--- title: "Irwin vs Sutton Tools: Which is searched more in New Zealand?" description: "Is Irwin or Sutton Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tap wrench 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-sutton-tools" publisher: "Brandwave" --- # Irwin vs Sutton Tools: Which is searched more in New Zealand? Is Irwin or Sutton Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tap wrench 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 Sutton Tools - **Competitive set**: Tap wrench brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Irwin Share of Search**: 17.9% - **Sutton Tools Share of Search**: 41.1% ## Is Irwin or Sutton Tools more popular in search? - In September 2026, Sutton Tools had more branded searches than Irwin among tap wrench brands in New Zealand. Sutton Tools had about 390 branded searches, while Irwin had 170. Sutton Tools made up 41.1% of all tap wrench brand searches we track, and Irwin accounted for 17.9%. - Sutton Tools was ahead of Irwin in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Irwin’s share of searches among tap wrench brands in New Zealand moved from 14.7% to 17.9%, and its estimated monthly branded searches moved from 150 to 170. - Across the 12 months ending September 2026, Sutton Tools’ share of searches among tap wrench brands in New Zealand moved from 47.1% to 41.1%, and its estimated monthly branded searches moved from 480 to 390. ## Top tap wrench brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Sutton Tools was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Irwin was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | GearWrench | 0 of 3 | 1 of 1 | 1 of 4 | | Sutton Tools | 3 of 3 | 0 of 1 | 3 of 4 | | Irwin | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about tap wrench brands - Asked ChatGPT "Which tap wrench brand should I buy in New Zealand?": 1. Sutton Tools - Asked ChatGPT "What are the best tap wrench brands in New Zealand?": 1. Sutton Tools, 2. Irwin - Asked ChatGPT "What's the best tap wrench brand in New Zealand for threading bolts?": 1. Sutton Tools - Searched Google, AI Overview "tap wrench set": 1. GearWrench 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 tap wrench brands in September 2026? - In September 2026, Sutton Tools gained share of searches among tap wrench brands in New Zealand, from 36.8% to 41.1%. - In September 2026, Irwin lost share of searches among tap wrench brands in New Zealand, from 26.4% to 17.9%. ## Month by month | Month | Irwin estimated searches | Irwin Share of Search | Irwin rank | Sutton Tools estimated searches | Sutton Tools Share of Search | Sutton Tools rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 150 | 14.7% | 3 | 480 | 47.1% | 1 | | Nov 2025 | 160 | 19.8% | 3 | 390 | 48.1% | 1 | | Dec 2025 | 150 | 17.4% | 3 | 390 | 45.3% | 1 | | Jan 2026 | 160 | 20% | 3 | 320 | 40% | 2 | | Feb 2026 | 160 | 18.4% | 3 | 390 | 44.8% | 1 | | Mar 2026 | 180 | 18.4% | 3 | 480 | 49% | 1 | | Apr 2026 | 190 | 24.7% | 3 | 320 | 41.6% | 1 | | May 2026 | 190 | 17.9% | 3 | 480 | 45.3% | 1 | | Jun 2026 | 210 | 21.2% | 3 | 390 | 39.4% | 2 | | Jul 2026 | 210 | 22.8% | 3 | 390 | 42.4% | 1 | | Aug 2026 | 280 | 26.4% | 3 | 390 | 36.8% | 2 | | Sep 2026 | 170 | 17.9% | 3 | 390 | 41.1% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Irwin’s and Sutton Tools’ 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” and “irwin tools”, summed into one figure. - **Sutton Tools**: Measured on the search term “sutton tools”. - [Irwin profile](/demand/nz/brands/irwin) - [Sutton Tools profile](/demand/nz/brands/sutton-tools) - [All tap wrench brands in New Zealand](/demand/nz/categories/nz-tap-wrench-brands): The set both shares are measured inside, 3 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 Sutton Tools more popular in search? In September 2026, Sutton Tools had more branded searches than Irwin among tap wrench brands in New Zealand. Sutton Tools had about 390 branded searches, while Irwin had 170. Sutton Tools made up 41.1% of all tap wrench brand searches we track, and Irwin accounted for 17.9%. ## Cite this page Brandwave. "Irwin vs Sutton Tools: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/irwin-vs-sutton-tools This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/irwin-vs-sutton-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.