--- title: "Leatherman vs Milwaukee: Which is searched more in New Zealand?" description: "Is Leatherman or Milwaukee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tool pouch 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/leatherman-vs-milwaukee" publisher: "Brandwave" --- # Leatherman vs Milwaukee: Which is searched more in New Zealand? Is Leatherman or Milwaukee more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tool pouch 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**: Leatherman and Milwaukee - **Competitive set**: Tool pouch brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Leatherman Share of Search**: 14.3% - **Milwaukee Share of Search**: 26.4% ## Is Leatherman or Milwaukee more popular in search? - In September 2026, Milwaukee had more branded searches than Leatherman among tool pouch brands in New Zealand. Milwaukee had about 2,950 branded searches, while Leatherman had 1,600. Milwaukee made up 26.4% of all tool pouch brand searches we track, and Leatherman accounted for 14.3%. - The lead changed hands 2 times in the 12 months ending September 2026: Leatherman took it in December 2025, Milwaukee took it in January 2026. - Across the 12 months ending September 2026, Leatherman’s share of searches among tool pouch brands in New Zealand moved from 19.4% to 14.3%, and its estimated monthly branded searches moved from 1.9K to 1.6K. - Across the 12 months ending September 2026, Milwaukee’s share of searches among tool pouch brands in New Zealand moved from 22.4% to 26.4%, and its estimated monthly branded searches moved from 2.2K to 3K. ## Top tool pouch brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Milwaukee was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Leatherman did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | ToughBuilt | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Veto Pro Pac | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Milwaukee | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | CLC | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | DeWalt | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Leatherman | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about tool pouch brands - Asked ChatGPT "Which tool pouch brand should I buy in New Zealand?": 1. CLC, 2. ToughBuilt, 3. Milwaukee - Asked ChatGPT "What are the best tool pouch brands in New Zealand?": 1. CLC, 2. ToughBuilt, 3. Veto Pro Pac - Asked ChatGPT "What's the best tool pouch brand in New Zealand for small tool storage?": 1. Veto Pro Pac, 2. Milwaukee, 3. ToughBuilt - Searched Google, AI Overview "best tool pouch": 1. ToughBuilt, 2. Milwaukee - Searched Google, AI Overview "heavy duty tool pouch": 1. Veto Pro Pac, 2. Milwaukee Not named in any answer: DeWalt and Leatherman. 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 tool pouch brands in September 2026? - In September 2026, Leatherman gained share of searches among tool pouch brands in New Zealand, from 13.1% to 14.3%. - In September 2026, Milwaukee lost share of searches among tool pouch brands in New Zealand, from 30.6% to 26.4%. ## Month by month | Month | Leatherman estimated searches | Leatherman Share of Search | Leatherman rank | Milwaukee estimated searches | Milwaukee Share of Search | Milwaukee rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 19.4% | 3 | 2.2K | 22.4% | 2 | | Nov 2025 | 1.9K | 16.7% | 3 | 2.5K | 21.5% | 2 | | Dec 2025 | 2.4K | 24.1% | 2 | 2.1K | 21.4% | 3 | | Jan 2026 | 1.6K | 18.3% | 3 | 1.8K | 20.2% | 2 | | Feb 2026 | 1.3K | 14.3% | 3 | 2.1K | 23.6% | 2 | | Mar 2026 | 1.3K | 13.6% | 3 | 2.3K | 23.7% | 2 | | Apr 2026 | 1.6K | 17.3% | 3 | 2.1K | 22.9% | 2 | | May 2026 | 1.6K | 15.6% | 3 | 2.7K | 26.3% | 2 | | Jun 2026 | 1.3K | 11.7% | 3 | 2.8K | 24.9% | 2 | | Jul 2026 | 1.6K | 16% | 3 | 2.6K | 26% | 2 | | Aug 2026 | 1.6K | 13.1% | 3 | 3.8K | 30.6% | 2 | | Sep 2026 | 1.6K | 14.3% | 3 | 3K | 26.4% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Leatherman’s and Milwaukee’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. - **Leatherman**: Measured on the search term “leatherman”. - **Milwaukee**: Measured on the search terms “milwaukee tool”, “milwaukee tool bag”, “milwaukee tool box”, “milwaukee tool kit” and “milwaukee tool set”, summed into one figure. - [Leatherman profile](/demand/nz/brands/leatherman) - [Milwaukee profile](/demand/nz/brands/milwaukee) - [All tool pouch brands in New Zealand](/demand/nz/categories/nz-tool-pouch-brands): The set both shares are measured inside, 6 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 Leatherman or Milwaukee more popular in search? In September 2026, Milwaukee had more branded searches than Leatherman among tool pouch brands in New Zealand. Milwaukee had about 2,950 branded searches, while Leatherman had 1,600. Milwaukee made up 26.4% of all tool pouch brand searches we track, and Leatherman accounted for 14.3%. ## Cite this page Brandwave. "Leatherman vs Milwaukee: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/leatherman-vs-milwaukee This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/leatherman-vs-milwaukee. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.