ITM vs Mitre 10:Which is more popular by branded search in New Zealand?
In August 2026, Mitre 10 had more branded searches than ITM among DIY and building supplies retailers in New Zealand. Mitre 10 was estimated to have 368K branded searches compared to ITM’s 4.5K, and held a 47.4% Share of Search versus ITM’s 0.57%.
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Which is more popular in search, ITM or Mitre 10?
Home improvement, hardware and building supply retailers in NZ. 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.
Share of Search by month for Mitre 10, ITM. The figures are in the table below the chart.
View monthly share of search table
| Month | Bunnings | Mitre 10 | PlaceMakers | Carters | ITM |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 47.1% | 4.2% | 0.9% | 0.7% |
| Nov 2025 | 47.6% | 47.6% | 3.5% | 0.74% | 0.48% |
| Dec 2025 | 48.1% | 48% | 2.9% | 0.62% | 0.39% |
| Jan 2026 | 47.6% | 47.6% | 3.5% | 0.91% | 0.47% |
| Feb 2026 | 47.1% | 47.1% | 4.2% | 1.1% | 0.57% |
| Mar 2026 | 47.1% | 47.1% | 4.2% | 1.1% | 0.57% |
| Apr 2026 | 47.5% | 47.5% | 3.5% | 0.92% | 0.58% |
| May 2026 | 47.4% | 47.4% | 3.5% | 1.1% | 0.57% |
| Jun 2026 | 51.9% | 42.4% | 3.8% | 1.2% | 0.63% |
| Jul 2026 | 52% | 42.5% | 3.8% | 1% | 0.63% |
| Aug 2026 | 47.4% | 47.4% | 3.5% | 1.1% | 0.57% |
| Sep 2026 | — | — | — | — | — |
How has the ITM and Mitre 10 comparison changed over the last 12 months?
3 findings
- Mitre 10 was ahead of ITM in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, ITM’s estimated Share of Search among DIY and building supplies retailers in New Zealand moved from 0.7% to 0.57%, and its estimated monthly branded searches moved from 6.7K to 4.5K.
- Across the 11 months ending August 2026, Mitre 10’s estimated Share of Search among DIY and building supplies retailers in New Zealand moved from 47.1% to 47.4%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for New Zealand DIY and building supplies retailers in August 2026?
2 changes
In August 2026, Mitre 10 gained estimated Share of Search among DIY and building supplies retailers in New Zealand, from 42.5% to 47.4%.
Estimated monthly branded searches for ITM in New Zealand fell 33% over 11 measured months, from 6.7K to 4.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using ITM’s and Mitre 10’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.