Brandwave

EMU Australia vs UGG:Which is more popular?

In September 2026, UGG had more branded searches than EMU Australia among sheepskin and ugg boot brands in Australia. UGG had about 5,630 branded searches, while EMU Australia had 2,990. UGG made up 21.6% of all sheepskin and ugg boot brand searches we track, and EMU Australia accounted for 11.5%. When we asked ChatGPT and Google AI Overviews about sheepskin and ugg boot brands, UGG appeared in all five answers and EMU Australia in none.

Among sheepskin and ugg boot brands in Australia in September 2026

Who do people search for more?

UGG, about 88% more searches than EMU Australia

UGG 5.6K searchesEMU Australia 3K searches

Who does AI mention more?

UGG, mentioned in every answer we collected

UGG in 5 of 5EMU Australia in 0 of 5

Who does AI recommend more?

UGG, the only one of the two named

UGG first in 3EMU Australia never named

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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. 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. 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.

Is EMU Australia or UGG more popular in search?

This chart shows how often people search Google for EMU Australia and UGG by name. Each line represents a brand's share of searches for all ten sheepskin and ugg boot brands we track, month by month, from searches in Australia.

EMU Australia and UGG among sheepskin and ugg boot brands in Australia, by month

Share of searches by month for UGG, EMU Australia. 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%

How has the EMU Australia and UGG comparison changed over the last 12 months?

3 findings

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

2 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 lost share of searches among sheepskin and ugg boot brands in Australia, from 22.6% to 21.6%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using EMU Australia’s and UGG’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.

EMU Australia

2 branded search terms

  • emu australia
  • emu boots

UGG

5 branded search terms

  • ugg classic mini
  • ugg goldenstar
  • ugg lowmel
  • ugg tasman
  • ugg tazz

How the Brand Demand Index is measured

Other head-to-heads among sheepskin and ugg boot brands

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