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 98.7% estimated Share of Search among sheepskin and ugg boot brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
UGG98.7%
Bearpaw0.8%
EMU Australia0.53%
Mou—
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Which sheepskin and ugg boot brands compete with UGG?
Share of Search by month for UGG. The figures are in the table below the chart.
View monthly share of search table
| Month | UGG | Bearpaw | EMU Australia | Mou |
|---|---|---|---|---|
| Oct 2025 | 98.4% | 0.97% | 0.65% | — |
| Nov 2025 | 98.6% | 0.98% | 0.44% | — |
| Dec 2025 | 98.3% | 1.2% | 0.53% | — |
| Jan 2026 | 98.1% | 0.97% | 0.97% | — |
| Feb 2026 | 98.4% | 0.97% | 0.65% | — |
| Mar 2026 | 98.4% | 0.97% | 0.65% | — |
| Apr 2026 | 98% | 1.2% | 0.79% | — |
| May 2026 | 98.4% | 0.97% | 0.65% | — |
| Jun 2026 | 98.4% | 0.97% | 0.65% | — |
| Jul 2026 | 98.4% | 0.97% | 0.65% | — |
| Aug 2026 | 98.8% | 0.8% | 0.44% | — |
| Sep 2026 | 98.7% | 0.8% | 0.53% | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 98.7% | 6.1M | +49.6% | -0.1 points | |
| 2, held 2nd | 0.8% | 49.5K | +49.5% | 0 points | |
| 3, held 3rd | 0.53% | 33.1K | +82.9% | +0.1 points | |
| —, not measured this month | — | — | — | — |
1.
98.7%
Held 1st. 6.1M estimated branded searches, +49.6% vs prior month. Share -0.1 points.
2.
Bearpaw0.8%
Held 2nd. 49.5K estimated branded searches, +49.5% vs prior month. Share 0 points.
0.53%
Held 3rd. 33.1K estimated branded searches, +82.9% vs prior month. Share +0.1 points.
—.
Mou—
Not measured this month. — estimated branded searches, — vs prior month. Share —.
Compare search popularity between UGG and its closest rivals
How has branded search demand for UGG changed worldwide over the last 12 months?
2 findings
- 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 sheepskin and ugg boot brands worldwide held steady, from 98.4% to 98.7%.
How did search popularity change for sheepskin and ugg boot brands worldwide in September 2026?
3 changes
Estimated monthly branded searches for Bearpaw worldwide fell 45.3% over 12 measured months, from 90.5K to 49.5K in September 2026.
Estimated monthly branded searches for EMU Australia worldwide fell 45.3% over 12 measured months, from 60.5K to 33.1K in September 2026.
Estimated monthly branded searches for UGG worldwide fell 33% over 12 measured months, from 9.1M to 6.1M in September 2026.
Where does UGG compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Dress boots brands | 1st of 7 | 52.3% | Show ranking |
| Boot brands | 1st of 6 | 53.8% | Show ranking |
| Boots | 1st of 6 | 53.9% | Show ranking |
| Sheepskin and ugg boot brands | 1st of 4 | 98.7% | Shown above |
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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Is UGG your brand?
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