Brandwave

How popular isUGG in search?

In August 2026, there were an estimated 72.3K branded searches for UGG in New Zealand which is up 61.8% over the last 11 months. UGG holds 40.1% estimated Share of Search among New Zealand boot brands and is ranked 1st of 7 competitors for search popularity.

Share of Search, August 2026
  1. UGG40.1%
  2. Dr. Martens19.4%
  3. Timberland13.6%
  4. R.M.Williams12.4%
  5. Blundstone7.7%
  6. Merrell6.4%
  7. Redback0.33%
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Which boot brands compete with UGG?

UGG against boot brands in New Zealand, by month

Share of Search by month for UGG, Dr. Martens, Timberland, R.M.Williams, Blundstone, Merrell. The figures are in the table below the chart.

View monthly share of search table
MonthUGGDr. MartensTimberlandR.M.WilliamsBlundstoneMerrellRedback
Oct 202531.8%27.7%12.6%15%6.4%6.1%0.31%
Nov 202535.4%24.9%11.7%16.4%5%6.3%0.23%
Dec 202539.9%22.7%11.5%16.1%4.5%5.1%0.21%
Jan 202635%27.4%11.6%12%6.8%6.8%0.33%
Feb 202635.5%25.7%10.9%13.4%7.3%6.8%0.36%
Mar 202639.4%24.8%11%11.3%7.1%6.1%0.29%
Apr 202644.3%21.2%10.5%10.9%6.7%6.2%0.37%
May 202647%19.8%10%11%6.4%5.5%0.33%
Jun 202642.3%21.4%10.1%11.8%7.8%6.3%0.35%
Jul 202643%18.7%11.1%11.8%7.7%7.4%0.3%
Aug 202640.1%19.4%13.6%12.4%7.7%6.4%0.33%
Sep 2026———————

  1. 1.UGG

    40.1%

    held 1st · 72.3K estimated branded searches · -11.8% vs prior month · -2.9 points

  2. 2.Dr. Martens

    19.4%

    held 2nd · 35K estimated branded searches · -1.6% vs prior month · +0.8 points

  3. 3.Timberland

    13.6%

    moved from 4th to 3rd · 24.6K estimated branded searches · +16.1% vs prior month · +2.5 points

  4. 4.R.M.Williams

    12.4%

    moved from 3rd to 4th · 22.4K estimated branded searches · 0% vs prior month · +0.7 points

  5. 5.Blundstone

    7.7%

    held 5th · 13.8K estimated branded searches · -6% vs prior month · 0 points

  6. 6.Merrell

    6.4%

    held 6th · 11.6K estimated branded searches · -18.6% vs prior month · -1 points

  7. 7.Redback

    0.33%

    held 7th · 590 estimated branded searches · +3.5% vs prior month · 0 points

Compare search popularity between UGG and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for UGG in New Zealand rose from 44.7K to 72.3K.
  • Across the 11 months ending August 2026, UGG’s estimated Share of Search among boot brands in New Zealand increased from 31.8% to 40.1%.
  • Across the 11 months ending August 2026, UGG’s estimated Share of Search among boot brands in New Zealand peaked at 47% in May 2026 and was lowest at 31.8% in October 2025.

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

  1. In August 2026, Timberland overtook R.M.Williams to rank 3rd among boot brands in New Zealand, at 13.6%.

  2. In August 2026, Dr. Martens gained estimated Share of Search among boot brands in New Zealand, from 18.7% to 19.4%.

  3. In August 2026, R.M.Williams gained estimated Share of Search among boot brands in New Zealand, from 11.8% to 12.4%.

  4. In August 2026, UGG lost estimated Share of Search among boot brands in New Zealand, from 43% to 40.1%.

  5. In August 2026, Merrell lost estimated Share of Search among boot brands in New Zealand, from 7.4% to 6.4%.

  6. Estimated monthly branded searches for Blundstone in New Zealand rose 53.9% over 11 measured months, from 9K to 13.8K in August 2026.

Which sheepskin and ugg boot brands compete with UGG?

UGG against sheepskin and ugg boot brands in New Zealand, by month

Share of Search by month for UGG. The figures are in the table below the chart.

View monthly share of search table
MonthUGGEMU AustraliaUgg Australia Since 1974BearpawMou
Oct 202598%0.9%0.88%0.13%0.04%
Nov 202598.1%0.63%1.1%0.13%0.06%
Dec 202598.3%0.59%0.94%0.11%0.04%
Jan 202698%0.8%0.93%0.19%0.06%
Feb 202697.8%0.94%1%0.15%0.06%
Mar 202697.7%1.2%0.91%0.12%0.03%
Apr 202697.7%1.3%0.84%0.1%0.05%
May 202697.9%1.2%0.74%0.12%0.03%
Jun 202697.9%1.2%0.74%0.17%0.05%
Jul 202698%1%0.72%0.19%0.04%
Aug 202698.2%1.1%0.54%0.14%0.05%
Sep 2026—————

  1. 1.UGG

    98.2%

    held 1st · 72.3K estimated branded searches · -11.8% vs prior month · +0.2 points

  2. 2.EMU Australia

    1.1%

    held 2nd · 810 estimated branded searches · -6.9% vs prior month · +0.1 points

  3. 3.Ugg Australia Since 1974

    0.54%

    held 3rd · 400 estimated branded searches · -33.3% vs prior month · -0.2 points

  4. 4.Bearpaw

    0.14%

    held 4th · 100 estimated branded searches · -37.5% vs prior month · -0.1 points

  5. 5.Mou

    0.05%

    held 5th · 40 estimated branded searches · +33.3% vs prior month · 0 points

Compare search popularity between UGG and its closest rivals

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

  • Across the 11 months ending August 2026, UGG’s estimated Share of Search among sheepskin and ugg boot brands in New Zealand held steady, from 98% to 98.2%.

How did search popularity change for New Zealand sheepskin and ugg boot brands in August 2026?

  1. Estimated monthly branded searches for Mou in New Zealand rose 100% over 11 measured months, from 20 to 40 in August 2026.

  2. Estimated monthly branded searches for EMU Australia in New Zealand rose 97.6% over 11 measured months, from 410 to 810 in August 2026.

  3. Estimated monthly branded searches for Bearpaw in New Zealand rose 66.7% over 11 measured months, from 60 to 100 in August 2026.

  4. Estimated monthly branded searches for UGG in New Zealand rose 61.8% over 11 measured months, from 44.7K to 72.3K in August 2026.

How is UGG measured?

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

33 branded search terms

  • australian ugg
  • australian ugg boots
  • baby ugg boots
  • black ugg boots
  • brown ugg boots
  • classic ugg boots
  • dark brown ugg boots
  • kids ugg boots
  • ladies ugg slippers
  • mens black ugg boots
  • mens ugg boots
  • mens ugg slippers
  • outdoor ugg boots
  • pink ugg boots
  • pink ugg slippers
  • ugg
  • ugg boots
  • ugg boots kmart
  • ugg boots sale
  • ugg boots women
  • ugg clogs
  • ugg com
  • ugg near me
  • ugg new zealand
  • ugg nz
  • ugg online
  • ugg outlet
  • ugg sheepskin boots
  • ugg shoes
  • ugg slippers
  • ugg tasman
  • ugg tasman slippers
  • ugg tazz

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How the Brand Demand Index is measured

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