Brandwave

How popular isBogs?

In September 2026, people searched for Bogs by name about 40 times in New Zealand, a 50% decrease from the previous year. These searches made up 0.56% of all New Zealand gumboot brand searches, placing Bogs sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about gumboot brands, Bogs appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Bogs is the sixth most searched of 6 competitors and the third most recommended in AI answers.

  1. SkellerupShare of searches 41.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Merry PeopleShare of searches 39.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. HunterShare of searches 9.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. BooniesShare of searches 5.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. BogsShare of searches 0.56%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top gumboot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bogs was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Bogs is the third most recommended of the six.

Most recommended by AI

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

  1. Skellerup1st
  2. Muck Boot2nd
  3. Bogs3rd
  4. Merry People4th
  5. Boonies4th
  6. Hunter–

Mentioned by AI

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

  • Skellerup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bogs3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Muck Boot2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Merry People1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boonies1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about gumboot brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which gumboot brands compete with Bogs?

Bogs against gumboot brands in New Zealand, by month

Share of searches by month for Skellerup, Merry People, Hunter, Boonies, Muck Boot, Bogs. The figures are in the table below the chart.

View monthly share of searches table
MonthSkellerupMerry PeopleHunterBooniesMuck BootBogs
Oct 202539.3%43.5%6.8%4%5.1%1.2%
Nov 202537%44.1%8%5.2%4.4%1.2%
Dec 202534.6%41.3%14.2%3.9%5%0.93%
Jan 202634.3%43.1%11.6%3.6%5.7%1.7%
Feb 202638.8%43%8.6%3%5.8%0.87%
Mar 202623.7%59.8%7.1%4.2%4.3%0.86%
Apr 202618.4%67.6%5.7%3.7%3.8%0.69%
May 202625.8%59.2%5.4%4.9%4%0.67%
Jun 202631.7%50.9%5.5%6.1%5.1%0.77%
Jul 202634%47.3%7.2%5.8%4.9%0.73%
Aug 202637.5%43.6%9.1%4.9%4.1%0.92%
Sep 202641.3%39.5%9.4%5.5%3.8%0.56%

  1. 1.Skellerup

    41.3%

    Moved from 2nd to 1st. 2.9K estimated branded searches, -20.1% vs prior month. Share +3.8 points.

  2. 2.Merry People

    39.5%

    Moved from 1st to 2nd. 2.8K estimated branded searches, -34.3% vs prior month. Share -4.1 points.

  3. 3.Hunter

    9.4%

    Held 3rd. 670 estimated branded searches, -24.7% vs prior month. Share +0.3 points.

  4. 4.Boonies

    5.5%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share +0.6 points.

  5. 5.Muck Boot

    3.8%

    Held 5th. 270 estimated branded searches, -32.5% vs prior month. Share -0.3 points.

  6. 6.Bogs

    0.56%

    Held 6th. 40 estimated branded searches, -55.6% vs prior month. Share -0.4 points.

Compare popularity between Bogs and its closest rivals

Every comparison with Bogs

5 comparisons

How has branded search demand for Bogs changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bogs in New Zealand fell from 80 to 40.
  • Across the 12 months ending September 2026, Bogs’ share of searches among gumboot brands in New Zealand decreased from 1.2% to 0.56%.
  • Across the 12 months ending September 2026, Bogs’ share of searches among gumboot brands in New Zealand peaked at 1.7% in January 2026 and was lowest at 0.56% in September 2026.

How did search popularity change for New Zealand gumboot brands in September 2026?

6 changes

  1. In September 2026, Skellerup overtook Merry People to become the leader among gumboot brands in New Zealand, with 41.3% of the searches.

  2. In September 2026, Boonies gained share of searches among gumboot brands in New Zealand, from 4.9% to 5.5%.

  3. In September 2026, Merry People lost share of searches among gumboot brands in New Zealand, from 43.6% to 39.5%.

  4. Hunter’s share of searches among gumboot brands in New Zealand has gained ground for 3 months in a row, from 5.5% to 9.4% in September 2026.

  5. Muck Boot’s share of searches among gumboot brands in New Zealand has lost ground for 3 months in a row, from 5.1% to 3.8% in September 2026.

  6. Estimated monthly branded searches for Bogs in New Zealand fell 50% over 12 measured months, from 80 to 40 in September 2026.

How are Bogs’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Bogs’ 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.

  • bogs boots
  • bogs rubber boots
  • bogs wellies

Do you work for Bogs? 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

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