--- title: "John Bull vs Steel Blue: Which is searched more in New Zealand?" description: "Is John Bull or Steel Blue more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boot brands set in New Zealand. 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/compare/john-bull-vs-steel-blue" publisher: "Brandwave" --- # John Bull vs Steel Blue: Which is searched more in New Zealand? Is John Bull or Steel Blue more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Boot brands set in New Zealand. 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 - **Compared**: John Bull and Steel Blue - **Competitive set**: Boot brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **John Bull Share of Search**: 1.5% - **Steel Blue Share of Search**: 0.57% ## Is John Bull or Steel Blue more popular in search? - In September 2026, John Bull had more branded searches than Steel Blue among boot brands in New Zealand. John Bull had about 1,600 branded searches, while Steel Blue had 590. John Bull made up 1.5% of all boot brand searches we track, and Steel Blue accounted for 0.57%. - John Bull was ahead of Steel Blue in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, John Bull’s share of searches among boot brands in New Zealand moved from 1.9% to 1.5%, and its estimated monthly branded searches moved from 1.9K to 1.6K. - Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in New Zealand moved from 0.59% to 0.57%, and its estimated monthly branded searches held steady at 590. ## 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. Steel Blue was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. John Bull was listed before Steel Blue in two out of three answers that named either. 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 | | --- | --- | --- | --- | --- | | Blundstone | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | John Bull | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Steel Blue | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Timberland | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Redback | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | R.M.Williams | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Dr. Martens | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Merrell | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | UGG | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SCARPA | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about boot brands - Asked ChatGPT "Which boot brand should I buy in New Zealand?": 1. Blundstone, 2. Redback, 3. John Bull, 4. Timberland - Asked ChatGPT "What are the best boot brands in New Zealand?": 1. Blundstone, 2. John Bull, 3. Steel Blue, 4. Timberland, 5. Dr. Martens, 6. R.M.Williams - Asked ChatGPT "What's the best boot brand in New Zealand for everyday wear?": 1. Blundstone, 2. Redback, 3. Dr. Martens, 4. Timberland - Searched Google, AI Overview "work boots nz": 1. Steel Blue, 2. Blundstone, 3. John Bull - Searched Google, AI Overview "men's boots nz": 1. R.M.Williams, 2. Blundstone, 3. Timberland, 4. Merrell Not named in any answer: UGG and SCARPA. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand boot brands in September 2026? - Estimated monthly branded searches for John Bull in New Zealand fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026. ## Month by month | Month | John Bull estimated searches | John Bull Share of Search | John Bull rank | Steel Blue estimated searches | Steel Blue Share of Search | Steel Blue rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 1.9% | 7 | 590 | 0.59% | 8 | | Nov 2025 | 1.6K | 1.2% | 7 | 590 | 0.46% | 8 | | Dec 2025 | 1.3K | 0.95% | 7 | 390 | 0.29% | 8 | | Jan 2026 | 1.6K | 1.5% | 7 | 590 | 0.55% | 8 | | Feb 2026 | 1.6K | 1.7% | 7 | 480 | 0.52% | 8 | | Mar 2026 | 1.6K | 1.4% | 7 | 590 | 0.52% | 8 | | Apr 2026 | 1.6K | 1.2% | 7 | 590 | 0.44% | 9 | | May 2026 | 1.6K | 1.1% | 7 | 590 | 0.4% | 9 | | Jun 2026 | 1.6K | 1.2% | 7 | 590 | 0.45% | 9 | | Jul 2026 | 1.6K | 1.2% | 7 | 480 | 0.36% | 9 | | Aug 2026 | 1.6K | 1.3% | 7 | 590 | 0.46% | 8 | | Sep 2026 | 1.6K | 1.5% | 7 | 590 | 0.57% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using John Bull’s and Steel Blue’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**: Measured on the search terms “john bull boots” and “john bull safety boots”, summed into one figure. - **Steel Blue**: Measured on the search term “steelblue”. - [John Bull profile](/demand/nz/brands/john-bull) - [Steel Blue profile](/demand/nz/brands/steel-blue) - [All boot brands in New Zealand](/demand/nz/categories/nz-boot-brands): The set both shares are measured inside, 10 brands. ## 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 ### Is John Bull or Steel Blue more popular in search? In September 2026, John Bull had more branded searches than Steel Blue among boot brands in New Zealand. John Bull had about 1,600 branded searches, while Steel Blue had 590. John Bull made up 1.5% of all boot brand searches we track, and Steel Blue accounted for 0.57%. ## Cite this page Brandwave. "John Bull vs Steel Blue: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/john-bull-vs-steel-blue This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/john-bull-vs-steel-blue. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.