Brandwave

Ariat vs UGG:Which is more popular in New Zealand?

In October 2026, UGG had more branded searches than Ariat among boot brands in New Zealand. UGG had about 36,700 branded searches, while Ariat had 1,000. UGG made up 41.3% of all boot brand searches we track, and Ariat accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about boot brands, Ariat appeared in one of the five answers and UGG in none.

Among boot brands in New Zealand in October 2026

Who do people search for more?

UGG, about 37 searches for every 1 for Ariat

UGG 36.7K searchesAriat 1K searches

Who does AI mention more?

Ariat, mentioned in 1 of 5 answers, UGG in 0

Ariat in 1 of 5UGG in 0 of 5

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ariat was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. UGG did not appear in any of the five answers.

Most recommended by AI

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

  1. Blundstone1st
  2. Redback2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. John Bull5th
  6. SCARPA6th
  7. R.M.Williams7th
  8. Red Wing8th
  9. +3 more
  10. Ariat12th
  11. UGG–

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about boot brands

5 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 19, 2026.

Is Ariat or UGG more popular in search?

This chart shows how often people search Google for Ariat and UGG by name. Each line represents a brand's share of searches for all 13 boot brands we track, month by month, from searches in New Zealand.

Ariat and UGG among boot brands in New Zealand, by month

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

View monthly share of searches table
MonthUGGDr. MartensR.M.WilliamsBlundstoneTimberlandJohn BullAriatRed WingRedbackSteel BlueSCARPAMongrelMerrell
Nov 202542%24.4%19.8%7%2.6%1.4%0.9%0.53%0.33%0.53%0.29%0.1%0.15%
Dec 202546.7%22.6%18.6%6.3%2.4%1.1%0.74%0.5%0.3%0.33%0.22%0.12%0.09%
Jan 202641.4%27.6%13.8%9.4%2.6%1.7%1.1%0.64%0.48%0.64%0.42%0.12%0.12%
Feb 202640.1%26.1%15.7%10%2.4%2%1.1%0.74%0.54%0.6%0.4%0.17%0.14%
Mar 202643.5%25.9%13.3%9.8%2.4%1.6%1%0.73%0.44%0.6%0.39%0.17%0.17%
Apr 202648.1%22.3%13.3%9.2%2.5%1.4%0.86%0.51%0.57%0.51%0.41%0.15%0.22%
May 202652.2%20.5%12.5%8.4%2.3%1.2%0.78%0.46%0.51%0.46%0.37%0.16%0.13%
Jun 202646.9%22.9%13.7%9.3%2.5%1.4%1.1%0.5%0.54%0.5%0.41%0.18%0.14%
Jul 202648.8%19.8%14%10.4%2.5%1.4%0.88%0.52%0.46%0.42%0.42%0.15%0.18%
Aug 202646.2%20.5%14.6%10.7%3.3%1.5%0.91%0.54%0.5%0.54%0.44%0.19%0.19%
Sep 202639.1%24.8%15%12%3.3%1.8%1%0.67%0.62%0.67%0.44%0.29%0.24%
Oct 202641.3%24.4%14.3%10.9%3.3%2.1%1.1%0.66%0.57%0.54%0.44%0.19%0.12%

Ariat sells other things too, so only its searches that name this product count here, like “ariat boots”.

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

3 findings
  • UGG was ahead of Ariat in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Ariat’s share of searches among boot brands in New Zealand moved from 0.9% to 1.1%, and its estimated monthly branded searches held steady at 1K.
  • Across the 12 months ending October 2026, UGG’s share of searches among boot brands in New Zealand moved from 42% to 41.3%, and its estimated monthly branded searches moved from 46.5K to 36.7K.

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

1 change

  1. In October 2026, UGG gained share of searches among boot brands in New Zealand, from 39.1% to 41.3%.

How are Ariat’s and UGG’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Ariat’s and UGG’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.

Ariat

1 branded search term

  • ariat boots

UGG

10 branded search terms

  • australian ugg
  • ugg
  • ugg boots
  • ugg clogs
  • ugg outlet
  • ugg shoes
  • ugg slippers
  • ugg tasman
  • ugg tasman slippers
  • ugg tazz

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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