Brandwave

Makita vs Spear & Jackson:Which is more popular?

In September 2026, Makita had more branded searches than Spear & Jackson among garden tool brands in New Zealand. Makita had about 10,400 branded searches, while Spear & Jackson had 40. Makita made up 29.1% of all garden tool brand searches we track, and Spear & Jackson accounted for 0.11%. When we asked ChatGPT and Google AI Overviews about garden tool brands, Makita appeared in two of the five answers and Spear & Jackson in none.

Among garden tool brands in New Zealand in September 2026

Who do people search for more?

Makita, about 260 searches for every 1 for Spear & Jackson

Makita 10.4K searchesSpear & Jackson 40 searches

Who does AI mention more?

Makita, mentioned in 2 of 5 answers, Spear & Jackson in 0

Makita in 2 of 5Spear & Jackson in 0 of 5

Who does AI recommend more?

Makita, the only one of the two named

Makita first in 2Spear & Jackson never named

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Top garden tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Makita was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Spear & Jackson 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.

  1. Fiskars1st
  2. Felco2nd
  3. Stihl3rd
  4. Ryobi4th
  5. Makita5th
  6. Trojan6th
  7. Cyclone7th
  8. Gardena8th
  9. Bahco9th
  10. +3 more
  11. Spear & Jackson–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Fiskars5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stihl4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ryobi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Felco3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bahco2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gardena1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wolf-Garten1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cyclone1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spear & Jackson0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about garden tool brands

5 answers

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 Makita or Spear & Jackson more popular in search?

This chart shows how often people search Google for Makita and Spear & Jackson by name. Each line represents a brand's share of searches for all 13 garden tool brands we track, month by month, from searches in New Zealand.

Makita and Spear & Jackson among garden tool brands in New Zealand, by month

Share of searches by month for Makita, Spear & Jackson. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaRyobiHusqvarnaStihlFiskarsGardenaBahcoFelcoWolf-GartenDarlacSpear & JacksonCycloneTrojan
Oct 202526.5%19.3%27.9%18.9%3.5%2%0.7%0.3%0.43%0.11%0.19%0.05%0.11%
Nov 202523.6%25%24%19.7%3%2.7%0.75%0.35%0.42%0.07%0.16%0.07%0.14%
Dec 202523.5%25.7%21.2%20.6%3.5%3.1%0.96%0.52%0.52%0.07%0.22%0.07%0.12%
Jan 202624.7%22.3%23%22.6%3.2%2%0.86%0.4%0.38%0.13%0.13%0.08%0.13%
Feb 202625.4%19.6%24.7%24.2%2.6%1.3%0.91%0.46%0.43%0.09%0.14%0.09%0.14%
Mar 202625.1%22.7%24.6%20.4%2.8%1.6%0.93%0.76%0.58%0.18%0.15%0.09%0.15%
Apr 202625.8%20.4%25.5%21.6%3%1%0.97%0.61%0.46%0.15%0.21%0.06%0.15%
May 202624.5%16.7%25.2%26.1%3.3%1.2%1.2%0.79%0.49%0.15%0.12%0.09%0.15%
Jun 202626.7%19.1%23.4%23.9%3%1%1.3%0.74%0.44%0.13%0.13%0.13%0.13%
Jul 202626.5%18.4%23%24.2%3.9%0.96%1.3%0.82%0.58%0.14%0.14%0.07%0.1%
Aug 202626%21.8%21.3%22.8%3.4%1.2%1.2%0.95%0.76%0.16%0.16%0.1%0.13%
Sep 202629.1%23.7%20.1%19.8%3%1.5%1.1%0.62%0.59%0.11%0.11%0.08%0.08%

How has the Makita and Spear & Jackson comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand garden tool brands in September 2026?

2 changes

  1. In September 2026, Makita gained share of searches among garden tool brands in New Zealand, from 26% to 29.1%.

  2. Estimated monthly branded searches for Spear & Jackson in New Zealand fell 42.9% over 12 measured months, from 70 to 40 in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Makita’s and Spear & Jackson’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.

Makita

3 branded search terms

  • makita
  • makita mowers
  • makita trimmers

Spear & Jackson

1 branded search term

  • spear jackson

How the Brand Demand Index is measured

Other head-to-heads among garden tool brands

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