--- title: "Steel Blue vs UGG: Which is searched more in New Zealand?" description: "Is Steel Blue or UGG 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/steel-blue-vs-ugg" publisher: "Brandwave" --- # Steel Blue vs UGG: Which is searched more in New Zealand? Is Steel Blue or UGG 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**: Steel Blue and UGG - **Competitive set**: Boot brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Steel Blue Share of Search**: 0.57% - **UGG Share of Search**: 33.5% ## Is Steel Blue or UGG more popular in search? - In September 2026, UGG had more branded searches than Steel Blue among boot brands in New Zealand. UGG had about 34,800 branded searches, while Steel Blue had 590. UGG made up 33.5% of all boot brand searches we track, and Steel Blue accounted for 0.57%. - UGG was ahead of Steel Blue in every measured month of the 12 months ending September 2026. - 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. - 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. ## Top boot brands in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. UGG did not appear in any of the five answers. 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? - In September 2026, UGG lost share of searches among boot brands in New Zealand, from 40.2% to 33.5%. ## Month by month | Month | Steel Blue estimated searches | Steel Blue Share of Search | Steel Blue rank | UGG estimated searches | UGG Share of Search | UGG rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 0.59% | 8 | 32.5K | 32.6% | 1 | | Nov 2025 | 590 | 0.46% | 8 | 47.1K | 36.5% | 1 | | Dec 2025 | 390 | 0.29% | 8 | 55.9K | 41.1% | 1 | | Jan 2026 | 590 | 0.55% | 8 | 38.5K | 35.9% | 1 | | Feb 2026 | 480 | 0.52% | 8 | 32.4K | 35% | 1 | | Mar 2026 | 590 | 0.52% | 8 | 43.2K | 38% | 1 | | Apr 2026 | 590 | 0.44% | 9 | 55.8K | 41.9% | 1 | | May 2026 | 590 | 0.4% | 9 | 67.2K | 46% | 1 | | Jun 2026 | 590 | 0.45% | 9 | 55.5K | 42% | 1 | | Jul 2026 | 480 | 0.36% | 9 | 56.3K | 42.5% | 1 | | Aug 2026 | 590 | 0.46% | 8 | 51.5K | 40.2% | 1 | | Sep 2026 | 590 | 0.57% | 8 | 34.8K | 33.5% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Steel Blue’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. - **Steel Blue**: Measured on the search term “steelblue”. - **UGG**: Measured on the search terms “australian ugg”, “ugg”, “ugg boots”, “ugg clogs”, “ugg outlet”, “ugg shoes”, “ugg slippers”, “ugg tasman”, “ugg tasman slippers” and “ugg tazz”, summed into one figure. - [Steel Blue profile](/demand/nz/brands/steel-blue) - [UGG profile](/demand/nz/brands/ugg) - [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 Steel Blue or UGG more popular in search? In September 2026, UGG had more branded searches than Steel Blue among boot brands in New Zealand. UGG had about 34,800 branded searches, while Steel Blue had 590. UGG made up 33.5% of all boot brand searches we track, and Steel Blue accounted for 0.57%. ## Cite this page Brandwave. "Steel Blue vs UGG: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/steel-blue-vs-ugg This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/steel-blue-vs-ugg. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.