Brandwave

How popular isUGG?

In September 2026, people searched for UGG by name about 35,200 times in New Zealand, a 7.3% increase from the previous year. These searches made up 33.5% of all New Zealand boot brand searches, placing UGG first out of ten brands. When we asked both ChatGPT and Google AI Overviews about boot brands, UGG did not appear in any of the answers.

Search and AI answers in September 2026

UGG is the most searched of 10 competitors and not listed in any AI answer.

  1. UGGShare of searches 33.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Dr. MartensShare of searches 21%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  3. TimberlandShare of searches 13.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. R.M.WilliamsShare of searches 12.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. BlundstoneShare of searches 10.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, UGG did not appear in any of the five answers.

Most recommended by AI

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

  1. Blundstone1st
  2. John Bull2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. Redback4th
  6. R.M.Williams6th
  7. Dr. Martens7th
  8. Merrell8th
  9. UGG–
  10. SCARPA–

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
  • Steel Blue2 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
  • Merrell1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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.

Which boot brands compete with UGG?

UGG against boot brands in New Zealand, by month

Share of searches 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 searches table
MonthUGGDr. MartensTimberlandR.M.WilliamsBlundstoneMerrellJohn BullSteel BlueRedbackSCARPA
Oct 202532.6%23.5%13.1%15%7.4%5.4%1.9%0.59%0.37%0.14%
Nov 202536.5%20.8%11.8%16.9%6%5.8%1.2%0.46%0.29%0.11%
Dec 202541.1%19.6%11.5%16.1%5.5%4.6%0.95%0.29%0.26%0.08%
Jan 202635.9%23.6%11.8%11.9%8.1%6%1.5%0.55%0.41%0.13%
Feb 202635%22.5%11.3%13.6%8.7%6.1%1.7%0.52%0.48%0.12%
Mar 202638%22.4%11.2%11.6%8.5%5.7%1.4%0.52%0.4%0.18%
Apr 202641.9%19.3%11.3%11.5%8%5.7%1.2%0.44%0.5%0.16%
May 202646%18.2%10.5%11%7.4%4.7%1.1%0.4%0.45%0.14%
Jun 202642%20.4%10.5%12.2%8.3%4.4%1.2%0.45%0.48%0.13%
Jul 202642.5%17.1%11.7%12.1%9%5.5%1.2%0.36%0.39%0.16%
Aug 202640.2%17.5%13.2%12.5%9.1%5.2%1.3%0.46%0.44%0.13%
Sep 202633.5%21%13.5%12.7%10.2%6.4%1.5%0.57%0.53%0.16%

  1. 1.UGG

    33.5%

    Held 1st. 34.8K estimated branded searches, -32.4% vs prior month. Share -6.8 points.

  2. 2.Dr. Martens

    21%

    Held 2nd. 21.8K estimated branded searches, -2.4% vs prior month. Share +3.5 points.

  3. 3.Timberland

    13.5%

    Held 3rd. 14K estimated branded searches, -17.1% vs prior month. Share +0.3 points.

  4. 4.R.M.Williams

    12.7%

    Held 4th. 13.2K estimated branded searches, -17.5% vs prior month. Share +0.2 points.

  5. 5.Blundstone

    10.2%

    Held 5th. 10.6K estimated branded searches, -9.2% vs prior month. Share +1.1 points.

  6. 6.Merrell

    6.4%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +1.2 points.

  7. 7.John Bull

    1.5%

    Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Steel Blue

    0.57%

    Held 8th. 590 estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Redback

    0.53%

    Held 9th. 550 estimated branded searches, -1.8% vs prior month. Share +0.1 points.

  10. 10.SCARPA

    0.16%

    Held 10th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between UGG and its closest rivals

Every comparison with UGG

15 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for UGG in New Zealand rose from 32.8K to 35.2K.
  • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in New Zealand increased from 32.6% to 33.5%.
  • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in New Zealand peaked at 46% in May 2026 and was lowest at 32.6% in October 2025.

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

6 changes

  1. In September 2026, Dr. Martens gained share of searches among boot brands in New Zealand, from 17.5% to 21%.

  2. In September 2026, Merrell gained share of searches among boot brands in New Zealand, from 5.2% to 6.4%.

  3. In September 2026, Blundstone gained share of searches among boot brands in New Zealand, from 9.1% to 10.2%.

  4. In September 2026, UGG lost share of searches among boot brands in New Zealand, from 40.2% to 33.5%.

  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.

  6. Estimated monthly branded searches for Redback in New Zealand rose 48.6% over 12 measured months, from 370 to 550 in September 2026.

How are UGG’s branded searches counted?

16 search terms

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.

  • australian ugg
  • australian ugg boots
  • baby ugg boots
  • classic ugg boots
  • outdoor ugg boots
  • ugg
  • ugg boots
  • ugg boots sale
  • ugg clogs
  • ugg outlet
  • ugg sheepskin boots
  • ugg shoes
  • ugg slippers
  • ugg tasman
  • ugg tasman slippers
  • ugg tazz

Do you work for UGG? 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 UGG compete?

UGG is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands1st of 1033.5%Shown above
Dress boots brands1st of 650.7%Show ranking
Sheepskin and ugg boot brands1st of 695%Show ranking
Creator with pink hair and a pink jacket

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