--- title: "Steel Blue: search popularity in New Zealand" description: "Steel Blue makes safety boots. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/steel-blue" publisher: "Brandwave" --- # Steel Blue: search popularity in New Zealand Steel Blue makes safety boots. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Steel Blue - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among boot brands**: 0.57% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Boot brands | 8 | 0.57% | 590 | | PPE and safety gear suppliers | 5 | 1.6% | 590 | | Steel toe boot brands | 5 | 1.7% | 590 | - [Boot brands](/demand/nz/categories/nz-boot-brands) - [PPE and safety gear suppliers](/demand/nz/categories/nz-ppe-suppliers) - [Steel toe boot brands](/demand/nz/categories/nz-steel-toe-boot-brands) ## Top boot brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Steel Blue was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Steel Blue is the third most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Blundstone | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | John Bull | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Steel Blue | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Timberland | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Redback | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | R.M.Williams | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Dr. Martens | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Merrell | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | UGG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SCARPA | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about boot brands - Asked ChatGPT "Which boot brand should I buy in New Zealand?": 1. Blundstone, 2. Redback, 3. John Bull, 4. Timberland - Asked ChatGPT "What are the best boot brands in New Zealand?": 1. Blundstone, 2. John Bull, 3. Steel Blue, 4. Timberland, 5. Dr. Martens, 6. R.M.Williams - Asked ChatGPT "What's the best boot brand in New Zealand for everyday wear?": 1. Blundstone, 2. Redback, 3. Dr. Martens, 4. Timberland - Searched Google, AI Overview "work boots nz": 1. Steel Blue, 2. Blundstone, 3. John Bull - Searched Google, AI Overview "men's boots nz": 1. R.M.Williams, 2. Blundstone, 3. Timberland, 4. Merrell Not named in any answer: UGG and SCARPA. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How has branded search demand for Steel Blue changed in New Zealand over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Steel Blue in New Zealand held steady at 590. - Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in New Zealand held steady, from 0.59% to 0.57%. - Across the 12 months ending September 2026, Steel Blue’s share of searches among PPE and safety gear suppliers in New Zealand held steady at 1.6%. - Across the 12 months ending September 2026, Steel Blue’s share of searches among steel toe boot brands in New Zealand held steady at 1.7%. ## How did search popularity change for New Zealand boot brands in September 2026? - In September 2026, Dr. Martens gained share of searches among boot brands in New Zealand, from 17.5% to 21%. - In September 2026, Merrell gained share of searches among boot brands in New Zealand, from 5.2% to 6.4%. - In September 2026, Blundstone gained share of searches among boot brands in New Zealand, from 9.1% to 10.2%. - In September 2026, UGG lost share of searches among boot brands in New Zealand, from 40.2% to 33.5%. - Timberland’s share of searches among boot brands in New Zealand has gained ground for 3 months in a row, from 10.5% to 13.5% in September 2026. - Estimated monthly branded searches for Redback in New Zealand rose 48.6% over 12 measured months, from 370 to 550 in September 2026. ## How did search popularity change for New Zealand PPE and safety gear suppliers in September 2026? - In September 2026, NZ Safety Blackwoods gained share of searches among PPE and safety gear suppliers in New Zealand, from 89.8% to 90.9%. - In September 2026, Leedsafe lost share of searches among PPE and safety gear suppliers in New Zealand, from 4.3% to 3.6%. - Estimated monthly