---
title: "Hand tool brands in New Zealand: Which brands are most popular in search?"
description: "Compare the hand tool brands New Zealand tradies and DIYers use. Share of Search among Knipex, Stanley, Kincrome, Irwin and Stahlwille, the hand tool 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-hand-tool-brands"
publisher: "Brandwave"
---

# Hand tool brands in New Zealand: Which brands are most popular in search?

Compare the hand tool brands New Zealand tradies and DIYers use. Share of Search among Knipex, Stanley, Kincrome, Irwin and Stahlwille, the hand tool 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**: Hand tool brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Knipex, 37.3%

## Which brand is most popular in search among hand tool brands in New Zealand?

- In August 2026, Knipex was the most searched among hand tool brands in New Zealand, with an estimated 3.2K branded searches and 37.3% estimated Share of Search within this set.
- Stanley is in 2nd place, 4.7 percentage points behind at 32.6% Share of Search.
- Across the 11 months ending August 2026, Knipex’s estimated Share of Search among hand tool brands in New Zealand increased from 28.7% to 37.3%.
- Across the 11 months ending August 2026, Stanley’s estimated Share of Search among hand tool brands in New Zealand decreased from 37.2% to 32.6%.
- Across the 11 months ending August 2026, Kincrome’s estimated Share of Search among hand tool brands in New Zealand decreased from 27.3% to 23.1%.
- Across the 11 months ending August 2026, Irwin’s estimated Share of Search among hand tool brands in New Zealand increased from 3.5% to 4.3%.
- Across the 11 months ending August 2026, Stahlwille’s estimated Share of Search among hand tool brands in New Zealand decreased from 3.3% to 2.8%.
- Across the 11 months ending August 2026, Knipex’s estimated Share of Search among hand tool brands in New Zealand peaked at 38.7% in June 2026 and was lowest at 27.6% in December 2025.
- Across the 11 months ending August 2026, Stanley’s estimated Share of Search among hand tool brands in New Zealand peaked at 40.4% in December 2025 and was lowest at 32.6% in August 2026.
- Across the 11 months ending August 2026, Kincrome’s estimated Share of Search among hand tool brands in New Zealand peaked at 27.3% in October 2025 and was lowest at 21.5% in June 2026.
- Across the 11 months ending August 2026, Irwin’s estimated Share of Search among hand tool brands in New Zealand peaked at 4.3% in August 2026 and was lowest at 3.2% in May 2026.
- Across the 11 months ending August 2026, Stahlwille’s estimated Share of Search among hand tool brands in New Zealand peaked at 3.5% in February 2026 and was lowest at 2.4% in November 2025.
- Across the 11 months ending August 2026, Knipex rose from 2nd to 1st among hand tool brands in New Zealand.
- Across the 11 months ending August 2026, Stanley fell from 1st to 2nd among hand tool brands in New Zealand.

## Compare search popularity between leading brands

- [Knipex vs Stanley: compare search popularity](/demand/nz/compare/knipex-vs-stanley-tools): 37.3% against 32.6% Share of Search.
- [Knipex vs Kincrome: compare search popularity](/demand/nz/compare/kincrome-vs-knipex): 37.3% against 23.1% Share of Search.
- [Knipex vs Irwin: compare search popularity](/demand/nz/compare/irwin-vs-knipex): 37.3% against 4.3% Share of Search.
- [Knipex vs Stahlwille: compare search popularity](/demand/nz/compare/knipex-vs-stahlwille): 37.3% against 2.8% Share of Search.
- [Stanley vs Kincrome: compare search popularity](/demand/nz/compare/kincrome-vs-stanley-tools): 32.6% against 23.1% Share of Search.
- [Stanley vs Irwin: compare search popularity](/demand/nz/compare/irwin-vs-stanley-tools): 32.6% against 4.3% Share of Search.
- [Stanley vs Stahlwille: compare search popularity](/demand/nz/compare/stahlwille-vs-stanley-tools): 32.6% against 2.8% Share of Search.
- [Kincrome vs Irwin: compare search popularity](/demand/nz/compare/irwin-vs-kincrome): 23.1% against 4.3% Share of Search.
- [Kincrome vs Stahlwille: compare search popularity](/demand/nz/compare/kincrome-vs-stahlwille): 23.1% against 2.8% Share of Search.
- [Irwin vs Stahlwille: compare search popularity](/demand/nz/compare/irwin-vs-stahlwille): 4.3% against 2.8% Share of Search.

