---
title: "Steel toe boot brands in New Zealand: Which are searched most?"
description: "Compare the steel toe boot brands brands people buy. Share of Search among Dr. Martens, Timberland, Blundstone, Oliver, Steel Blue, KEEN and Caterpillar, the steel toe boot 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-steel-toe-boot-brands"
publisher: "Brandwave"
---

# Steel toe boot brands in New Zealand: Which are searched most?

Compare the steel toe boot brands brands people buy. Share of Search among Dr. Martens, Timberland, Blundstone, Oliver, Steel Blue, KEEN and Caterpillar, the steel toe boot 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**: Steel toe boot brands
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Dr. Martens, 55.8%

## Which brand is most popular in search among steel toe boot brands in New Zealand?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Steel Blue | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Oliver | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Blundstone | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Timberland | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| Dr. Martens | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| KEEN | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Caterpillar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about steel toe boot brands

- Asked ChatGPT "Which steel toe boot brand should I buy in New Zealand?": 1. Steel Blue, 2. Oliver, 3. Blundstone
- Asked ChatGPT "What are the best steel toe boot brands in New Zealand?": 1. Steel Blue, 2. Blundstone, 3. Oliver
- Asked ChatGPT "What's the best steel toe boot brand in New Zealand for all day comfort?": 1. Steel Blue, 2. Oliver
- Searched Google, AI Overview "steel toe boots nz": 1. Steel Blue, 2. Timberland
- Searched Google, AI Overview "best work boots nz": 1. Steel Blue, 2. Blundstone, 3. Oliver

Not named in any answer: Dr. Martens, KEEN and Caterpillar.

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

- [Dr. Martens vs Timberland: compare search popularity](/demand/nz/compare/dr-martens-vs-timberland): 55.8% against 25.7% Share of Search.
- [Dr. Martens vs Blundstone: compare search popularity](/demand/nz/compare/blundstone-vs-dr-martens): 55.8% against 14.2% Share of Search.
- [Dr. Martens vs Oliver: compare search popularity](/demand/nz/compare/dr-martens-vs-oliver): 55.8% against 2.5% Share of Search.
- [Timberland vs Blundstone: compare search popularity](/demand/nz/compare/blundstone-vs-timberland): 25.7% against 14.2% Share of Search.
- [Timberland vs Oliver: compare search popularity](/demand/nz/compare/oliver-vs-timberland): 25.7% against 2.5% Share of Search.
- [Blundstone vs Oliver: compare search popularity](/demand/nz/compare/blundstone-vs-oliver): 14.2% against 2.5% Share of Search.

