---
title: "Tool bag brands in New Zealand: Which are searched most?"
description: "Compare the tool bag brands people buy. Share of Search among Makita, DeWalt, Milwaukee, ToughBuilt, Veto Pro Pac and Bosch, the tool bag 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-tool-bag-brands"
publisher: "Brandwave"
---

# Tool bag brands in New Zealand: Which are searched most?

Compare the tool bag brands people buy. Share of Search among Makita, DeWalt, Milwaukee, ToughBuilt, Veto Pro Pac and Bosch, the tool bag 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**: Tool bag brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Makita, 49.5%

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

- In September 2026, Makita was the most searched among tool bag brands in New Zealand, with an estimated 9.1K branded searches, 49.5% of all searches for the six we track.
- DeWalt is in 2nd place, 22.4 percentage points behind at 27.2%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among tool bag brands in New Zealand increased from 14.5% to 16.1%.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool bag brands in New Zealand decreased from 4.7% to 3.9%.
- Across the 12 months ending September 2026, Makita’s share of searches among tool bag brands in New Zealand peaked at 51.8% in January 2026 and was lowest at 42.3% in August 2026.
- Across the 12 months ending September 2026, DeWalt’s share of searches among tool bag brands in New Zealand peaked at 35.6% in November 2025 and was lowest at 27.1% in May 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among tool bag brands in New Zealand peaked at 20.9% in August 2026 and was lowest at 12.2% in January 2026.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool bag brands in New Zealand peaked at 5.1% in June 2026 and was lowest at 2.8% in November 2025.
- Across the 12 months ending September 2026, Veto Pro Pac’s share of searches among tool bag brands in New Zealand peaked at 4% in August 2026 and was lowest at 1.9% in November 2025.
- Across the 12 months ending September 2026, Makita, DeWalt, Veto Pro Pac and Bosch held steady: their share of searches among tool bag brands in New Zealand each moved less than 0.5 percentage points.

## Top tool bag brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, ToughBuilt appeared every time. Veto Pro Pac was recommended most often, coming first in all three answers that gave a list. ToughBuilt was second, and Milwaukee was third. Bosch, which ranked sixth 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 |
| --- | --- | --- | --- | --- |
| Veto Pro Pac | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| ToughBuilt | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Milwaukee | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| DeWalt | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Makita | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Bosch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about tool bag brands

- Asked ChatGPT "Which tool bag brand should I buy in New Zealand?": 1. Veto Pro Pac, 2. Milwaukee, 3. ToughBuilt, 4. DeWalt, 5. Makita
- Asked ChatGPT "What are the best tool bag brands in New Zealand?": 1. Veto Pro Pac, 2. ToughBuilt, 3. Milwaukee, 4. DeWalt, 5. Makita
- Asked ChatGPT "What's the best tool bag brand in New Zealand for carrying hand tools?": 1. Veto Pro Pac, 2. ToughBuilt, 3. Milwaukee
- Searched Google, AI Overview "tool bag nz": 1. DeWalt, 2. ToughBuilt, 3. Milwaukee, 4. Veto Pro Pac, 5. Makita
- Searched Google, AI Overview "heavy duty tool bag": 1. ToughBuilt

Not named in any answer: Bosch.

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

- [Makita vs DeWalt: compare search popularity](/demand/nz/compare/dewalt-vs-makita): 49.5% against 27.2% Share of Search.
- [Makita vs Milwaukee: compare search popularity](/demand/nz/compare/makita-vs-milwaukee): 49.5% against 16.1% Share of Search.
- [Makita vs ToughBuilt: compare search popularity](/demand/nz/compare/makita-vs-toughbuilt): 49.5% against 3.9% Share of Search.
- [Makita vs Veto Pro Pac: compare search popularity](/demand/nz/compare/makita-vs-veto-pro-pac): 49.5% against 3.2% Share of Search.
- [DeWalt vs Milwaukee: compare search popularity](/demand/nz/compare/dewalt-vs-milwaukee): 27.2% against 16.1% Share of Search.
- [DeWalt vs ToughBuilt: compare search popularity](/demand/nz/compare/dewalt-vs-toughbuilt): 27.2% against 3.9% Share of Search.
- [DeWalt vs Veto Pro Pac: compare search popularity](/demand/nz/compare/dewalt-vs-veto-pro-pac): 27.2% against 3.2% Share of Search.
- [Milwaukee vs ToughBuilt: compare search popularity](/demand/nz/compare/milwaukee-vs-toughbuilt): 16.1% against 3.9% Share of Search.
- [Milwaukee vs Veto Pro Pac: compare search popularity](/demand/nz/compare/milwaukee-vs-veto-pro-pac): 16.1% against 3.2% Share of Search.
- [ToughBuilt vs Veto Pro Pac: compare search popularity](/demand/nz/compare/toughbuilt-vs-veto-pro-pac): 3.9% against 3.2% Share of Search.

