Milwaukee vs ToughBuilt:Which is more popular?
In September 2026, Milwaukee had more branded searches than ToughBuilt among tool bag brands in New Zealand. Milwaukee had about 2,950 branded searches, while ToughBuilt had 720. Milwaukee made up 16.1% 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 Milwaukee in four. ToughBuilt was mentioned before Milwaukee in two out of three answers.
Who do people search for more?
Milwaukee, about 4 searches for every 1 for ToughBuilt
Who does AI mention more?
ToughBuilt, mentioned in every answer we collected
Who does AI recommend more?
ToughBuilt, named ahead of Milwaukee in 2 of 3 answers
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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. Milwaukee was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. ToughBuilt was listed before Milwaukee in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Veto Pro Pac1st
- ToughBuilt2nd
- Milwaukee3rd
DeWalt4th
Makita5th
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
Asked ChatGPT
“Which tool bag brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tool bag brands in New Zealand?”
Asked ChatGPT
“What's the best tool bag brand in New Zealand for carrying hand tools?”
Searched Google, AI Overview
“tool bag nz”
Searched Google, AI Overview
“heavy duty tool bag”
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 Milwaukee or ToughBuilt more popular in search?
This chart shows how often people search Google for Milwaukee 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.
Share of searches by month for Milwaukee, ToughBuilt. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | ToughBuilt | Veto Pro Pac | Bosch |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 27.5% | 14.5% | 4.7% | 3.2% | 0.2% |
| Nov 2025 | 45.1% | 35.6% | 14.5% | 2.8% | 1.9% | 0.06% |
| Dec 2025 | 50.8% | 28.9% | 14.2% | 3.9% | 2.1% | 0.07% |
| Jan 2026 | 51.8% | 29% | 12.2% | 4.1% | 2.7% | 0.21% |
| Feb 2026 | 49.8% | 28.7% | 14.3% | 3.9% | 3.2% | 0.07% |
| Mar 2026 | 48.5% | 29.1% | 14.7% | 3.8% | 3.8% | 0.06% |
| Apr 2026 | 50.3% | 28.2% | 14.2% | 4% | 3.2% | 0.07% |
| May 2026 | 47.6% | 27.1% | 16.9% | 4.5% | 3.7% | 0.13% |
| Jun 2026 | 44.3% | 30.8% | 16.2% | 5.1% | 3.4% | 0.17% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 4.6% | 3.1% | 0.13% |
| Aug 2026 | 42.3% | 27.8% | 20.9% | 4.9% | 4% | 0.06% |
| Sep 2026 | 49.5% | 27.2% | 16.1% | 3.9% | 3.2% | 0.11% |
How has the Milwaukee and ToughBuilt comparison changed over the last 12 months?
3 findings
- Milwaukee was ahead of ToughBuilt in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among tool bag brands in New Zealand moved from 14.5% to 16.1%, and its estimated monthly branded searches moved from 2.2K to 3K.
- 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
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%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Milwaukee’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.
Milwaukee
5 branded search terms
- milwaukee tool
- milwaukee tool bag
- milwaukee tool box
- milwaukee tool kit
- milwaukee tool set
ToughBuilt
1 branded search term
- toughbuilt
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