Brandwave

Makita vs ToughBuilt:Which is more popular?

In September 2026, Makita had more branded searches than ToughBuilt among tool bag brands in New Zealand. Makita had about 9,100 branded searches, while ToughBuilt had 720. Makita made up 49.5% of all tool bag brand searches we track, and ToughBuilt accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about tool bag brands, ToughBuilt appeared in all five answers and Makita in three. ToughBuilt was mentioned before Makita in every answer.

Among tool bag brands in New Zealand in September 2026

Who do people search for more?

Makita, about 13 searches for every 1 for ToughBuilt

Makita 9.1K searchesToughBuilt 720 searches

Who does AI mention more?

ToughBuilt, mentioned in every answer we collected

ToughBuilt in 5 of 5Makita in 3 of 5

Who does AI recommend more?

ToughBuilt, named ahead of Makita in every answer

ToughBuilt first in 3Makita never first

Follow Makita vs ToughBuilt 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 tool bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ToughBuilt appeared in all five answers. Makita was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ToughBuilt was listed before Makita in every answer.

Most recommended by AI

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

  1. Veto Pro Pac1st
  2. ToughBuilt2nd
  3. Milwaukee3rd
  4. DeWalt4th
  5. Makita5th
  6. Bosch–

Mentioned by AI

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

  • ToughBuilt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milwaukee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Veto Pro Pac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita3 of 5Named in 2 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
  • Bosch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tool bag 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 21, 2026.

Is Makita or ToughBuilt more popular in search?

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

Makita and ToughBuilt among tool bag brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltMilwaukeeToughBuiltVeto Pro PacBosch
Oct 202549.9%27.5%14.5%4.7%3.2%0.2%
Nov 202545.1%35.6%14.5%2.8%1.9%0.06%
Dec 202550.8%28.9%14.2%3.9%2.1%0.07%
Jan 202651.8%29%12.2%4.1%2.7%0.21%
Feb 202649.8%28.7%14.3%3.9%3.2%0.07%
Mar 202648.5%29.1%14.7%3.8%3.8%0.06%
Apr 202650.3%28.2%14.2%4%3.2%0.07%
May 202647.6%27.1%16.9%4.5%3.7%0.13%
Jun 202644.3%30.8%16.2%5.1%3.4%0.17%
Jul 202647.9%27.7%16.6%4.6%3.1%0.13%
Aug 202642.3%27.8%20.9%4.9%4%0.06%
Sep 202649.5%27.2%16.1%3.9%3.2%0.11%

How has the Makita and ToughBuilt comparison changed over the last 12 months?

3 findings
  • Makita was ahead of ToughBuilt in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Makita’s share of searches among tool bag brands in New Zealand moved from 49.9% to 49.5%, and its estimated monthly branded searches moved from 7.6K to 9.1K.
  • Across the 12 months ending September 2026, ToughBuilt’s share of searches among tool bag brands in New Zealand moved from 4.7% to 3.9%, and its estimated monthly branded searches held steady at 720.

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

2 changes

  1. In September 2026, Makita gained share of searches among tool bag brands in New Zealand, from 42.3% to 49.5%.

  2. In September 2026, ToughBuilt lost share of searches among tool bag brands in New Zealand, from 4.9% to 3.9%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Makita’s and ToughBuilt’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.

Makita

2 branded search terms

  • makita
  • makita tool

ToughBuilt

1 branded search term

  • toughbuilt

How the Brand Demand Index is measured

Other head-to-heads among tool bag 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