Bosch vs Irwin:Which is more popular?
In September 2026, Irwin had more branded searches than Bosch among spade bits brands in New Zealand. Irwin had about 170 branded searches, while Bosch had 20. Irwin made up 2.1% of all spade bits brand searches we track, and Bosch accounted for 0.25%. When we asked ChatGPT and Google AI Overviews about spade bits brands, Bosch appeared in four of the five answers and Irwin in three. Irwin was mentioned before Bosch in two out of three answers.
Who do people search for more?
Irwin, about 9 searches for every 1 for Bosch
Who does AI mention more?
Bosch, mentioned in 4 of 5 answers, Irwin in 3
Who does AI recommend more?
Irwin, named ahead of Bosch in 2 of 3 answers
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Top spade bits brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bosch was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Irwin was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Irwin was listed before Bosch in two out of three answers.
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.
See every answer about spade bits brands
5 answers
Asked ChatGPT
“Which spade bit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best spade bit brands in New Zealand?”
Asked ChatGPT
“What's the best spade bit brand in New Zealand for clean wood holes?”
Searched Google, AI Overview
“wood drill bits”
Searched Google, AI Overview
“drill bit set”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Bosch or Irwin more popular in search?
This chart shows how often people search Google for Bosch and Irwin by name. Each line represents a brand's share of searches for all four spade bits brands we track, month by month, from searches in New Zealand.
Share of searches by month for Irwin, Bosch. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Irwin | Bosch |
|---|---|---|---|---|
| Oct 2025 | 64% | 33.6% | 2.3% | 0.15% |
| Nov 2025 | 69.6% | 28.4% | 1.9% | 0.12% |
| Dec 2025 | 65.4% | 32.2% | 2.3% | 0.15% |
| Jan 2026 | 68.4% | 28.9% | 2.6% | 0.16% |
| Feb 2026 | 65.1% | 32.4% | 2.4% | 0.15% |
| Mar 2026 | 64.6% | 32.6% | 2.6% | 0.14% |
| Apr 2026 | 64.5% | 32.5% | 2.9% | 0.15% |
| May 2026 | 59.8% | 37.3% | 2.6% | 0.28% |
| Jun 2026 | 63.7% | 33.5% | 2.5% | 0.24% |
| Jul 2026 | 60.5% | 36.3% | 2.9% | 0.28% |
| Aug 2026 | 55.1% | 41.4% | 3.1% | 0.33% |
| Sep 2026 | 61.4% | 36.3% | 2.1% | 0.25% |
How has the Bosch and Irwin comparison changed over the last 12 months?
3 findings
- Irwin was ahead of Bosch in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bosch’s share of searches among spade bits brands in New Zealand moved from 0.15% to 0.25%, and its estimated monthly branded searches moved from 10 to 20.
- Across the 12 months ending September 2026, Irwin’s share of searches among spade bits brands in New Zealand moved from 2.3% to 2.1%, and its estimated monthly branded searches moved from 150 to 170.
How did search popularity change for New Zealand spade bits brands in September 2026?
2 changes
In September 2026, Irwin lost share of searches among spade bits brands in New Zealand, from 3.1% to 2.1%.
Estimated monthly branded searches for Bosch in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Bosch’s and Irwin’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 spade bits brands
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