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 50.7% of all New Zealand dress boots brand searches, placing UGG first out of six brands. When we asked both ChatGPT and Google AI Overviews about dress boots brands, UGG did not appear in any of the answers.

Search and AI answers in September 2026

UGG is the most searched of 6 competitors and not listed in any AI answer.

  1. UGGShare of searches 50.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. R.M.WilliamsShare of searches 17%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. TimberlandShare of searches 15.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. BlundstoneShare of searches 8.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Merchant 1948Share of searches 6.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top dress boots 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. R.M.Williams1st
  2. Florsheim2nd
  3. Merchant 19483rd
  4. Blundstone4th
  5. UGG–
  6. Timberland–

Mentioned by AI

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

  • R.M.Williams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Merchant 19484 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Florsheim4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blundstone3 of 5Named in 2 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
  • Timberland0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dress boots 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 21, 2026.

Which dress boots brands compete with UGG?

UGG against dress boots brands in New Zealand, by month

Share of searches by month for UGG, R.M.Williams, Timberland, Blundstone, Merchant 1948. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGR.M.WilliamsTimberlandBlundstoneMerchant 1948Florsheim
Oct 202550.4%21.2%15%6.8%5.5%1%
Nov 202553%22.9%13.2%5%4.9%0.91%
Dec 202558%20.8%12.4%4.2%3.8%0.68%
Jan 202656.4%16.4%14.4%6.4%5.4%0.98%
Feb 202654%18.8%13.6%7.4%5.1%1.1%
Mar 202656.6%15.4%13.5%7.4%5.1%2%
Apr 202659.3%15.6%13.6%6.4%4.2%0.93%
May 202663.7%13.9%12.1%5.7%3.8%0.83%
Jun 202660.7%16%11.5%6.6%4.2%0.95%
Jul 202659.2%15.5%13.6%6.9%4.1%0.75%
Aug 202657.1%15.6%14.1%7.2%5%0.93%
Sep 202650.7%17%15.5%8.6%6.7%1.5%

  1. 1.UGG

    50.7%

    Held 1st. 29.6K estimated branded searches, -33% vs prior month. Share -6.3 points.

  2. 2.R.M.Williams

    17%

    Held 2nd. 9.9K estimated branded searches, -18.2% vs prior month. Share +1.3 points.

  3. 3.Timberland

    15.5%

    Held 3rd. 9K estimated branded searches, -17.2% vs prior month. Share +1.4 points.

  4. 4.Blundstone

    8.6%

    Held 4th. 5K estimated branded searches, -10.4% vs prior month. Share +1.4 points.

  5. 5.Merchant 1948

    6.7%

    Held 5th. 3.9K estimated branded searches, +0.77% vs prior month. Share +1.7 points.

  6. 6.Florsheim

    1.5%

    Held 6th. 880 estimated branded searches, +22.2% vs prior month. Share +0.6 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?

2 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 dress boots brands in New Zealand peaked at 63.7% in May 2026 and was lowest at 50.4% in October 2025.

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

6 changes

  1. In September 2026, Merchant 1948 gained share of searches among dress boots brands in New Zealand, from 5% to 6.7%.

  2. In September 2026, Timberland gained share of searches among dress boots brands in New Zealand, from 14.1% to 15.5%.

  3. In September 2026, Blundstone gained share of searches among dress boots brands in New Zealand, from 7.2% to 8.6%.

  4. In September 2026, R.M.Williams gained share of searches among dress boots brands in New Zealand, from 15.6% to 17%.

  5. In September 2026, Florsheim gained share of searches among dress boots brands in New Zealand, from 0.93% to 1.5%.

  6. In September 2026, UGG lost share of searches among dress boots brands in New Zealand, from 57.1% to 50.7%.

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%Show ranking
Dress boots brands1st of 650.7%Shown above
Sheepskin and ugg boot brands1st of 695%Show ranking
Creator with pink hair and a pink jacket

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