Brandwave

How popular isEMU Australia?

In September 2026, people searched for EMU Australia by name about 2,400 times, about the same as the previous year. These searches made up 1.1% of all Australia boot brand searches, placing EMU Australia eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about boot brands, EMU Australia did not appear in any of the answers.

Search and AI answers in September 2026

EMU Australia is the eighth most searched of 8 competitors and not listed in any AI answer.

  1. R.M. WilliamsShare of searches 60.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. BlundstoneShare of searches 12.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Mongrel BootsShare of searches 6.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. RedbackShare of searches 6.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. EMU AustraliaShare of searches 1.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, EMU Australia 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. Steel Blue1st
  2. Blundstone2nd
  3. Redback3rd
  4. Mongrel Boots4th
  5. Oliver5th
  6. R.M. Williams6th
  7. Rossi Boots7th
  8. EMU Australia–

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Redback4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Steel Blue4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mongrel Boots3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oliver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • R.M. Williams1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rossi Boots1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • EMU Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about boot brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which boot brands compete with EMU Australia?

EMU Australia against boot brands in Australia, by month

Share of searches by month for R.M. Williams, Blundstone, Mongrel Boots, Redback, Steel Blue, Oliver, Rossi Boots, EMU Australia. The figures are in the table below the chart.

View monthly share of searches table
MonthR.M. WilliamsBlundstoneMongrel BootsRedbackSteel BlueOliverRossi BootsEMU Australia
Oct 202560%12%6.6%5.4%6.6%4%4.4%1.1%
Nov 202569.6%11.5%4.2%4.2%4.2%2.8%2.8%0.82%
Dec 202574.8%10.1%3%3.7%3%2.2%2.5%0.73%
Jan 202662.1%12.5%5.6%5.6%5.6%4.1%3.7%0.87%
Feb 202657.2%14.1%6.3%6.3%6.3%4.7%4.2%0.99%
Mar 202659.4%14.6%5.3%6.5%5.3%4%3.6%1.3%
Apr 202656.8%13.9%6.2%7.6%5.1%3.8%5.1%1.5%
May 202658.3%11.7%6.4%7.8%5.2%3.5%5.2%1.9%
Jun 202655.9%13.7%6.1%7.5%6.1%4.1%5%1.5%
Jul 202660%12%5.4%6.6%5.4%4%5.4%1.3%
Aug 202661%12.2%5.5%6.7%5.5%3.6%4.5%1.1%
Sep 202660.5%12.1%6.6%6.6%5.4%4%3.6%1.1%

  1. 1.R.M. Williams

    60.5%

    Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  2. 2.Blundstone

    12.1%

    Held 2nd. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  3. 3.Mongrel Boots

    6.6%

    Moved from 4th to 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Redback

    6.6%

    Moved from 3rd to 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  5. 5.Steel Blue

    5.4%

    Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  6. 6.Oliver

    4%

    Moved from 7th to 6th. 9K estimated branded searches, -8.2% vs prior month. Share +0.4 points.

  7. 7.Rossi Boots

    3.6%

    Moved from 6th to 7th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.8 points.

  8. 8.EMU Australia

    1.1%

    Held 8th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.

Compare popularity between EMU Australia and its closest rivals

Every comparison with EMU Australia

7 comparisons

How has branded search demand for EMU Australia changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for EMU Australia in Australia held steady at 2.4K.
  • Across the 12 months ending September 2026, EMU Australia’s share of searches among boot brands in Australia peaked at 1.9% in May 2026 and was lowest at 0.73% in December 2025.

How did search popularity change for Australia boot brands in September 2026?

6 changes

  1. In September 2026, Mongrel Boots overtook Redback to rank 3rd among boot brands in Australia, with 6.6% of the searches.

  2. In September 2026, Rossi Boots lost share of searches among boot brands in Australia, from 4.5% to 3.6%.

  3. In September 2026, R.M. Williams lost share of searches among boot brands in Australia, from 61% to 60.5%.

  4. In September 2026, Oliver rose from 7th to 6th among boot brands in Australia.

  5. Estimated monthly branded searches for Redback in Australia rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

  6. Estimated monthly branded searches for Steel Blue in Australia fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.

How are EMU Australia’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using EMU Australia’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • emu australia

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How the Brand Demand Index is measured

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