---
title: "Shoe insole brands in New Zealand: Which are most popular?"
description: "Compare the shoe insole and orthotic brands New Zealanders buy. Share of Search among Formthotics, Scholl, Superfeet, Spenco and Footlogics, the shoe insole brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-shoe-insole-brands"
publisher: "Brandwave"
---

# Shoe insole brands in New Zealand: Which are most popular?

Compare the shoe insole and orthotic brands New Zealanders buy. Share of Search among Formthotics, Scholl, Superfeet, Spenco and Footlogics, the shoe insole brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Shoe insole brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Oct 2026
- **Highest Share of Search**: Formthotics, 36%

## Which brand is most popular in search among shoe insole brands in New Zealand?

- In October 2026, Formthotics was the most searched among shoe insole brands in New Zealand, with an estimated 320 branded searches, 36% of all searches for the five tracked by the Brandwave Brand Demand Index.
- Scholl is in 2nd place, 1.1 percentage points behind at 34.8%.
- Across the 12 months ending October 2026, Formthotics’ share of searches among shoe insole brands in New Zealand increased from 33% to 36%.
- 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, Footlogics’ share of searches among shoe insole brands in New Zealand increased from 3.1% to 5.6%.
- Across the 12 months ending October 2026, Formthotics’ share of searches among shoe insole brands in New Zealand peaked at 41.4% in April 2026 and was lowest at 25% in March 2026.
- Across the 12 months ending October 2026, Scholl’s share of searches among shoe insole brands in New Zealand peaked at 43.3% in May 2026 and was lowest at 30.2% in April 2026.
- 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.
- Across the 12 months ending October 2026, Spenco’s share of searches among shoe insole brands in New Zealand peaked at 8.2% in November 2025 and was lowest at 4.2% in May 2026.
- Across the 12 months ending October 2026, Footlogics’ share of searches among shoe insole brands in New Zealand peaked at 6.8% in December 2025 and was lowest at 2.3% in June 2026.
- Across the 12 months ending October 2026, Formthotics rose from 2nd to 1st among shoe insole brands in New Zealand.
- Across the 12 months ending October 2026, Scholl fell from 1st to 2nd among shoe insole brands in New Zealand.
- Across the 12 months ending October 2026, Spenco held steady: its share of searches among shoe insole brands in New Zealand moved less than 0.5 percentage points.

## Top shoe insole brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Scholl appeared every time. Formthotics was recommended most often, coming first in two out of four answers. Scholl was second, and Footlogics was third. Spenco, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Formthotics | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| Scholl | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Footlogics | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Superfeet | 4th | 3 of 3 | 0 of 1 | 3 of 4 |
| Spenco | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about shoe insole brands

- Asked ChatGPT "Which shoe insole brand should I buy in New Zealand?": 1. Footlogics, 2. Scholl, 3. Superfeet
- Asked ChatGPT "What are the best shoe insole brands in New Zealand?": 1. Formthotics, 2. Footlogics, 3. Superfeet, 4. Scholl
- Asked ChatGPT "What's the best shoe insole brand in New Zealand for all day comfort?": 1. Formthotics, 2. Superfeet, 3. Scholl
- Searched Google, AI Overview "shoe insoles nz": 1. Scholl, 2. Formthotics

Not named in any answer: Spenco.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Formthotics vs Scholl: compare search popularity](/demand/nz/compare/formthotics-vs-scholl): 36% against 34.8% Share of Search.
- [Formthotics vs Superfeet: compare search popularity](/demand/nz/compare/formthotics-vs-superfeet): 36% against 15.7% Share of Search.
- [Formthotics vs Spenco: compare search popularity](/demand/nz/compare/formthotics-vs-spenco): 36% against 7.9% Share of Search.
- [Formthotics vs Footlogics: compare search popularity](/demand/nz/compare/footlogics-vs-formthotics): 36% against 5.6% Share of Search.
- [Scholl vs Superfeet: compare search popularity](/demand/nz/compare/scholl-vs-superfeet): 34.8% against 15.7% Share of Search.
- [Scholl vs Spenco: compare search popularity](/demand/nz/compare/scholl-vs-spenco): 34.8% against 7.9% Share of Search.
- [Scholl vs Footlogics: compare search popularity](/demand/nz/compare/footlogics-vs-scholl): 34.8% against 5.6% Share of Search.
- [Superfeet vs Spenco: compare search popularity](/demand/nz/compare/spenco-vs-superfeet): 15.7% against 7.9% Share of Search.
- [Superfeet vs Footlogics: compare search popularity](/demand/nz/compare/footlogics-vs-superfeet): 15.7% against 5.6% Share of Search.
- [Spenco vs Footlogics: compare search popularity](/demand/nz/compare/footlogics-vs-spenco): 7.9% against 5.6% Share of Search.

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

- In October 2026, Scholl gained share of searches among shoe insole brands in New Zealand, from 30.5% to 34.8%.
- In October 2026, Spenco gained share of searches among shoe insole brands in New Zealand, from 5.3% to 7.9%.
- In October 2026, Footlogics gained share of searches among shoe insole brands in New Zealand, from 4.2% to 5.6%.
- In October 2026, Formthotics lost share of searches among shoe insole brands in New Zealand, from 41.1% to 36%.
- In October 2026, Superfeet lost share of searches among shoe insole brands in New Zealand, from 18.9% to 15.7%.

