---
title: "Toolbox brands in New Zealand: Which are searched most?"
description: "Compare the toolbox and tool storage brands New Zealanders buy. Share of Search among Makita, DeWalt, Milwaukee, Stanley, Tactix and Stanley, the toolbox 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-toolbox-brands"
publisher: "Brandwave"
---

# Toolbox brands in New Zealand: Which are searched most?

Compare the toolbox and tool storage brands New Zealanders buy. Share of Search among Makita, DeWalt, Milwaukee, Stanley, Tactix and Stanley, the toolbox 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**: Toolbox brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Makita, 49.8%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Milwaukee | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| DeWalt | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Makita | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Stanley | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Stanley | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Tactix | 6th | 2 of 3 | 0 of 2 | 2 of 5 |

## Every AI answer about toolbox brands

- Asked ChatGPT "Which toolbox brand should I buy in New Zealand?": 1. Milwaukee, 2. DeWalt, 3. Stanley, 4. Stanley
- Asked ChatGPT "What are the best toolbox brands in New Zealand?": 1. Milwaukee, 2. DeWalt, 3. Makita, 4. Stanley, 5. Stanley, 6. Tactix
- Asked ChatGPT "What's the best toolbox brand in New Zealand for tool storage?": 1. Milwaukee, 2. DeWalt, 3. Makita, 4. Tactix
- Searched Google, AI Overview "tool chest nz": named none of the brands we track
- Searched Google, AI Overview "heavy duty toolbox": 1. DeWalt

