Toolbox brands in New Zealand:Which are most popular?
In September 2026, Makita was the most searched toolbox brand in New Zealand, accounting for 49.8% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, DeWalt was mentioned most often, in four of the five answers. Milwaukee was recommended most often, coming first in all three responses that gave a list.
MakitaShare of searches 49.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
DeWaltShare of searches 27.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MilwaukeeShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
StanleyShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th- TactixShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
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Top toolbox brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, DeWalt was mentioned most often, in four of the five answers. Milwaukee was recommended most often, coming first in all three answers that gave a list. DeWalt was second, and Makita was third.
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.
- DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toolbox brands in New Zealand?”
Asked ChatGPT
“What's the best toolbox brand in New Zealand for tool storage?”
Searched Google, AI Overview
“tool chest nz”
Searched Google, AI Overview
“heavy duty toolbox”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which toolbox brands do people search for most?
This chart shows how often people search Google for each toolbox brand by name. Each line represents a brand's share of searches for all six toolbox brands we track, month by month, from searches in New Zealand.
Share of searches by month for Makita, DeWalt, Milwaukee, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Makita | DeWalt | Milwaukee | Stanley | Tactix | Stanley |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 27.9% | 14.6% | 4.3% | 1.9% | 0.73% |
| Nov 2025 | 44.6% | 35.2% | 14.4% | 3.5% | 1.6% | 0.65% |
| Dec 2025 | 50.4% | 28.6% | 14.1% | 5.1% | 1.2% | 0.6% |
| Jan 2026 | 51.9% | 29.1% | 12.3% | 4.2% | 1.5% | 0.97% |
| Feb 2026 | 49.5% | 28.6% | 14.2% | 4.4% | 2.7% | 0.46% |
| Mar 2026 | 47.6% | 28.5% | 14.4% | 5% | 3.8% | 0.57% |
| Apr 2026 | 45.2% | 25.3% | 12.7% | 4.7% | 11.5% | 0.54% |
| May 2026 | 42.4% | 24.1% | 15.1% | 4.6% | 13.5% | 0.28% |
| Jun 2026 | 41.9% | 29.1% | 15.3% | 4.4% | 8.9% | 0.28% |
| Jul 2026 | 47.9% | 27.7% | 16.6% | 5.4% | 1.9% | 0.58% |
| Aug 2026 | 43.3% | 28.4% | 21.3% | 4.8% | 1.7% | 0.51% |
| Sep 2026 | 49.8% | 27.3% | 16.1% | 5% | 1.2% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 49.8% | 9.1K | +19.7% | +6.5 points | |
| 2, held 2nd | 27.3% | 5K | 0% | -1.1 points | |
| 3, held 3rd | 16.1% | 3K | -21.3% | -5.2 points | |
| 4, held 4th | 5% | 920 | +8.2% | +0.2 points | |
| 5, held 5th | 1.2% | 220 | -24.1% | -0.4 points | |
| 6, held 6th | 0.6% | 110 | +22.2% | +0.1 points |
1.
Makita49.8%
Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.5 points.
2.
DeWalt27.3%
Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.1 points.
16.1%
Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.
4.
Stanley5%
Held 4th. 920 estimated branded searches, +8.2% vs prior month. Share +0.2 points.
5.Tactix
1.2%
Held 5th. 220 estimated branded searches, -24.1% vs prior month. Share -0.4 points.
6.
Stanley0.6%
Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Which brand is most popular in search among toolbox brands in New Zealand?
6 brands
In September 2026, Makita was the most searched among toolbox brands in New Zealand, with an estimated 9.1K branded searches, 49.8% of all searches for the six we track. DeWalt is in 2nd place, 22.5 percentage points behind at 27.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Makita | 50.6% → 49.8% | 51.9%Jan 2026 | 41.9%Jun 2026 | 1st |
| DeWalt | 27.9% → 27.3% | 35.2%Nov 2025 | 24.1%May 2026 | 2nd |
| Milwaukee | 14.6% → 16.1% | 21.3%Aug 2026 | 12.3%Jan 2026 | 3rd |
| Stanley | 4.3% → 5% | 5.4%Jul 2026 | 3.5%Nov 2025 | 4th |
| Tactix | 1.9% → 1.2% | 13.5%May 2026 | 1.2%Dec 2025 | 5th |
| Stanley | 0.73% → 0.6% | 0.97%Jan 2026 | 0.28%Jun 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Makita’s share of searches among toolbox brands in New Zealand decreased from 50.6% to 49.8%.
- Across the 12 months ending September 2026, DeWalt’s share of searches among toolbox brands in New Zealand decreased from 27.9% to 27.3%.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among toolbox brands in New Zealand increased from 14.6% to 16.1%.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand increased from 4.3% to 5%.
- Across the 12 months ending September 2026, Tactix’s share of searches among toolbox brands in New Zealand decreased from 1.9% to 1.2%.
- Across the 12 months ending September 2026, Makita’s share of searches among toolbox brands in New Zealand peaked at 51.9% in January 2026 and was lowest at 41.9% in June 2026.
- Across the 12 months ending September 2026, DeWalt’s share of searches among toolbox brands in New Zealand peaked at 35.2% in November 2025 and was lowest at 24.1% in May 2026.
- Across the 12 months ending September 2026, Milwaukee’s share of searches among toolbox brands in New Zealand peaked at 21.3% in August 2026 and was lowest at 12.3% in January 2026.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand peaked at 5.4% in July 2026 and was lowest at 3.5% in November 2025.
- Across the 12 months ending September 2026, Tactix’s share of searches among toolbox brands in New Zealand peaked at 13.5% in May 2026 and was lowest at 1.2% in December 2025.
- Across the 12 months ending September 2026, Stanley held steady: its share of searches among toolbox brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand toolbox brands in September 2026?
5 changes
In September 2026, Makita gained share of searches among toolbox brands in New Zealand, from 43.3% to 49.8%.
In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.
In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.
Tactix’s share of searches among toolbox brands in New Zealand has lost ground for 3 months in a row, from 8.9% to 1.2% in September 2026.
Estimated monthly branded searches for Stanley in New Zealand rose 43.8% over 12 measured months, from 640 to 920 in September 2026.
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