How popular isMillets?
In September 2026, people searched for Millets by name about 49,500 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 2.3% of all United Kingdom outdoor retailer searches, placing Millets fifth out of nine retailers. When we asked both ChatGPT and Google AI Overviews about outdoor retailers, Millets did not appear in any of the answers.
Millets is the fifth most searched of 9 competitors and not listed in any AI answer.
DecathlonShare of searches 37.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
GO OutdoorsShare of searches 25.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
Mountain WarehouseShare of searches 25.2%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
Cotswold OutdoorShare of searches 6.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
MilletsShare of searches 2.3%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
Follow Millets and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Millets did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
- Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
- Decathlon2 of 3Named in 2 of 3 ChatGPT answers
- Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers- Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which outdoor retailers compete with Millets?
Share of searches by month for Decathlon, GO Outdoors, Mountain Warehouse, Cotswold Outdoor, Millets. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.8% | 823K | -32.5% | -0.3 points | |
| 2, held 2nd | 25.2% | 550K | -45% | -6 points | |
| 3, held 3rd | 25.2% | 550K | -18.3% | +4.2 points | |
| 4, held 4th | 6.2% | 135K | -18.2% | +1 points | |
| 5, held 5th | 2.3% | 49.5K | -33.1% | 0 points | |
| 6, held 6th | 1.5% | 33.1K | 0% | +0.5 points | |
| 7, held 7th | 1% | 22.2K | 0% | +0.3 points | |
| 8, held 8th | 0.37% | 8.1K | -18.2% | +0.1 points | |
| 9, held 9th | 0.37% | 8.1K | +22.7% | +0.2 points |
37.8%
Held 1st. 823K estimated branded searches, -32.5% vs prior month. Share -0.3 points.
25.2%
Held 2nd. 550K estimated branded searches, -45% vs prior month. Share -6 points.
25.2%
Held 3rd. 550K estimated branded searches, -18.3% vs prior month. Share +4.2 points.
6.2%
Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share +1 points.
5.
Millets2.3%
Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share 0 points.
1.5%
Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
1%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.
8.
Blacks0.37%
Held 8th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.
9.
Trespass0.37%
Held 9th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.2 points.
Compare popularity between Millets and its closest rivals
Every comparison with Millets
8 comparisons
How has branded search demand for Millets changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Millets in the United Kingdom fell from 74K to 49.5K.
- Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom decreased from 2.8% to 2.3%.
- Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom peaked at 2.9% in December 2025 and was lowest at 1.7% in July 2026.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
6 changes
In September 2026, Mountain Warehouse gained share of searches among outdoor retailers in the United Kingdom, from 21% to 25.2%.
In September 2026, Cotswold Outdoor gained share of searches among outdoor retailers in the United Kingdom, from 5.2% to 6.2%.
In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%.
Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom has gained ground for 3 months in a row, from 0.86% to 1.5% in September 2026.
Estimated monthly branded searches for Trespass in the United Kingdom rose 50% over 12 measured months, from 5.4K to 8.1K in September 2026.
Estimated monthly branded searches for Snow+Rock in the United Kingdom fell 45.2% over 12 measured months, from 40.5K to 22.2K in September 2026.
How are Millets’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Millets’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- millets
Do you work for Millets? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Millets your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.