Irwin vs Stanley:Which is more popular?
In September 2026, Irwin had more branded searches than Stanley among hand tool brands in New Zealand. Irwin had about 190 branded searches, while Stanley had 110. Irwin made up 1.6% of all hand tool brand searches we track, and Stanley accounted for 0.94%. When we asked ChatGPT and Google AI Overviews about hand tool brands, Stanley appeared in all five answers and Irwin in one. Stanley was mentioned before Irwin in every answer.
Who do people search for more?
Irwin, about 73% more searches than Stanley
Who does AI mention more?
Stanley, mentioned in every answer we collected
Who does AI recommend more?
Stanley, named ahead of Irwin in every answer
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Top hand tool brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Stanley appeared in all five answers. Irwin was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Stanley was listed before Irwin in every answer.
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.
- Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bahco4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Knipex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kincrome3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wera2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wiha1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Irwin1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Teng Tools0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
GearWrench0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hand tool brands
5 answers
Asked ChatGPT
“Which hand tool brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best hand tool brands in New Zealand?”
Asked ChatGPT
“What's the best hand tool brand in New Zealand for home repairs and DIY?”
Searched Google, AI Overview
“hand tools nz”
Searched Google, AI Overview
“tool kit nz”
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 Irwin or Stanley more popular in search?
This chart shows how often people search Google for Irwin and Stanley by name. Each line represents a brand's share of searches for all 12 hand tool brands we track, month by month, from searches in New Zealand.
Share of searches by month for Irwin, Stanley. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bahco | Knipex | Kincrome | Stanley | Wera | Wiha | Teng Tools | GearWrench | Irwin | Stahlwille | Sidchrome | Stanley |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.7% | 16.4% | 18% | 10.3% | 7.4% | 7.2% | 8.9% | 6.6% | 1.8% | 2% | 1.6% | 1.2% |
| Nov 2025 | 20.7% | 15.8% | 17% | 9.4% | 9.9% | 7.7% | 7.9% | 5.2% | 1.9% | 1.6% | 1.7% | 1.2% |
| Dec 2025 | 23.7% | 15.4% | 16.6% | 11.7% | 9% | 6.6% | 6.5% | 5.1% | 1.8% | 1.5% | 1.1% | 0.89% |
| Jan 2026 | 19.7% | 16% | 15.9% | 10% | 8.4% | 7.6% | 8.9% | 6.5% | 2.1% | 1.8% | 1.5% | 1.6% |
| Feb 2026 | 21% | 16.1% | 13% | 10.6% | 10.6% | 7.8% | 8.1% | 6.4% | 2% | 2% | 1.7% | 0.78% |
| Mar 2026 | 18.6% | 19.2% | 13.3% | 11.1% | 9.1% | 7.5% | 8.9% | 6.4% | 1.9% | 1.7% | 1.2% | 0.92% |
| Apr 2026 | 17.4% | 17.9% | 14.1% | 12.3% | 9.2% | 7.9% | 8% | 6.4% | 2.1% | 2% | 1.7% | 0.96% |
| May 2026 | 17.7% | 19.7% | 14% | 10.1% | 9% | 7.9% | 8.4% | 6.9% | 1.8% | 2% | 2% | 0.45% |
| Jun 2026 | 17.7% | 20.6% | 13.8% | 10.4% | 8.7% | 7.4% | 8.7% | 7.1% | 1.9% | 1.8% | 1.4% | 0.42% |
| Jul 2026 | 20.1% | 19% | 14.3% | 9.8% | 9.9% | 8.1% | 7.4% | 5.6% | 2% | 1.6% | 1.5% | 0.73% |
| Aug 2026 | 18.6% | 20.1% | 13.9% | 9.2% | 9.8% | 9.2% | 7.3% | 6% | 2.3% | 1.5% | 1.4% | 0.7% |
| Sep 2026 | 20.1% | 18.1% | 14.9% | 10.8% | 9.6% | 7.4% | 7.2% | 6.5% | 1.6% | 1.6% | 1.3% | 0.94% |
How has the Irwin and Stanley comparison changed over the last 12 months?
3 findings
- Irwin was ahead of Stanley in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Irwin’s share of searches among hand tool brands in New Zealand moved from 1.8% to 1.6%, and its estimated monthly branded searches moved from 170 to 190.
- Across the 12 months ending September 2026, Stanley’s share of searches among hand tool brands in New Zealand moved from 1.2% to 0.94%, and its estimated monthly branded searches held steady at 110.
How did search popularity change for New Zealand hand tool brands in September 2026?
1 change
In September 2026, Irwin lost share of searches among hand tool brands in New Zealand, from 2.3% to 1.6%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Irwin’s and Stanley’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 hand tool brands
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