Brandwave

Formthotics vs Scholl:Which is more popular in New Zealand?

In October 2026, Formthotics had more branded searches than Scholl among shoe insole brands in New Zealand. Formthotics had about 320 branded searches, while Scholl had 310. Formthotics made up 36% of all shoe insole brand searches we track, and Scholl accounted for 34.8%. When we asked ChatGPT and Google AI Overviews about shoe insole brands, Scholl appeared in all four answers and Formthotics in three. Formthotics and Scholl were each mentioned first in two of the four answers.

Among shoe insole brands in New Zealand in October 2026

Who do people search for more?

Formthotics and Scholl are searched for about as often as each other.

Formthotics 320 searchesScholl 310 searches

Who does AI mention more?

Scholl, mentioned in every answer we collected

Scholl in 4 of 4Formthotics in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Formthotics first in 2Scholl first in 2

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Top shoe insole brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Scholl appeared in all four answers. Formthotics was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Formthotics and Scholl were each listed first in two of the four answers.

Most recommended by AI

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

  1. Formthotics1st
  2. Scholl2nd
  3. Footlogics3rd
  4. Superfeet4th
  5. Spenco–

Mentioned by AI

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

  • Scholl4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Formthotics3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Superfeet3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Footlogics2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Spenco0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about shoe insole brands

4 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.

Is Formthotics or Scholl more popular in search?

This chart shows how often people search Google for Formthotics and Scholl by name. Each line represents a brand's share of searches for all five shoe insole brands we track, month by month, from searches in New Zealand.

Formthotics and Scholl among shoe insole brands in New Zealand, by month

Share of searches by month for Formthotics, Scholl. The figures are in the table below the chart.

View monthly share of searches table
MonthFormthoticsSchollSuperfeetSpencoFootlogics
Nov 202533%35.1%20.6%8.2%3.1%
Dec 202535.1%31.1%18.9%8.1%6.8%
Jan 202629.5%33%25%6.8%5.7%
Feb 202633.3%31.3%25%5.2%5.2%
Mar 202625%41.3%23.1%5.8%4.8%
Apr 202641.4%30.2%20.7%4.3%3.4%
May 202626.7%43.3%23.3%4.2%2.5%
Jun 202630.5%40.6%21.9%4.7%2.3%
Jul 202631.1%34%27.2%4.9%2.9%
Aug 202636%32.6%21.3%6.7%3.4%
Sep 202641.1%30.5%18.9%5.3%4.2%
Oct 202636%34.8%15.7%7.9%5.6%

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

How has branded search for Formthotics and Scholl changed in New Zealand over the last 12 months?

3 findings
  • The lead changed hands 7 times in the 12 months ending October 2026: Formthotics took it in December 2025, Scholl took it in January 2026, Formthotics took it in February 2026, Scholl took it in March 2026, Formthotics took it in April 2026, Scholl took it in May 2026, Formthotics took it in August 2026.
  • Across the 12 months ending October 2026, Formthotics’ share of searches among shoe insole brands in New Zealand moved from 33% to 36%, and its estimated monthly branded searches held steady at 320.
  • Across the 12 months ending October 2026, Scholl’s share of searches among shoe insole brands in New Zealand moved from 35.1% to 34.8%, and its estimated monthly branded searches moved from 340 to 310.

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

2 changes

  1. In October 2026, Scholl gained share of searches among shoe insole brands in New Zealand, from 30.5% to 34.8%.

  2. In October 2026, Formthotics lost share of searches among shoe insole brands in New Zealand, from 41.1% to 36%.

How are Formthotics’ and Scholl’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Formthotics’ and Scholl’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Formthotics

1 branded search term

  • formthotics

Scholl

2 branded search terms

  • scholl gel insoles
  • scholl insoles

How the Brand Demand Index is measured

Other head-to-heads among shoe insole brands

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