--- title: "UGG: search popularity in Australia" description: "UGG is a boot brand. 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/au/brands/ugg" publisher: "Brandwave" --- # UGG: search popularity in Australia UGG is a boot brand. 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 - **Brand**: UGG - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among sheepskin and ugg boot brands**: 21.6% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Sheepskin and ugg boot brands | 2 | 21.6% | 5.6K | - [Sheepskin and ugg boot brands](/demand/au/categories/au-sheepskin-boot-brands) ## Top sheepskin and ugg boot brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, UGG appeared in all five answers. UGG is the most recommended of the ten. 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 | | --- | --- | --- | --- | --- | | UGG | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Ugg Australia Since 1974 | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | UGG Express | 3rd | 0 of 3 | 1 of 2 | 1 of 5 | | EMU Australia | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ozwear | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Australia Luxe Collective | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Jumbo Ugg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mou | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bearpaw | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Yellow Earth | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about sheepskin and ugg boot brands - Asked ChatGPT "Which ugg boots should I buy in Australia?": 1. UGG, 2. Ugg Australia Since 1974 - Asked ChatGPT "What are the best Australian made ugg boot brands?": 1. UGG, 2. Ugg Australia Since 1974 - Asked ChatGPT "What are the best ugg slippers?": 1. UGG - Searched Google, AI Overview "ugg boots": 1. UGG, 2. UGG Express - Searched Google, AI Overview "ugg slippers": 1. UGG Not named in any answer: EMU Australia, Ozwear, Australia Luxe Collective, Jumbo Ugg, Mou, Bearpaw and Yellow Earth. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for UGG changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for UGG in Australia fell from 7.7K to 5.6K. - Across the 12 months ending September 2026, UGG’s share of searches among sheepskin and ugg boot brands in Australia decreased from 24.9% to 21.6%. - Across the 12 months ending September 2026, UGG’s share of searches among sheepskin and ugg boot brands in Australia peaked at 31% in November 2025 and was lowest at 18% in June 2026. ## How did search popularity change for Australia sheepskin and ugg boot brands in September 2026? - In September 2026, EMU Australia gained share of searches among sheepskin and ugg boot brands in Australia, from 9.2% to 11.5%. - In September 2026, Ugg Australia Since 1974 gained share of searches among sheepskin and ugg boot brands in Australia, from 15.5% to 16.9%. - In September 2026, Australia Luxe Collective gained share of searches among sheepskin and ugg boot brands in Australia, from 1.4% to 2.3%. - In September 2026, UGG Express lost share of searches among sheepskin and ugg boot brands in Australia, from 42.5% to 38%. - In September 2026, UGG lost share of searches among sheepskin and ugg boot brands in Australia, from 22.6% to 21.6%. - In September 2026, Bearpaw rose from 10th to 9th among sheepskin and ugg boot brands in Australia. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sheepskin and ugg boot brands | 7.7K | 24.9% | 2 | | Nov 2025 | Sheepskin and ugg boot brands | 16.2K | 31% | 2 | | Dec 2025 | Sheepskin and ugg boot brands | 15.5K | 29.4% | 2 | | Jan 2026 | Sheepskin and ugg boot brands | 9.1K | 25.5% | 2 | | Feb 2026 | Sheepskin and ugg boot brands | 6.4K | 22.5% | 2 | | Mar 2026 | Sheepskin and ugg boot brands | 8.1K | 24.4% | 2 | | Apr 2026 | Sheepskin and ugg boot brands | 10.8K | 21.5% | 2 | | May 2026 | Sheepskin and ugg boot brands | 12.8K | 19% | 2 | | Jun 2026 | Sheepskin and ugg boot brands | 10.7K | 18% | 3 | | Jul 2026 | Sheepskin and ugg boot brands | 10.5K | 21.3% | 2 | | Aug 2026 | Sheepskin and ugg boot brands | 9.6K | 22.6% | 2 | | Sep 2026 | Sheepskin and ugg boot brands | 5.6K | 21.6% | 2 | ## How are UGG’s branded searches counted? Brandwave collects information about searches that people make online using UGG’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “ugg classic mini” - “ugg goldenstar” - “ugg lowmel” - “ugg tasman” - “ugg tazz” ## Which sheepskin and ugg boot brands compete with UGG? - [UGG Express](/demand/au/brands/ugg-express): Head-to-head: /demand/au/compare/ugg-vs-ugg-express - [Ugg Australia Since 1974](/demand/au/brands/ugg-australia-since-1974): Head-to-head: /demand/au/compare/ugg-vs-ugg-australia-since-1974 - [EMU Australia](/demand/au/brands/emu-australia): Head-to-head: /demand/au/compare/emu-australia-vs-ugg - [Ozwear](/demand/au/brands/ozwear-ugg): Head-to-head: /demand/au/compare/ozwear-ugg-vs-ugg - [Australia Luxe Collective](/demand/au/brands/australia-luxe-collective): Head-to-head: /demand/au/compare/australia-luxe-collective-vs-ugg - [Jumbo Ugg](/demand/au/brands/jumbo-ugg) - [Mou](/demand/au/brands/mou) - [Bearpaw](/demand/au/brands/bearpaw) - [Yellow Earth](/demand/au/brands/yellow-earth-ugg) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "UGG: search popularity in Australia". https://gobrandwave.com/demand/au/brands/ugg This page is also available as HTML at https://gobrandwave.com/demand/au/brands/ugg. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.