Brandwave

How popular isShires in search?

In September 2026, there were an estimated 5.8K branded searches for Shires worldwide which is down 17.9% over the last 12 months. Shires holds 0.32% estimated Share of Search among fly rug brands worldwide and is ranked 7th of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Premier Equine64.9%
  2. Horseware29%
  3. WeatherBeeta3.8%
  4. Amigo0.76%
  5. Mio0.61%
  6. Rambo0.61%
  7. Shires0.32%
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Which fly rug brands compete with Shires?

Shires against fly rug brands worldwide, by month

Share of Search by month for Premier Equine, Horseware, WeatherBeeta, Shires. The figures are in the table below the chart.

View monthly share of search table
MonthPremier EquineHorsewareWeatherBeetaAmigoMioRamboShires
Oct 202558.5%31.9%6.3%1.3%0.84%1%0.11%
Nov 202558.8%32.1%6.3%1%0.56%1%0.07%
Dec 202555.6%30.4%4.9%0.8%0.8%7.4%0.06%
Jan 202664.1%28.6%4.6%0.75%0.92%0.75%0.2%
Feb 202664%28.7%4.6%0.74%0.74%0.74%0.5%
Mar 202667.5%24.6%4%0.79%0.97%0.97%1.2%
Apr 202663.6%28.5%3.5%0.74%0.91%0.74%2.1%
May 202663.6%28.5%3.5%0.91%0.74%0.74%2.1%
Jun 202663.6%28.5%3.1%0.91%0.74%0.6%2.5%
Jul 202663.7%28.4%3.1%0.73%0.9%0.6%2.5%
Aug 202664.8%29%3.2%0.75%0.75%0.61%0.93%
Sep 202664.9%29%3.8%0.76%0.61%0.61%0.32%

  1. 1.Premier Equine

    64.9%

    Held 1st. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  2. 2.Horseware

    29%

    Held 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

  3. 3.WeatherBeeta

    3.8%

    Held 3rd. 1.3K estimated branded searches, +47.7% vs prior month. Share +0.7 points.

  4. 4.Amigo

    0.76%

    Moved from 5th to 4th. 260 estimated branded searches, +23.8% vs prior month. Share 0 points.

  5. 5.Mio

    0.61%

    Moved from 6th to 5th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Rambo

    0.61%

    Moved from 7th to 6th. 210 estimated branded searches, +23.5% vs prior month. Share 0 points.

  7. 7.Shires

    0.32%

    Moved from 4th to 7th. 110 estimated branded searches, -57.7% vs prior month. Share -0.6 points.

Compare search popularity between Shires and its closest rivals

Every comparison with Shires

How has branded search demand for Shires changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Shires worldwide fell from 7K to 5.8K.
  • Across the 12 months ending September 2026, Shires’ estimated Share of Search among fly rug brands worldwide peaked at 2.5% in July 2026 and was lowest at 0.06% in December 2025.

How did search popularity change for fly rug brands worldwide in September 2026?

  1. In September 2026, WeatherBeeta gained estimated Share of Search among fly rug brands worldwide, from 3.2% to 3.8%.

  2. In September 2026, Shires lost estimated Share of Search among fly rug brands worldwide, from 0.93% to 0.32%.

  3. Premier Equine’s estimated Share of Search among fly rug brands worldwide has gained ground for 3 months in a row, from 63.6% to 64.9% in September 2026.

  4. In September 2026, Amigo rose from 5th to 4th among fly rug brands worldwide.

  5. In September 2026, Mio rose from 6th to 5th among fly rug brands worldwide.

  6. In September 2026, Rambo rose from 7th to 6th among fly rug brands worldwide.

Where does Shires compete?

Shires is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Equestrian boots3rd of 60.79%Show ranking
Fly rug brands7th of 70.32%Shown above
Horse rugs5th of 60.76%Show ranking

How is Shires measured?

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

3 branded search terms

  • shires equestrian
  • shires fly rug
  • shires horse rug

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How the Brand Demand Index is measured

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