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 95% of all New Zealand sheepskin and ugg boot brand searches, placing UGG first out of six brands. When we asked both ChatGPT and Google AI Overviews about sheepskin and ugg boot brands, UGG appeared in all answers and was the second most recommended of the six.

Search and AI answers in September 2026

UGG is the most searched of 6 competitors and the second most recommended in AI answers.

  1. UGGShare of searches 95%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. The Sheepskin FactoryShare of searches 1.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  3. EMU AustraliaShare of searches 1.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. Ugg Australia Since 1974Share of searches 1.3%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
  5. BearpawShare of searches 0.16%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top sheepskin and ugg boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, UGG appeared in all three answers. UGG is the second most recommended of the six.

Most recommended by AI

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

  1. EMU Australia1st
  2. UGG2nd
  3. The Sheepskin Factory3rd
  4. Ugg Australia Since 19744th
  5. Bearpaw–
  6. Mou–

Mentioned by AI

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

See every answer about sheepskin and ugg boot brands

3 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 sheepskin and ugg boot brands compete with UGG?

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

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

View monthly share of searches table
MonthUGGThe Sheepskin FactoryEMU AustraliaUgg Australia Since 1974BearpawMou
Oct 202595.6%1.6%1.3%1.3%0.16%0.07%
Nov 202595.9%1.3%0.84%1.7%0.16%0.09%
Dec 202596.3%1.4%0.8%1.4%0.13%0.06%
Jan 202695.6%1.6%1.1%1.4%0.22%0.08%
Feb 202695%1.9%1.3%1.6%0.19%0.1%
Mar 202694.2%2.2%1.8%1.5%0.18%0.05%
Apr 202694.7%1.5%2.1%1.5%0.16%0.08%
May 202695.1%1.5%1.9%1.2%0.19%0.05%
Jun 202694.9%1.8%1.8%1.2%0.24%0.08%
Jul 202695.4%1.5%1.7%1.2%0.26%0.06%
Aug 202695.8%1.5%1.6%0.85%0.17%0.09%
Sep 202695%1.9%1.6%1.3%0.16%0.06%

  1. 1.UGG

    95%

    Held 1st. 30K estimated branded searches, -33.1% vs prior month. Share -0.8 points.

  2. 2.The Sheepskin Factory

    1.9%

    Moved from 3rd to 2nd. 590 estimated branded searches, -18.1% vs prior month. Share +0.3 points.

  3. 3.EMU Australia

    1.6%

    Moved from 2nd to 3rd. 520 estimated branded searches, -29.7% vs prior month. Share +0.1 points.

  4. 4.Ugg Australia Since 1974

    1.3%

    Held 4th. 400 estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Bearpaw

    0.16%

    Held 5th. 50 estimated branded searches, -37.5% vs prior month. Share 0 points.

  6. 6.Mou

    0.06%

    Held 6th. 20 estimated branded searches, -50% 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 sheepskin and ugg boot brands in New Zealand decreased from 95.6% to 95%.
  • Across the 12 months ending September 2026, UGG’s share of searches among sheepskin and ugg boot brands in New Zealand peaked at 96.3% in December 2025 and was lowest at 94.2% in March 2026.

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

3 changes

  1. In September 2026, UGG lost share of searches among sheepskin and ugg boot brands in New Zealand, from 95.8% to 95%.

  2. In September 2026, The Sheepskin Factory rose from 3rd to 2nd among sheepskin and ugg boot brands in New Zealand.

  3. In September 2026, EMU Australia fell from 2nd to 3rd among sheepskin and ugg boot brands in New Zealand.

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

Is UGG your brand?

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