Brandwave

How popular isSuperfeet?

In October 2026, people searched for Superfeet by name about 140 times in New Zealand, a 30% decrease from the previous year. These searches made up 15.7% of all New Zealand shoe insole brand searches, placing Superfeet third out of five brands. When we asked both ChatGPT and Google AI Overviews about shoe insole brands, Superfeet appeared in three of the four answers and was the fourth most recommended of the five.

Search and AI answers in October 2026

Superfeet is the third most searched of 5 competitors and the fourth most recommended in the AI answers we collected.

  1. FormthoticsShare of searches 36%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. SchollShare of searches 34.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. SuperfeetShare of searches 15.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. SpencoShare of searches 7.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. FootlogicsShare of searches 5.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
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Top shoe insole brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Superfeet was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Superfeet is the fourth most recommended of the five.

Most recommended by AI

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

  1. Formthotics1st
  2. Scholl2nd
  3. Footlogics3rd
  4. Superfeet4th
  5. Spenco–

Mentioned by AI

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

  • Scholl4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Formthotics3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Superfeet3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Footlogics2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spenco0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about shoe insole brands

4 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.

How often do people search for Superfeet compared with other New Zealand shoe insole brands?

Superfeet against shoe insole brands in New Zealand, by month

Share of searches by month for Formthotics, Scholl, Superfeet, Spenco, Footlogics. The figures are in the table below the chart.

View monthly share of searches table
MonthFormthoticsSchollSuperfeetSpencoFootlogics
Nov 202533%35.1%20.6%8.2%3.1%
Dec 202535.1%31.1%18.9%8.1%6.8%
Jan 202629.5%33%25%6.8%5.7%
Feb 202633.3%31.3%25%5.2%5.2%
Mar 202625%41.3%23.1%5.8%4.8%
Apr 202641.4%30.2%20.7%4.3%3.4%
May 202626.7%43.3%23.3%4.2%2.5%
Jun 202630.5%40.6%21.9%4.7%2.3%
Jul 202631.1%34%27.2%4.9%2.9%
Aug 202636%32.6%21.3%6.7%3.4%
Sep 202641.1%30.5%18.9%5.3%4.2%
Oct 202636%34.8%15.7%7.9%5.6%

  1. 1.Formthotics

    36%

    Held 1st. 320 estimated branded searches, -17.9% vs prior month. Share -5.1 points.

  2. 2.Scholl

    34.8%

    Held 2nd. 310 estimated branded searches, +6.9% vs prior month. Share +4.3 points.

  3. 3.Superfeet

    15.7%

    Held 3rd. 140 estimated branded searches, -22.2% vs prior month. Share -3.2 points.

  4. 4.Spenco

    7.9%

    Held 4th. 70 estimated branded searches, +40% vs prior month. Share +2.6 points.

  5. 5.Footlogics

    5.6%

    Held 5th. 50 estimated branded searches, +25% vs prior month. Share +1.4 points.

Scholl sells other things too, so only its searches that name this product count here, like “scholl insoles”.

Compare popularity between Superfeet and its closest rivals

Every comparison with Superfeet

4 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Superfeet in New Zealand fell from 200 to 140.
  • Across the 12 months ending October 2026, Superfeet’s share of searches among shoe insole brands in New Zealand decreased from 20.6% to 15.7%.
  • Across the 12 months ending October 2026, Superfeet’s share of searches among shoe insole brands in New Zealand peaked at 27.2% in July 2026 and was lowest at 15.7% in October 2026.

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

5 changes

  1. In October 2026, Scholl gained share of searches among shoe insole brands in New Zealand, from 30.5% to 34.8%.

  2. In October 2026, Spenco gained share of searches among shoe insole brands in New Zealand, from 5.3% to 7.9%.

  3. In October 2026, Footlogics gained share of searches among shoe insole brands in New Zealand, from 4.2% to 5.6%.

  4. In October 2026, Formthotics lost share of searches among shoe insole brands in New Zealand, from 41.1% to 36%.

  5. In October 2026, Superfeet lost share of searches among shoe insole brands in New Zealand, from 18.9% to 15.7%.

How are Superfeet’s branded searches counted?

2 search terms

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

  • superfeet
  • superfeet insoles

Do you work for Superfeet? 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

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