Irwin vs Milwaukee:Which is more popular?
In September 2026, Milwaukee had more branded searches than Irwin among spade bits brands in New Zealand. Milwaukee had about 2,950 branded searches, while Irwin had 170. Milwaukee made up 36.3% of all spade bits brand searches we track, and Irwin accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about spade bits brands, Irwin appeared in three of the five answers and Milwaukee in two. Irwin was mentioned before Milwaukee in every answer.
Who do people search for more?
Milwaukee, about 17 searches for every 1 for Irwin
Who does AI mention more?
Irwin, mentioned in 3 of 5 answers, Milwaukee in 2
Who does AI recommend more?
Irwin, named ahead of Milwaukee in every answer
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Top spade bits brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Irwin was mentioned in three out of five: in all three ChatGPT answers, but not in either 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. Irwin was listed before Milwaukee in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about spade bits brands
5 answers
Asked ChatGPT
“Which spade bit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spade bit brands in New Zealand?”
Asked ChatGPT
“What's the best spade bit brand in New Zealand for clean wood holes?”
Searched Google, AI Overview
“wood drill bits”
Searched Google, AI Overview
“drill bit set”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Irwin or Milwaukee more popular in search?
This chart shows how often people search Google for Irwin and Milwaukee by name. Each line represents a brand's share of searches for all four spade bits brands we track, month by month, from searches in New Zealand.
Share of searches by month for Milwaukee, Irwin. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Irwin | Bosch |
|---|---|---|---|---|
| Oct 2025 | 64% | 33.6% | 2.3% | 0.15% |
| Nov 2025 | 69.6% | 28.4% | 1.9% | 0.12% |
| Dec 2025 | 65.4% | 32.2% | 2.3% | 0.15% |
| Jan 2026 | 68.4% | 28.9% | 2.6% | 0.16% |
| Feb 2026 | 65.1% | 32.4% | 2.4% | 0.15% |
| Mar 2026 | 64.6% | 32.6% | 2.6% | 0.14% |
| Apr 2026 | 64.5% | 32.5% | 2.9% | 0.15% |
| May 2026 | 59.8% | 37.3% | 2.6% | 0.28% |
| Jun 2026 | 63.7% | 33.5% | 2.5% | 0.24% |
| Jul 2026 | 60.5% | 36.3% | 2.9% | 0.28% |
| Aug 2026 | 55.1% | 41.4% | 3.1% | 0.33% |
| Sep 2026 | 61.4% | 36.3% | 2.1% | 0.25% |
How has the Irwin and Milwaukee comparison changed over the last 12 months?
3 findings
- Milwaukee was ahead of Irwin in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Irwin’s share of searches among spade bits brands in New Zealand moved from 2.3% to 2.1%, and its estimated monthly branded searches moved from 150 to 170.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among spade bits brands in New Zealand moved from 33.6% to 36.3%, and its estimated monthly branded searches moved from 2.2K to 3K.
How did search popularity change for New Zealand spade bits brands in September 2026?
2 changes
In September 2026, Milwaukee lost share of searches among spade bits brands in New Zealand, from 41.4% to 36.3%.
In September 2026, Irwin lost share of searches among spade bits brands in New Zealand, from 3.1% to 2.1%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Irwin’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.
Other head-to-heads among spade bits brands
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