Brandwave

How popular isReef?

In September 2026, people searched for Reef by name about 5,400 times in Australia, about the same as the previous year. These searches made up 1% of all Australia thong and sandal brand searches, placing Reef sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about thong and sandal brands, Reef appeared in one of the five answers and was the joint fourth most recommended of the eight.

Search and AI answers in September 2026

Reef is the sixth most searched of 8 competitors and the joint fourth most recommended in AI answers.

  1. BirkenstockShare of searches 46.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. CrocsShare of searches 31%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. ArchiesShare of searches 9.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. HavaianasShare of searches 9.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. ReefShare of searches 1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top thong and sandal brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Reef was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Reef is the joint fourth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Teva1st
  2. Birkenstock2nd
  3. Archies3rd
  4. Reef4th
  5. Ecco4th
  6. Crocs6th
  7. Havaianas6th
  8. KEEN–

Mentioned by AI

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

  • Birkenstock3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Teva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Crocs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Archies1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Havaianas1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Reef1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecco1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KEEN0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about thong and sandal brands

5 answers

  • Asked ChatGPT

    “What are the most comfortable thongs in Australia?”

    1. 1Archies
    2. 2Reef
    3. 3Havaianas

  • Asked ChatGPT

    “Which sandal brand has the best arch support?”

    1. 1Birkenstock

  • Asked ChatGPT

    “Which sandals are best for walking all day?”

    1. 1Teva
    2. 2Ecco
    3. 3Birkenstock

  • Searched Google, AI Overview

    “thongs”

    1. Searched Google, AI Overview

      “sandals”

      1. 1Birkenstock
      2. 2Teva
      3. 3Crocs

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

    Which thong and sandal brands compete with Reef?

    Reef against thong and sandal brands in Australia, by month

    Share of searches by month for Birkenstock, Crocs, Archies, Havaianas, Teva, Reef. The figures are in the table below the chart.

    View monthly share of searches table
    MonthBirkenstockCrocsArchiesHavaianasTevaReefKEENEcco
    Oct 202545.3%37%7.5%6.1%2.2%0.99%0.53%0.44%
    Nov 202550.7%33.9%6.8%5.6%1.7%0.74%0.41%0.27%
    Dec 202549.1%32.8%8.1%6.6%1.6%1.1%0.39%0.32%
    Jan 202643.5%35.6%8.8%7.2%2.6%1.2%0.64%0.51%
    Feb 202644.8%36.7%7.4%6%2.7%1.2%0.65%0.52%
    Mar 202642.1%42.1%5.7%5.7%2.5%0.92%0.61%0.41%
    Apr 202647.1%38.6%5.2%5.2%2.3%0.83%0.46%0.37%
    May 202641.7%41.7%5.6%6.9%2.5%0.9%0.49%0.31%
    Jun 202641.7%41.7%5.6%6.9%2.5%0.74%0.59%0.31%
    Jul 202645.5%37.2%6.1%7.5%2.2%0.66%0.52%0.28%
    Aug 202640.5%40.5%6.7%8.1%2.4%0.88%0.59%0.32%
    Sep 202646.2%31%9.3%9.3%2.3%1%0.54%0.36%

    1. 1.Birkenstock

      46.2%

      Held 1st. 246K estimated branded searches, +49.1% vs prior month. Share +5.7 points.

    2. 2.Crocs

      31%

      Held 2nd. 165K estimated branded searches, 0% vs prior month. Share -9.5 points.

    3. 3.Archies

      9.3%

      Moved from 4th to 3rd. 49.5K estimated branded searches, +82.7% vs prior month. Share +2.6 points.

    4. 4.Havaianas

      9.3%

      Moved from 3rd to 4th. 49.5K estimated branded searches, +49.5% vs prior month. Share +1.2 points.

    5. 5.Teva

      2.3%

      Held 5th. 12.1K estimated branded searches, +22.2% vs prior month. Share -0.2 points.

    6. 6.Reef

      1%

      Held 6th. 5.4K estimated branded searches, +50% vs prior month. Share +0.1 points.

    7. 7.KEEN

      0.54%

      Held 7th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

    8. 8.Ecco

      0.36%

      Held 8th. 1.9K estimated branded searches, +46.2% vs prior month. Share 0 points.

    Compare popularity between Reef and its closest rivals

    Every comparison with Reef

    7 comparisons

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

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Reef in Australia held steady at 5.4K.
    • Across the 12 months ending September 2026, Reef’s share of searches among thong and sandal brands in Australia held steady, from 0.99% to 1%.

    How did search popularity change for Australia thong and sandal brands in September 2026?

    5 changes

    1. In September 2026, Archies overtook Havaianas to rank 3rd among thong and sandal brands in Australia, with 9.3% of the searches.

    2. In September 2026, Birkenstock gained share of searches among thong and sandal brands in Australia, from 40.5% to 46.2%.

    3. In September 2026, Havaianas gained share of searches among thong and sandal brands in Australia, from 8.1% to 9.3%.

    4. In September 2026, Crocs lost share of searches among thong and sandal brands in Australia, from 40.5% to 31%.

    5. Estimated monthly branded searches for Ecco in Australia fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

    How are Reef’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using Reef’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.

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    How the Brand Demand Index is measured

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