Brandwave

Festool vs Hilti:Which is more popular?

In September 2026, Festool had more branded searches than Hilti among dust extractor brands in New Zealand. Festool had about 2,980 branded searches, while Hilti had 1,900. Festool made up 13.5% of all dust extractor brand searches we track, and Hilti accounted for 8.6%. When we asked ChatGPT and Google AI Overviews about dust extractor brands, Festool appeared in four of the five answers and Hilti in two. Festool was mentioned before Hilti in every answer.

Among dust extractor brands in New Zealand in September 2026

Who do people search for more?

Festool, about 57% more searches than Hilti

Festool 3K searchesHilti 1.9K searches

Who does AI mention more?

Festool, mentioned in 4 of 5 answers, Hilti in 2

Festool in 4 of 5Hilti in 2 of 5

Who does AI recommend more?

Festool, named ahead of Hilti in every answer

Festool first in 4Hilti never first

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Top dust extractor brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Festool was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hilti was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Festool was listed before Hilti in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Festool1st
  2. Makita2nd
  3. Bosch3rd
  4. Nilfisk4th
  5. Hilti5th
  6. Mirka6th
  7. DeWalt–
  8. Milwaukee–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Festool4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bosch3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hilti2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mirka2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nilfisk2 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
  • Milwaukee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dust extractor brands

5 answers

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 Festool or Hilti more popular in search?

This chart shows how often people search Google for Festool and Hilti by name. Each line represents a brand's share of searches for all eight dust extractor brands we track, month by month, from searches in New Zealand.

Festool and Hilti among dust extractor brands in New Zealand, by month

Share of searches by month for Festool, Hilti. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltFestoolMilwaukeeHiltiMirkaBoschNilfisk
Oct 202540.7%22.4%11.7%11.8%12.9%0.37%0.05%0.05%
Nov 202537.2%29.4%9.5%12%11.7%0.1%0.05%0.05%
Dec 202543.9%24.9%9.2%12.3%9.2%0.29%0.12%0.06%
Jan 202643.8%24.6%9.7%10.4%11.1%0.29%0.06%0.06%
Feb 202641.7%24.1%11.2%12%10.6%0.39%0.06%0.06%
Mar 202638.4%23%11.8%11.6%14.9%0.26%0.05%0.05%
Apr 202641.4%23.2%9.9%11.7%13.3%0.28%0.11%0.06%
May 202639.4%22.4%11.4%14%12.4%0.21%0.16%0.05%
Jun 202637.8%26.3%12.2%13.8%9.4%0.35%0.05%0.05%
Jul 202639.7%22.9%13%13.8%10.1%0.37%0.05%0.05%
Aug 202636.9%24.2%10.9%18.2%9.2%0.34%0.1%0.05%
Sep 202641.3%22.7%13.5%13.4%8.6%0.32%0.09%0.05%

How has the Festool and Hilti comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Festool took it in February 2026, Hilti took it in March 2026, Festool took it in June 2026.
  • Across the 12 months ending September 2026, Festool’s share of searches among dust extractor brands in New Zealand moved from 11.7% to 13.5%, and its estimated monthly branded searches moved from 2.2K to 3K.
  • Across the 12 months ending September 2026, Hilti’s share of searches among dust extractor brands in New Zealand moved from 12.9% to 8.6%, and its estimated monthly branded searches moved from 2.4K to 1.9K.

How did search popularity change for New Zealand dust extractor brands in September 2026?

2 changes

  1. In September 2026, Festool overtook Milwaukee to rank 3rd among dust extractor brands in New Zealand, with 13.5% of the searches.

  2. In September 2026, Hilti lost share of searches among dust extractor brands in New Zealand, from 9.2% to 8.6%.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Festool’s and Hilti’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.

Festool

12 branded search terms

  • festool
  • festool chop saw
  • festool domino
  • festool dust extractor
  • festool orbital sander
  • festool plunge saw
  • festool router
  • festool sander
  • festool track
  • festool track saw
  • festool vacuum
  • festool wall sander

Hilti

1 branded search term

  • hilti

How the Brand Demand Index is measured

Other head-to-heads among dust extractor brands

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