Multi-tool brands in New Zealand:Which are most popular?
In September 2026, Leatherman was the most searched multi-tool brand in New Zealand, accounting for 49.7% of all searches among the four brands we track. When we checked with ChatGPT and Google AI Overviews, Leatherman showed up in every answer. Leatherman was recommended most often, coming first in both responses that gave a list.
LeathermanShare of searches 49.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
VictorinoxShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
MilwaukeeShare of searches 12.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
GerberShare of searches 11.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top multi-tool brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Leatherman appeared every time. Leatherman was recommended most often, coming first in both answers that gave a list. Victorinox was second, and Gerber was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Leatherman1st
- Victorinox2nd
- Gerber3rd
- Milwaukee4th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Leatherman5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Victorinox3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milwaukee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gerber2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about multi-tool brands
5 answers
Asked ChatGPT
“Which multi-tool brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best multi-tool brands in New Zealand?”
Asked ChatGPT
“What's the best multi-tool brand in New Zealand for camping and repairs?”
Searched Google, AI Overview
“multi tool nz”
Searched Google, AI Overview
“compact multi tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which multi-tool brands do people search for most?
This chart shows how often people search Google for each multi-tool brand by name. Each line represents a brand's share of searches for all four multi-tool brands we track, month by month, from searches in New Zealand.
Share of searches by month for Leatherman, Victorinox, Milwaukee, Gerber. The figures are in the table below the chart.
View monthly share of searches table
| Month | Leatherman | Victorinox | Milwaukee | Gerber |
|---|---|---|---|---|
| Oct 2025 | 50.4% | 31% | 7.6% | 11% |
| Nov 2025 | 50.9% | 30.7% | 7.5% | 10.8% |
| Dec 2025 | 53.2% | 30.5% | 6.1% | 10.1% |
| Jan 2026 | 47.6% | 33.2% | 6.6% | 12.5% |
| Feb 2026 | 52.6% | 27.4% | 10% | 10% |
| Mar 2026 | 52.4% | 27.7% | 8.9% | 11.1% |
| Apr 2026 | 56% | 25.6% | 6.6% | 11.8% |
| May 2026 | 55.6% | 24% | 9.4% | 11% |
| Jun 2026 | 53.4% | 26.5% | 10.3% | 9.8% |
| Jul 2026 | 50.5% | 30% | 9% | 10.6% |
| Aug 2026 | 48.1% | 30.1% | 11.1% | 10.6% |
| Sep 2026 | 49.7% | 25.9% | 12.4% | 11.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.7% | 1.9K | -7.7% | +1.6 points | |
| 2, held 2nd | 25.9% | 1K | -23.1% | -4.2 points | |
| 3, held 3rd | 12.4% | 480 | 0% | +1.3 points | |
| 4, held 4th | 11.9% | 460 | 0% | +1.3 points |
49.7%
Held 1st. 1.9K estimated branded searches, -7.7% vs prior month. Share +1.6 points.
25.9%
Held 2nd. 1K estimated branded searches, -23.1% vs prior month. Share -4.2 points.
12.4%
Held 3rd. 480 estimated branded searches, 0% vs prior month. Share +1.3 points.
4.
Gerber11.9%
Held 4th. 460 estimated branded searches, 0% vs prior month. Share +1.3 points.
Which brand is most popular in search among multi-tool brands in New Zealand?
4 brands
In September 2026, Leatherman was the most searched among multi-tool brands in New Zealand, with an estimated 1.9K branded searches, 49.7% of all searches for the four we track. Victorinox is in 2nd place, 23.8 percentage points behind at 25.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Leatherman | 50.4% → 49.7% | 56%Apr 2026 | 47.6%Jan 2026 | 1st |
| Victorinox | 31% → 25.9% | 33.2%Jan 2026 | 24%May 2026 | 2nd |
| Milwaukee | 7.6% → 12.4% | 12.4%Sep 2026 | 6.1%Dec 2025 | 4th → 3rd |
| Gerber | 11% → 11.9% | 12.5%Jan 2026 | 9.8%Jun 2026 | 3rd → 4th |
Each finding as a sentence
- Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand decreased from 50.4% to 49.7%.
- Across the 12 months ending September 2026, Victorinox’s share of searches among multi-tool brands in New Zealand decreased from 31% to 25.9%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among multi-tool brands in New Zealand increased from 7.6% to 12.4%.
- Across the 12 months ending September 2026, Gerber’s share of searches among multi-tool brands in New Zealand increased from 11% to 11.9%.
- Across the 12 months ending September 2026, Leatherman’s share of searches among multi-tool brands in New Zealand peaked at 56% in April 2026 and was lowest at 47.6% in January 2026.
- Across the 12 months ending September 2026, Victorinox’s share of searches among multi-tool brands in New Zealand peaked at 33.2% in January 2026 and was lowest at 24% in May 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among multi-tool brands in New Zealand peaked at 12.4% in September 2026 and was lowest at 6.1% in December 2025.
- Across the 12 months ending September 2026, Gerber’s share of searches among multi-tool brands in New Zealand peaked at 12.5% in January 2026 and was lowest at 9.8% in June 2026.
- Across the 12 months ending September 2026, Milwaukee rose from 4th to 3rd among multi-tool brands in New Zealand.
- Across the 12 months ending September 2026, Gerber fell from 3rd to 4th among multi-tool brands in New Zealand.
How did search popularity change for New Zealand multi-tool brands in September 2026?
4 changes
In September 2026, Leatherman gained share of searches among multi-tool brands in New Zealand, from 48.1% to 49.7%.
In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%.
In September 2026, Gerber gained share of searches among multi-tool brands in New Zealand, from 10.6% to 11.9%.
In September 2026, Victorinox lost share of searches among multi-tool brands in New Zealand, from 30.1% to 25.9%.
Compare popularity between leading brands
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