Brandwave

John Bull vs Mongrel:Which is more popular in New Zealand?

In October 2026, John Bull had more branded searches than Mongrel among boot brands in New Zealand. John Bull had about 1,900 branded searches, while Mongrel had 170. John Bull made up 2.1% of all boot brand searches we track, and Mongrel accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about boot brands, John Bull appeared in three of the five answers and Mongrel in one. John Bull was mentioned before Mongrel in two out of three answers that named either.

Among boot brands in New Zealand in October 2026

Who do people search for more?

John Bull, about 11 searches for every 1 for Mongrel

John Bull 1.9K searchesMongrel 170 searches

Who does AI mention more?

John Bull, mentioned in 3 of 5 answers, Mongrel in 1

John Bull in 3 of 5Mongrel in 1 of 5

Who does AI recommend more?

John Bull, named ahead of Mongrel in 2 of 3 answers

John Bull first in 2Mongrel first in 1

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, John Bull was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Mongrel was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. John Bull was listed before Mongrel in two out of three answers that named either.

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. Mongrel9th
  10. Dr. Martens10th
  11. +3 more

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
  • Mongrel1 of 5Named in 1 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 John Bull or Mongrel more popular in search?

This chart shows how often people search Google for John Bull and Mongrel 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.

John Bull and Mongrel among boot brands in New Zealand, by month

Share of searches by month for John Bull, Mongrel. 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%

How has branded search for John Bull and Mongrel changed in New Zealand over the last 12 months?

3 findings
  • John Bull was ahead of Mongrel in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, John Bull’s share of searches among boot brands in New Zealand moved from 1.4% to 2.1%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
  • Across the 12 months ending October 2026, Mongrel’s share of searches among boot brands in New Zealand moved from 0.1% to 0.19%, and its estimated monthly branded searches moved from 110 to 170.

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

2 changes

  1. John Bull’s share of searches among boot brands in New Zealand has gained ground for 3 months in a row, from 1.4% to 2.1% in October 2026.

  2. Estimated monthly branded searches for Mongrel in New Zealand rose 54.5% over 12 measured months, from 110 to 170 in October 2026.

How are John Bull’s and Mongrel’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using John Bull’s and Mongrel’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.

John Bull

2 branded search terms

  • john bull boots
  • john bull safety boots

Mongrel

1 branded search term

  • mongrel boots

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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