Brandwave

How popular isDr. Martens?

In September 2026, people searched for Dr. Martens by name about 21,800 times in New Zealand, a 6.8% decrease from the previous year. These searches made up 49.3% of all New Zealand men's boot brand searches, placing Dr. Martens first out of eight brands. When we asked both ChatGPT and Google AI Overviews about men's boot brands, Dr. Martens appeared in three of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Dr. Martens is the most searched of 8 competitors and the second most recommended in AI answers.

  1. Dr. MartensShare of searches 49.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. TimberlandShare of searches 22.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. BlundstoneShare of searches 12.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. MerrellShare of searches 8.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. AriatShare of searches 4.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top men's boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dr. Martens was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dr. Martens is the second most recommended of the eight.

Most recommended by AI

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

  1. Blundstone1st
  2. Dr. Martens2nd
  3. Timberland3rd
  4. Red Wing4th
  5. Ariat5th
  6. Mongrel6th
  7. Merrell7th
  8. Caterpillar–

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dr. Martens3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Timberland3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ariat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Red Wing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mongrel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merrell1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about men's boot 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 20, 2026.

Which men's boot brands compete with Dr. Martens?

Dr. Martens against men's boot brands in New Zealand, by month

Share of searches by month for Dr. Martens, Timberland, Blundstone, Merrell, Ariat. The figures are in the table below the chart.

View monthly share of searches table
MonthDr. MartensTimberlandBlundstoneMerrellAriatRed WingMongrelCaterpillar
Oct 202553.1%21.3%9.6%7.4%6%1.8%0.87%0.02%
Nov 202552.9%22.3%8.5%8.5%6.2%1.3%0.3%0.04%
Dec 202554.1%23.6%8.1%7.5%5.3%1.1%0.35%0.02%
Jan 202654.6%20.6%9.2%8.2%5.7%1.4%0.36%0.02%
Feb 202652.8%19.8%10.8%8.1%6.6%1.3%0.5%0.03%
Mar 202654.2%20.3%11.2%6.6%5.6%1.7%0.47%0.02%
Apr 202650.4%23%10.8%7.7%6.3%1.3%0.46%0.04%
May 202652.1%22.9%10.8%6%6.3%1.3%0.52%0.07%
Jun 202655.1%19.8%11.4%6.4%5.5%1.1%0.57%0.02%
Jul 202646.8%24.9%12.6%8.2%5.6%1.4%0.47%0.02%
Aug 202646.9%26.1%13.3%7.1%4.5%1.4%0.55%0.05%
Sep 202649.3%22.7%12.6%8.7%4.8%1.2%0.73%0.03%

  1. 1.Dr. Martens

    49.3%

    Held 1st. 19.6K estimated branded searches, +0.15% vs prior month. Share +2.4 points.

  2. 2.Timberland

    22.7%

    Held 2nd. 9K estimated branded searches, -17.2% vs prior month. Share -3.4 points.

  3. 3.Blundstone

    12.6%

    Held 3rd. 5K estimated branded searches, -10.4% vs prior month. Share -0.8 points.

  4. 4.Merrell

    8.7%

    Held 4th. 3.5K estimated branded searches, +16.8% vs prior month. Share +1.6 points.

  5. 5.Ariat

    4.8%

    Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Red Wing

    1.2%

    Held 6th. 480 estimated branded searches, -18.6% vs prior month. Share -0.2 points.

  7. 7.Mongrel

    0.73%

    Held 7th. 290 estimated branded searches, +26.1% vs prior month. Share +0.2 points.

  8. 8.Caterpillar

    0.03%

    Held 8th. 10 estimated branded searches, -50% vs prior month. Share 0 points.

Compare popularity between Dr. Martens and its closest rivals

Every comparison with Dr. Martens

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dr. Martens in New Zealand fell from 23.4K to 21.8K.
  • Across the 12 months ending September 2026, Dr. Martens’ share of searches among men's boot brands in New Zealand decreased from 53.1% to 49.3%.
  • Across the 12 months ending September 2026, Dr. Martens’ share of searches among men's boot brands in New Zealand peaked at 55.1% in June 2026 and was lowest at 46.8% in July 2026.

How did search popularity change for New Zealand men's boot brands in September 2026?

6 changes

  1. In September 2026, Dr. Martens gained share of searches among men's boot brands in New Zealand, from 46.9% to 49.3%.

  2. In September 2026, Merrell gained share of searches among men's boot brands in New Zealand, from 7.1% to 8.7%.

  3. In September 2026, Timberland lost share of searches among men's boot brands in New Zealand, from 26.1% to 22.7%.

  4. In September 2026, Blundstone lost share of searches among men's boot brands in New Zealand, from 13.3% to 12.6%.

  5. Estimated monthly branded searches for Red Wing in New Zealand fell 33.3% over 12 measured months, from 720 to 480 in September 2026.

  6. Estimated monthly branded searches for Ariat in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are Dr. Martens’ branded searches counted?

10 search terms

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

  • doc martens
  • doc martens boots
  • dr martens
  • dr martens 1460
  • dr martens 1461
  • dr martens boots
  • dr martens loafers
  • dr martens mules
  • dr martens shoes
  • drmartens shoes

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How the Brand Demand Index is measured

Where does Dr. Martens compete?

Dr. Martens is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands2nd of 1021%Show ranking
Men's boot brands1st of 849.3%Shown above
Steel toe boot brands1st of 755.8%Show ranking
Creator with pink hair and a pink jacket

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