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 4.9% of all global work boot brand searches, placing Thorogood fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about work boot brands, Thorogood appeared in four of the five answers and was the third most recommended of the eight.
Thorogood is the fifth most searched of 8 competitors and the third most recommended in AI answers.
AriatShare of searches 30.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Red WingShare of searches 24.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BlundstoneShare of searches 20.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
OliverShare of searches 16.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ThorogoodShare of searches 4.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top work boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thorogood was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Thorogood is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Red Wing5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- KEEN Utility5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Thorogood4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Timberland PRO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Ariat1 of 5Named in 1 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
- Oliver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about work boot brands
5 answers
Asked ChatGPT
“Which work boot brand should I buy?”
Asked ChatGPT
“What are the best work boot brands?”
Asked ChatGPT
“What's the best work boot brand for all day comfort?”
Searched Google, AI Overview
“best work boots”
Searched Google, AI Overview
“comfortable work boots”
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 work boot brands compete with Thorogood?
Share of searches by month for Ariat, Red Wing, Blundstone, Oliver, Thorogood, Timberland PRO. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ariat | Red Wing | Blundstone | Oliver | Thorogood | Timberland PRO | Caterpillar | KEEN Utility |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20% | 44.6% | 20% | 8.9% | 4% | 1.8% | 0.54% | 0.16% |
| Nov 2025 | 24.6% | 36.9% | 24.6% | 7.4% | 4.1% | 1.8% | 0.36% | 0.13% |
| Dec 2025 | 25.8% | 38.6% | 21.2% | 7.8% | 4.2% | 1.9% | 0.38% | 0.14% |
| Jan 2026 | 18.8% | 51.1% | 15.4% | 8.4% | 3.8% | 2.1% | 0.34% | 0.18% |
| Feb 2026 | 24.4% | 36.5% | 16.3% | 13.4% | 6% | 2.7% | 0.54% | 0.2% |
| Mar 2026 | 17.9% | 59.4% | 8% | 9.8% | 2.9% | 1.6% | 0.32% | 0.14% |
| Apr 2026 | 27.3% | 40.6% | 10% | 14.9% | 4.5% | 2% | 0.49% | 0.27% |
| May 2026 | 35.2% | 23.5% | 12.9% | 19.2% | 5.7% | 2.6% | 0.63% | 0.28% |
| Jun 2026 | 29% | 19.4% | 8.6% | 35.4% | 4.7% | 2.1% | 0.52% | 0.23% |
| Jul 2026 | 30.4% | 24.9% | 11.1% | 24.9% | 5% | 2.7% | 0.67% | 0.3% |
| Aug 2026 | 33.8% | 22.6% | 15.1% | 18.5% | 5.5% | 3% | 1.1% | 0.27% |
| Sep 2026 | 30.2% | 24.6% | 20.2% | 16.5% | 4.9% | 2.7% | 0.66% | 0.24% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 30.2% | 673K | 0% | -3.7 points | |
| 2, held 2nd | 24.6% | 550K | +22.2% | +2 points | |
| 3, moved from 4th to 3rd | 20.2% | 450K | +49.5% | +5 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 16.5% | 368K | 0% | -2 pointsmoved from 3rd to 4th | |
| 5, held 5th | 4.9% | 110K | 0% | -0.6 points | |
| 6, held 6th | 2.7% | 60.5K | 0% | -0.3 points | |
| 7, held 7th | 0.66% | 14.8K | -33.3% | -0.5 points | |
| 8, held 8th | 0.24% | 5.4K | 0% | 0 points |
1.
Ariat30.2%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3.7 points.
2.
Red Wing24.6%
Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share +2 points.
20.2%
Moved from 4th to 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +5 points.
4.
Oliver16.5%
Moved from 3rd to 4th. 368K estimated branded searches, 0% vs prior month. Share -2 points.
4.9%
Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.6 points.
2.7%
Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
0.66%
Held 7th. 14.8K estimated branded searches, -33.3% vs prior month. Share -0.5 points.
0.24%
Held 8th. 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
- Blundstone vs Thorogood
- Danner vs Thorogood
- Bogs vs Thorogood
- Muck Boot vs Thorogood
- Oliver vs Thorogood
- Ariat vs Thorogood
- Dr. Martens vs Thorogood
- Red Wing vs Thorogood
- Thorogood vs Timberland
- Thorogood vs Wolverine
- Steel Blue vs Thorogood
- Thorogood vs Timberland PRO
- Georgia Boot vs Thorogood
- KEEN vs Thorogood
- Dunlop vs Thorogood
- KEEN Utility vs Thorogood
- Carhartt vs Thorogood
- Caterpillar vs Thorogood
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 work boot brands worldwide increased from 4% to 4.9%.
- Across the 12 months ending September 2026, Thorogood’s share of searches among work boot brands worldwide peaked at 6% in February 2026 and was lowest at 2.9% in March 2026.
How did search popularity change for work boot brands worldwide in September 2026?
6 changes
In September 2026, Blundstone overtook Oliver to rank 3rd among work boot brands worldwide, with 20.2% of the searches.
In September 2026, Red Wing gained share of searches among work boot brands worldwide, from 22.6% to 24.6%.
In September 2026, Ariat lost share of searches among work boot brands worldwide, from 33.8% to 30.2%.
In September 2026, Oliver lost share of searches among work boot brands worldwide, from 18.5% to 16.5%.
In September 2026, Thorogood lost share of searches among work boot brands worldwide, from 5.5% to 4.9%.
Estimated monthly branded searches for Caterpillar worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K 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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Where does Thorogood compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Steel toe boot brands | 5th of 9 | 2% | Show ranking |
| Safety boots | 5th of 10 | 3.3% | Show ranking |
| Farm boots brands | 6th of 8 | 4.8% | Show ranking |
| Work boot brands | 5th of 8 | 4.9% | Shown above |
Is Thorogood your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.