Brandwave

How popular isMongrel?

In October 2026, people searched for Mongrel by name about 200 times in New Zealand, a 42.9% increase from the previous year. These searches made up 0.19% of all New Zealand boot brand searches, placing Mongrel 12th out of 13 brands. When we asked both ChatGPT and Google AI Overviews about boot brands, Mongrel appeared in one of the five answers and was the ninth most recommended of the 13.

Search and AI answers in October 2026

Mongrel is the 12th most searched of 13 competitors and the ninth most recommended in the AI answers we collected.

  1. UGGShare of searches 41.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Dr. MartensShare of searches 24.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 10th
  3. R.M.WilliamsShare of searches 14.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. BlundstoneShare of searches 10.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. MongrelShare of searches 0.19%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+8 more

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mongrel was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mongrel is the ninth most recommended of the 13.

Most recommended by AI

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

  1. Blundstone1st
  2. Redback2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. John Bull5th
  6. SCARPA6th
  7. R.M.Williams7th
  8. Red Wing8th
  9. Mongrel9th
  10. Dr. Martens10th
  11. +3 more

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
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mongrel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about 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 19, 2026.

How often do people search for Mongrel compared with other New Zealand boot brands?

Mongrel against boot brands in New Zealand, by month

Share of searches by month for UGG, Dr. Martens, R.M.Williams, Blundstone, Timberland, John Bull, Mongrel. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensR.M.WilliamsBlundstoneTimberlandJohn BullAriatRed WingRedbackSteel BlueSCARPAMongrelMerrell
Nov 202542%24.4%19.8%7%2.6%1.4%0.9%0.53%0.33%0.53%0.29%0.1%0.15%
Dec 202546.7%22.6%18.6%6.3%2.4%1.1%0.74%0.5%0.3%0.33%0.22%0.12%0.09%
Jan 202641.4%27.6%13.8%9.4%2.6%1.7%1.1%0.64%0.48%0.64%0.42%0.12%0.12%
Feb 202640.1%26.1%15.7%10%2.4%2%1.1%0.74%0.54%0.6%0.4%0.17%0.14%
Mar 202643.5%25.9%13.3%9.8%2.4%1.6%1%0.73%0.44%0.6%0.39%0.17%0.17%
Apr 202648.1%22.3%13.3%9.2%2.5%1.4%0.86%0.51%0.57%0.51%0.41%0.15%0.22%
May 202652.2%20.5%12.5%8.4%2.3%1.2%0.78%0.46%0.51%0.46%0.37%0.16%0.13%
Jun 202646.9%22.9%13.7%9.3%2.5%1.4%1.1%0.5%0.54%0.5%0.41%0.18%0.14%
Jul 202648.8%19.8%14%10.4%2.5%1.4%0.88%0.52%0.46%0.42%0.42%0.15%0.18%
Aug 202646.2%20.5%14.6%10.7%3.3%1.5%0.91%0.54%0.5%0.54%0.44%0.19%0.19%
Sep 202639.1%24.8%15%12%3.3%1.8%1%0.67%0.62%0.67%0.44%0.29%0.24%
Oct 202641.3%24.4%14.3%10.9%3.3%2.1%1.1%0.66%0.57%0.54%0.44%0.19%0.12%

  1. 1.UGG

    41.3%

    Held 1st. 36.7K estimated branded searches, +6.3% vs prior month. Share +2.2 points.

  2. 2.Dr. Martens

    24.4%

    Held 2nd. 21.7K estimated branded searches, -0.78% vs prior month. Share -0.4 points.

  3. 3.R.M.Williams

    14.3%

    Held 3rd. 12.7K estimated branded searches, -4.2% vs prior month. Share -0.7 points.

  4. 4.Blundstone

    10.9%

    Held 4th. 9.7K estimated branded searches, -8.5% vs prior month. Share -1.1 points.

  5. 5.Timberland

    3.3%

    Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.John Bull

    2.1%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.3 points.

  7. 7.Ariat

    1.1%

    Held 7th. 1K estimated branded searches, +13.6% vs prior month. Share +0.1 points.

  8. 8.Red Wing

    0.66%

    Held 8th. 590 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Redback

    0.57%

    Moved from 10th to 9th. 510 estimated branded searches, -7.3% vs prior month. Share 0 points.

  10. 10.Steel Blue

    0.54%

    Moved from 9th to 10th. 480 estimated branded searches, -18.6% vs prior month. Share -0.1 points.

  11. 11.SCARPA

    0.44%

    Held 11th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Mongrel

    0.19%

    Held 12th. 170 estimated branded searches, -34.6% vs prior month. Share -0.1 points.

  13. 13.Merrell

    0.12%

    Held 13th. 110 estimated branded searches, -47.6% vs prior month. Share -0.1 points.

Timberland, Ariat and Merrell sell other things too, so only their searches that name this product count here, like “timberland boots”.

Compare popularity between Mongrel and its closest rivals

Every comparison with Mongrel

25 comparisons

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

2 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Mongrel in New Zealand rose from 140 to 200.
  • Across the 12 months ending October 2026, Mongrel rose from 13th to 12th among boot brands in New Zealand.

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

6 changes

  1. In October 2026, UGG gained share of searches among boot brands in New Zealand, from 39.1% to 41.3%.

  2. In October 2026, Blundstone lost share of searches among boot brands in New Zealand, from 12% to 10.9%.

  3. In October 2026, R.M.Williams lost share of searches among boot brands in New Zealand, from 15% to 14.3%.

  4. John Bull’s share of searches among boot brands in New Zealand has gained ground for 3 months in a row, from 1.4% to 2.1% in October 2026.

  5. In October 2026, Redback rose from 10th to 9th among boot brands in New Zealand.

  6. In October 2026, Steel Blue fell from 9th to 10th among boot brands in New Zealand.

How are Mongrel’s branded searches counted?

2 search terms

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

  • mongrel boots
  • mongrel work boots

Do you work for Mongrel? 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 Mongrel compete?

Mongrel is ranked by how often people search for it in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands12th of 130.19%Shown above
Workwear brands14th of 140.06%Show ranking
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