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 52.3% estimated Share of Search among dress boots brands worldwide and is ranked 1st of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. UGG52.3%
  2. Timberland19.1%
  3. Clarks12.8%
  4. Ariat5.8%
  5. Red Wing4.7%
  6. Blundstone3.8%
  7. Sorel1.4%
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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%Shown below
Boot brands1st of 653.8%Show ranking
Boots1st of 653.9%Show ranking
Sheepskin and ugg boot brands1st of 498.7%Show ranking

Which dress boots brands compete with UGG?

UGG against dress boots brands worldwide, by month

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

View monthly share of search table
MonthUGGTimberlandClarksAriatRed WingBlundstoneSorel
Oct 202553.5%19.6%8.8%3.9%8.8%3.9%1.4%
Nov 202560.6%18.3%6.7%3.7%5.5%3.7%1.6%
Dec 202559.4%17.9%6.6%4.4%6.6%3.6%1.6%
Jan 202647.7%21.4%9.6%4.3%11.7%3.5%1.9%
Feb 202643.3%23.7%12.9%5.8%8.7%3.9%1.7%
Mar 202629.1%19.4%15.9%7.1%23.8%3.2%1.4%
Apr 202625.5%25.5%20.9%9.4%13.9%3.4%1.5%
May 202631.8%26%21.3%9.5%6.4%3.5%1.6%
Jun 202629.4%24.1%24.1%10.8%7.2%3.2%1.2%
Jul 202632.6%26.7%21.9%8%6.6%2.9%1.3%
Aug 202642.2%23.1%18.9%6.9%4.6%3.1%1.1%
Sep 202652.3%19.1%12.8%5.8%4.7%3.8%1.4%

  1. 1.UGG

    52.3%

    Held 1st. 6.1M estimated branded searches, +49.6% vs prior month. Share +10.1 points.

  2. 2.Timberland

    19.1%

    Held 2nd. 2.2M estimated branded searches, 0% vs prior month. Share -4 points.

  3. 3.Clarks

    12.8%

    Held 3rd. 1.5M estimated branded searches, -18% vs prior month. Share -6.1 points.

  4. 4.Ariat

    5.8%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -1.2 points.

  5. 5.Red Wing

    4.7%

    Held 5th. 550K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  6. 6.Blundstone

    3.8%

    Held 6th. 450K estimated branded searches, +49.5% vs prior month. Share +0.7 points.

  7. 7.Sorel

    1.4%

    Held 7th. 165K estimated branded searches, +50% vs prior month. Share +0.3 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 dress boots brands worldwide decreased from 53.5% to 52.3%.
  • Across the 12 months ending September 2026, UGG’s estimated Share of Search among dress boots brands worldwide peaked at 60.6% in November 2025 and was lowest at 25.5% in April 2026.

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

  1. In September 2026, UGG gained estimated Share of Search among dress boots brands worldwide, from 42.2% to 52.3%.

  2. In September 2026, Blundstone gained estimated Share of Search among dress boots brands worldwide, from 3.1% to 3.8%.

  3. In September 2026, Clarks lost estimated Share of Search among dress boots brands worldwide, from 18.9% to 12.8%.

  4. In September 2026, Timberland lost estimated Share of Search among dress boots brands worldwide, from 23.1% to 19.1%.

  5. In September 2026, Ariat lost estimated Share of Search among dress boots brands worldwide, from 6.9% to 5.8%.

  6. Estimated monthly branded searches for Red Wing worldwide fell 63.3% over 12 measured months, from 1.5M to 550K in September 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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