---
title: "Drill bits brands in New Zealand: Which are searched most?"
description: "Compare the drill bits brands people buy. Share of Search among DeWalt, Milwaukee, Sutton Tools and Bosch, the drill bits 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-drill-bits-brands"
publisher: "Brandwave"
---

# Drill bits brands in New Zealand: Which are searched most?

Compare the drill bits brands people buy. Share of Search among DeWalt, Milwaukee, Sutton Tools and Bosch, the drill bits 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**: Drill bits brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: DeWalt, 59.5%

## Which brand is most popular in search among drill bits brands in New Zealand?

- In September 2026, DeWalt was the most searched among drill bits brands in New Zealand, with an estimated 5K branded searches, 59.5% of all searches for the four we track.
- Milwaukee is in 2nd place, 24.3 percentage points behind at 35.2%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among drill bits brands in New Zealand decreased from 60.6% to 59.5%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among drill bits brands in New Zealand increased from 31.8% to 35.2%.
- Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand decreased from 6.9% to 4.7%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among drill bits brands in New Zealand peaked at 67.6% in November 2025 and was lowest at 54.4% in August 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among drill bits brands in New Zealand peaked at 40.9% in August 2026 and was lowest at 27.6% in November 2025.
- Across the 12 months ending September 2026, Sutton Tools’ share of searches among drill bits brands in New Zealand peaked at 6.9% in October 2025 and was lowest at 4.3% in August 2026.
- Across the 12 months ending September 2026, Bosch held steady: its share of searches among drill bits brands in New Zealand moved less than 0.5 percentage points.

## Top drill bits brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Bosch was mentioned most often, in four of the five answers. Bosch was recommended most often, coming first in two out of three answers that gave a list. Sutton Tools was second, and Milwaukee was third.

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 |
| --- | --- | --- | --- | --- |
| Bosch | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Sutton Tools | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Milwaukee | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| DeWalt | 4th | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about drill bits brands

- Asked ChatGPT "Which drill bits brand should I buy in New Zealand?": 1. Bosch, 2. Sutton Tools, 3. DeWalt, 4. Milwaukee
- Asked ChatGPT "What are the best drill bits brands in New Zealand?": 1. Sutton Tools, 2. Bosch, 3. Milwaukee, 4. DeWalt
- Asked ChatGPT "What's the best drill bits brand in New Zealand for clean holes?": 1. Bosch
- Searched Google, AI Overview "wood drill bits": named none of the brands we track
- Searched Google, AI Overview "drill bit set": 1. Bosch, 2. Milwaukee, 3. Sutton Tools

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 Milwaukee: compare search popularity](/demand/nz/compare/dewalt-vs-milwaukee): 59.5% against 35.2% Share of Search.
- [DeWalt vs Sutton Tools: compare search popularity](/demand/nz/compare/dewalt-vs-sutton-tools): 59.5% against 4.7% Share of Search.
- [Milwaukee vs Sutton Tools: compare search popularity](/demand/nz/compare/milwaukee-vs-sutton-tools): 35.2% against 4.7% Share of Search.