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): 49.8% against 27.3% Share of Search.
- [Makita vs Milwaukee: compare search popularity](/demand/nz/compare/makita-vs-milwaukee): 49.8% against 16.1% Share of Search.
- [Makita vs Stanley: compare search popularity](/demand/nz/compare/makita-vs-stanley-tools): 49.8% against 5% Share of Search.
- [DeWalt vs Milwaukee: compare search popularity](/demand/nz/compare/dewalt-vs-milwaukee): 27.3% against 16.1% Share of Search.
- [DeWalt vs Stanley: compare search popularity](/demand/nz/compare/dewalt-vs-stanley-tools): 27.3% against 5% Share of Search.
- [Milwaukee vs Stanley: compare search popularity](/demand/nz/compare/milwaukee-vs-stanley-tools): 16.1% against 5% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Makita | 49.8% | 9.1K | +19.7% | Makita |
| 2 | DeWalt | 27.3% | 5K | 0.0% | DeWalt |
| 3 | Milwaukee | 16.1% | 3K | -21.3% | Milwaukee |
| 4 | Stanley | 5% | 920 | +8.2% | Stanley |
| 5 | Tactix | 1.2% | 220 | -24.1% | Tactix |
| 6 | Stanley | 0.6% | 110 | +22.2% | Stanley |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Makita | 7.6K | 50.6% | 1 |
| Oct 2025 | DeWalt | 4.2K | 27.9% | 2 |
| Oct 2025 | Milwaukee | 2.2K | 14.6% | 3 |
| Oct 2025 | Stanley | 640 | 4.3% | 4 |
| Oct 2025 | Tactix | 290 | 1.9% | 5 |
| Oct 2025 | Stanley | 110 | 0.73% | 6 |
| Nov 2025 | Makita | 7.6K | 44.6% | 1 |
| Nov 2025 | DeWalt | 6K | 35.2% | 2 |
| Nov 2025 | Milwaukee | 2.5K | 14.4% | 3 |
| Nov 2025 | Stanley | 600 | 3.5% | 4 |
| Nov 2025 | Tactix | 270 | 1.6% | 5 |
| Nov 2025 | Stanley | 110 | 0.65% | 6 |
| Dec 2025 | Makita | 7.6K | 50.4% | 1 |
| Dec 2025 | DeWalt | 4.3K | 28.6% | 2 |
| Dec 2025 | Milwaukee | 2.1K | 14.1% | 3 |
| Dec 2025 | Stanley | 770 | 5.1% | 4 |
| Dec 2025 | Tactix | 180 | 1.2% | 5 |
| Dec 2025 | Stanley | 90 | 0.6% | 6 |
| Jan 2026 | Makita | 7.5K | 51.9% | 1 |
| Jan 2026 | DeWalt | 4.2K | 29.1% | 2 |
| Jan 2026 | Milwaukee | 1.8K | 12.3% | 3 |
| Jan 2026 | Stanley | 600 | 4.2% | 4 |
| Jan 2026 | Tactix | 220 | 1.5% | 5 |
| Jan 2026 | Stanley | 140 | 0.97% | 6 |
| Feb 2026 | Makita | 7.5K | 49.5% | 1 |
| Feb 2026 | DeWalt | 4.3K | 28.6% | 2 |
| Feb 2026 | Milwaukee | 2.1K | 14.2% | 3 |
| Feb 2026 | Stanley | 670 | 4.4% | 4 |
| Feb 2026 | Tactix | 410 | 2.7% | 5 |
| Feb 2026 | Stanley | 70 | 0.46% | 6 |
| Mar 2026 | Makita | 7.5K | 47.6% | 1 |
| Mar 2026 | DeWalt | 4.5K | 28.5% | 2 |
| Mar 2026 | Milwaukee | 2.3K | 14.4% | 3 |
| Mar 2026 | Stanley | 790 | 5% | 4 |
| Mar 2026 | Tactix | 600 | 3.8% | 5 |
| Mar 2026 | Stanley | 90 | 0.57% | 6 |
| Apr 2026 | Makita | 7.5K | 45.2% | 1 |
| Apr 2026 | DeWalt | 4.2K | 25.3% | 2 |
| Apr 2026 | Milwaukee | 2.1K | 12.7% | 3 |
| Apr 2026 | Tactix | 1.9K | 11.5% | 4 |
| Apr 2026 | Stanley | 770 | 4.7% | 5 |
| Apr 2026 | Stanley | 90 | 0.54% | 6 |
| May 2026 | Makita | 7.6K | 42.4% | 1 |
| May 2026 | DeWalt | 4.3K | 24.1% | 2 |
| May 2026 | Milwaukee | 2.7K | 15.1% | 3 |
| May 2026 | Tactix | 2.4K | 13.5% | 4 |
| May 2026 | Stanley | 830 | 4.6% | 5 |
| May 2026 | Stanley | 50 | 0.28% | 6 |
| Jun 2026 | Makita | 7.6K | 41.9% | 1 |
| Jun 2026 | DeWalt | 5.3K | 29.1% | 2 |
| Jun 2026 | Milwaukee | 2.8K | 15.3% | 3 |
| Jun 2026 | Tactix | 1.6K | 8.9% | 4 |
| Jun 2026 | Stanley | 800 | 4.4% | 5 |
| Jun 2026 | Stanley | 50 | 0.28% | 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 | Stanley | 840 | 5.4% | 4 |
| Jul 2026 | Tactix | 290 | 1.9% | 5 |
| Jul 2026 | Stanley | 90 | 0.58% | 6 |
| Aug 2026 | Makita | 7.6K | 43.3% | 1 |
| Aug 2026 | DeWalt | 5K | 28.4% | 2 |
| Aug 2026 | Milwaukee | 3.8K | 21.3% | 3 |
| Aug 2026 | Stanley | 850 | 4.8% | 4 |
| Aug 2026 | Tactix | 290 | 1.7% | 5 |
| Aug 2026 | Stanley | 90 | 0.51% | 6 |
| Sep 2026 | Makita | 9.1K | 49.8% | 1 |
| Sep 2026 | DeWalt | 5K | 27.3% | 2 |
| Sep 2026 | Milwaukee | 3K | 16.1% | 3 |
| Sep 2026 | Stanley | 920 | 5% | 4 |
| Sep 2026 | Tactix | 220 | 1.2% | 5 |
| Sep 2026 | Stanley | 110 | 0.6% | 6 |

## What is being compared

- **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.
- **Stanley**: Measured on the search terms “stanley knife”, “stanley knife blades” and “stanley tape measure”, summed into one figure.
- **Stanley**: Measured on the search term “stanley wheelbarrow”.
- **Tactix**: Measured on the search terms “tactix” and “tactix toolbox”, summed into one figure.

- [DeWalt](/demand/nz/brands/dewalt)
- [Makita](/demand/nz/brands/makita)
- [Milwaukee](/demand/nz/brands/milwaukee)
- [Stanley](/demand/nz/brands/stanley-tools)
- [Stanley](/demand/nz/brands/stanley-wheelbarrow)
- [Tactix](/demand/nz/brands/tactix)

## 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 toolbox brands in New Zealand?

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.

## Cite this page

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

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