Brandwave

Festool vs Milwaukee:Which is more popular?

In September 2026, Festool and Milwaukee were level in searches among palm sander brands in New Zealand, with an estimated 2.9K versus 3K branded searches, at 6.3% of the total each. When we asked ChatGPT and Google AI Overviews about palm sander brands, Festool appeared in three of the five answers and Milwaukee in one. Festool was mentioned before Milwaukee in every answer that named either.

Among palm sander brands in New Zealand in September 2026

Who do people search for more?

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

Milwaukee 3K searchesFestool 2.9K searches

Who does AI mention more?

Festool, mentioned in 3 of 5 answers, Milwaukee in 1

Festool in 3 of 5Milwaukee in 1 of 5

Who does AI recommend more?

Festool, named ahead of Milwaukee in 3 of 3 answers

Festool first in 3Milwaukee never first

Follow Festool vs Milwaukee and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top palm sander brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Milwaukee was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Festool was listed before Milwaukee in every answer that named either.

Most recommended by AI

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

  1. Makita1st
  2. Bosch Professional2nd
  3. DeWalt3rd
  4. Ryobi4th
  5. Festool5th
  6. Milwaukee6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ryobi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DeWalt3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Festool3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bosch Professional3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milwaukee1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about palm sander 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 Festool or Milwaukee more popular in search?

This chart shows how often people search Google for Festool and Milwaukee by name. Each line represents a brand's share of searches for all six palm sander brands we track, month by month, from searches in New Zealand.

Festool and Milwaukee among palm sander brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltRyobiMilwaukeeFestoolBosch Professional
Oct 202540.7%32.9%14.6%5.9%5.8%0.19%
Nov 202535.6%35.3%18.8%5.7%4.4%0.21%
Dec 202538.6%30.3%21.3%5.6%4.1%0.18%
Jan 202640.2%31.5%18.6%5%4.5%0.2%
Feb 202639.9%33.7%14.9%5.9%5.4%0.25%
Mar 202637.8%32.8%17.3%5.9%5.9%0.18%
Apr 202639.7%34.6%14.8%5.8%4.8%0.19%
May 202639.9%36%11.4%7%5.5%0.18%
Jun 202638.2%38.3%10.7%6.8%5.8%0.17%
Jul 202638.7%36.9%11.4%6.7%6.2%0.18%
Aug 202637.4%36.7%12.2%8.5%5%0.16%
Sep 202638.9%34.3%14.1%6.3%6.3%0.15%

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

3 findings
  • Milwaukee was ahead of Festool in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Festool’s share of searches among palm sander brands in New Zealand moved from 5.8% to 6.3%, and its estimated monthly branded searches moved from 2.1K to 2.9K.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among palm sander brands in New Zealand moved from 5.9% to 6.3%, and its estimated monthly branded searches moved from 2.2K to 3K.

How did search popularity change for New Zealand palm sander brands in September 2026?

2 changes

  1. In September 2026, Festool gained share of searches among palm sander brands in New Zealand, from 5% to 6.3%.

  2. In September 2026, Milwaukee lost share of searches among palm sander brands in New Zealand, from 8.5% to 6.3%.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Festool’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.

Festool

11 branded search terms

  • festool
  • festool chop saw
  • festool domino
  • festool orbital sander
  • festool plunge saw
  • festool router
  • festool sander
  • festool track
  • festool track saw
  • festool vacuum
  • festool wall sander

Milwaukee

5 branded search terms

  • milwaukee tool
  • milwaukee tool bag
  • milwaukee tool box
  • milwaukee tool kit
  • milwaukee tool set

How the Brand Demand Index is measured

Other head-to-heads among palm sander brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free