Brandwave

DeWalt vs Milwaukee:Which is more popular?

In September 2026, DeWalt had more branded searches than Milwaukee among power tool brands in New Zealand. DeWalt had about 20,400 branded searches, while Milwaukee had 9,380. DeWalt made up 23.4% of all power tool brand searches we track, and Milwaukee accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about power tool brands, both DeWalt and Milwaukee appeared in all five answers. Milwaukee was mentioned before DeWalt in three out of five answers.

Among power tool brands in New Zealand in September 2026

Who do people search for more?

DeWalt, about 2 searches for every 1 for Milwaukee

DeWalt 20.4K searchesMilwaukee 9.4K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

DeWalt in 5 of 5Milwaukee in 5 of 5

Who does AI recommend more?

Milwaukee, named ahead of DeWalt in 3 of 5 answers

Milwaukee first in 3DeWalt first in 2

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Top power tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both DeWalt and Milwaukee showed up in all five answers. Milwaukee was listed before DeWalt in three of them.

Most recommended by AI

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

  1. Makita1st
  2. Milwaukee2nd
  3. DeWalt3rd
  4. Ryobi4th
  5. HiKOKI5th
  6. Bosch6th
  7. Stanley7th
  8. Ozito–
  9. Festool–

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
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milwaukee5 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
  • HiKOKI3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bosch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stanley1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ozito0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about power tool brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is DeWalt or Milwaukee more popular in search?

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

DeWalt and Milwaukee among power tool brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltRyobiMilwaukeeOzitoHiKOKIFestoolStanleyBosch
Oct 202531%21.8%19.4%9.5%9%3.6%3.2%2.4%0.01%
Nov 202528.1%23.7%23.1%8.9%8.5%2.9%2.6%2.2%0.01%
Dec 202528.5%20%24.6%9.2%9.9%2.8%2.3%2.7%0.01%
Jan 202629.1%20.9%22.5%9%10.6%3%2.6%2.3%0.01%
Feb 202629.9%23.8%19.4%9.8%8.2%3.2%3.2%2.5%0.02%
Mar 202628.7%22.7%20.2%10.6%8.1%3.6%3.6%2.5%0.01%
Apr 202629.2%23.6%19.6%9.9%9%3.2%2.9%2.6%0.02%
May 202629.3%25%16.7%11.5%8.3%3.2%3.4%2.6%0.01%
Jun 202628.1%27%15.4%11.2%8.1%4%3.7%2.6%0.01%
Jul 202628.1%25.3%15.6%11.7%9%3.8%3.7%2.7%0.01%
Aug 202627.7%25.2%16.7%12.1%8.6%4%3%2.6%0.01%
Sep 202628.7%23.4%19.1%10.8%8.3%3.6%3.6%2.5%0.01%

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

3 findings
  • DeWalt was ahead of Milwaukee in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DeWalt’s share of searches among power tool brands in New Zealand moved from 21.8% to 23.4%, and its estimated monthly branded searches moved from 15.5K to 20.4K.
  • Across the 12 months ending September 2026, Milwaukee’s share of searches among power tool brands in New Zealand moved from 9.5% to 10.8%, and its estimated monthly branded searches moved from 6.7K to 9.4K.

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

2 changes

  1. In September 2026, DeWalt lost share of searches among power tool brands in New Zealand, from 25.2% to 23.4%.

  2. In September 2026, Milwaukee lost share of searches among power tool brands in New Zealand, from 12.1% to 10.8%.

How are branded searches counted?

32 search terms

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

DeWalt

19 branded search terms

  • dewalt
  • dewalt battery
  • dewalt blower
  • dewalt chainsaw
  • dewalt drill
  • dewalt drop saw
  • dewalt grass trimmer
  • dewalt grinder
  • dewalt impact wrench
  • dewalt laser
  • dewalt laser level
  • dewalt multi tool
  • dewalt planer
  • dewalt redemption
  • dewalt router
  • dewalt sander
  • dewalt table saw
  • dewalt tool box
  • dewalt tools

Milwaukee

13 branded search terms

  • milwaukee battery
  • milwaukee battery charger
  • milwaukee drill
  • milwaukee tool
  • milwaukee tool bag
  • milwaukee tool box
  • milwaukee tool kit
  • milwaukee tool set
  • milwaukee tools blower
  • milwaukee tools chainsaw
  • milwaukee tools grinder
  • milwaukee tools packout
  • milwaukee tools radio

How the Brand Demand Index is measured

Other head-to-heads among power tool brands

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