Brandwave

Gerber vs Milwaukee:Which is more popular?

In September 2026, Milwaukee had more branded searches than Gerber among multi-tool brands in New Zealand. Milwaukee had about 480 branded searches, while Gerber had 460. Milwaukee made up 12.4% of all multi-tool brand searches we track, and Gerber accounted for 11.9%. When we asked ChatGPT and Google AI Overviews about multi-tool brands, Gerber and Milwaukee each appeared in two of the five answers.

Among multi-tool brands in New Zealand in September 2026

Who do people search for more?

Milwaukee and Gerber are searched for about as often as each other.

Milwaukee 480 searchesGerber 460 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Gerber in 2 of 5Milwaukee in 2 of 5

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Top multi-tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gerber was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Milwaukee was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Leatherman1st
  2. Victorinox2nd
  3. Gerber3rd
  4. 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

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Gerber or Milwaukee more popular in search?

This chart shows how often people search Google for Gerber and Milwaukee 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.

Gerber and Milwaukee among multi-tool brands in New Zealand, by month

Share of searches by month for Milwaukee, Gerber. The figures are in the table below the chart.

View monthly share of searches table
MonthLeathermanVictorinoxMilwaukeeGerber
Oct 202550.4%31%7.6%11%
Nov 202550.9%30.7%7.5%10.8%
Dec 202553.2%30.5%6.1%10.1%
Jan 202647.6%33.2%6.6%12.5%
Feb 202652.6%27.4%10%10%
Mar 202652.4%27.7%8.9%11.1%
Apr 202656%25.6%6.6%11.8%
May 202655.6%24%9.4%11%
Jun 202653.4%26.5%10.3%9.8%
Jul 202650.5%30%9%10.6%
Aug 202648.1%30.1%11.1%10.6%
Sep 202649.7%25.9%12.4%11.9%

How has the Gerber and Milwaukee comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Milwaukee took it in June 2026, Gerber took it in July 2026, Milwaukee took it in August 2026.
  • Across the 12 months ending September 2026, Gerber’s share of searches among multi-tool brands in New Zealand moved from 11% to 11.9%, and its estimated monthly branded searches held steady at 460.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among multi-tool brands in New Zealand moved from 7.6% to 12.4%, and its estimated monthly branded searches moved from 320 to 480.

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

2 changes

  1. In September 2026, Milwaukee gained share of searches among multi-tool brands in New Zealand, from 11.1% to 12.4%.

  2. In September 2026, Gerber gained share of searches among multi-tool brands in New Zealand, from 10.6% to 11.9%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Gerber’s and Milwaukee’s 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.

Gerber

2 branded search terms

  • gerber gear
  • gerber multi tool

Milwaukee

2 branded search terms

  • milwaukee multi tool
  • milwaukee multitool

How the Brand Demand Index is measured

Other head-to-heads among multi-tool brands

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