Brandwave

Red Wing vs UGG:Which is more popular in New Zealand?

In October 2026, UGG had more branded searches than Red Wing among boot brands in New Zealand. UGG had about 36,700 branded searches, while Red Wing had 590. UGG made up 41.3% of all boot brand searches we track, and Red Wing accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about boot brands, Red Wing 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 62 searches for every 1 for Red Wing

UGG 36.7K searchesRed Wing 590 searches

Who does AI mention more?

Red Wing, mentioned in 1 of 5 answers, UGG in 0

Red Wing 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, Red Wing was mentioned in one out of five: in one of the three ChatGPT answers, but not in either 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. Mongrel9th
  10. +3 more
  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 Red Wing or UGG more popular in search?

This chart shows how often people search Google for Red Wing 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.

Red Wing and UGG among boot brands in New Zealand, by month

Share of searches by month for UGG, Red Wing. 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 Red Wing and UGG changed in New Zealand over the last 12 months?

3 findings
  • UGG was ahead of Red Wing in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Red Wing’s share of searches among boot brands in New Zealand moved from 0.53% to 0.66%, and its estimated monthly branded searches held steady at 590.
  • 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 Red Wing’s and UGG’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Red Wing’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.

Red Wing

1 branded search term

  • red wing 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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