---
title: "Padlock brands in New Zealand: Which are searched most?"
description: "Compare the padlock brands New Zealanders buy. Share of Search among Yale, Squire, Master Lock, ABUS and Sandleford, the padlock 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-padlock-brands"
publisher: "Brandwave"
---

# Padlock brands in New Zealand: Which are searched most?

Compare the padlock brands New Zealanders buy. Share of Search among Yale, Squire, Master Lock, ABUS and Sandleford, the padlock 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**: Padlock brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Yale, 36.2%

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

- In September 2026, Yale was the most searched among padlock brands in New Zealand, with an estimated 720 branded searches, 36.2% of all searches for the five we track.
- Squire is in 2nd place, 6 percentage points behind at 30.2%.
- Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand decreased from 36.5% to 30.2%.
- Across the 12 months ending September 2026, Master Lock’s share of searches among padlock brands in New Zealand increased from 15.5% to 19.6%.
- Across the 12 months ending September 2026, ABUS’s share of searches among padlock brands in New Zealand increased from 9.5% to 10.6%.
- Across the 12 months ending September 2026, Sandleford’s share of searches among padlock brands in New Zealand increased from 2.5% to 3.5%.
- Across the 12 months ending September 2026, Yale’s share of searches among padlock brands in New Zealand peaked at 36.2% in September 2026 and was lowest at 29.1% in February 2026.
- Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand peaked at 39.8% in August 2026 and was lowest at 30.2% in September 2026.
- Across the 12 months ending September 2026, Master Lock’s share of searches among padlock brands in New Zealand peaked at 21.2% in February 2026 and was lowest at 15.5% in October 2025.
- Across the 12 months ending September 2026, ABUS’s share of searches among padlock brands in New Zealand peaked at 11.1% in June 2026 and was lowest at 8% in August 2026.
- Across the 12 months ending September 2026, Sandleford’s share of searches among padlock brands in New Zealand peaked at 3.5% in September 2026 and was lowest at 1.9% in June 2026.
- Across the 12 months ending September 2026, Yale rose from 2nd to 1st among padlock brands in New Zealand.
- Across the 12 months ending September 2026, Squire fell from 1st to 2nd among padlock brands in New Zealand.

## Top padlock brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Master Lock and ABUS appeared every time. ABUS was recommended most often, coming first in four out of five answers. Master Lock was second, and Yale was third. Squire, which ranked second in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| ABUS | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Master Lock | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Yale | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Squire | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sandleford | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about padlock brands

- Asked ChatGPT "Which padlock brand should I buy in New Zealand?": 1. ABUS, 2. Master Lock, 3. Yale
- Asked ChatGPT "What are the best padlock brands in New Zealand?": 1. ABUS, 2. Master Lock, 3. Yale
- Asked ChatGPT "What's the best padlock brand in New Zealand for home security?": 1. ABUS, 2. Master Lock
- Searched Google, AI Overview "best padlock": 1. ABUS, 2. Master Lock, 3. Yale
- Searched Google, AI Overview "padlock for gate": 1. Master Lock, 2. ABUS

Not named in any answer: Squire and Sandleford.

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

- [Yale vs Squire: compare search popularity](/demand/nz/compare/squire-vs-yale): 36.2% against 30.2% Share of Search.
- [Yale vs Master Lock: compare search popularity](/demand/nz/compare/master-lock-vs-yale): 36.2% against 19.6% Share of Search.
- [Yale vs ABUS: compare search popularity](/demand/nz/compare/abus-vs-yale): 36.2% against 10.6% Share of Search.
- [Yale vs Sandleford: compare search popularity](/demand/nz/compare/sandleford-vs-yale): 36.2% against 3.5% Share of Search.
- [Squire vs Master Lock: compare search popularity](/demand/nz/compare/master-lock-vs-squire): 30.2% against 19.6% Share of Search.
- [Squire vs ABUS: compare search popularity](/demand/nz/compare/abus-vs-squire): 30.2% against 10.6% Share of Search.
- [Squire vs Sandleford: compare search popularity](/demand/nz/compare/sandleford-vs-squire): 30.2% against 3.5% Share of Search.
- [Master Lock vs ABUS: compare search popularity](/demand/nz/compare/abus-vs-master-lock): 19.6% against 10.6% Share of Search.
- [Master Lock vs Sandleford: compare search popularity](/demand/nz/compare/master-lock-vs-sandleford): 19.6% against 3.5% Share of Search.
- [ABUS vs Sandleford: compare search popularity](/demand/nz/compare/abus-vs-sandleford): 10.6% against 3.5% Share of Search.

