Leatherman vs Milwaukee:Which is more popular?
In September 2026, Milwaukee had more branded searches than Leatherman among tool pouch brands in New Zealand. Milwaukee had about 2,950 branded searches, while Leatherman had 1,600. Milwaukee made up 26.4% of all tool pouch brand searches we track, and Leatherman accounted for 14.3%. When we asked ChatGPT and Google AI Overviews about tool pouch brands, Milwaukee appeared in four of the five answers and Leatherman in none.
Who do people search for more?
Milwaukee, about 84% more searches than Leatherman
Who does AI mention more?
Milwaukee, mentioned in 4 of 5 answers, Leatherman in 0
Who does AI recommend more?
Milwaukee, the only one of the two named
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Top tool pouch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milwaukee was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Leatherman did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ToughBuilt1st- Veto Pro Pac2nd
- Milwaukee3rd
- CLC3rd
DeWalt–
Leatherman–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Milwaukee4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ToughBuilt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Veto Pro Pac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- CLC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Leatherman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tool pouch brands
5 answers
Asked ChatGPT
“Which tool pouch brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tool pouch brands in New Zealand?”
Asked ChatGPT
“What's the best tool pouch brand in New Zealand for small tool storage?”
Searched Google, AI Overview
“best tool pouch”
Searched Google, AI Overview
“heavy duty tool pouch”
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 Leatherman or Milwaukee more popular in search?
This chart shows how often people search Google for Leatherman and Milwaukee by name. Each line represents a brand's share of searches for all six tool pouch brands we track, month by month, from searches in New Zealand.
Share of searches by month for Milwaukee, Leatherman. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Leatherman | ToughBuilt | Veto Pro Pac | CLC |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.7% | 22.4% | 19.4% | 7.3% | 4.9% | 3.3% |
| Nov 2025 | 52.6% | 21.5% | 16.7% | 4.2% | 2.8% | 2.3% |
| Dec 2025 | 43.3% | 21.4% | 24.1% | 5.9% | 3.2% | 2.1% |
| Jan 2026 | 47.9% | 20.2% | 18.3% | 6.7% | 4.5% | 2.4% |
| Feb 2026 | 47.5% | 23.6% | 14.3% | 6.5% | 5.3% | 2.9% |
| Mar 2026 | 47% | 23.7% | 13.6% | 6.2% | 6.2% | 3.4% |
| Apr 2026 | 45.4% | 22.9% | 17.3% | 6.4% | 5.2% | 2.8% |
| May 2026 | 42.1% | 26.3% | 15.6% | 7% | 5.8% | 3.1% |
| Jun 2026 | 47.4% | 24.9% | 11.7% | 7.9% | 5.3% | 2.9% |
| Jul 2026 | 43.3% | 26% | 16% | 7.2% | 4.8% | 2.6% |
| Aug 2026 | 40.7% | 30.6% | 13.1% | 7.2% | 5.9% | 2.6% |
| Sep 2026 | 44.7% | 26.4% | 14.3% | 6.4% | 5.3% | 2.9% |
How has the Leatherman and Milwaukee comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Leatherman took it in December 2025, Milwaukee took it in January 2026.
- Across the 12 months ending September 2026, Leatherman’s share of searches among tool pouch brands in New Zealand moved from 19.4% to 14.3%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among tool pouch brands in New Zealand moved from 22.4% to 26.4%, and its estimated monthly branded searches moved from 2.2K to 3K.
How did search popularity change for New Zealand tool pouch brands in September 2026?
2 changes
In September 2026, Leatherman gained share of searches among tool pouch brands in New Zealand, from 13.1% to 14.3%.
In September 2026, Milwaukee lost share of searches among tool pouch brands in New Zealand, from 30.6% to 26.4%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Leatherman’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.
Leatherman
1 branded search term
- leatherman
Milwaukee
5 branded search terms
- milwaukee tool
- milwaukee tool bag
- milwaukee tool box
- milwaukee tool kit
- milwaukee tool set
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