Brandwave

How popular isUGG in search?

In August 2026, there were an estimated 4.1M branded searches for UGG worldwide which is down 55.3% over the last 11 months. UGG holds 47.1% estimated Share of Search among boots worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. UGG47.1%
  2. Timberland25.8%
  3. Dr. Martens17.3%
  4. Red Wing5.2%
  5. Blundstone3.5%
  6. Sorel1.3%
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Which boots compete with UGG?

UGG against boots worldwide, by month

Share of Search by month for UGG, Timberland, Dr. Martens, Red Wing, Blundstone. The figures are in the table below the chart.

View monthly share of search table
MonthUGGTimberlandDr. MartensRed WingBlundstoneSorel
Oct 202553.3%19.5%13.1%8.7%3.9%1.4%
Nov 202559.5%17.9%12%5.4%3.6%1.6%
Dec 202558.8%17.7%11.9%6.5%3.6%1.6%
Jan 202647.5%21.3%14.2%11.6%3.5%1.9%
Feb 202644.5%24.4%16.3%9%4%1.8%
Mar 202631.3%20.9%17.2%25.6%3.4%1.5%
Apr 202629.3%29.3%19.6%16%3.9%1.8%
May 202636.7%30%20%7.4%4%1.8%
Jun 202636.2%29.7%19.8%8.9%4%1.5%
Jul 202637.1%30.3%20.2%7.5%3.3%1.5%
Aug 202647.1%25.8%17.3%5.2%3.5%1.3%
Sep 2026——————

  1. 1.UGG

    47.1%

    Held 1st. 4.1M estimated branded searches, +82.6% vs prior month. Share +9.9 points.

  2. 2.Timberland

    25.8%

    Held 2nd. 2.2M estimated branded searches, +22.4% vs prior month. Share -4.6 points.

  3. 3.Dr. Martens

    17.3%

    Held 3rd. 1.5M estimated branded searches, +23% vs prior month. Share -3 points.

  4. 4.Red Wing

    5.2%

    Held 4th. 450K estimated branded searches, 0% vs prior month. Share -2.3 points.

  5. 5.Blundstone

    3.5%

    Held 5th. 301K estimated branded searches, +49.8% vs prior month. Share +0.1 points.

  6. 6.Sorel

    1.3%

    Held 6th. 110K estimated branded searches, +21.5% vs prior month. Share -0.2 points.

Compare search popularity between UGG and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for UGG worldwide fell from 9.1M to 4.1M.
  • Across the 11 months ending August 2026, UGG’s estimated Share of Search among boots worldwide decreased from 53.3% to 47.1%.
  • Across the 11 months ending August 2026, UGG’s estimated Share of Search among boots worldwide peaked at 59.5% in November 2025 and was lowest at 29.3% in April 2026.

How did search popularity change for boots worldwide in August 2026?

  1. In August 2026, UGG gained estimated Share of Search among boots worldwide, from 37.1% to 47.1%.

  2. In August 2026, Timberland lost estimated Share of Search among boots worldwide, from 30.3% to 25.8%.

  3. In August 2026, Dr. Martens lost estimated Share of Search among boots worldwide, from 20.2% to 17.3%.

  4. In August 2026, Red Wing lost estimated Share of Search among boots worldwide, from 7.5% to 5.2%.

  5. Estimated monthly branded searches for Sorel worldwide fell 55.3% over 11 measured months, from 246K to 110K in August 2026.

  6. Estimated monthly branded searches for Blundstone worldwide fell 55.3% over 11 measured months, from 673K to 301K in August 2026.

How is UGG measured?

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

1 branded search term

  • ugg

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How the Brand Demand Index is measured

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