Brandwave

Milwaukee vs Sutton Tools:Which is more popular?

In September 2026, Milwaukee had more branded searches than Sutton Tools among countersink bit brands in New Zealand. Milwaukee had about 2,950 branded searches, while Sutton Tools had 390. Milwaukee made up 26.1% 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 Milwaukee in one. Sutton Tools was mentioned before Milwaukee in two out of three answers.

Among countersink bit brands in New Zealand in September 2026

Who do people search for more?

Milwaukee, about 8 searches for every 1 for Sutton Tools

Milwaukee 3K searchesSutton Tools 390 searches

Who does AI mention more?

Sutton Tools, mentioned in 4 of 5 answers, Milwaukee in 1

Sutton Tools in 4 of 5Milwaukee in 1 of 5

Who does AI recommend more?

Sutton Tools, named ahead of Milwaukee in 2 of 3 answers

Sutton Tools first in 2Milwaukee first in 1

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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. Milwaukee was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Sutton Tools was listed before Milwaukee in two out of three answers.

Most recommended by AI

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

  1. Sutton Tools1st
  2. Trend2nd
  3. Milwaukee3rd
  4. Festool4th
  5. DeWalt–

Mentioned by AI

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

  • 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”

    1. Searched Google, AI Overview

      “drill bit set”

      1. 1Milwaukee
      2. 2Sutton Tools

    Not named in any answer:

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

    Is Milwaukee or Sutton Tools more popular in search?

    This chart shows how often people search Google for Milwaukee 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.

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

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

    View monthly share of searches table
    MonthDeWaltFestoolMilwaukeeSutton ToolsTrend
    Oct 202546.2%24.1%24.3%5.3%0.11%
    Nov 202555.6%18.1%22.7%3.6%0.09%
    Dec 202551.1%18.9%25.2%4.6%0.12%
    Jan 202652.8%20.8%22.3%4%0.13%
    Feb 202648.7%22.7%24.2%4.4%0%
    Mar 202647%24.2%23.7%5%0.1%
    Apr 202649.8%21.3%25.1%3.8%0.12%
    May 202644.5%22.8%27.8%4.9%0%
    Jun 202648.4%22.5%25.5%3.6%0.09%
    Jul 202644.3%25.1%26.5%4%0.1%
    Aug 202643.8%19.8%32.9%3.4%0.09%
    Sep 202644.1%26.3%26.1%3.4%0.09%

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

    3 findings

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

    3 changes

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

    2. In September 2026, Milwaukee lost share of searches among countersink bit brands in New Zealand, from 32.9% to 26.1%.

    3. 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?

    6 search terms

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

    Milwaukee

    5 branded search terms

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

    Sutton Tools

    1 branded search term

    • sutton tools

    How the Brand Demand Index is measured

    Other head-to-heads among countersink bit brands

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