Brandwave

How popular isUGG?

In September 2026, people searched for UGG by name about 6.7 million times worldwide, a 34.2% decrease from the previous year. These searches made up 64.9% of all global slipper brand searches, placing UGG first out of 13 brands. When we asked both ChatGPT and Google AI Overviews about slipper brands, UGG appeared in all answers and was the most recommended of the 13.

Search and AI answers in September 2026

UGG is the most searched of 13 competitors and the most recommended in AI answers.

  1. UGGShare of searches 64.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. BirkenstockShare of searches 15.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  3. BombasShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  4. GlerupsShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. HaflingerShare of searches 1.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

+8 more

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Top slipper brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, UGG appeared in all five answers. UGG is the most recommended of the 13.

Most recommended by AI

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

  1. UGG1st
  2. Dearfoams2nd
  3. L.L.Bean3rd
  4. Vionic4th
  5. Minnetonka5th
  6. Isotoner6th
  7. Glerups7th
  8. Birkenstock8th
  9. Haflinger8th
  10. Bombas10th
  11. +3 more

Mentioned by AI

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

  • UGG5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dearfoams4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Haflinger2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L.L.Bean2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vionic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Birkenstock1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bombas1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Glerups1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Isotoner1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Minnetonka1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+3 more

See every answer about slipper brands

5 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 25, 2026.

Which slipper brands compete with UGG?

UGG against slipper brands worldwide, by month

Share of searches by month for UGG, Birkenstock, Bombas, Glerups. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGBirkenstockBombasGlerupsHaflingerL.L.BeanVionicDearfoamsIsotonerMinnetonkaMahabisGiessweinEMU Australia
Oct 202570.4%9.5%7.7%2.9%1.6%2.3%1.6%0.85%0.85%1.3%0.46%0.38%0.25%
Nov 202572.6%5.3%11.9%2%1.3%2.4%1.1%0.72%0.59%1.3%0.32%0.32%0.17%
Dec 202567.9%5%13.6%2.7%1.5%4.1%1.2%1%0.67%1.5%0.3%0.25%0.16%
Jan 202659.8%9.8%12%4.4%2.4%4.4%2%1.3%1.1%1.6%0.59%0.48%0.21%
Feb 202659.4%14.5%9.8%4.4%2%2.9%2%1.1%1.1%1.6%0.71%0.48%0.21%
Mar 202656%20.6%7.5%4.1%1.8%2.3%2.3%1%1.2%1.5%0.82%0.44%0.37%
Apr 202650.1%22.4%8.2%5.5%2.5%2%3%1.1%1.3%1.3%1.3%0.59%0.59%
May 202649%26.9%6.6%4.4%2.4%1.6%2.9%1.3%1.3%1.1%1.3%0.48%0.72%
Jun 202646.6%31.3%6.3%3.4%2.3%1.5%2.8%1%1.5%1.3%1%0.44%0.56%
Jul 202651.6%28.3%5.7%3.1%2.1%1.4%2.5%1.1%1.4%0.92%0.92%0.34%0.5%
Aug 202658.5%21.5%6.4%3.5%1.9%1.6%1.9%0.86%1.3%1%0.86%0.3%0.3%
Sep 202664.9%15.9%5.8%3.9%1.7%1.7%1.7%0.96%0.96%0.96%0.64%0.34%0.28%

  1. 1.UGG

    64.9%

    Held 1st. 550K estimated branded searches, +49.5% vs prior month. Share +6.4 points.

  2. 2.Birkenstock

    15.9%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share -5.5 points.

  3. 3.Bombas

    5.8%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share -0.6 points.

  4. 4.Glerups

    3.9%

    Held 4th. 33.1K estimated branded searches, +49.1% vs prior month. Share +0.4 points.

  5. 5.Haflinger

    1.7%

    Held 5th. 14.8K estimated branded searches, +22.3% vs prior month. Share -0.2 points.

  6. 6.L.L.Bean

    1.7%

    Moved from 7th to 6th. 14.8K estimated branded searches, +49.5% vs prior month. Share +0.2 points.

  7. 7.Vionic

    1.7%

    Moved from 6th to 7th. 14.8K estimated branded searches, +22.3% vs prior month. Share -0.2 points.

  8. 8.Dearfoams

    0.96%

    Moved from 10th to 8th. 8.1K estimated branded searches, +50% vs prior month. Share +0.1 points.

  9. 9.Isotoner

    0.96%

    Moved from 8th to 9th. 8.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Minnetonka

    0.96%

    Moved from 9th to 10th. 8.1K estimated branded searches, +22.7% vs prior month. Share -0.1 points.

  11. 11.Mahabis

    0.64%

    Held 11th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  12. 12.Giesswein

    0.34%

    Moved from 13th to 12th. 2.9K estimated branded searches, +52.6% vs prior month. Share 0 points.

  13. 13.EMU Australia

    0.28%

    Moved from 12th to 13th. 2.4K estimated branded searches, +26.3% vs prior month. Share 0 points.

UGG, Birkenstock and 6 other brands sell other things too, so only their searches that name this product count here, like “ugg slippers”.

Compare popularity between UGG and its closest rivals

Every comparison with UGG

24 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for UGG worldwide fell from 10.1M to 6.7M.
  • Across the 12 months ending September 2026, UGG’s share of searches among slipper brands worldwide decreased from 70.4% to 64.9%.
  • Across the 12 months ending September 2026, UGG’s share of searches among slipper brands worldwide peaked at 72.6% in November 2025 and was lowest at 46.6% in June 2026.

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

6 changes

  1. In September 2026, UGG gained share of searches among slipper brands worldwide, from 58.5% to 64.9%.

  2. In September 2026, Birkenstock lost share of searches among slipper brands worldwide, from 21.5% to 15.9%.

  3. In September 2026, Bombas lost share of searches among slipper brands worldwide, from 6.4% to 5.8%.

  4. Vionic’s share of searches among slipper brands worldwide has lost ground for 3 months in a row, from 2.8% to 1.7% in September 2026.

  5. Isotoner’s share of searches among slipper brands worldwide has lost ground for 3 months in a row, from 1.5% to 0.96% in September 2026.

  6. Haflinger’s share of searches among slipper brands worldwide has lost ground for 3 months in a row, from 2.3% to 1.7% in September 2026.

How are UGG’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using UGG’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ugg
  • ugg slippers

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

Where does UGG compete?

UGG is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands1st of 1148.4%Show ranking
Sheepskin and ugg boot brands1st of 497.9%Show ranking
Slipper brands1st of 1364.9%Shown above
Creator with pink hair and a pink jacket

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