, AI Overview "drill bit set": 1. Milwaukee, 2. Sutton Tools

Not named in any answer: DeWalt.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [DeWalt vs Festool: compare search popularity](/demand/nz/compare/dewalt-vs-festool): 44.1% against 26.3% Share of Search.
- [DeWalt vs Milwaukee: compare search popularity](/demand/nz/compare/dewalt-vs-milwaukee): 44.1% against 26.1% Share of Search.
- [DeWalt vs Sutton Tools: compare search popularity](/demand/nz/compare/dewalt-vs-sutton-tools): 44.1% against 3.4% Share of Search.
- [Festool vs Milwaukee: compare search popularity](/demand/nz/compare/festool-vs-milwaukee): 26.3% against 26.1% Share of Search.
- [Festool vs Sutton Tools: compare search popularity](/demand/nz/compare/festool-vs-sutton-tools): 26.3% against 3.4% Share of Search.
- [Milwaukee vs Sutton Tools: compare search popularity](/demand/nz/compare/milwaukee-vs-sutton-tools): 26.1% against 3.4% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | DeWalt | 44.1% | 5K | 0.0% | DeWalt |
| 2 | Festool | 26.3% | 3K | +32.4% | Festool |
| 3 | Milwaukee | 26.1% | 3K | -21.3% | Milwaukee |
| 4 | Sutton Tools | 3.4% | 390 | 0.0% | Sutton Tools |
| 5 | Trend | 0.09% | 10 | 0.0% | Trend |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | DeWalt | 4.2K | 46.2% | 1 |
| Oct 2025 | Milwaukee | 2.2K | 24.3% | 2 |
| Oct 2025 | Festool | 2.2K | 24.1% | 3 |
| Oct 2025 | Sutton Tools | 480 | 5.3% | 4 |
| Oct 2025 | Trend | 10 | 0.11% | 5 |
| Nov 2025 | DeWalt | 6K | 55.6% | 1 |
| Nov 2025 | Milwaukee | 2.5K | 22.7% | 2 |
| Nov 2025 | Festool | 1.9K | 18.1% | 3 |
| Nov 2025 | Sutton Tools | 390 | 3.6% | 4 |
| Nov 2025 | Trend | 10 | 0.09% | 5 |
| Dec 2025 | DeWalt | 4.3K | 51.1% | 1 |
| Dec 2025 | Milwaukee | 2.1K | 25.2% | 2 |
| Dec 2025 | Festool | 1.6K | 18.9% | 3 |
| Dec 2025 | Sutton Tools | 390 | 4.6% | 4 |
| Dec 2025 | Trend | 10 | 0.12% | 5 |
| Jan 2026 | DeWalt | 4.2K | 52.8% | 1 |
| Jan 2026 | Milwaukee | 1.8K | 22.3% | 2 |
| Jan 2026 | Festool | 1.6K | 20.8% | 3 |
| Jan 2026 | Sutton Tools | 320 | 4% | 4 |
| Jan 2026 | Trend | 10 | 0.13% | 5 |
| Feb 2026 | DeWalt | 4.3K | 48.7% | 1 |
| Feb 2026 | Milwaukee | 2.1K | 24.2% | 2 |
| Feb 2026 | Festool | 2K | 22.7% | 3 |
| Feb 2026 | Sutton Tools | 390 | 4.4% | 4 |
| Feb 2026 | Trend | 0 | 0% | 5 |
| Mar 2026 | DeWalt | 4.5K | 47% | 1 |
| Mar 2026 | Festool | 2.3K | 24.2% | 2 |
| Mar 2026 | Milwaukee | 2.3K | 23.7% | 3 |
| Mar 2026 | Sutton Tools | 480 | 5% | 4 |
| Mar 2026 | Trend | 10 | 0.1% | 5 |
| Apr 2026 | DeWalt | 4.2K | 49.8% | 1 |
| Apr 2026 | Milwaukee | 2.1K | 25.1% | 2 |
| Apr 2026 | Festool | 1.8K | 21.3% | 3 |
| Apr 2026 | Sutton Tools | 320 | 3.8% | 4 |
| Apr 2026 | Trend | 10 | 0.12% | 5 |
| May 2026 | DeWalt | 4.3K | 44.5% | 1 |
| May 2026 | Milwaukee | 2.7K | 27.8% | 2 |
| May 2026 | Festool | 2.2K | 22.8% | 3 |
| May 2026 | Sutton Tools | 480 | 4.9% | 4 |
| May 2026 | Trend | 0 | 0% | 5 |
| Jun 2026 | DeWalt | 5.3K | 48.4% | 1 |
| Jun 2026 | Milwaukee | 2.8K | 25.5% | 2 |
| Jun 2026 | Festool | 2.5K | 22.5% | 3 |
| Jun 2026 | Sutton Tools | 390 | 3.6% | 4 |
| Jun 2026 | Trend | 10 | 0.09% | 5 |
| Jul 2026 | DeWalt | 4.3K | 44.3% | 1 |
| Jul 2026 | Milwaukee | 2.6K | 26.5% | 2 |
| Jul 2026 | Festool | 2.5K | 25.1% | 3 |
| Jul 2026 | Sutton Tools | 390 | 4% | 4 |
| Jul 2026 | Trend | 10 | 0.1% | 5 |
| Aug 2026 | DeWalt | 5K | 43.8% | 1 |
| Aug 2026 | Milwaukee | 3.8K | 32.9% | 2 |
| Aug 2026 | Festool | 2.3K | 19.8% | 3 |
| Aug 2026 | Sutton Tools | 390 | 3.4% | 4 |
| Aug 2026 | Trend | 10 | 0.09% | 5 |
| Sep 2026 | DeWalt | 5K | 44.1% | 1 |
| Sep 2026 | Festool | 3K | 26.3% | 2 |
| Sep 2026 | Milwaukee | 3K | 26.1% | 3 |
| Sep 2026 | Sutton Tools | 390 | 3.4% | 4 |
| Sep 2026 | Trend | 10 | 0.09% | 5 |

## What is being compared

- **DeWalt**: Measured on the search terms “dewalt” and “dewalt redemption”, summed into one figure.
- **Festool**: Measured on the search terms “festool”, “festool chop saw”, “festool domino”, “festool dust extractor”, “festool orbital sander”, “festool plunge saw”, “festool router”, “festool sander”, “festool track”, “festool track saw”, “festool vacuum” and “festool wall sander”, summed into one figure.
- **Milwaukee**: Measured on the search terms “milwaukee tool”, “milwaukee tool bag”, “milwaukee tool box”, “milwaukee tool kit” and “milwaukee tool set”, summed into one figure.
- **Sutton Tools**: Measured on the search term “sutton tools”.
- **Trend**: Measured on the search term “trend router bits”.

- [DeWalt](/demand/nz/brands/dewalt)
- [Festool](/demand/nz/brands/festool)
- [Milwaukee](/demand/nz/brands/milwaukee)
- [Sutton Tools](/demand/nz/brands/sutton-tools)
- [Trend](/demand/nz/brands/trend)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among countersink bit brands in New Zealand?

In September 2026, DeWalt was the most searched among countersink bit brands in New Zealand, with an estimated 5K branded searches, 44.1% of all searches for the five we track.

## Cite this page

Brandwave. "Countersink bit brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-countersink-bit-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-countersink-bit-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.