--- title: "Milwaukee vs Sutton Tools: Which is searched more in New Zealand?" description: "Is Milwaukee or Sutton Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Countersink bit brands set in New Zealand. 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/compare/milwaukee-vs-sutton-tools" publisher: "Brandwave" --- # Milwaukee vs Sutton Tools: Which is searched more in New Zealand? Is Milwaukee or Sutton Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Countersink bit brands set in New Zealand. 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 - **Compared**: Milwaukee and Sutton Tools - **Competitive set**: Countersink bit brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Milwaukee Share of Search**: 26.1% - **Sutton Tools Share of Search**: 3.4% ## Is Milwaukee or Sutton Tools more popular in search? - 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%. - Milwaukee was ahead of Sutton Tools in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Milwaukee’s share of searches among countersink bit brands in New Zealand moved from 24.3% to 26.1%, 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. ## 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. 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. ## 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 Sutton Tools in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026. ## Month by month | Month | Milwaukee estimated searches | Milwaukee Share of Search | Milwaukee rank | Sutton Tools estimated searches | Sutton Tools Share of Search | Sutton Tools rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.2K | 24.3% | 2 | 480 | 5.3% | 4 | | Nov 2025 | 2.5K | 22.7% | 2 | 390 | 3.6% | 4 | | Dec 2025 | 2.1K | 25.2% | 2 | 390 | 4.6% | 4 | | Jan 2026 | 1.8K | 22.3% | 2 | 320 | 4% | 4 | | Feb 2026 | 2.1K | 24.2% | 2 | 390 | 4.4% | 4 | | Mar 2026 | 2.3K | 23.7% | 3 | 480 | 5% | 4 | | Apr 2026 | 2.1K | 25.1% | 2 | 320 | 3.8% | 4 | | May 2026 | 2.7K | 27.8% | 2 | 480 | 4.9% | 4 | | Jun 2026 | 2.8K | 25.5% | 2 | 390 | 3.6% | 4 | | Jul 2026 | 2.6K | 26.5% | 2 | 390 | 4% | 4 | | Aug 2026 | 3.8K | 32.9% | 2 | 390 | 3.4% | 4 | | Sep 2026 | 3K | 26.1% | 3 | 390 | 3.4% | 4 | ## How each brand is measured 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**: 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”. - [Milwaukee profile](/demand/nz/brands/milwaukee) - [Sutton Tools profile](/demand/nz/brands/sutton-tools) - [All countersink bit brands in New Zealand](/demand/nz/categories/nz-countersink-bit-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Milwaukee or Sutton Tools more popular in search? 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%. ## Cite this page Brandwave. "Milwaukee vs Sutton Tools: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-countersink-bit-brands/compare/milwaukee-vs-sutton-tools This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-countersink-bit-brands/compare/milwaukee-vs-sutton-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.