Brandwave

How popular isThorogood?

In September 2026, people searched for Thorogood by name about 110,000 times worldwide, an 18.5% decrease from the previous year. These searches made up 4.8% of all global farm boots brand searches, placing Thorogood sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about farm boots brands, Thorogood appeared in three of the five answers and was the seventh most recommended of the eight.

Search and AI answers in September 2026

Thorogood is the sixth most searched of 8 competitors and the seventh most recommended in AI answers.

  1. AriatShare of searches 29.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Red WingShare of searches 24.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. BlundstoneShare of searches 19.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. BogsShare of searches 13.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. ThorogoodShare of searches 4.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

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Top farm boots brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thorogood was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Thorogood is the seventh most recommended of the eight.

Most recommended by AI

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

  1. Muck Boot1st
  2. Ariat2nd
  3. Dunlop3rd
  4. Georgia Boot4th
  5. Bogs5th
  6. Red Wing6th
  7. Thorogood7th
  8. Blundstone–

Mentioned by AI

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

  • Muck Boot5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ariat3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Red Wing3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thorogood3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Georgia Boot3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dunlop3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bogs2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blundstone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about farm boots brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which farm boots brands compete with Thorogood?

Thorogood against farm boots brands worldwide, by month

Share of searches by month for Ariat, Red Wing, Blundstone, Bogs, Muck Boot, Thorogood. The figures are in the table below the chart.

View monthly share of searches table
MonthAriatRed WingBlundstoneBogsMuck BootThorogoodGeorgia BootDunlop
Oct 202518.8%41.9%18.8%10.3%4.6%3.8%1.4%0.45%
Nov 202522.6%33.9%22.6%8.3%6.8%3.7%1.4%0.55%
Dec 202523.5%35.2%19.3%8.6%7.1%3.9%1.7%0.58%
Jan 202617.6%47.8%14.4%9.6%5.3%3.5%1.3%0.52%
Feb 202623.2%34.7%15.5%12.7%5.7%5.7%1.7%0.68%
Mar 202617.8%59.1%7.9%7.9%2.9%2.9%1.1%0.36%
Apr 202627.2%40.4%9.9%12.2%3.7%4.4%1.6%0.47%
May 202635%23.4%12.8%15.7%4.7%5.7%2.1%0.53%
Jun 202637.5%25.1%11.2%13.7%4.1%6.1%1.8%0.5%
Jul 202633.6%27.5%12.3%15%3.7%5.5%2%0.42%
Aug 202634%22.8%15.2%15.2%4.6%5.6%2%0.55%
Sep 202629.6%24.2%19.8%13.2%5.9%4.8%1.8%0.58%

  1. 1.Ariat

    29.6%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -4.4 points.

  2. 2.Red Wing

    24.2%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  3. 3.Blundstone

    19.8%

    Held 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +4.6 points.

  4. 4.Bogs

    13.2%

    Held 4th. 301K estimated branded searches, 0% vs prior month. Share -2 points.

  5. 5.Muck Boot

    5.9%

    Moved from 6th to 5th. 135K estimated branded searches, +49.2% vs prior month. Share +1.4 points.

  6. 6.Thorogood

    4.8%

    Moved from 5th to 6th. 110K estimated branded searches, 0% vs prior month. Share -0.7 points.

  7. 7.Georgia Boot

    1.8%

    Held 7th. 40.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.Dunlop

    0.58%

    Held 8th. 13.2K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare popularity between Thorogood and its closest rivals

Every comparison with Thorogood

18 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thorogood worldwide fell from 135K to 110K.
  • Across the 12 months ending September 2026, Thorogood’s share of searches among farm boots brands worldwide increased from 3.8% to 4.8%.
  • Across the 12 months ending September 2026, Thorogood’s share of searches among farm boots brands worldwide peaked at 6.1% in June 2026 and was lowest at 2.9% in March 2026.

How did search popularity change for farm boots brands worldwide in September 2026?

6 changes

  1. In September 2026, Muck Boot overtook Thorogood to rank 5th among farm boots brands worldwide, with 5.9% of the searches.

  2. In September 2026, Blundstone gained share of searches among farm boots brands worldwide, from 15.2% to 19.8%.

  3. In September 2026, Red Wing gained share of searches among farm boots brands worldwide, from 22.8% to 24.2%.

  4. In September 2026, Ariat lost share of searches among farm boots brands worldwide, from 34% to 29.6%.

  5. In September 2026, Bogs lost share of searches among farm boots brands worldwide, from 15.2% to 13.2%.

  6. In September 2026, Thorogood lost share of searches among farm boots brands worldwide, from 5.6% to 4.8%.

How are Thorogood’s branded searches counted?

1 search term

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

  • thorogood boots

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How the Brand Demand Index is measured

Where does Thorogood compete?

Thorogood is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Steel toe boot brands5th of 92%Show ranking
Safety boots5th of 103.3%Show ranking
Farm boots brands6th of 84.8%Shown above
Work boot brands5th of 84.9%Show ranking
Creator with pink hair and a pink jacket

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