--- title: "Irwin vs Stanley: Which is searched more in New Zealand?" description: "Is Irwin or Stanley more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hand tool brands set in New Zealand. 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/compare/irwin-vs-stanley-wheelbarrow" publisher: "Brandwave" --- # Irwin vs Stanley: Which is searched more in New Zealand? Is Irwin or Stanley more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hand tool brands set in New Zealand. 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 - **Compared**: Irwin and Stanley - **Competitive set**: Hand tool brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Irwin Share of Search**: 1.6% - **Stanley Share of Search**: 0.94% ## Is Irwin or Stanley more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Stanley | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Bahco | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Stanley | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Knipex | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Kincrome | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Wera | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Wiha | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Irwin | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Teng Tools | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | GearWrench | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Stahlwille | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sidchrome | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about hand tool brands - Asked ChatGPT "Which hand tool brand should I buy in New Zealand?": 1. Bahco, 2. Kincrome, 3. Stanley, 4. Stanley, 5. Knipex, 6. Wera - Asked ChatGPT "What are the best hand tool brands in New Zealand?": 1. Knipex, 2. Bahco, 3. Wera, 4. Wiha, 5. Stanley, 6. Stanley - Asked ChatGPT "What's the best hand tool brand in New Zealand for home repairs and DIY?": 1. Stanley, 2. Stanley, 3. Bahco, 4. Irwin, 5. Kincrome - Searched Google, AI Overview "hand tools nz": 1. Stanley, 2. Stanley, 3. Bahco, 4. Knipex - Searched Google, AI Overview "tool kit nz": 1. Stanley, 2. Stanley, 3. Kincrome Not named in any answer: Teng Tools, GearWrench, Stahlwille and Sidchrome. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand hand tool brands in September 2026? - In September 2026, Irwin lost share of searches among hand tool brands in New Zealand, from 2.3% to 1.6%. ## Month by month | Month | Irwin estimated searches | Irwin Share of Search | Irwin rank | Stanley estimated searches | Stanley Share of Search | Stanley rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 170 | 1.8% | 10 | 110 | 1.2% | 12 | | Nov 2025 | 180 | 1.9% | 9 | 110 | 1.2% | 12 | | Dec 2025 | 180 | 1.8% | 9 | 90 | 0.89% | 12 | | Jan 2026 | 180 | 2.1% | 9 | 140 | 1.6% | 11 | | Feb 2026 | 180 | 2% | 9 | 70 | 0.78% | 12 | | Mar 2026 | 190 | 1.9% | 9 | 90 | 0.92% | 12 | | Apr 2026 | 200 | 2.1% | 9 | 90 | 0.96% | 12 | | May 2026 | 200 | 1.8% | 11 | 50 | 0.45% | 12 | | Jun 2026 | 230 | 1.9% | 9 | 50 | 0.42% | 12 | | Jul 2026 | 240 | 2% | 9 | 90 | 0.73% | 12 | | Aug 2026 | 300 | 2.3% | 9 | 90 | 0.7% | 12 | | Sep 2026 | 190 | 1.6% | 9 | 110 | 0.94% | 12 | ## How each brand is measured 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. - **Irwin**: Measured on the search terms “irwin clamps”, “irwin hand tools”, “irwin socket set”, “irwin spanner”, “irwin tool kit” and “irwin tools”, summed into one figure. - **Stanley**: Measured on the search term “stanley wheelbarrow”. - [Irwin profile](/demand/nz/brands/irwin) - [Stanley profile](/demand/nz/brands/stanley-wheelbarrow) - [All hand tool brands in New Zealand](/demand/nz/categories/nz-hand-tool-brands): The set both shares are measured inside, 12 brands. ## 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 ### Is Irwin or Stanley more popular in search? 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%. ## Cite this page Brandwave. "Irwin vs Stanley: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/irwin-vs-stanley-wheelbarrow This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/irwin-vs-stanley-wheelbarrow. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.