Dr. Martens vs UGG:Which is more popular by branded search?
In August 2026, UGG had more branded searches than Dr. Martens among boots worldwide. UGG was estimated to have 4.1M branded searches compared to Dr. Martens’ 1.5M, and held a 47.1% Share of Search versus Dr. Martens’ 17.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Dr. Martens or UGG?
Compare the boots people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for UGG, Dr. Martens. The figures are in the table below the chart.
View monthly share of search table
| Month | UGG | Timberland | Dr. Martens | Red Wing | Blundstone | Sorel |
|---|---|---|---|---|---|---|
| Oct 2025 | 53.3% | 19.5% | 13.1% | 8.7% | 3.9% | 1.4% |
| Nov 2025 | 59.5% | 17.9% | 12% | 5.4% | 3.6% | 1.6% |
| Dec 2025 | 58.8% | 17.7% | 11.9% | 6.5% | 3.6% | 1.6% |
| Jan 2026 | 47.5% | 21.3% | 14.2% | 11.6% | 3.5% | 1.9% |
| Feb 2026 | 44.5% | 24.4% | 16.3% | 9% | 4% | 1.8% |
| Mar 2026 | 31.3% | 20.9% | 17.2% | 25.6% | 3.4% | 1.5% |
| Apr 2026 | 29.3% | 29.3% | 19.6% | 16% | 3.9% | 1.8% |
| May 2026 | 36.7% | 30% | 20% | 7.4% | 4% | 1.8% |
| Jun 2026 | 36.2% | 29.7% | 19.8% | 8.9% | 4% | 1.5% |
| Jul 2026 | 37.1% | 30.3% | 20.2% | 7.5% | 3.3% | 1.5% |
| Aug 2026 | 47.1% | 25.8% | 17.3% | 5.2% | 3.5% | 1.3% |
| Sep 2026 | — | — | — | — | — | — |
How has the Dr. Martens and UGG comparison changed over the last 12 months?
3 findings
- UGG was ahead of Dr. Martens in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Dr. Martens’ estimated Share of Search among boots worldwide moved from 13.1% to 17.3%, and its estimated monthly branded searches moved from 2.2M to 1.5M.
- Across the 11 months ending August 2026, UGG’s estimated Share of Search among boots worldwide moved from 53.3% to 47.1%, and its estimated monthly branded searches moved from 9.1M to 4.1M.
How did search popularity change for boots worldwide in August 2026?
2 changes
In August 2026, UGG gained estimated Share of Search among boots worldwide, from 37.1% to 47.1%.
In August 2026, Dr. Martens lost estimated Share of Search among boots worldwide, from 20.2% to 17.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Dr. Martens’ and UGG’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.
Dr. Martens
1 branded search term
- dr martens
UGG
1 branded search term
- ugg
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.