Festool vs Sutton Tools:Which is more popular?

Name: Festool vs Sutton Tools: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Festool had more branded searches than Sutton Tools among countersink bit brands in New Zealand. Festool had about 2,980 branded searches, while Sutton Tools had 390. Festool made up 26.3% of all countersink bit brand searches we track, and Sutton Tools accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about countersink bit brands, Sutton Tools appeared in four of the five answers and Festool in one. Sutton Tools was mentioned before Festool in every answer.

Among countersink bit brands in New Zealand in September 2026

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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. 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. Sutton Tools was listed before Festool in every answer.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Sutton Tools	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Trend	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Festool	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Milwaukee	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
DeWalt	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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”
Searched Google, AI Overview
“drill bit set”
1. 1Milwaukee
2. 2Sutton Tools

Not named in any answer:

DeWalt

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Festool or Sutton Tools more popular in search?

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

Festool and Sutton Tools among countersink bit brands in New Zealand, by month

Month	DeWalt	Festool	Milwaukee	Sutton Tools	Trend
Oct 2025	46.2%	24.1%	24.3%	5.3%	0.11%
Nov 2025	55.6%	18.1%	22.7%	3.6%	0.09%
Dec 2025	51.1%	18.9%	25.2%	4.6%	0.12%
Jan 2026	52.8%	20.8%	22.3%	4%	0.13%
Feb 2026	48.7%	22.7%	24.2%	4.4%	0%
Mar 2026	47%	24.2%	23.7%	5%	0.1%
Apr 2026	49.8%	21.3%	25.1%	3.8%	0.12%
May 2026	44.5%	22.8%	27.8%	4.9%	0%
Jun 2026	48.4%	22.5%	25.5%	3.6%	0.09%
Jul 2026	44.3%	25.1%	26.5%	4%	0.1%
Aug 2026	43.8%	19.8%	32.9%	3.4%	0.09%
Sep 2026	44.1%	26.3%	26.1%	3.4%	0.09%

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

3 findings

Festool was ahead of Sutton Tools in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Festool’s share of searches among countersink bit brands in New Zealand moved from 24.1% to 26.3%, and its estimated monthly branded searches moved from 2.2K to 3K.
Across the 12 months ending September 2026, Sutton Tools’ share of searches among countersink bit brands in New Zealand moved from 5.3% to 3.4%, and its estimated monthly branded searches moved from 480 to 390.

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

2 changes

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

13 search terms

Brandwave collects information about searches that people make online using Festool’s and Sutton Tools’ 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.