Brandwave

How popular isMerrell?

In September 2026, people searched for Merrell by name about 6,620 times in New Zealand, a 22.1% increase from the previous year. These searches made up 8.7% of all New Zealand men's boot brand searches, placing Merrell fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about men's boot brands, Merrell appeared in one of the five answers and was the seventh most recommended of the eight.

Search and AI answers in September 2026

Merrell is the fourth most searched of 8 competitors and the seventh 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

+3 more

Merrell website (opens in a new tab)

Follow Merrell and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

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

In three ChatGPT questions and two Google AI Overviews, Merrell was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Merrell is the seventh 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 Merrell?

Merrell 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 Merrell and its closest rivals

Every comparison with Merrell

23 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Merrell in New Zealand rose from 5.4K to 6.6K.
  • Across the 12 months ending September 2026, Merrell’s share of searches among men's boot brands in New Zealand increased from 7.4% to 8.7%.
  • Across the 12 months ending September 2026, Merrell’s share of searches among men's boot brands in New Zealand peaked at 8.7% in September 2026 and was lowest at 6% in May 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 Merrell’s branded searches counted?

9 search terms

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

  • merrell
  • merrell boots
  • merrell hiking boots
  • merrell hiking shoes
  • merrell hydro moc
  • merrell moab
  • merrell outlet
  • merrell sandals
  • merrell shoes

Do you work for Merrell? 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

Where does Merrell compete?

Merrell is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands6th of 106.4%Show ranking
Waterproof boots brands3rd of 88.6%Show ranking
Men's boot brands4th of 88.7%Shown above
Hiking footwear brands3rd of 913.1%Show ranking
Walking boot brands2nd of 719.3%Show ranking
Hiking shoe brands2nd of 719.3%Show ranking
Creator with pink hair and a pink jacket

Is Merrell your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free