Brandwave

How popular isUGG in search?

In September 2026, there were an estimated 6.1M branded searches for UGG worldwide which is down 33% over the last 12 months. UGG holds 53.8% estimated Share of Search among boot brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. UGG53.8%
  2. Timberland19.7%
  3. Dr. Martens16.1%
  4. Merrell6%
  5. Blundstone4%
  6. Redback0.53%
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Which boot brands compete with UGG?

UGG against boot brands worldwide, by month

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

View monthly share of search table
MonthUGGTimberlandDr. MartensMerrellBlundstoneRedback
Oct 202556.7%20.8%13.9%4.1%4.2%0.38%
Nov 202563.4%19.1%10.5%3%3.8%0.23%
Dec 202561.9%18.6%12.5%3%3.7%0.28%
Jan 202652.1%23.3%15.6%4.7%3.8%0.42%
Feb 202646.4%25.4%17%6.4%4.2%0.56%
Mar 202638.5%25.7%21%9.9%4.2%0.69%
Apr 202631.2%31.2%20.8%11.8%4.2%0.84%
May 202635.5%29%19.3%11.4%3.9%0.78%
Jun 202634.1%28%18.6%14.8%3.7%0.76%
Jul 202636%29.4%19.6%11.1%3.2%0.79%
Aug 202646.1%25.3%16.9%7.8%3.4%0.56%
Sep 202653.8%19.7%16.1%6%4%0.53%

  1. 1.UGG

    53.8%

    Held 1st. 6.1M estimated branded searches, +49.6% vs prior month. Share +7.7 points.

  2. 2.Timberland

    19.7%

    Held 2nd. 2.2M estimated branded searches, 0% vs prior month. Share -5.6 points.

  3. 3.Dr. Martens

    16.1%

    Held 3rd. 1.8M estimated branded searches, +22% vs prior month. Share -0.8 points.

  4. 4.Merrell

    6%

    Held 4th. 680K estimated branded searches, -1.3% vs prior month. Share -1.8 points.

  5. 5.Blundstone

    4%

    Held 5th. 450K estimated branded searches, +49.5% vs prior month. Share +0.6 points.

  6. 6.Redback

    0.53%

    Held 6th. 60.5K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between UGG and its closest rivals

Every comparison with UGG

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for UGG worldwide fell from 9.1M to 6.1M.
  • Across the 12 months ending September 2026, UGG’s estimated Share of Search among boot brands worldwide decreased from 56.7% to 53.8%.
  • Across the 12 months ending September 2026, UGG’s estimated Share of Search among boot brands worldwide peaked at 63.4% in November 2025 and was lowest at 31.2% in April 2026.

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

  1. In September 2026, UGG gained estimated Share of Search among boot brands worldwide, from 46.1% to 53.8%.

  2. In September 2026, Blundstone gained estimated Share of Search among boot brands worldwide, from 3.4% to 4%.

  3. In September 2026, Timberland lost estimated Share of Search among boot brands worldwide, from 25.3% to 19.7%.

  4. In September 2026, Merrell lost estimated Share of Search among boot brands worldwide, from 7.8% to 6%.

  5. In September 2026, Dr. Martens lost estimated Share of Search among boot brands worldwide, from 16.9% to 16.1%.

Where does UGG compete?

UGG 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 SearchRanking
Dress boots brands1st of 752.3%Show ranking
Boot brands1st of 653.8%Shown above
Boots1st of 653.9%Show ranking
Sheepskin and ugg boot brands1st of 498.7%Show ranking

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

Do you work for UGG? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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