SCARPA vs UGG:Which is more popular?
In September 2026, UGG had more branded searches than SCARPA among boot brands in New Zealand. UGG had about 34,800 branded searches, while SCARPA had 170. UGG made up 33.5% of all boot brand searches we track, and SCARPA accounted for 0.16%. When we asked ChatGPT and Google AI Overviews about boot brands, neither SCARPA nor UGG appeared in any of the five answers.
Who do people search for more?
UGG, about 205 searches for every 1 for SCARPA
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither SCARPA nor UGG showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Blundstone1st
John Bull2nd
Steel Blue3rd
Timberland4th
Redback4th
R.M.Williams6th
Dr. Martens7th
Merrell8th- UGG–
SCARPA–
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
- Steel Blue2 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
- Merrell1 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
- SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about boot brands
5 answers
Asked ChatGPT
“Which boot brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best boot brands in New Zealand?”
Asked ChatGPT
“What's the best boot brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“work boots nz”
Searched Google, AI Overview
“men's boots nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is SCARPA or UGG more popular in search?
This chart shows how often people search Google for SCARPA and UGG by name. Each line represents a brand's share of searches for all ten boot brands we track, month by month, from searches in New Zealand.
Share of searches by month for UGG, SCARPA. The figures are in the table below the chart.
View monthly share of searches table
| Month | UGG | Dr. Martens | Timberland | R.M.Williams | Blundstone | Merrell | John Bull | Steel Blue | Redback | SCARPA |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.6% | 23.5% | 13.1% | 15% | 7.4% | 5.4% | 1.9% | 0.59% | 0.37% | 0.14% |
| Nov 2025 | 36.5% | 20.8% | 11.8% | 16.9% | 6% | 5.8% | 1.2% | 0.46% | 0.29% | 0.11% |
| Dec 2025 | 41.1% | 19.6% | 11.5% | 16.1% | 5.5% | 4.6% | 0.95% | 0.29% | 0.26% | 0.08% |
| Jan 2026 | 35.9% | 23.6% | 11.8% | 11.9% | 8.1% | 6% | 1.5% | 0.55% | 0.41% | 0.13% |
| Feb 2026 | 35% | 22.5% | 11.3% | 13.6% | 8.7% | 6.1% | 1.7% | 0.52% | 0.48% | 0.12% |
| Mar 2026 | 38% | 22.4% | 11.2% | 11.6% | 8.5% | 5.7% | 1.4% | 0.52% | 0.4% | 0.18% |
| Apr 2026 | 41.9% | 19.3% | 11.3% | 11.5% | 8% | 5.7% | 1.2% | 0.44% | 0.5% | 0.16% |
| May 2026 | 46% | 18.2% | 10.5% | 11% | 7.4% | 4.7% | 1.1% | 0.4% | 0.45% | 0.14% |
| Jun 2026 | 42% | 20.4% | 10.5% | 12.2% | 8.3% | 4.4% | 1.2% | 0.45% | 0.48% | 0.13% |
| Jul 2026 | 42.5% | 17.1% | 11.7% | 12.1% | 9% | 5.5% | 1.2% | 0.36% | 0.39% | 0.16% |
| Aug 2026 | 40.2% | 17.5% | 13.2% | 12.5% | 9.1% | 5.2% | 1.3% | 0.46% | 0.44% | 0.13% |
| Sep 2026 | 33.5% | 21% | 13.5% | 12.7% | 10.2% | 6.4% | 1.5% | 0.57% | 0.53% | 0.16% |
How has the SCARPA and UGG comparison changed over the last 12 months?
3 findings
- UGG was ahead of SCARPA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, SCARPA’s share of searches among boot brands in New Zealand moved from 0.14% to 0.16%, and its estimated monthly branded searches moved from 140 to 170.
- Across the 12 months ending September 2026, UGG’s share of searches among boot brands in New Zealand moved from 32.6% to 33.5%, and its estimated monthly branded searches moved from 32.5K to 34.8K.
How did search popularity change for New Zealand boot brands in September 2026?
2 changes
In September 2026, UGG lost share of searches among boot brands in New Zealand, from 40.2% to 33.5%.
Estimated monthly branded searches for SCARPA in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using SCARPA’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.
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