Danner vs Thorogood:Which is more popular?
In September 2026, Danner had more branded searches than Thorogood among safety boots worldwide. Danner had about 135,000 branded searches, while Thorogood had 110,000. Danner made up 4.1% of all safety boot searches we track, and Thorogood accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about safety boots, Danner and Thorogood each appeared in two of the four answers. Thorogood was mentioned before Danner in two out of three answers.
Who do people search for more?
Danner, about 23% more searches than Thorogood
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Thorogood, named ahead of Danner in 2 of 3 answers
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Top safety boots in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Danner and Thorogood were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Thorogood was listed before Danner in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Red Wing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Wolverine3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Timberland PRO3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- KEEN Utility3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Danner2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Thorogood2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Caterpillar1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Dr. Martens0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Blundstone0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Steel Blue0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about safety boots
4 answers
Asked ChatGPT
“Which safety boots brand should I buy?”
Asked ChatGPT
“What are the best safety boots brands?”
Asked ChatGPT
“What's the best safety boots brand for all day protection?”
Searched Google, AI Overview
“steel toe boots”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“safety boots”
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 21, 2026.
Is Danner or Thorogood more popular in search?
This chart shows how often people search Google for Danner and Thorogood by name. Each line represents a brand's share of searches for all ten safety boots we track, month by month, from English-language searches worldwide.
Share of searches by month for Danner, Thorogood. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Red Wing | Blundstone | Danner | Thorogood | Wolverine | Steel Blue | Timberland PRO | Caterpillar | KEEN Utility |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.1% | 30.2% | 13.6% | 3.3% | 2.7% | 2.4% | 1.2% | 1.2% | 0.16% | 0.11% |
| Nov 2025 | 46.2% | 25.3% | 16.9% | 4.2% | 2.8% | 2.2% | 1% | 1.2% | 0.14% | 0.09% |
| Dec 2025 | 47.5% | 26% | 14.3% | 4.3% | 2.9% | 2.6% | 1% | 1.3% | 0.11% | 0.09% |
| Jan 2026 | 43.2% | 35.3% | 10.6% | 3.2% | 2.6% | 2.2% | 1.2% | 1.4% | 0.16% | 0.13% |
| Feb 2026 | 47.1% | 25.9% | 11.6% | 4.2% | 4.2% | 2.8% | 1.9% | 1.9% | 0.25% | 0.14% |
| Mar 2026 | 33.4% | 49.8% | 6.7% | 2.4% | 2.4% | 1.9% | 1.6% | 1.3% | 0.22% | 0.12% |
| Apr 2026 | 42.3% | 34.7% | 8.5% | 3.8% | 3.8% | 2.5% | 2.1% | 1.7% | 0.28% | 0.23% |
| May 2026 | 52.8% | 19.5% | 10.6% | 3.9% | 4.8% | 3.1% | 2.6% | 2.1% | 0.35% | 0.23% |
| Jun 2026 | 48.6% | 21.9% | 9.8% | 5.3% | 5.3% | 3% | 2.9% | 2.4% | 0.39% | 0.26% |
| Jul 2026 | 54.5% | 20.1% | 9% | 4% | 4% | 2.8% | 2.7% | 2.2% | 0.36% | 0.24% |
| Aug 2026 | 55.9% | 16.8% | 11.2% | 4.1% | 4.1% | 2.8% | 2.3% | 2.3% | 0.37% | 0.2% |
| Sep 2026 | 55.7% | 16.7% | 13.7% | 4.1% | 3.3% | 2.2% | 1.8% | 1.8% | 0.3% | 0.16% |
How has the Danner and Thorogood comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Thorogood took it in May 2026, Danner took it in September 2026.
- Across the 12 months ending September 2026, Danner’s share of searches among safety boots worldwide moved from 3.3% to 4.1%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, Thorogood’s share of searches among safety boots worldwide moved from 2.7% to 3.3%, and its estimated monthly branded searches moved from 135K to 110K.
How did search popularity change for safety boots worldwide in September 2026?
2 changes
In September 2026, Thorogood lost share of searches among safety boots worldwide, from 4.1% to 3.3%.
Estimated monthly branded searches for Danner worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Danner’s and Thorogood’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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