Brandwave

How popular isUGG?

In September 2026, people searched for UGG by name about 5,630 times in Australia, a 26.4% decrease from the previous year. These searches made up 21.6% of all Australia sheepskin and ugg boot brand searches, placing UGG second out of ten brands. When we asked both ChatGPT and Google AI Overviews about sheepskin and ugg boot brands, UGG appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

UGG is the second most searched of 10 competitors and the most recommended in AI answers.

  1. UGG ExpressShare of searches 38%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  2. UGGShare of searches 21.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Ugg Australia Since 1974Share of searches 16.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. EMU AustraliaShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. OzwearShare of searches 7.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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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.

Most recommended by AI

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

  1. UGG1st
  2. Ugg Australia Since 19742nd
  3. UGG Express3rd
  4. EMU Australia–
  5. Ozwear–
  6. Australia Luxe Collective–
  7. Jumbo Ugg–
  8. Mou–
  9. Bearpaw–
  10. Yellow Earth–

Mentioned by AI

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

  • UGG5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ugg Australia Since 19742 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • UGG Express1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EMU Australia0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ozwear0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Australia Luxe Collective0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jumbo Ugg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mou0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bearpaw0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yellow Earth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sheepskin and ugg 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 26, 2026.

Which sheepskin and ugg boot brands compete with UGG?

UGG against sheepskin and ugg boot brands in Australia, by month

Share of searches by month for UGG Express, UGG, Ugg Australia Since 1974, EMU Australia, Ozwear, Australia Luxe Collective. The figures are in the table below the chart.

View monthly share of searches table
MonthUGG ExpressUGGUgg Australia Since 1974EMU AustraliaOzwearAustralia Luxe CollectiveJumbo UggMouBearpawYellow Earth
Oct 202539.5%24.9%14.3%9.7%7.8%0.55%1.9%0.46%0.46%0.29%
Nov 202534.6%31%18.9%6.9%5.5%0.4%1.7%0.33%0.33%0.27%
Dec 202542.2%29.4%15.4%5.7%4.6%0.49%1.4%0.4%0.27%0.27%
Jan 202641.3%25.5%18.4%6.9%4.5%1.1%1.3%0.39%0.39%0.25%
Feb 202642.8%22.5%19.1%8.8%3.5%0.92%1.1%0.5%0.39%0.32%
Mar 202636.5%24.4%19.9%11.4%4.8%0.79%0.97%0.33%0.42%0.42%
Apr 202635.9%21.5%19.6%9.7%10.7%0.63%0.95%0.34%0.28%0.42%
May 202640.2%19%18%10.8%9.8%0.39%0.88%0.31%0.16%0.47%
Jun 202637.6%18%20.5%10.2%11.2%0.36%1%0.29%0.19%0.66%
Jul 202636.7%21.3%20.1%9.9%8.9%0.97%0.97%0.34%0.22%0.53%
Aug 202642.5%22.6%15.5%9.2%6.8%1.4%0.92%0.4%0.26%0.4%
Sep 202638%21.6%16.9%11.5%7.3%2.3%1.2%0.54%0.35%0.35%

  1. 1.UGG Express

    38%

    Held 1st. 9.9K estimated branded searches, -45.3% vs prior month. Share -4.5 points.

  2. 2.UGG

    21.6%

    Held 2nd. 5.6K estimated branded searches, -41.6% vs prior month. Share -1 points.

  3. 3.Ugg Australia Since 1974

    16.9%

    Held 3rd. 4.4K estimated branded searches, -33.3% vs prior month. Share +1.4 points.

  4. 4.EMU Australia

    11.5%

    Held 4th. 3K estimated branded searches, -23.3% vs prior month. Share +2.3 points.

  5. 5.Ozwear

    7.3%

    Held 5th. 1.9K estimated branded searches, -34.5% vs prior month. Share +0.5 points.

  6. 6.Australia Luxe Collective

    2.3%

    Held 6th. 590 estimated branded searches, 0% vs prior month. Share +0.9 points.

  7. 7.Jumbo Ugg

    1.2%

    Held 7th. 320 estimated branded searches, -17.9% vs prior month. Share +0.3 points.

  8. 8.Mou

    0.54%

    Held 8th. 140 estimated branded searches, -17.6% vs prior month. Share +0.1 points.

  9. 9.Bearpaw

    0.35%

    Moved from 10th to 9th. 90 estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  10. 10.Yellow Earth

    0.35%

    Moved from 9th to 10th. 90 estimated branded searches, -47.1% vs prior month. Share -0.1 points.

Compare popularity between UGG and its closest rivals

Every comparison with UGG

9 comparisons

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

3 findings
  • 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?

6 changes

  1. In September 2026, EMU Australia gained share of searches among sheepskin and ugg boot brands in Australia, from 9.2% to 11.5%.

  2. 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%.

  3. In September 2026, Australia Luxe Collective gained share of searches among sheepskin and ugg boot brands in Australia, from 1.4% to 2.3%.

  4. In September 2026, UGG Express lost share of searches among sheepskin and ugg boot brands in Australia, from 42.5% to 38%.

  5. In September 2026, UGG lost share of searches among sheepskin and ugg boot brands in Australia, from 22.6% to 21.6%.

  6. In September 2026, Bearpaw rose from 10th to 9th among sheepskin and ugg boot brands in Australia.

How are UGG’s branded searches counted?

5 search terms

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

Do you work for UGG? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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