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 3.3% of all global safety boot searches, placing Thorogood fifth out of ten boots. When we asked both ChatGPT and Google AI Overviews about safety boots, Thorogood appeared in two of the four answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Thorogood is the fifth most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Dr. MartensShare of searches 55.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. Red WingShare of searches 16.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. BlundstoneShare of searches 13.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. DannerShare of searches 4.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  5. ThorogoodShare of searches 3.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top safety boots in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Thorogood was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Thorogood is the fourth most recommended of the ten.

Most recommended by AI

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

  1. Red Wing1st
  2. Timberland PRO2nd
  3. KEEN Utility3rd
  4. Thorogood4th
  5. Wolverine5th
  6. Danner6th
  7. Dr. Martens–
  8. Blundstone–
  9. Steel Blue–
  10. Caterpillar–

Mentioned by AI

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

  • Red Wing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wolverine3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Timberland PRO3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KEEN Utility3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Danner2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Thorogood2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Caterpillar1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Dr. Martens0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Blundstone0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Steel Blue0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about safety boots

4 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 21, 2026.

Which safety boots compete with Thorogood?

Thorogood against safety boots worldwide, by month

Share of searches by month for Dr. Martens, Red Wing, Blundstone, Danner, Thorogood, Wolverine. The figures are in the table below the chart.

View monthly share of searches table
MonthDr. MartensRed WingBlundstoneDannerThorogoodWolverineSteel BlueTimberland PROCaterpillarKEEN Utility
Oct 202545.1%30.2%13.6%3.3%2.7%2.4%1.2%1.2%0.16%0.11%
Nov 202546.2%25.3%16.9%4.2%2.8%2.2%1%1.2%0.14%0.09%
Dec 202547.5%26%14.3%4.3%2.9%2.6%1%1.3%0.11%0.09%
Jan 202643.2%35.3%10.6%3.2%2.6%2.2%1.2%1.4%0.16%0.13%
Feb 202647.1%25.9%11.6%4.2%4.2%2.8%1.9%1.9%0.25%0.14%
Mar 202633.4%49.8%6.7%2.4%2.4%1.9%1.6%1.3%0.22%0.12%
Apr 202642.3%34.7%8.5%3.8%3.8%2.5%2.1%1.7%0.28%0.23%
May 202652.8%19.5%10.6%3.9%4.8%3.1%2.6%2.1%0.35%0.23%
Jun 202648.6%21.9%9.8%5.3%5.3%3%2.9%2.4%0.39%0.26%
Jul 202654.5%20.1%9%4%4%2.8%2.7%2.2%0.36%0.24%
Aug 202655.9%16.8%11.2%4.1%4.1%2.8%2.3%2.3%0.37%0.2%
Sep 202655.7%16.7%13.7%4.1%3.3%2.2%1.8%1.8%0.3%0.16%

  1. 1.Dr. Martens

    55.7%

    Held 1st. 1.8M estimated branded searches, +22% vs prior month. Share -0.2 points.

  2. 2.Red Wing

    16.7%

    Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share 0 points.

  3. 3.Blundstone

    13.7%

    Held 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +2.5 points.

  4. 4.Danner

    4.1%

    Held 4th. 135K estimated branded searches, +22.7% vs prior month. Share 0 points.

  5. 5.Thorogood

    3.3%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.8 points.

  6. 6.Wolverine

    2.2%

    Held 6th. 72.6K estimated branded searches, -3.6% vs prior month. Share -0.6 points.

  7. 7.Steel Blue

    1.8%

    Held 7th. 60.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  8. 8.Timberland PRO

    1.8%

    Held 8th. 60.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  9. 9.Caterpillar

    0.3%

    Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.KEEN Utility

    0.16%

    Held 10th. 5.4K estimated branded searches, 0% 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 safety boots worldwide increased from 2.7% to 3.3%.
  • Across the 12 months ending September 2026, Thorogood’s share of searches among safety boots worldwide peaked at 5.3% in June 2026 and was lowest at 2.4% in March 2026.

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

6 changes

  1. In September 2026, Blundstone gained share of searches among safety boots worldwide, from 11.2% to 13.7%.

  2. In September 2026, Thorogood lost share of searches among safety boots worldwide, from 4.1% to 3.3%.

  3. In September 2026, Wolverine lost share of searches among safety boots worldwide, from 2.8% to 2.2%.

  4. Red Wing’s share of searches among safety boots worldwide has lost ground for 3 months in a row, from 21.9% to 16.7% in September 2026.

  5. Steel Blue’s share of searches among safety boots worldwide has lost ground for 3 months in a row, from 2.9% to 1.8% in September 2026.

  6. Estimated monthly branded searches for Caterpillar worldwide rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.

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%Shown above
Farm boots brands6th of 84.8%Show ranking
Work boot brands5th of 84.9%Show ranking
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Is Thorogood your brand?

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