Leatherman vs ToughBuilt:Which is more popular?
In September 2026, Leatherman had more branded searches than ToughBuilt among tool pouch brands in New Zealand. Leatherman had about 1,600 branded searches, while ToughBuilt had 720. Leatherman made up 14.3% of all tool pouch brand searches we track, and ToughBuilt accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about tool pouch brands, ToughBuilt appeared in four of the five answers and Leatherman in none.
Who do people search for more?
Leatherman, about 2 searches for every 1 for ToughBuilt
Who does AI mention more?
ToughBuilt, mentioned in 4 of 5 answers, Leatherman in 0
Who does AI recommend more?
ToughBuilt, the only one of the two named
Follow Leatherman vs ToughBuilt and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top tool pouch brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ToughBuilt was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Leatherman did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- ToughBuilt1st
- Veto Pro Pac2nd
Milwaukee3rd- CLC3rd
DeWalt–- Leatherman–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Milwaukee4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ToughBuilt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Veto Pro Pac3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- CLC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- DeWalt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Leatherman0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tool pouch brands
5 answers
Asked ChatGPT
“Which tool pouch brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tool pouch brands in New Zealand?”
Asked ChatGPT
“What's the best tool pouch brand in New Zealand for small tool storage?”
Searched Google, AI Overview
“best tool pouch”
Searched Google, AI Overview
“heavy duty tool pouch”
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 Leatherman or ToughBuilt more popular in search?
This chart shows how often people search Google for Leatherman and ToughBuilt by name. Each line represents a brand's share of searches for all six tool pouch brands we track, month by month, from searches in New Zealand.
Share of searches by month for Leatherman, ToughBuilt. The figures are in the table below the chart.
View monthly share of searches table
| Month | DeWalt | Milwaukee | Leatherman | ToughBuilt | Veto Pro Pac | CLC |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.7% | 22.4% | 19.4% | 7.3% | 4.9% | 3.3% |
| Nov 2025 | 52.6% | 21.5% | 16.7% | 4.2% | 2.8% | 2.3% |
| Dec 2025 | 43.3% | 21.4% | 24.1% | 5.9% | 3.2% | 2.1% |
| Jan 2026 | 47.9% | 20.2% | 18.3% | 6.7% | 4.5% | 2.4% |
| Feb 2026 | 47.5% | 23.6% | 14.3% | 6.5% | 5.3% | 2.9% |
| Mar 2026 | 47% | 23.7% | 13.6% | 6.2% | 6.2% | 3.4% |
| Apr 2026 | 45.4% | 22.9% | 17.3% | 6.4% | 5.2% | 2.8% |
| May 2026 | 42.1% | 26.3% | 15.6% | 7% | 5.8% | 3.1% |
| Jun 2026 | 47.4% | 24.9% | 11.7% | 7.9% | 5.3% | 2.9% |
| Jul 2026 | 43.3% | 26% | 16% | 7.2% | 4.8% | 2.6% |
| Aug 2026 | 40.7% | 30.6% | 13.1% | 7.2% | 5.9% | 2.6% |
| Sep 2026 | 44.7% | 26.4% | 14.3% | 6.4% | 5.3% | 2.9% |
How has the Leatherman and ToughBuilt comparison changed over the last 12 months?
3 findings
- Leatherman was ahead of ToughBuilt in every measured month of the 12 months ending September 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, ToughBuilt’s share of searches among tool pouch brands in New Zealand moved from 7.3% to 6.4%, and its estimated monthly branded searches held steady at 720.
How did search popularity change for New Zealand tool pouch brands in September 2026?
2 changes
In September 2026, Leatherman gained share of searches among tool pouch brands in New Zealand, from 13.1% to 14.3%.
In September 2026, ToughBuilt lost share of searches among tool pouch brands in New Zealand, from 7.2% to 6.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Leatherman’s and ToughBuilt’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
1 branded search term
- leatherman
ToughBuilt
1 branded search term
- toughbuilt
Other head-to-heads among tool pouch brands
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.