ABUS vs Squire:Which is more popular?
In September 2026, Squire had more branded searches than ABUS among padlock brands in New Zealand. Squire had about 600 branded searches, while ABUS had 210. Squire made up 30.2% of all padlock brand searches we track, and ABUS accounted for 10.6%. When we asked ChatGPT and Google AI Overviews about padlock brands, ABUS appeared in all five answers and Squire in none.
Who do people search for more?
Squire, about 3 searches for every 1 for ABUS
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Top padlock brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ABUS appeared in all five answers. Squire 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.
ABUS1st
Master Lock2nd
Yale3rd- Squire–
Sandleford–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Master Lock5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ABUS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Yale3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Squire0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sandleford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about padlock brands
5 answers
Asked ChatGPT
“Which padlock brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best padlock brands in New Zealand?”
Asked ChatGPT
“What's the best padlock brand in New Zealand for home security?”
Searched Google, AI Overview
“best padlock”
Searched Google, AI Overview
“padlock for gate”
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 ABUS or Squire more popular in search?
This chart shows how often people search Google for ABUS and Squire by name. Each line represents a brand's share of searches for all five padlock brands we track, month by month, from searches in New Zealand.
Share of searches by month for Squire, ABUS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Yale | Squire | Master Lock | ABUS | Sandleford |
|---|---|---|---|---|---|
| Oct 2025 | 36% | 36.5% | 15.5% | 9.5% | 2.5% |
| Nov 2025 | 34.8% | 35.3% | 18.8% | 8.7% | 2.4% |
| Dec 2025 | 33.5% | 34% | 20.5% | 9.8% | 2.3% |
| Jan 2026 | 31.6% | 39% | 17.1% | 10.1% | 2.2% |
| Feb 2026 | 29.1% | 36% | 21.2% | 10.3% | 3.4% |
| Mar 2026 | 29.6% | 36.7% | 20.6% | 10.6% | 2.5% |
| Apr 2026 | 31.6% | 39% | 18% | 9.2% | 2.2% |
| May 2026 | 30.9% | 38.2% | 19.7% | 9% | 2.1% |
| Jun 2026 | 34.8% | 35.3% | 16.9% | 11.1% | 1.9% |
| Jul 2026 | 34.1% | 34.6% | 20.4% | 8.5% | 2.4% |
| Aug 2026 | 31.9% | 39.8% | 17.3% | 8% | 3.1% |
| Sep 2026 | 36.2% | 30.2% | 19.6% | 10.6% | 3.5% |
How has the ABUS and Squire comparison changed over the last 12 months?
3 findings
- Squire was ahead of ABUS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ABUS’s share of searches among padlock brands in New Zealand moved from 9.5% to 10.6%, and its estimated monthly branded searches moved from 190 to 210.
- Across the 12 months ending September 2026, Squire’s share of searches among padlock brands in New Zealand moved from 36.5% to 30.2%, and its estimated monthly branded searches moved from 730 to 600.
How did search popularity change for New Zealand padlock brands in September 2026?
3 changes
In September 2026, Yale overtook Squire to become the leader among padlock brands in New Zealand, with 36.2% of the searches.
In September 2026, ABUS gained share of searches among padlock brands in New Zealand, from 8% to 10.6%.
In September 2026, Squire lost share of searches among padlock brands in New Zealand, from 39.8% to 30.2%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using ABUS’s and Squire’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.
Other head-to-heads among padlock brands
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