## How did search popularity change for New Zealand drill bits brands in September 2026?

- In September 2026, DeWalt gained share of searches among drill bits brands in New Zealand, from 54.4% to 59.5%.
- In September 2026, Milwaukee lost share of searches among drill bits brands in New Zealand, from 40.9% to 35.2%.
- Estimated monthly branded searches for Bosch in New Zealand rose 25% over 12 measured months, from 40 to 50 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 | 59.5% | 5K | 0.0% | DeWalt |
| 2 | Milwaukee | 35.2% | 3K | -21.3% | Milwaukee |
| 3 | Sutton Tools | 4.7% | 390 | 0.0% | Sutton Tools |
| 4 | Bosch | 0.6% | 50 | +25.0% | Bosch |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | DeWalt | 4.2K | 60.6% | 1 |
| Oct 2025 | Milwaukee | 2.2K | 31.8% | 2 |
| Oct 2025 | Sutton Tools | 480 | 6.9% | 3 |
| Oct 2025 | Bosch | 40 | 0.58% | 4 |
| Nov 2025 | DeWalt | 6K | 67.6% | 1 |
| Nov 2025 | Milwaukee | 2.5K | 27.6% | 2 |
| Nov 2025 | Sutton Tools | 390 | 4.4% | 3 |
| Nov 2025 | Bosch | 40 | 0.45% | 4 |
| Dec 2025 | DeWalt | 4.3K | 62.9% | 1 |
| Dec 2025 | Milwaukee | 2.1K | 31% | 2 |
| Dec 2025 | Sutton Tools | 390 | 5.7% | 3 |
| Dec 2025 | Bosch | 30 | 0.44% | 4 |
| Jan 2026 | DeWalt | 4.2K | 66.3% | 1 |
| Jan 2026 | Milwaukee | 1.8K | 28% | 2 |
| Jan 2026 | Sutton Tools | 320 | 5.1% | 3 |
| Jan 2026 | Bosch | 40 | 0.63% | 4 |
| Feb 2026 | DeWalt | 4.3K | 62.5% | 1 |
| Feb 2026 | Milwaukee | 2.1K | 31.1% | 2 |
| Feb 2026 | Sutton Tools | 390 | 5.6% | 3 |
| Feb 2026 | Bosch | 50 | 0.72% | 4 |
| Mar 2026 | DeWalt | 4.5K | 61.7% | 1 |
| Mar 2026 | Milwaukee | 2.3K | 31.1% | 2 |
| Mar 2026 | Sutton Tools | 480 | 6.6% | 3 |
| Mar 2026 | Bosch | 40 | 0.55% | 4 |
| Apr 2026 | DeWalt | 4.2K | 63% | 1 |
| Apr 2026 | Milwaukee | 2.1K | 31.7% | 2 |
| Apr 2026 | Sutton Tools | 320 | 4.8% | 3 |
| Apr 2026 | Bosch | 30 | 0.45% | 4 |
| May 2026 | DeWalt | 4.3K | 57.2% | 1 |
| May 2026 | Milwaukee | 2.7K | 35.8% | 2 |
| May 2026 | Sutton Tools | 480 | 6.4% | 3 |
| May 2026 | Bosch | 50 | 0.66% | 4 |
| Jun 2026 | DeWalt | 5.3K | 62.2% | 1 |
| Jun 2026 | Milwaukee | 2.8K | 32.7% | 2 |
| Jun 2026 | Sutton Tools | 390 | 4.6% | 3 |
| Jun 2026 | Bosch | 40 | 0.47% | 4 |
| Jul 2026 | DeWalt | 4.3K | 58.9% | 1 |
| Jul 2026 | Milwaukee | 2.6K | 35.3% | 2 |
| Jul 2026 | Sutton Tools | 390 | 5.3% | 3 |
| Jul 2026 | Bosch | 40 | 0.54% | 4 |
| Aug 2026 | DeWalt | 5K | 54.4% | 1 |
| Aug 2026 | Milwaukee | 3.8K | 40.9% | 2 |
| Aug 2026 | Sutton Tools | 390 | 4.3% | 3 |
| Aug 2026 | Bosch | 40 | 0.44% | 4 |
| Sep 2026 | DeWalt | 5K | 59.5% | 1 |
| Sep 2026 | Milwaukee | 3K | 35.2% | 2 |
| Sep 2026 | Sutton Tools | 390 | 4.7% | 3 |
| Sep 2026 | Bosch | 50 | 0.6% | 4 |

## What is being compared

- **Bosch**: Measured on the search term “bosch drill bits”.
- **DeWalt**: Measured on the search terms “dewalt” and “dewalt redemption”, 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”.

- [Bosch](/demand/nz/brands/bosch)
- [DeWalt](/demand/nz/brands/dewalt)
- [Milwaukee](/demand/nz/brands/milwaukee)
- [Sutton Tools](/demand/nz/brands/sutton-tools)

## 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 drill bits brands in New Zealand?

In September 2026, DeWalt was the most searched among drill bits brands in New Zealand, with an estimated 5K branded searches, 59.5% of all searches for the four we track.

## Cite this page

Brandwave. "Drill bits brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-drill-bits-brands

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