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 2% of all global steel toe boot brand searches, placing Thorogood fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about steel toe boot brands, Thorogood appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Thorogood is the fifth most searched of 9 competitors and the most recommended in AI answers.

  1. TimberlandShare of searches 40.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. Dr. MartensShare of searches 33.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. AriatShare of searches 12.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 8th
  4. Red WingShare of searches 10%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. ThorogoodShare of searches 2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st

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Top steel toe boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Thorogood appeared in all four answers. Thorogood is the most recommended of the nine.

Most recommended by AI

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

  1. Thorogood1st
  2. Timberland2nd
  3. Red Wing3rd
  4. Wolverine4th
  5. KEEN5th
  6. Carhartt6th
  7. Caterpillar7th
  8. Ariat8th
  9. Dr. Martens–

Mentioned by AI

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

  • Thorogood4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wolverine4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Timberland3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Red Wing3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • KEEN3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ariat1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Carhartt1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 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

See every answer about steel toe boot brands

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 19, 2026.

Which steel toe boot brands compete with Thorogood?

Thorogood against steel toe boot brands worldwide, by month

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

View monthly share of searches table
MonthTimberlandDr. MartensAriatRed WingThorogoodWolverineKEENCarharttCaterpillar
Oct 202541.7%27.9%8.4%18.7%1.7%1.5%0.18%0.07%0.07%
Nov 202547.4%26%9.5%14.2%1.6%1.2%0.14%0.05%0.05%
Dec 202542.3%28.3%10.3%15.5%1.7%1.6%0.15%0.08%0.05%
Jan 202640%26.7%8%21.8%1.6%1.3%0.18%0.06%0.22%
Feb 202641.8%28%10.3%15.3%2.5%1.7%0.28%0.08%0.15%
Mar 202628.3%23.2%10.4%34.7%1.7%1.3%0.23%0.07%0.07%
Apr 202637.1%24.8%13.7%20.3%2.2%1.5%0.3%0.07%0.07%
May 202641.8%27.9%15.4%10.3%2.5%1.7%0.34%0.08%0.15%
Jun 202639.3%26.2%17.6%11.8%2.9%1.6%0.39%0.09%0.14%
Jul 202643.3%28.9%13%10.7%2.1%1.5%0.35%0.09%0.1%
Aug 202644.2%29.6%13.3%8.9%2.2%1.5%0.29%0.09%0.11%
Sep 202640.7%33.3%12.2%10%2%1.3%0.27%0.08%0.08%

  1. 1.Timberland

    40.7%

    Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share -3.4 points.

  2. 2.Dr. Martens

    33.3%

    Held 2nd. 1.8M estimated branded searches, +22% vs prior month. Share +3.7 points.

  3. 3.Ariat

    12.2%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share -1 points.

  4. 4.Red Wing

    10%

    Held 4th. 550K estimated branded searches, +22.2% vs prior month. Share +1.1 points.

  5. 5.Thorogood

    2%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Wolverine

    1.3%

    Held 6th. 72.6K estimated branded searches, -3.6% vs prior month. Share -0.2 points.

  7. 7.KEEN

    0.27%

    Held 7th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Carhartt

    0.08%

    Moved from 9th to 8th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Caterpillar

    0.08%

    Moved from 8th to 9th. 4.4K estimated branded searches, -18.5% 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?

2 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 steel toe boot brands worldwide peaked at 2.9% in June 2026 and was lowest at 1.6% in November 2025.

How did search popularity change for steel toe boot brands worldwide in September 2026?

6 changes

  1. In September 2026, Dr. Martens gained share of searches among steel toe boot brands worldwide, from 29.6% to 33.3%.

  2. In September 2026, Red Wing gained share of searches among steel toe boot brands worldwide, from 8.9% to 10%.

  3. In September 2026, Timberland lost share of searches among steel toe boot brands worldwide, from 44.2% to 40.7%.

  4. In September 2026, Ariat lost share of searches among steel toe boot brands worldwide, from 13.3% to 12.2%.

  5. In September 2026, Carhartt rose from 9th to 8th among steel toe boot brands worldwide.

  6. In September 2026, Caterpillar fell from 8th to 9th among steel toe boot brands worldwide.

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%Shown above
Safety boots5th of 103.3%Show ranking
Farm boots brands6th of 84.8%Show ranking
Work boot brands5th of 84.9%Show ranking
Creator with pink hair and a pink jacket

Is Thorogood your brand?

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