## How did search popularity change for New Zealand hand tool brands in August 2026?

- In August 2026, Irwin gained estimated Share of Search among hand tool brands in New Zealand, from 3.5% to 4.3%.
- In August 2026, Kincrome lost estimated Share of Search among hand tool brands in New Zealand, from 23.8% to 23.1%.
- Estimated monthly branded searches for Knipex in New Zealand rose 62.8% over 11 measured months, from 2K to 3.2K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Knipex | 37.3% | 3.2K | +5.2% | Knipex |
| 2 | Stanley | 32.6% | 2.8K | +3.3% | Stanley |
| 3 | Kincrome | 23.1% | 2K | +1.5% | Kincrome |
| 4 | Irwin | 4.3% | 370 | +27.6% | Irwin |
| 5 | Stahlwille | 2.8% | 240 | 0.0% | Stahlwille |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Stanley | 2.6K | 37.2% | 1 |
| Oct 2025 | Knipex | 2K | 28.7% | 2 |
| Oct 2025 | Kincrome | 1.9K | 27.3% | 3 |
| Oct 2025 | Irwin | 240 | 3.5% | 4 |
| Oct 2025 | Stahlwille | 230 | 3.3% | 5 |
| Nov 2025 | Stanley | 2.6K | 38.4% | 1 |
| Nov 2025 | Knipex | 1.9K | 28.7% | 2 |
| Nov 2025 | Kincrome | 1.8K | 26.8% | 3 |
| Nov 2025 | Irwin | 250 | 3.7% | 4 |
| Nov 2025 | Stahlwille | 160 | 2.4% | 5 |
| Dec 2025 | Stanley | 3K | 40.4% | 1 |
| Dec 2025 | Knipex | 2K | 27.6% | 2 |
| Dec 2025 | Kincrome | 1.9K | 26% | 3 |
| Dec 2025 | Irwin | 250 | 3.4% | 4 |
| Dec 2025 | Stahlwille | 190 | 2.6% | 5 |
| Jan 2026 | Stanley | 2.3K | 37.8% | 1 |
| Jan 2026 | Knipex | 1.8K | 29.2% | 2 |
| Jan 2026 | Kincrome | 1.6K | 25.8% | 3 |
| Jan 2026 | Irwin | 250 | 4% | 4 |
| Jan 2026 | Stahlwille | 190 | 3.1% | 5 |
| Feb 2026 | Stanley | 2.3K | 38.6% | 1 |
| Feb 2026 | Knipex | 1.9K | 31.6% | 2 |
| Feb 2026 | Kincrome | 1.4K | 22.2% | 3 |
| Feb 2026 | Irwin | 250 | 4.1% | 4 |
| Feb 2026 | Stahlwille | 210 | 3.5% | 5 |
| Mar 2026 | Knipex | 2.6K | 37.1% | 1 |
| Mar 2026 | Stanley | 2.4K | 34.4% | 2 |
| Mar 2026 | Kincrome | 1.5K | 21.8% | 3 |
| Mar 2026 | Irwin | 260 | 3.8% | 4 |
| Mar 2026 | Stahlwille | 200 | 2.9% | 5 |
| Apr 2026 | Stanley | 2.5K | 36.8% | 1 |
| Apr 2026 | Knipex | 2.3K | 33.9% | 2 |
| Apr 2026 | Kincrome | 1.6K | 22.6% | 3 |
| Apr 2026 | Irwin | 250 | 3.6% | 4 |
| Apr 2026 | Stahlwille | 210 | 3.1% | 5 |
| May 2026 | Knipex | 2.9K | 38% | 1 |
| May 2026 | Stanley | 2.6K | 33.1% | 2 |
| May 2026 | Kincrome | 1.7K | 22.5% | 3 |
| May 2026 | Irwin | 250 | 3.2% | 4 |
| May 2026 | Stahlwille | 250 | 3.2% | 5 |
| Jun 2026 | Knipex | 3.3K | 38.7% | 1 |
| Jun 2026 | Stanley | 2.9K | 33.8% | 2 |
| Jun 2026 | Kincrome | 1.8K | 21.5% | 3 |
| Jun 2026 | Irwin | 280 | 3.3% | 4 |
| Jun 2026 | Stahlwille | 240 | 2.8% | 5 |
| Jul 2026 | Knipex | 3.1K | 37% | 1 |
| Jul 2026 | Stanley | 2.7K | 32.9% | 2 |
| Jul 2026 | Kincrome | 2K | 23.8% | 3 |
| Jul 2026 | Irwin | 290 | 3.5% | 4 |
| Jul 2026 | Stahlwille | 240 | 2.9% | 5 |
| Aug 2026 | Knipex | 3.2K | 37.3% | 1 |
| Aug 2026 | Stanley | 2.8K | 32.6% | 2 |
| Aug 2026 | Kincrome | 2K | 23.1% | 3 |
| Aug 2026 | Irwin | 370 | 4.3% | 4 |
| Aug 2026 | Stahlwille | 240 | 2.8% | 5 |
| Sep 2026 | Irwin | — | — | — |
| Sep 2026 | Kincrome | — | — | — |
| Sep 2026 | Knipex | — | — | — |
| Sep 2026 | Stahlwille | — | — | — |
| Sep 2026 | Stanley | — | — | — |

