Brandwave

Mountain Horse vs Parlanti:Which is more popular?

In September 2026, Mountain Horse had more branded searches than Parlanti among equestrian boots worldwide. Mountain Horse had about 8,100 branded searches, while Parlanti had 1,900. Mountain Horse made up 1.2% of all equestrian boot searches we track, and Parlanti accounted for 0.28%. When we asked ChatGPT and Google AI Overviews about equestrian boots, Mountain Horse appeared in three of the four answers and Parlanti in two. Mountain Horse and Parlanti were each mentioned first in two of the four answers.

Among equestrian boots worldwide in September 2026

Who do people search for more?

Mountain Horse, about 4 searches for every 1 for Parlanti

Mountain Horse 8.1K searchesParlanti 1.9K searches

Who does AI mention more?

Mountain Horse, mentioned in 3 of 4 answers, Parlanti in 2

Mountain Horse in 3 of 4Parlanti in 2 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Mountain Horse first in 2Parlanti first in 2

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Top equestrian boots in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Mountain Horse was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Parlanti was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Mountain Horse and Parlanti were each listed first in two of the four answers.

Most recommended by AI

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

  1. Ariat1st
  2. DeNiro Boot Co.2nd
  3. Mountain Horse3rd
  4. Parlanti4th
  5. Tredstep5th
  6. Shires–
  7. Dublin–
  8. Toggi–
  9. Sherwood–

Mentioned by AI

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

  • Ariat4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mountain Horse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tredstep3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Parlanti2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DeNiro Boot Co.2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shires0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dublin0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Toggi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sherwood0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about equestrian boots

4 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 20, 2026.

Is Mountain Horse or Parlanti more popular in search?

This chart shows how often people search Google for Mountain Horse and Parlanti by name. Each line represents a brand's share of searches for all nine equestrian boots we track, month by month, from English-language searches worldwide.

Mountain Horse and Parlanti among equestrian boots worldwide, by month

Share of searches by month for Mountain Horse, Parlanti. The figures are in the table below the chart.

View monthly share of searches table
MonthAriatMountain HorseShiresParlantiTredstepDeNiro Boot Co.DublinToggiSherwood
Oct 202596.7%1.7%0.95%0.34%0.13%0.04%0.08%0.02%<0.01%
Nov 202597.7%1.2%0.64%0.28%0.1%0.05%0.05%0.01%<0.01%
Dec 202598.1%0.97%0.53%0.24%0.09%0.02%0.04%<0.01%<0.01%
Jan 202697.2%1.4%0.78%0.35%0.14%0.03%0.06%0.01%<0.01%
Feb 202696.9%1.4%0.95%0.42%0.16%0.04%0.07%<0.01%<0.01%
Mar 202697.3%1.2%0.95%0.35%0.13%0.03%0.06%<0.01%<0.01%
Apr 202697.5%1.2%0.78%0.35%0.13%0.04%0.07%<0.01%<0.01%
May 202697.7%0.96%0.78%0.35%0.15%0.04%0.06%<0.01%<0.01%
Jun 202697.9%0.79%0.79%0.28%0.15%0.03%0.05%<0.01%<0.01%
Jul 202697.3%1.2%0.95%0.34%0.18%0.05%0.06%<0.01%<0.01%
Aug 202697.6%0.96%0.78%0.35%0.19%0.04%0.06%<0.01%<0.01%
Sep 202697.5%1.2%0.78%0.28%0.14%0.05%0.05%<0.01%<0.01%

How has the Mountain Horse and Parlanti comparison changed over the last 12 months?

3 findings
  • Mountain Horse was ahead of Parlanti in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Mountain Horse’s share of searches among equestrian boots worldwide moved from 1.7% to 1.2%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
  • Across the 12 months ending September 2026, Parlanti’s share of searches among equestrian boots worldwide moved from 0.34% to 0.28%, and its estimated monthly branded searches moved from 2.4K to 1.9K.

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

2 changes

  1. Estimated monthly branded searches for Mountain Horse worldwide fell 33.1% over 12 measured months, from 12.1K to 8.1K in September 2026.

  2. Estimated monthly branded searches for Parlanti worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Mountain Horse’s and Parlanti’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.

Mountain Horse

1 branded search term

  • mountain horse

Parlanti

1 branded search term

  • parlanti

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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