Brandwave

How popular isMerry People?

In September 2026, people searched for Merry People by name about 2,810 times in New Zealand, about the same as the previous year. These searches made up 39.5% of all New Zealand gumboot brand searches, placing Merry People second out of six brands. When we asked both ChatGPT and Google AI Overviews about gumboot brands, Merry People appeared in one of the five answers and was the joint fourth most recommended of the six.

Search and AI answers in September 2026

Merry People is the second most searched of 6 competitors and the joint fourth most recommended in AI answers.

  1. SkellerupShare of searches 41.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Merry PeopleShare of searches 39.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. HunterShare of searches 9.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. BooniesShare of searches 5.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. Muck BootShare of searches 3.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

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Top gumboot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Merry People was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Merry People is the joint fourth most recommended of the six.

Most recommended by AI

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

  1. Skellerup1st
  2. Muck Boot2nd
  3. Bogs3rd
  4. Merry People4th
  5. Boonies4th
  6. Hunter–

Mentioned by AI

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

  • Skellerup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bogs3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Muck Boot2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Merry People1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boonies1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about gumboot 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 gumboot brands compete with Merry People?

Merry People against gumboot brands in New Zealand, by month

Share of searches by month for Skellerup, Merry People, Hunter, Boonies, Muck Boot. The figures are in the table below the chart.

View monthly share of searches table
MonthSkellerupMerry PeopleHunterBooniesMuck BootBogs
Oct 202539.3%43.5%6.8%4%5.1%1.2%
Nov 202537%44.1%8%5.2%4.4%1.2%
Dec 202534.6%41.3%14.2%3.9%5%0.93%
Jan 202634.3%43.1%11.6%3.6%5.7%1.7%
Feb 202638.8%43%8.6%3%5.8%0.87%
Mar 202623.7%59.8%7.1%4.2%4.3%0.86%
Apr 202618.4%67.6%5.7%3.7%3.8%0.69%
May 202625.8%59.2%5.4%4.9%4%0.67%
Jun 202631.7%50.9%5.5%6.1%5.1%0.77%
Jul 202634%47.3%7.2%5.8%4.9%0.73%
Aug 202637.5%43.6%9.1%4.9%4.1%0.92%
Sep 202641.3%39.5%9.4%5.5%3.8%0.56%

  1. 1.Skellerup

    41.3%

    Moved from 2nd to 1st. 2.9K estimated branded searches, -20.1% vs prior month. Share +3.8 points.

  2. 2.Merry People

    39.5%

    Moved from 1st to 2nd. 2.8K estimated branded searches, -34.3% vs prior month. Share -4.1 points.

  3. 3.Hunter

    9.4%

    Held 3rd. 670 estimated branded searches, -24.7% vs prior month. Share +0.3 points.

  4. 4.Boonies

    5.5%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share +0.6 points.

  5. 5.Muck Boot

    3.8%

    Held 5th. 270 estimated branded searches, -32.5% vs prior month. Share -0.3 points.

  6. 6.Bogs

    0.56%

    Held 6th. 40 estimated branded searches, -55.6% vs prior month. Share -0.4 points.

Compare popularity between Merry People and its closest rivals

Every comparison with Merry People

5 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Merry People in New Zealand held steady at 2.8K.
  • Across the 12 months ending September 2026, Merry People’s share of searches among gumboot brands in New Zealand decreased from 43.5% to 39.5%.
  • Across the 12 months ending September 2026, Merry People’s share of searches among gumboot brands in New Zealand peaked at 67.6% in April 2026 and was lowest at 39.5% in September 2026.
  • Across the 12 months ending September 2026, Merry People fell from 1st to 2nd among gumboot brands in New Zealand.

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

6 changes

  1. In September 2026, Skellerup overtook Merry People to become the leader among gumboot brands in New Zealand, with 41.3% of the searches.

  2. In September 2026, Boonies gained share of searches among gumboot brands in New Zealand, from 4.9% to 5.5%.

  3. In September 2026, Merry People lost share of searches among gumboot brands in New Zealand, from 43.6% to 39.5%.

  4. Hunter’s share of searches among gumboot brands in New Zealand has gained ground for 3 months in a row, from 5.5% to 9.4% in September 2026.

  5. Muck Boot’s share of searches among gumboot brands in New Zealand has lost ground for 3 months in a row, from 5.1% to 3.8% in September 2026.

  6. Estimated monthly branded searches for Bogs in New Zealand fell 50% over 12 measured months, from 80 to 40 in September 2026.

How are Merry People’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Merry People’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.

  • gumboots merry people
  • merry people
  • merry people bobbi
  • merry people boots
  • merry people clogs
  • merry people gumboots
  • sp merry people
  • the merry people

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How the Brand Demand Index is measured

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