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

- In September 2026, Makita gained share of searches among tool bag brands in New Zealand, from 42.3% to 49.5%.
- In September 2026, Milwaukee lost share of searches among tool bag brands in New Zealand, from 20.9% to 16.1%.
- In September 2026, ToughBuilt lost share of searches among tool bag brands in New Zealand, from 4.9% to 3.9%.
- In September 2026, Veto Pro Pac lost share of searches among tool bag brands in New Zealand, from 4% to 3.2%.
- In September 2026, DeWalt lost share of searches among tool bag brands in New Zealand, from 27.8% to 27.2%.
- Estimated monthly branded searches for Bosch in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Makita | 49.5% | 9.1K | +19.7% | Makita |
| 2 | DeWalt | 27.2% | 5K | 0.0% | DeWalt |
| 3 | Milwaukee | 16.1% | 3K | -21.3% | Milwaukee |
| 4 | ToughBuilt | 3.9% | 720 | -18.2% | ToughBuilt |
| 5 | Veto Pro Pac | 3.2% | 590 | -18.1% | Veto Pro Pac |
| 6 | Bosch | 0.11% | 20 | +100.0% | Bosch |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Makita | 7.6K | 49.9% | 1 |
| Oct 2025 | DeWalt | 4.2K | 27.5% | 2 |
| Oct 2025 | Milwaukee | 2.2K | 14.5% | 3 |
| Oct 2025 | ToughBuilt | 720 | 4.7% | 4 |
| Oct 2025 | Veto Pro Pac | 480 | 3.2% | 5 |
| Oct 2025 | Bosch | 30 | 0.2% | 6 |
| Nov 2025 | Makita | 7.6K | 45.1% | 1 |
| Nov 2025 | DeWalt | 6K | 35.6% | 2 |
| Nov 2025 | Milwaukee | 2.5K | 14.5% | 3 |
| Nov 2025 | ToughBuilt | 480 | 2.8% | 4 |
| Nov 2025 | Veto Pro Pac | 320 | 1.9% | 5 |
| Nov 2025 | Bosch | 10 | 0.06% | 6 |
| Dec 2025 | Makita | 7.6K | 50.8% | 1 |
| Dec 2025 | DeWalt | 4.3K | 28.9% | 2 |
| Dec 2025 | Milwaukee | 2.1K | 14.2% | 3 |
| Dec 2025 | ToughBuilt | 590 | 3.9% | 4 |
| Dec 2025 | Veto Pro Pac | 320 | 2.1% | 5 |
| Dec 2025 | Bosch | 10 | 0.07% | 6 |
| Jan 2026 | Makita | 7.5K | 51.8% | 1 |
| Jan 2026 | DeWalt | 4.2K | 29% | 2 |
| Jan 2026 | Milwaukee | 1.8K | 12.2% | 3 |
| Jan 2026 | ToughBuilt | 590 | 4.1% | 4 |
| Jan 2026 | Veto Pro Pac | 390 | 2.7% | 5 |
| Jan 2026 | Bosch | 30 | 0.21% | 6 |
| Feb 2026 | Makita | 7.5K | 49.8% | 1 |
| Feb 2026 | DeWalt | 4.3K | 28.7% | 2 |
| Feb 2026 | Milwaukee | 2.1K | 14.3% | 3 |
| Feb 2026 | ToughBuilt | 590 | 3.9% | 4 |
| Feb 2026 | Veto Pro Pac | 480 | 3.2% | 5 |
| Feb 2026 | Bosch | 10 | 0.07% | 6 |
| Mar 2026 | Makita | 7.5K | 48.5% | 1 |
| Mar 2026 | DeWalt | 4.5K | 29.1% | 2 |
| Mar 2026 | Milwaukee | 2.3K | 14.7% | 3 |
| Mar 2026 | ToughBuilt | 590 | 3.8% | 4 |
| Mar 2026 | Veto Pro Pac | 590 | 3.8% | 5 |
| Mar 2026 | Bosch | 10 | 0.06% | 6 |
| Apr 2026 | Makita | 7.5K | 50.3% | 1 |
| Apr 2026 | DeWalt | 4.2K | 28.2% | 2 |