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

- In September 2026, Yale overtook Squire to become the leader among padlock brands in New Zealand, with 36.2% of the searches.
- In September 2026, ABUS gained share of searches among padlock brands in New Zealand, from 8% to 10.6%.
- In September 2026, Master Lock gained share of searches among padlock brands in New Zealand, from 17.3% to 19.6%.
- In September 2026, Squire lost share of searches among padlock brands in New Zealand, from 39.8% to 30.2%.
- Sandleford’s share of searches among padlock brands in New Zealand has gained ground for 3 months in a row, from 1.9% to 3.5% in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Yale | 36.2% | 720 | 0.0% | Yale |
| 2 | Squire | 30.2% | 600 | -33.3% | Squire |
| 3 | Master Lock | 19.6% | 390 | 0.0% | Master Lock |
| 4 | ABUS | 10.6% | 210 | +16.7% | ABUS |
| 5 | Sandleford | 3.5% | 70 | 0.0% | Sandleford |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Squire | 730 | 36.5% | 1 |
| Oct 2025 | Yale | 720 | 36% | 2 |
| Oct 2025 | Master Lock | 310 | 15.5% | 3 |
| Oct 2025 | ABUS | 190 | 9.5% | 4 |
| Oct 2025 | Sandleford | 50 | 2.5% | 5 |
| Nov 2025 | Squire | 730 | 35.3% | 1 |
| Nov 2025 | Yale | 720 | 34.8% | 2 |
| Nov 2025 | Master Lock | 390 | 18.8% | 3 |
| Nov 2025 | ABUS | 180 | 8.7% | 4 |
| Nov 2025 | Sandleford | 50 | 2.4% | 5 |
| Dec 2025 | Squire | 730 | 34% | 1 |
| Dec 2025 | Yale | 720 | 33.5% | 2 |
| Dec 2025 | Master Lock | 440 | 20.5% | 3 |
| Dec 2025 | ABUS | 210 | 9.8% | 4 |
| Dec 2025 | Sandleford | 50 | 2.3% | 5 |
| Jan 2026 | Squire | 890 | 39% | 1 |
| Jan 2026 | Yale | 720 | 31.6% | 2 |
| Jan 2026 | Master Lock | 390 | 17.1% | 3 |
| Jan 2026 | ABUS | 230 | 10.1% | 4 |
| Jan 2026 | Sandleford | 50 | 2.2% | 5 |
| Feb 2026 | Squire | 730 | 36% | 1 |
| Feb 2026 | Yale | 590 | 29.1% | 2 |
| Feb 2026 | Master Lock | 430 | 21.2% | 3 |
| Feb 2026 | ABUS | 210 | 10.3% | 4 |
| Feb 2026 | Sandleford | 70 | 3.4% | 5 |
| Mar 2026 | Squire | 730 | 36.7% | 1 |
| Mar 2026 | Yale | 590 | 29.6% | 2 |
| Mar 2026 | Master Lock | 410 | 20.6% | 3 |
| Mar 2026 | ABUS | 210 | 10.6% | 4 |
| Mar 2026 | Sandleford | 50 | 2.5% | 5 |
| Apr 2026 | Squire | 890 | 39% | 1 |
| Apr 2026 | Yale | 720 | 31.6% | 2 |
| Apr 2026 | Master Lock | 410 | 18% | 3 |
| Apr 2026 | ABUS | 210 | 9.2% | 4 |
| Apr 2026 | Sandleford | 50 | 2.2% | 5 |
| May 2026 | Squire | 890 | 38.2% | 1 |
| May 2026 | Yale | 720 | 30.9% | 2 |
| May 2026 | Master Lock | 460 | 19.7% | 3 |
| May 2026 | ABUS | 210 | 9% | 4 |
| May 2026 | Sandleford | 50 | 2.1% | 5 |
| Jun 2026 | Squire | 730 | 35.3% | 1 |
| Jun 2026 | Yale | 720 | 34.8% | 2 |
| Jun 2026 | Master Lock | 350 | 16.9% | 3 |
| Jun 2026 | ABUS | 230 | 11.1% | 4 |
| Jun 2026 | Sandleford | 40 | 1.9% | 5 |
| Jul 2026 | Squire | 730 | 34.6% | 1 |
| Jul 2026 | Yale | 720 | 34.1% | 2 |
| Jul 2026 | Master Lock | 430 | 20.4% | 3 |
| Jul 2026 | ABUS | 180 | 8.5% | 4 |
| Jul 2026 | Sandleford | 50 | 2.4% | 5 |
| Aug 2026 | Squire | 900 | 39.8% | 1 |
| Aug 2026 | Yale | 720 | 31.9% | 2 |
| Aug 2026 | Master Lock | 390 | 17.3% | 3 |
| Aug 2026 | ABUS | 180 | 8% | 4 |
| Aug 2026 | Sandleford | 70 | 3.1% | 5 |
| Sep 2026 | Yale | 720 | 36.2% | 1 |
| Sep 2026 | Squire | 600 | 30.2% | 2 |
| Sep 2026 | Master Lock | 390 | 19.6% | 3 |
| Sep 2026 | ABUS | 210 | 10.6% | 4 |
| Sep 2026 | Sandleford | 70 | 3.5% | 5 |

## What is being compared

- **ABUS**: Measured on the search terms “abus” and “abus padlock”, summed into one figure.
- **Master Lock**: Measured on the search terms “master lock” and “master lock padlock”, summed into one figure.
- **Sandleford**: Measured on the search term “sandleford”.
- **Squire**: Measured on the search terms “squire” and “squire padlock”, summed into one figure.
- **Yale**: Measured on the search term “yale lock”.

- [ABUS](/demand/nz/brands/abus)
- [Master Lock](/demand/nz/brands/master-lock)
- [Sandleford](/demand/nz/brands/sandleford)
- [Squire](/demand/nz/brands/squire)
- [Yale](/demand/nz/brands/yale)

## 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 padlock brands in New Zealand?

In September 2026, Yale was the most searched among padlock brands in New Zealand, with an estimated 720 branded searches, 36.2% of all searches for the five we track.

## Cite this page

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

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