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 19.3% of all New Zealand hiking shoe brand searches, placing Merrell second out of seven brands. When we asked both ChatGPT and Google AI Overviews about hiking shoe brands, Merrell appeared in all answers and was the most recommended of the seven.
Merrell is the second most searched of 7 competitors and the most recommended in AI answers.
HOKAShare of searches 64.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
MerrellShare of searches 19.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st- La SportivaShare of searches 7.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
AltraShare of searches 4.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
ColumbiaShare of searches 1.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
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Top hiking shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Merrell appeared in all four answers. Merrell is the most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- HOKA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Merrell4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Salomon3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- La Sportiva2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Columbia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
KEEN2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Altra0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about hiking shoe brands
4 answers
Asked ChatGPT
“Which hiking shoe brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best hiking shoe brands in New Zealand?”
Asked ChatGPT
“What's the best hiking shoe brand in New Zealand for day walks?”
Searched Google, AI Overview
“best hiking shoes”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best walking shoes”
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 hiking shoe brands compete with Merrell?
Share of searches by month for HOKA, Merrell, La Sportiva, Altra. The figures are in the table below the chart.
View monthly share of searches table
| Month | HOKA | Merrell | La Sportiva | Altra | Columbia | Salomon | KEEN |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 69.7% | 16.9% | 5.7% | 4.1% | 1.8% | 1.5% | 0.23% |
| Nov 2025 | 71.9% | 17.2% | 4.3% | 3.8% | 1.2% | 1.3% | 0.3% |
| Dec 2025 | 72.1% | 15% | 5.7% | 3.9% | 1.9% | 1.3% | 0.18% |
| Jan 2026 | 69.6% | 16.4% | 6.2% | 4.2% | 2% | 1.4% | 0.14% |
| Feb 2026 | 71.9% | 15.3% | 5.2% | 3.7% | 1.9% | 1.7% | 0.16% |
| Mar 2026 | 67.7% | 15.9% | 7.3% | 4.9% | 2.1% | 2% | 0.17% |
| Apr 2026 | 67.5% | 17.5% | 6.4% | 4.3% | 2.5% | 1.6% | 0.25% |
| May 2026 | 66.7% | 15.8% | 7.5% | 5.1% | 3.1% | 1.6% | 0.17% |
| Jun 2026 | 66.6% | 16.1% | 7.5% | 5.1% | 3% | 1.5% | 0.23% |
| Jul 2026 | 64.1% | 19.3% | 7.2% | 4.8% | 2.7% | 1.5% | 0.28% |
| Aug 2026 | 65.2% | 16.5% | 8.9% | 4.9% | 2.9% | 1.4% | 0.22% |
| Sep 2026 | 64.9% | 19.3% | 7.2% | 4.9% | 1.9% | 1.6% | 0.11% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 64.9% | 11.7K | -0.76% | -0.2 points | |
| 2, held 2nd | 19.3% | 3.5K | +16.8% | +2.8 points | |
| 3, held 3rd | 7.2% | 1.3K | -18.8% | -1.6 points | |
| 4, held 4th | 4.9% | 880 | 0% | 0 points | |
| 5, held 5th | 1.9% | 350 | -34% | -1 points | |
| 6, held 6th | 1.6% | 280 | +7.7% | +0.1 points | |
| 7, held 7th | 0.11% | 20 | -50% | -0.1 points |
1.
HOKA64.9%
Held 1st. 11.7K estimated branded searches, -0.76% vs prior month. Share -0.2 points.
2.
Merrell19.3%
Held 2nd. 3.5K estimated branded searches, +16.8% vs prior month. Share +2.8 points.
7.2%
Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share -1.6 points.
4.
Altra4.9%
Held 4th. 880 estimated branded searches, 0% vs prior month. Share 0 points.
5.
Columbia1.9%
Held 5th. 350 estimated branded searches, -34% vs prior month. Share -1 points.
6.
Salomon1.6%
Held 6th. 280 estimated branded searches, +7.7% vs prior month. Share +0.1 points.
7.
KEEN0.11%
Held 7th. 20 estimated branded searches, -50% vs prior month. Share -0.1 points.
Compare popularity between Merrell and its closest rivals
Every comparison with Merrell
23 comparisons
- Blundstone vs Merrell
- Dr. Martens vs Merrell
- Merrell vs R.M.Williams
- Merrell vs Timberland
- Merrell vs UGG
- HOKA vs Merrell
- Merrell vs Skechers
- Merrell vs Salomon
- Ariat vs Merrell
- Merrell vs Skellerup
- John Bull vs Merrell
- Hunter vs Merrell
- La Sportiva vs Merrell
- LOWA vs Merrell
- Altra vs Merrell
- Merrell vs Steel Blue
- Merrell vs Redback
- Merrell vs Red Wing
- Columbia vs Merrell
- Merrell vs Mongrel
- Merrell vs Salewa
- Merrell vs SCARPA
- Meindl vs Merrell
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 hiking shoe brands in New Zealand increased from 16.9% to 19.3%.
- Across the 12 months ending September 2026, Merrell’s share of searches among hiking shoe brands in New Zealand peaked at 19.3% in July 2026 and was lowest at 15% in December 2025.
How did search popularity change for New Zealand hiking shoe brands in September 2026?
5 changes
In September 2026, Merrell gained share of searches among hiking shoe brands in New Zealand, from 16.5% to 19.3%.
In September 2026, La Sportiva lost share of searches among hiking shoe brands in New Zealand, from 8.9% to 7.2%.
In September 2026, Columbia lost share of searches among hiking shoe brands in New Zealand, from 2.9% to 1.9%.
Estimated monthly branded searches for Altra in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.
Estimated monthly branded searches for KEEN in New Zealand fell 50% over 12 measured months, from 40 to 20 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.
Where does Merrell compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Boot brands | 6th of 10 | 6.4% | Show ranking |
| Waterproof boots brands | 3rd of 8 | 8.6% | Show ranking |
| Men's boot brands | 4th of 8 | 8.7% | Show ranking |
| Hiking footwear brands | 3rd of 9 | 13.1% | Show ranking |
| Walking boot brands | 2nd of 7 | 19.3% | Show ranking |
| Hiking shoe brands | 2nd of 7 | 19.3% | Shown above |
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.