## Which shoe insole brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Formthotics | 36% | 320 | -17.9% | Formthotics |
| 2 | Scholl | 34.8% | 310 | +6.9% | Scholl |
| 3 | Superfeet | 15.7% | 140 | -22.2% | Superfeet |
| 4 | Spenco | 7.9% | 70 | +40.0% | Spenco |
| 5 | Footlogics | 5.6% | 50 | +25.0% | Footlogics |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Scholl | 340 | 35.1% | 1 |
| Nov 2025 | Formthotics | 320 | 33% | 2 |
| Nov 2025 | Superfeet | 200 | 20.6% | 3 |
| Nov 2025 | Spenco | 80 | 8.2% | 4 |
| Nov 2025 | Footlogics | 30 | 3.1% | 5 |
| Dec 2025 | Formthotics | 260 | 35.1% | 1 |
| Dec 2025 | Scholl | 230 | 31.1% | 2 |
| Dec 2025 | Superfeet | 140 | 18.9% | 3 |
| Dec 2025 | Spenco | 60 | 8.1% | 4 |
| Dec 2025 | Footlogics | 50 | 6.8% | 5 |
| Jan 2026 | Scholl | 290 | 33% | 1 |
| Jan 2026 | Formthotics | 260 | 29.5% | 2 |
| Jan 2026 | Superfeet | 220 | 25% | 3 |
| Jan 2026 | Spenco | 60 | 6.8% | 4 |
| Jan 2026 | Footlogics | 50 | 5.7% | 5 |
| Feb 2026 | Formthotics | 320 | 33.3% | 1 |
| Feb 2026 | Scholl | 300 | 31.3% | 2 |
| Feb 2026 | Superfeet | 240 | 25% | 3 |
| Feb 2026 | Footlogics | 50 | 5.2% | 4 |
| Feb 2026 | Spenco | 50 | 5.2% | 5 |
| Mar 2026 | Scholl | 430 | 41.3% | 1 |
| Mar 2026 | Formthotics | 260 | 25% | 2 |
| Mar 2026 | Superfeet | 240 | 23.1% | 3 |
| Mar 2026 | Spenco | 60 | 5.8% | 4 |
| Mar 2026 | Footlogics | 50 | 4.8% | 5 |
| Apr 2026 | Formthotics | 480 | 41.4% | 1 |
| Apr 2026 | Scholl | 350 | 30.2% | 2 |
| Apr 2026 | Superfeet | 240 | 20.7% | 3 |
| Apr 2026 | Spenco | 50 | 4.3% | 4 |
| Apr 2026 | Footlogics | 40 | 3.4% | 5 |
| May 2026 | Scholl | 520 | 43.3% | 1 |
| May 2026 | Formthotics | 320 | 26.7% | 2 |
| May 2026 | Superfeet | 280 | 23.3% | 3 |
| May 2026 | Spenco | 50 | 4.2% | 4 |
| May 2026 | Footlogics | 30 | 2.5% | 5 |
| Jun 2026 | Scholl | 520 | 40.6% | 1 |
| Jun 2026 | Formthotics | 390 | 30.5% | 2 |
| Jun 2026 | Superfeet | 280 | 21.9% | 3 |
| Jun 2026 | Spenco | 60 | 4.7% | 4 |
| Jun 2026 | Footlogics | 30 | 2.3% | 5 |
| Jul 2026 | Scholl | 350 | 34% | 1 |
| Jul 2026 | Formthotics | 320 | 31.1% | 2 |
| Jul 2026 | Superfeet | 280 | 27.2% | 3 |
| Jul 2026 | Spenco | 50 | 4.9% | 4 |
| Jul 2026 | Footlogics | 30 | 2.9% | 5 |
| Aug 2026 | Formthotics | 320 | 36% | 1 |
| Aug 2026 | Scholl | 290 | 32.6% | 2 |
| Aug 2026 | Superfeet | 190 | 21.3% | 3 |
| Aug 2026 | Spenco | 60 | 6.7% | 4 |
| Aug 2026 | Footlogics | 30 | 3.4% | 5 |
| Sep 2026 | Formthotics | 390 | 41.1% | 1 |
| Sep 2026 | Scholl | 290 | 30.5% | 2 |
| Sep 2026 | Superfeet | 180 | 18.9% | 3 |
| Sep 2026 | Spenco | 50 | 5.3% | 4 |
| Sep 2026 | Footlogics | 40 | 4.2% | 5 |
| Oct 2026 | Formthotics | 320 | 36% | 1 |
| Oct 2026 | Scholl | 310 | 34.8% | 2 |
| Oct 2026 | Superfeet | 140 | 15.7% | 3 |
| Oct 2026 | Spenco | 70 | 7.9% | 4 |
| Oct 2026 | Footlogics | 50 | 5.6% | 5 |

## How are branded searches counted for shoe insole brands?

- **Footlogics**: Measured on the search term “footlogics”.
- **Formthotics**: Measured on the search term “formthotics”.
- **Scholl**: Measured on the search terms “scholl gel insoles” and “scholl insoles”, summed into one figure.
- **Spenco**: Measured on the search terms “spenco” and “spenco insoles”, summed into one figure.
- **Superfeet**: Measured on the search terms “superfeet” and “superfeet insoles”, summed into one figure.

- [Footlogics](/demand/nz/brands/footlogics)
- [Formthotics](/demand/nz/brands/formthotics)
- [Scholl](/demand/nz/brands/scholl)
- [Spenco](/demand/nz/brands/spenco)
- [Superfeet](/demand/nz/brands/superfeet)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among shoe insole brands in New Zealand?

In October 2026, Formthotics was the most searched among shoe insole brands in New Zealand, with an estimated 320 branded searches, 36% of all searches for the five tracked by the Brandwave Brand Demand Index.

## Cite this page

Brandwave. "Shoe insole brands in New Zealand: Which are most popular?". https://gobrandwave.com/demand/nz/categories/nz-shoe-insole-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-shoe-insole-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.