branded searches for ProChoice in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026. - Estimated monthly branded searches for Total Safety in New Zealand fell 35.7% over 12 measured months, from 140 to 90 in September 2026. - Estimated monthly branded searches for RSEA Safety in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026. ## How did search popularity change for New Zealand steel toe boot brands in September 2026? - In September 2026, Dr. Martens gained share of searches among steel toe boot brands in New Zealand, from 52% to 55.8%. - In September 2026, Timberland lost share of searches among steel toe boot brands in New Zealand, from 29% to 25.7%. - In September 2026, Blundstone lost share of searches among steel toe boot brands in New Zealand, from 14.8% to 14.2%. - In September 2026, KEEN rose from 7th to 6th among steel toe boot brands in New Zealand. - In September 2026, Caterpillar fell from 6th to 7th among steel toe boot brands in New Zealand. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Boot brands | 590 | 0.59% | 8 | | Nov 2025 | Boot brands | 590 | 0.46% | 8 | | Dec 2025 | Boot brands | 390 | 0.29% | 8 | | Jan 2026 | Boot brands | 590 | 0.55% | 8 | | Feb 2026 | Boot brands | 480 | 0.52% | 8 | | Mar 2026 | Boot brands | 590 | 0.52% | 8 | | Apr 2026 | Boot brands | 590 | 0.44% | 9 | | May 2026 | Boot brands | 590 | 0.4% | 9 | | Jun 2026 | Boot brands | 590 | 0.45% | 9 | | Jul 2026 | Boot brands | 480 | 0.36% | 9 | | Aug 2026 | Boot brands | 590 | 0.46% | 8 | | Sep 2026 | Boot brands | 590 | 0.57% | 8 | | Oct 2025 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Nov 2025 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Dec 2025 | PPE and safety gear suppliers | 390 | 1.3% | 5 | | Jan 2026 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Feb 2026 | PPE and safety gear suppliers | 480 | 1.3% | 5 | | Mar 2026 | PPE and safety gear suppliers | 590 | 1.3% | 5 | | Apr 2026 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | May 2026 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Jun 2026 | PPE and safety gear suppliers | 590 | 1.3% | 5 | | Jul 2026 | PPE and safety gear suppliers | 480 | 1.3% | 5 | | Aug 2026 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Sep 2026 | PPE and safety gear suppliers | 590 | 1.6% | 5 | | Oct 2025 | Steel toe boot brands | 590 | 1.7% | 5 | | Nov 2025 | Steel toe boot brands | 590 | 1.4% | 5 | | Dec 2025 | Steel toe boot brands | 390 | 0.97% | 5 | | Jan 2026 | Steel toe boot brands | 590 | 1.6% | 5 | | Feb 2026 | Steel toe boot brands | 480 | 1.5% | 5 | | Mar 2026 | Steel toe boot brands | 590 | 1.5% | 5 | | Apr 2026 | Steel toe boot brands | 590 | 1.5% | 5 | | May 2026 | Steel toe boot brands | 590 | 1.4% | 5 | | Jun 2026 | Steel toe boot brands | 590 | 1.5% | 5 | | Jul 2026 | Steel toe boot brands | 480 | 1.2% | 5 | | Aug 2026 | Steel toe boot brands | 590 | 1.6% | 5 | | Sep 2026 | Steel toe boot brands | 590 | 1.7% | 5 | ## How are Steel Blue’s branded searches counted? Brandwave collects information about searches that people make online using Steel Blue’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “steelblue” ## Which boot brands compete with Steel Blue? - [UGG](/demand/nz/brands/ugg) - [Dr. Martens](/demand/nz/brands/dr-martens) - [Timberland](/demand/nz/brands/timberland) - [R.M.Williams](/demand/nz/brands/r-m-williams) - [Blundstone](/demand/nz/brands/blundstone): Head-to-head: /demand/nz/compare/blundstone-vs-steel-blue - [Merrell](/demand/nz/brands/merrell): Head-to-head: /demand/nz/compare/merrell-vs-steel-blue - [John Bull](/demand/nz/brands/john-bull): Head-to-head: /demand/nz/compare/john-bull-vs-steel-blue - [Redback](/demand/nz/brands/redback): Head-to-head: /demand/nz/compare/redback-vs-steel-blue - [SCARPA](/demand/nz/brands/scarpa): Head-to-head: /demand/nz/compare/scarpa-vs-steel-blue ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Steel Blue: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/steel-blue This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/steel-blue. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.