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 55.8% of all New Zealand steel toe boot brand searches, placing Dr. Martens first out of seven brands. When we asked both ChatGPT and Google AI Overviews about steel toe boot brands, Dr. Martens did not appear in any of the answers.

Search and AI answers in September 2026

Dr. Martens is the most searched of 7 competitors and not listed in any AI answer.

  1. Dr. MartensShare of searches 55.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. TimberlandShare of searches 25.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. BlundstoneShare of searches 14.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. OliverShare of searches 2.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Steel BlueShare of searches 1.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+2 more

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Top steel toe boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dr. Martens did not appear in any of the five answers.

Most recommended by AI

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

  1. Steel Blue1st
  2. Oliver2nd
  3. Blundstone3rd
  4. Timberland4th
  5. Dr. Martens–
  6. KEEN–
  7. Caterpillar–

Mentioned by AI

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

  • Steel Blue5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Oliver4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blundstone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Timberland1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KEEN0 of 5Named in 0 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 steel toe 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 21, 2026.

Which steel toe boot brands compete with Dr. Martens?

Dr. Martens against steel toe boot brands in New Zealand, by month

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

View monthly share of searches table
MonthDr. MartensTimberlandBlundstoneOliverSteel BlueKEENCaterpillar
Oct 202560.5%24.3%10.9%2.5%1.7%0.11%0.03%
Nov 202560.8%25.6%9.8%2.2%1.4%0.17%0.02%
Dec 202561.3%26.7%9.1%1.8%0.97%0.1%0.02%
Jan 202662.3%23.5%10.5%1.9%1.6%0.08%0.05%
Feb 202660.5%22.7%12.4%2.8%1.5%0.1%0.06%
Mar 202660.1%22.5%12.4%3.4%1.5%0.08%0.08%
Apr 202657.4%26.2%12.3%2.5%1.5%0.12%0.02%
May 202658.2%25.7%12.1%2.4%1.4%0.07%0.07%
Jun 202659.8%21.5%12.4%4.7%1.5%0.1%0.05%
Jul 202652%27.7%14%4.9%1.2%0.13%0.05%
Aug 202652%29%14.8%2.3%1.6%0.11%0.11%
Sep 202655.8%25.7%14.2%2.5%1.7%0.06%0.03%

  1. 1.Dr. Martens

    55.8%

    Held 1st. 19.6K estimated branded searches, +0.15% vs prior month. Share +3.8 points.

  2. 2.Timberland

    25.7%

    Held 2nd. 9K estimated branded searches, -17.2% vs prior month. Share -3.3 points.

  3. 3.Blundstone

    14.2%

    Held 3rd. 5K estimated branded searches, -10.4% vs prior month. Share -0.6 points.

  4. 4.Oliver

    2.5%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Steel Blue

    1.7%

    Held 5th. 590 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.KEEN

    0.06%

    Moved from 7th to 6th. 20 estimated branded searches, -50% vs prior month. Share 0 points.

  7. 7.Caterpillar

    0.03%

    Moved from 6th to 7th. 10 estimated branded searches, -75% vs prior month. Share -0.1 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 steel toe boot brands in New Zealand decreased from 60.5% to 55.8%.
  • Across the 12 months ending September 2026, Dr. Martens’ share of searches among steel toe boot brands in New Zealand peaked at 62.3% in January 2026 and was lowest at 52% in July 2026.

How did search popularity change for New Zealand steel toe boot brands in September 2026?

5 changes

  1. In September 2026, Dr. Martens gained share of searches among steel toe boot brands in New Zealand, from 52% to 55.8%.

  2. In September 2026, Timberland lost share of searches among steel toe boot brands in New Zealand, from 29% to 25.7%.

  3. In September 2026, Blundstone lost share of searches among steel toe boot brands in New Zealand, from 14.8% to 14.2%.

  4. In September 2026, KEEN rose from 7th to 6th among steel toe boot brands in New Zealand.

  5. In September 2026, Caterpillar fell from 6th to 7th among steel toe boot brands in New Zealand.

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%Show ranking
Steel toe boot brands1st of 755.8%Shown above
Creator with pink hair and a pink jacket

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