| Apr 2026 | Milwaukee | 2.1K | 14.2% | 3 |
| Apr 2026 | ToughBuilt | 590 | 4% | 4 |
| Apr 2026 | Veto Pro Pac | 480 | 3.2% | 5 |
| Apr 2026 | Bosch | 10 | 0.07% | 6 |
| May 2026 | Makita | 7.6K | 47.6% | 1 |
| May 2026 | DeWalt | 4.3K | 27.1% | 2 |
| May 2026 | Milwaukee | 2.7K | 16.9% | 3 |
| May 2026 | ToughBuilt | 720 | 4.5% | 4 |
| May 2026 | Veto Pro Pac | 590 | 3.7% | 5 |
| May 2026 | Bosch | 20 | 0.13% | 6 |
| Jun 2026 | Makita | 7.6K | 44.3% | 1 |
| Jun 2026 | DeWalt | 5.3K | 30.8% | 2 |
| Jun 2026 | Milwaukee | 2.8K | 16.2% | 3 |
| Jun 2026 | ToughBuilt | 880 | 5.1% | 4 |
| Jun 2026 | Veto Pro Pac | 590 | 3.4% | 5 |
| Jun 2026 | Bosch | 30 | 0.17% | 6 |
| Jul 2026 | Makita | 7.5K | 47.9% | 1 |
| Jul 2026 | DeWalt | 4.3K | 27.7% | 2 |
| Jul 2026 | Milwaukee | 2.6K | 16.6% | 3 |
| Jul 2026 | ToughBuilt | 720 | 4.6% | 4 |
| Jul 2026 | Veto Pro Pac | 480 | 3.1% | 5 |
| Jul 2026 | Bosch | 20 | 0.13% | 6 |
| Aug 2026 | Makita | 7.6K | 42.3% | 1 |
| Aug 2026 | DeWalt | 5K | 27.8% | 2 |
| Aug 2026 | Milwaukee | 3.8K | 20.9% | 3 |
| Aug 2026 | ToughBuilt | 880 | 4.9% | 4 |
| Aug 2026 | Veto Pro Pac | 720 | 4% | 5 |
| Aug 2026 | Bosch | 10 | 0.06% | 6 |
| Sep 2026 | Makita | 9.1K | 49.5% | 1 |
| Sep 2026 | DeWalt | 5K | 27.2% | 2 |
| Sep 2026 | Milwaukee | 3K | 16.1% | 3 |
| Sep 2026 | ToughBuilt | 720 | 3.9% | 4 |
| Sep 2026 | Veto Pro Pac | 590 | 3.2% | 5 |
| Sep 2026 | Bosch | 20 | 0.11% | 6 |

## What is being compared

- **Bosch**: Measured on the search term “bosch tool bag”.
- **DeWalt**: Measured on the search terms “dewalt” and “dewalt redemption”, summed into one figure.
- **Makita**: Measured on the search terms “makita” and “makita tool”, summed into one figure.
- **Milwaukee**: Measured on the search terms “milwaukee tool”, “milwaukee tool bag”, “milwaukee tool box”, “milwaukee tool kit” and “milwaukee tool set”, summed into one figure.
- **ToughBuilt**: Measured on the search term “toughbuilt”.
- **Veto Pro Pac**: Measured on the search term “veto pro pac”.

- [Bosch](/demand/nz/brands/bosch)
- [DeWalt](/demand/nz/brands/dewalt)
- [Makita](/demand/nz/brands/makita)
- [Milwaukee](/demand/nz/brands/milwaukee)
- [ToughBuilt](/demand/nz/brands/toughbuilt)
- [Veto Pro Pac](/demand/nz/brands/veto-pro-pac)

## 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 tool bag brands in New Zealand?

In September 2026, Makita was the most searched among tool bag brands in New Zealand, with an estimated 9.1K branded searches, 49.5% of all searches for the six we track.

## Cite this page

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

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