Steel toe boot brands in New Zealand:Which are most popular?
In September 2026, Dr. Martens was the most searched steel toe boot brand in New Zealand, accounting for 55.8% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Steel Blue showed up in every answer. Steel Blue was recommended most often, coming first in every response.
Dr. MartensShare of searches 55.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
TimberlandShare of searches 25.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
BlundstoneShare of searches 14.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
OliverShare of searches 2.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Steel BlueShare of searches 1.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top steel toe boot brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Steel Blue appeared every time. Steel Blue was recommended most often, coming first in every answer. Oliver was second, and Blundstone was third. Dr. Martens, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Steel Blue5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Oliver4 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
- Timberland1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dr. Martens0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
KEEN0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about steel toe boot brands
5 answers
Asked ChatGPT
“Which steel toe boot brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best steel toe boot brands in New Zealand?”
Asked ChatGPT
“What's the best steel toe boot brand in New Zealand for all day comfort?”
Searched Google, AI Overview
“steel toe boots nz”
Searched Google, AI Overview
“best work boots nz”
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 steel toe boot brands do people search for most?
This chart shows how often people search Google for each steel toe boot brand by name. Each line represents a brand's share of searches for all seven steel toe boot brands we track, month by month, from searches in New Zealand.
Share of searches by month for Dr. Martens, Timberland, Blundstone, Oliver. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Timberland | Blundstone | Oliver | Steel Blue | KEEN | Caterpillar |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 60.5% | 24.3% | 10.9% | 2.5% | 1.7% | 0.11% | 0.03% |
| Nov 2025 | 60.8% | 25.6% | 9.8% | 2.2% | 1.4% | 0.17% | 0.02% |
| Dec 2025 | 61.3% | 26.7% | 9.1% | 1.8% | 0.97% | 0.1% | 0.02% |
| Jan 2026 | 62.3% | 23.5% | 10.5% | 1.9% | 1.6% | 0.08% | 0.05% |
| Feb 2026 | 60.5% | 22.7% | 12.4% | 2.8% | 1.5% | 0.1% | 0.06% |
| Mar 2026 | 60.1% | 22.5% | 12.4% | 3.4% | 1.5% | 0.08% | 0.08% |
| Apr 2026 | 57.4% | 26.2% | 12.3% | 2.5% | 1.5% | 0.12% | 0.02% |
| May 2026 | 58.2% | 25.7% | 12.1% | 2.4% | 1.4% | 0.07% | 0.07% |
| Jun 2026 | 59.8% | 21.5% | 12.4% | 4.7% | 1.5% | 0.1% | 0.05% |
| Jul 2026 | 52% | 27.7% | 14% | 4.9% | 1.2% | 0.13% | 0.05% |
| Aug 2026 | 52% | 29% | 14.8% | 2.3% | 1.6% | 0.11% | 0.11% |
| Sep 2026 | 55.8% | 25.7% | 14.2% | 2.5% | 1.7% | 0.06% | 0.03% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.8% | 19.6K | +0.15% | +3.8 points | |
| 2, held 2nd | 25.7% | 9K | -17.2% | -3.3 points | |
| 3, held 3rd | 14.2% | 5K | -10.4% | -0.6 points | |
| 4, held 4th | 2.5% | 880 | 0% | +0.2 points | |
| 5, held 5th | 1.7% | 590 | 0% | +0.1 points | |
| 6, moved from 7th to 6th | 0.06% | 20 | -50% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.03% | 10 | -75% | -0.1 pointsmoved from 6th to 7th |
55.8%
Held 1st. 19.6K estimated branded searches, +0.15% vs prior month. Share +3.8 points.
25.7%
Held 2nd. 9K estimated branded searches, -17.2% vs prior month. Share -3.3 points.
14.2%
Held 3rd. 5K estimated branded searches, -10.4% vs prior month. Share -0.6 points.
4.
Oliver2.5%
Held 4th. 880 estimated branded searches, 0% vs prior month. Share +0.2 points.
1.7%
Held 5th. 590 estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
KEEN0.06%
Moved from 7th to 6th. 20 estimated branded searches, -50% vs prior month. Share 0 points.
0.03%
Moved from 6th to 7th. 10 estimated branded searches, -75% vs prior month. Share -0.1 points.
Which brand is most popular in search among steel toe boot brands in New Zealand?
7 brands
In September 2026, Dr. Martens was the most searched among steel toe boot brands in New Zealand, with an estimated 19.6K branded searches, 55.8% of all searches for the seven we track. Timberland is in 2nd place, 30.1 percentage points behind at 25.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Dr. Martens | 60.5% → 55.8% | 62.3%Jan 2026 | 52%Jul 2026 | 1st |
| Timberland | 24.3% → 25.7% | 29%Aug 2026 | 21.5%Jun 2026 | 2nd |
| Blundstone | 10.9% → 14.2% | 14.8%Aug 2026 | 9.1%Dec 2025 | 3rd |
| Oliver | 2.5% | 4.9%Jul 2026 | 1.8%Dec 2025 | 4th |
| Steel Blue | 1.7% | 1.7%Sep 2026 | 0.97%Dec 2025 | 5th |
| KEEN | 0.11% → 0.06% | 0.17%Nov 2025 | 0.06%Sep 2026 | 6th |
| Caterpillar | 0.03% | 0.11%Aug 2026 | 0.02%Nov 2025 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Dr. Martens’ share of searches among steel toe boot brands in New Zealand decreased from 60.5% to 55.8%.
- Across the 12 months ending September 2026, Timberland’s share of searches among steel toe boot brands in New Zealand increased from 24.3% to 25.7%.
- Across the 12 months ending September 2026, Blundstone’s share of searches among steel toe boot brands in New Zealand increased from 10.9% to 14.2%.
- Across the 12 months ending September 2026, Dr. Martens’ share of searches among steel toe boot brands in New Zealand peaked at 62.3% in January 2026 and was lowest at 52% in July 2026.
- Across the 12 months ending September 2026, Timberland’s share of searches among steel toe boot brands in New Zealand peaked at 29% in August 2026 and was lowest at 21.5% in June 2026.
- Across the 12 months ending September 2026, Blundstone’s share of searches among steel toe boot brands in New Zealand peaked at 14.8% in August 2026 and was lowest at 9.1% in December 2025.
- Across the 12 months ending September 2026, Oliver’s share of searches among steel toe boot brands in New Zealand peaked at 4.9% in July 2026 and was lowest at 1.8% in December 2025.
- Across the 12 months ending September 2026, Oliver, Steel Blue, KEEN and Caterpillar held steady: their share of searches among steel toe boot brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand steel toe boot brands in September 2026?
5 changes
In September 2026, Dr. Martens gained share of searches among steel toe boot brands in New Zealand, from 52% to 55.8%.
In September 2026, Timberland lost share of searches among steel toe boot brands in New Zealand, from 29% to 25.7%.
In September 2026, Blundstone lost share of searches among steel toe boot brands in New Zealand, from 14.8% to 14.2%.
In September 2026, KEEN rose from 7th to 6th among steel toe boot brands in New Zealand.
In September 2026, Caterpillar fell from 6th to 7th among steel toe boot brands in New Zealand.
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