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 19.3% of all New Zealand walking boot brand searches, placing Merrell second out of seven brands. When we asked both ChatGPT and Google AI Overviews about walking boot brands, Merrell appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Merrell is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. HOKAShare of searches 64.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  2. MerrellShare of searches 19.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. KEENShare of searches 8.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  4. LOWAShare of searches 4.2%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  5. SalomonShare of searches 1.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st

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Top walking boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Merrell appeared in all three answers. Merrell is the second most recommended of the seven.

Most recommended by AI

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

  1. Salomon1st
  2. Merrell2nd
  3. LOWA3rd
  4. KEEN4th
  5. HOKA–
  6. SCARPA–
  7. Meindl–

Mentioned by AI

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

  • Merrell3 of 3Named in 3 of 3 ChatGPT answers
  • Salomon3 of 3Named in 3 of 3 ChatGPT answers
  • KEEN2 of 3Named in 2 of 3 ChatGPT answers
  • LOWA2 of 3Named in 2 of 3 ChatGPT answers
  • HOKA0 of 3Named in 0 of 3 ChatGPT answers
  • SCARPA0 of 3Named in 0 of 3 ChatGPT answers
  • Meindl0 of 3Named in 0 of 3 ChatGPT answers

See every answer about walking boot brands

3 answers

  • Asked ChatGPT

    “Which walking boot brand should I buy in New Zealand?”

    1. 1Merrell
    2. 2Salomon
    3. 3KEEN

  • Asked ChatGPT

    “What are the best walking boot brands in New Zealand?”

    1. 1Salomon
    2. 2Merrell
    3. 3LOWA
    4. 4KEEN

  • Asked ChatGPT

    “What's the best walking boot brand in New Zealand for wet weather walking?”

    1. 1LOWA
    2. 2Salomon
    3. 3Merrell

  • Searched Google, AI Overview

    “best walking boots”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “hiking boots for women”

    Google showed no AI Overview for this search.

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 walking boot brands compete with Merrell?

Merrell against walking boot brands in New Zealand, by month

Share of searches by month for HOKA, Merrell, KEEN, LOWA. The figures are in the table below the chart.

View monthly share of searches table
MonthHOKAMerrellKEENLOWASalomonSCARPAMeindl
Oct 202568.1%16.6%9%3.9%0.95%0.78%0.67%
Nov 202568.7%16.4%10%3%0.87%0.58%0.41%
Dec 202570.6%14.7%10.3%2.5%0.9%0.47%0.51%
Jan 202668.6%16.1%8.9%4.2%0.98%0.66%0.56%
Feb 202671.8%15.3%6.7%3.8%1.3%0.57%0.52%
Mar 202667.3%15.8%8.9%4.8%1.4%1.2%0.67%
Apr 202667.9%17.6%7.9%3.6%1.3%1%0.6%
May 202667.3%16%9.3%4.3%1.2%1.2%0.7%
Jun 202667.9%16.4%9.4%3.6%1%1%0.7%
Jul 202663.4%19.1%10.4%4%1.1%1.1%0.82%
Aug 202667%17%9.1%4.2%1.2%0.97%0.57%
Sep 202664.9%19.3%8.9%4.2%1.2%0.94%0.56%

  1. 1.HOKA

    64.9%

    Held 1st. 11.7K estimated branded searches, -0.76% vs prior month. Share -2.1 points.

  2. 2.Merrell

    19.3%

    Held 2nd. 3.5K estimated branded searches, +16.8% vs prior month. Share +2.4 points.

  3. 3.KEEN

    8.9%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.LOWA

    4.2%

    Held 4th. 760 estimated branded searches, +4.1% vs prior month. Share +0.1 points.

  5. 5.Salomon

    1.2%

    Held 5th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.SCARPA

    0.94%

    Held 6th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Meindl

    0.56%

    Held 7th. 100 estimated branded searches, 0% 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 walking boot brands in New Zealand increased from 16.6% to 19.3%.
  • Across the 12 months ending September 2026, Merrell’s share of searches among walking boot brands in New Zealand peaked at 19.3% in September 2026 and was lowest at 14.7% in December 2025.

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

6 changes

  1. In September 2026, Merrell gained share of searches among walking boot brands in New Zealand, from 17% to 19.3%.

  2. In September 2026, HOKA lost share of searches among walking boot brands in New Zealand, from 67% to 64.9%.

  3. LOWA’s share of searches among walking boot brands in New Zealand has gained ground for 3 months in a row, from 3.6% to 4.2% in September 2026.

  4. Estimated monthly branded searches for Salomon in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

  5. Estimated monthly branded searches for SCARPA in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.

  6. Estimated monthly branded searches for Meindl in New Zealand fell 16.7% over 12 measured months, from 120 to 100 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%Show ranking
Hiking footwear brands3rd of 913.1%Show ranking
Walking boot brands2nd of 719.3%Shown above
Hiking shoe brands2nd of 719.3%Show ranking
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Is Merrell your brand?

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