## What is being compared

- **Irwin**: Measured on the search terms “irwin clamps”, “irwin hand tools”, “irwin socket set”, “irwin spanner”, “irwin tool kit”, “irwin tools” and “irwin tools quick grip”, summed into one figure.
- **Kincrome**: Measured on the search terms “kincrome”, “kincrome advent calendar”, “kincrome hand tools”, “kincrome near me”, “kincrome nz”, “kincrome online”, “kincrome power tools”, “kincrome socket set”, “kincrome spanner”, “kincrome tool box”, “kincrome tool cabinet”, “kincrome tool case”, “kincrome tool kit”, “kincrome tool set” and “kincrome tools”, summed into one figure.
- **Knipex**: Measured on the search terms “cobra knipex pliers”, “knipex”, “knipex cable stripper”, “knipex circlip pliers”, “knipex cobra”, “knipex cobra xs”, “knipex com”, “knipex cutters”, “knipex ergostrip”, “knipex flush cutters”, “knipex hand tools”, “knipex long pliers”, “knipex near me”, “knipex nz”, “knipex online”, “knipex pliers”, “knipex side cutters”, “knipex socket set”, “knipex spanner”, “knipex tool” and “knipex tool kit”, summed into one figure.
- **Stahlwille**: Measured on the search terms “stahlwille”, “stahlwille de”, “stahlwille hand tools”, “stahlwille new zealand”, “stahlwille nz”, “stahlwille socket set”, “stahlwille spanner”, “stahlwille tool” and “stahlwille tool kit”, summed into one figure.
- **Stanley**: Measured on the search terms “best stanley knife”, “stanley battery”, “stanley battery tools”, “stanley drill”, “stanley drill set”, “stanley fatmax battery”, “stanley fatmax battery charger”, “stanley fatmax drill”, “stanley fatmax power tools”, “stanley fatmax tools”, “stanley fatmax v20 battery”, “stanley home tool kit”, “stanley impact drill”, “stanley knife”, “stanley knife blades”, “stanley power tools”, “stanley socket set”, “stanley spanner”, “stanley tape measure”, “stanley tool box with tools”, “stanley tool kit” and “stanley tools”, summed into one figure.

- [Irwin](/demand/nz/brands/irwin)
- [Kincrome](/demand/nz/brands/kincrome)
- [Knipex](/demand/nz/brands/knipex)
- [Stahlwille](/demand/nz/brands/stahlwille)
- [Stanley](/demand/nz/brands/stanley-tools)

## Methodology

- [How is branded search demand 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 hand tool brands in New Zealand?

In August 2026, Knipex was the most searched among hand tool brands in New Zealand, with an estimated 3.2K branded searches and 37.3% estimated Share of Search within this set.

## Cite this page

Brandwave. "Hand tool brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-hand-tool-brands

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