---
title: "Multi-tool brands in New Zealand: Which are searched most?"
description: "Compare the multi-tool and pocket knife brands New Zealanders buy. Share of Search among Leatherman, Victorinox, Milwaukee and Gerber, the multi-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-multi-tool-brands"
publisher: "Brandwave"
---

# Multi-tool brands in New Zealand: Which are searched most?

Compare the multi-tool and pocket knife brands New Zealanders buy. Share of Search among Leatherman, Victorinox, Milwaukee and Gerber, the multi-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**: Multi-tool brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Leatherman, 49.7%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Leatherman | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Victorinox | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Gerber | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Milwaukee | 4th | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about multi-tool brands

- Asked ChatGPT "Which multi-tool brand should I buy in New Zealand?": 1. Milwaukee, 2. Leatherman
- Asked ChatGPT "What are the best multi-tool brands in New Zealand?": 1. Leatherman, 2. Victorinox, 3. Gerber, 4. Milwaukee
- Asked ChatGPT "What's the best multi-tool brand in New Zealand for camping and repairs?": 1. Leatherman, 2. Victorinox
- Searched Google, AI Overview "multi tool nz": 1. Leatherman
- Searched Google, AI Overview "compact multi tool": 1. Gerber, 2. Victorinox, 3. Leatherman

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

- [Leatherman vs Victorinox: compare search popularity](/demand/nz/compare/leatherman-vs-victorinox): 49.7% against 25.9% Share of Search.
- [Leatherman vs Milwaukee: compare search popularity](/demand/nz/compare/leatherman-vs-milwaukee): 49.7% against 12.4% Share of Search.
- [Leatherman vs Gerber: compare search popularity](/demand/nz/compare/gerber-gear-vs-leatherman): 49.7% against 11.9% Share of Search.
- [Victorinox vs Milwaukee: compare search popularity](/demand/nz/compare/milwaukee-vs-victorinox): 25.9% against 12.4% Share of Search.
- [Victorinox vs Gerber: compare search popularity](/demand/nz/compare/gerber-gear-vs-victorinox): 25.9% against 11.9% Share of Search.
- [Milwaukee vs Gerber: compare search popularity](/demand/nz/compare/gerber-gear-vs-milwaukee): 12.4% against 11.9% Share of Search.

## How did search popularity change for New Zealand multi-tool brands in September 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Leatherman | 49.7% | 1.9K | -7.7% | Leatherman |
| 2 | Victorinox | 25.9% | 1K | -23.1% | Victorinox |
| 3 | Milwaukee | 12.4% | 480 | 0.0% | Milwaukee |
| 4 | Gerber | 11.9% | 460 | 0.0% | Gerber |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Leatherman | 2.1K | 50.4% | 1 |
| Oct 2025 | Victorinox | 1.3K | 31% | 2 |
| Oct 2025 | Gerber | 460 | 11% | 3 |
| Oct 2025 | Milwaukee | 320 | 7.6% | 4 |
| Nov 2025 | Leatherman | 2.2K | 50.9% | 1 |
| Nov 2025 | Victorinox | 1.3K | 30.7% | 2 |
| Nov 2025 | Gerber | 460 | 10.8% | 3 |
| Nov 2025 | Milwaukee | 320 | 7.5% | 4 |
| Dec 2025 | Leatherman | 2.8K | 53.2% | 1 |
| Dec 2025 | Victorinox | 1.6K | 30.5% | 2 |
| Dec 2025 | Gerber | 530 | 10.1% | 3 |
| Dec 2025 | Milwaukee | 320 | 6.1% | 4 |
| Jan 2026 | Leatherman | 1.9K | 47.6% | 1 |
| Jan 2026 | Victorinox | 1.3K | 33.2% | 2 |
| Jan 2026 | Gerber | 490 | 12.5% | 3 |
| Jan 2026 | Milwaukee | 260 | 6.6% | 4 |
| Feb 2026 | Leatherman | 1.7K | 52.6% | 1 |
| Feb 2026 | Victorinox | 880 | 27.4% | 2 |
| Feb 2026 | Gerber | 320 | 10% | 3 |
| Feb 2026 | Milwaukee | 320 | 10% | 4 |
| Mar 2026 | Leatherman | 1.9K | 52.4% | 1 |
| Mar 2026 | Victorinox | 1K | 27.7% | 2 |
| Mar 2026 | Gerber | 400 | 11.1% | 3 |
| Mar 2026 | Milwaukee | 320 | 8.9% | 4 |
| Apr 2026 | Leatherman | 2.2K | 56% | 1 |
| Apr 2026 | Victorinox | 1K | 25.6% | 2 |
| Apr 2026 | Gerber | 460 | 11.8% | 3 |
| Apr 2026 | Milwaukee | 260 | 6.6% | 4 |
| May 2026 | Leatherman | 2.3K | 55.6% | 1 |
| May 2026 | Victorinox | 1K | 24% | 2 |
| May 2026 | Gerber | 460 | 11% | 3 |
| May 2026 | Milwaukee | 390 | 9.4% | 4 |
| Jun 2026 | Leatherman | 2K | 53.4% | 1 |
| Jun 2026 | Victorinox | 1K | 26.5% | 2 |
| Jun 2026 | Milwaukee | 390 | 10.3% | 3 |
| Jun 2026 | Gerber | 370 | 9.8% | 4 |
| Jul 2026 | Leatherman | 2.2K | 50.5% | 1 |
| Jul 2026 | Victorinox | 1.3K | 30% | 2 |
| Jul 2026 | Gerber | 460 | 10.6% | 3 |
| Jul 2026 | Milwaukee | 390 | 9% | 4 |
| Aug 2026 | Leatherman | 2.1K | 48.1% | 1 |
| Aug 2026 | Victorinox | 1.3K | 30.1% | 2 |
| Aug 2026 | Milwaukee | 480 | 11.1% | 3 |
| Aug 2026 | Gerber | 460 | 10.6% | 4 |
| Sep 2026 | Leatherman | 1.9K | 49.7% | 1 |
| Sep 2026 | Victorinox | 1K | 25.9% | 2 |
| Sep 2026 | Milwaukee | 480 | 12.4% | 3 |
| Sep 2026 | Gerber | 460 | 11.9% | 4 |

## What is being compared

- **Gerber**: Measured on the search terms “gerber gear” and “gerber multi tool”, summed into one figure.
- **Leatherman**: Measured on the search terms “leatherman” and “leatherman multi tool”, summed into one figure.
- **Milwaukee**: Measured on the search terms “milwaukee multi tool” and “milwaukee multitool”, summed into one figure.
- **Victorinox**: Measured on the search term “victorinox”.

- [Gerber](/demand/nz/brands/gerber-gear)
- [Leatherman](/demand/nz/brands/leatherman)
- [Milwaukee](/demand/nz/brands/milwaukee)
- [Victorinox](/demand/nz/brands/victorinox)

## 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 multi-tool brands in New Zealand?

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.

## Cite this page

Brandwave. "Multi-tool brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-multi-tool-brands

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