## How did search popularity change for New Zealand steel toe boot brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Dr. Martens | 55.8% | 19.6K | +0.2% | Dr. Martens |
| 2 | Timberland | 25.7% | 9K | -17.2% | Timberland |
| 3 | Blundstone | 14.2% | 5K | -10.4% | Blundstone |
| 4 | Oliver | 2.5% | 880 | 0.0% | Oliver |
| 5 | Steel Blue | 1.7% | 590 | 0.0% | Steel Blue |
| 6 | KEEN | 0.06% | 20 | -50.0% | KEEN |
| 7 | Caterpillar | 0.03% | 10 | -75.0% | Caterpillar Inc. |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dr. Martens | 21.3K | 60.5% | 1 |
| Oct 2025 | Timberland | 8.6K | 24.3% | 2 |
| Oct 2025 | Blundstone | 3.9K | 10.9% | 3 |
| Oct 2025 | Oliver | 880 | 2.5% | 4 |
| Oct 2025 | Steel Blue | 590 | 1.7% | 5 |
| Oct 2025 | KEEN | 40 | 0.11% | 6 |
| Oct 2025 | Caterpillar | 10 | 0.03% | 7 |
| Nov 2025 | Dr. Martens | 24.7K | 60.8% | 1 |
| Nov 2025 | Timberland | 10.4K | 25.6% | 2 |
| Nov 2025 | Blundstone | 4K | 9.8% | 3 |
| Nov 2025 | Oliver | 880 | 2.2% | 4 |
| Nov 2025 | Steel Blue | 590 | 1.4% | 5 |
| Nov 2025 | KEEN | 70 | 0.17% | 6 |
| Nov 2025 | Caterpillar | 10 | 0.02% | 7 |
| Dec 2025 | Dr. Martens | 24.7K | 61.3% | 1 |
| Dec 2025 | Timberland | 10.8K | 26.7% | 2 |
| Dec 2025 | Blundstone | 3.7K | 9.1% | 3 |
| Dec 2025 | Oliver | 720 | 1.8% | 4 |
| Dec 2025 | Steel Blue | 390 | 0.97% | 5 |
| Dec 2025 | KEEN | 40 | 0.1% | 6 |
| Dec 2025 | Caterpillar | 10 | 0.02% | 7 |
| Jan 2026 | Dr. Martens | 23K | 62.3% | 1 |
| Jan 2026 | Timberland | 8.7K | 23.5% | 2 |
| Jan 2026 | Blundstone | 3.9K | 10.5% | 3 |
| Jan 2026 | Oliver | 720 | 1.9% | 4 |
| Jan 2026 | Steel Blue | 590 | 1.6% | 5 |
| Jan 2026 | KEEN | 30 | 0.08% | 6 |
| Jan 2026 | Caterpillar | 20 | 0.05% | 7 |
| Feb 2026 | Dr. Martens | 19.1K | 60.5% | 1 |
| Feb 2026 | Timberland | 7.2K | 22.7% | 2 |
| Feb 2026 | Blundstone | 3.9K | 12.4% | 3 |
| Feb 2026 | Oliver | 880 | 2.8% | 4 |
| Feb 2026 | Steel Blue | 480 | 1.5% | 5 |
| Feb 2026 | KEEN | 30 | 0.1% | 6 |
| Feb 2026 | Caterpillar | 20 | 0.06% | 7 |
| Mar 2026 | Dr. Martens | 23.3K | 60.1% | 1 |
| Mar 2026 | Timberland | 8.7K | 22.5% | 2 |
| Mar 2026 | Blundstone | 4.8K | 12.4% | 3 |
| Mar 2026 | Oliver | 1.3K | 3.4% | 4 |
| Mar 2026 | Steel Blue | 590 | 1.5% | 5 |
| Mar 2026 | Caterpillar | 30 | 0.08% | 6 |
| Mar 2026 | KEEN | 30 | 0.08% | 7 |
| Apr 2026 | Dr. Martens | 23.2K | 57.4% | 1 |
| Apr 2026 | Timberland | 10.6K | 26.2% | 2 |
| Apr 2026 | Blundstone | 5K | 12.3% | 3 |
| Apr 2026 | Oliver | 1K | 2.5% | 4 |
| Apr 2026 | Steel Blue | 590 | 1.5% | 5 |
| Apr 2026 | KEEN | 50 | 0.12% | 6 |
| Apr 2026 | Caterpillar | 10 | 0.02% | 7 |
| May 2026 | Dr. Martens | 23.8K | 58.2% | 1 |
| May 2026 | Timberland | 10.5K | 25.7% | 2 |
| May 2026 | Blundstone | 4.9K | 12.1% | 3 |
| May 2026 | Oliver | 1K | 2.4% | 4 |
| May 2026 | Steel Blue | 590 | 1.4% | 5 |
| May 2026 | Caterpillar | 30 | 0.07% | 6 |
| May 2026 | KEEN | 30 | 0.07% | 7 |
| Jun 2026 | Dr. Martens | 24.1K | 59.8% | 1 |
| Jun 2026 | Timberland | 8.7K | 21.5% | 2 |
| Jun 2026 | Blundstone | 5K | 12.4% | 3 |
| Jun 2026 | Oliver | 1.9K | 4.7% | 4 |
| Jun 2026 | Steel Blue | 590 | 1.5% | 5 |
| Jun 2026 | KEEN | 40 | 0.1% | 6 |
| Jun 2026 | Caterpillar | 20 | 0.05% | 7 |
| Jul 2026 | Dr. Martens | 20K | 52% | 1 |
| Jul 2026 | Timberland | 10.6K | 27.7% | 2 |
| Jul 2026 | Blundstone | 5.4K | 14% | 3 |
| Jul 2026 | Oliver | 1.9K | 4.9% | 4 |
| Jul 2026 | Steel Blue | 480 | 1.2% | 5 |
| Jul 2026 | KEEN | 50 | 0.13% | 6 |
| Jul 2026 | Caterpillar | 20 | 0.05% | 7 |
| Aug 2026 | Dr. Martens | 19.6K | 52% | 1 |
| Aug 2026 | Timberland | 10.9K | 29% | 2 |
| Aug 2026 | Blundstone | 5.6K | 14.8% | 3 |
| Aug 2026 | Oliver | 880 | 2.3% | 4 |
| Aug 2026 | Steel Blue | 590 | 1.6% | 5 |
| Aug 2026 | Caterpillar | 40 | 0.11% | 6 |
| Aug 2026 | KEEN | 40 | 0.11% | 7 |
| Sep 2026 | Dr. Martens | 19.6K | 55.8% | 1 |
| Sep 2026 | Timberland | 9K | 25.7% | 2 |
| Sep 2026 | Blundstone | 5K | 14.2% | 3 |
| Sep 2026 | Oliver | 880 | 2.5% | 4 |
| Sep 2026 | Steel Blue | 590 | 1.7% | 5 |
| Sep 2026 | KEEN | 20 | 0.06% | 6 |
| Sep 2026 | Caterpillar | 10 | 0.03% | 7 |

## What is being compared

- **Blundstone**: Measured on the search terms “blundstone”, “blundstone 1306”, “blundstone 500”, “blundstone 585”, “blundstone 600”, “blundstone 659”, “blundstone clogs”, “blundstone gumboot” and “blundstone rotoflex”, summed into one figure.
- **Caterpillar**: Measured on the search term “caterpillar steel toe boot”.
- **Dr. Martens**: Measured on the search terms “doc martens”, “dr martens”, “dr martens 1460”, “dr martens 1461”, “dr martens loafers” and “dr martens mules”, summed into one figure.
- **KEEN**: Measured on the search term “keen hiking boots nz”.
- **Oliver**: Measured on the search term “oliver”.
- **Steel Blue**: Measured on the search term “steelblue”.
- **Timberland**: Measured on the search terms “timberland”, “timberland loafers”, “timberland sale” and “timberland sylvia park”, summed into one figure.

- [Blundstone](/demand/nz/brands/blundstone)
- [Caterpillar](/demand/nz/brands/caterpillar)
- [Dr. Martens](/demand/nz/brands/dr-martens)
- [KEEN](/demand/nz/brands/keen-footwear)
- [Oliver](/demand/nz/brands/oliver)
- [Steel Blue](/demand/nz/brands/steel-blue)
- [Timberland](/demand/nz/brands/timberland)

## 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 steel toe boot brands in New Zealand?

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.

## Cite this page

Brandwave. "Steel toe boot brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-steel-toe-boot-brands

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