Brandwave

How popular isUGG?

In September 2026, people searched for UGG by name about 110,000 times in the United Kingdom, a 45.3% decrease from the previous year. These searches made up 20.9% of all United Kingdom boot brand searches, placing UGG second out of eight brands. When we asked both ChatGPT and Google AI Overviews about boot brands, UGG did not appear in any of the answers.

Search and AI answers in September 2026

UGG is the second most searched of 8 competitors.

  1. Dr. MartensShare of searches 46.8%Mentioned in 2 of 4 AI answers
  2. UGGShare of searches 20.9%Mentioned in 0 of 4 AI answers
  3. TimberlandShare of searches 14.1%Mentioned in 1 of 4 AI answers
  4. HunterShare of searches 6.3%Mentioned in 0 of 4 AI answers
  5. BlundstoneShare of searches 4.2%Mentioned in 1 of 4 AI answers

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, UGG did not appear in any of the four answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dr. Martens2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • R.M. Williams2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Timberland1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Blundstone1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Red Wing1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Grenson1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UGG0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hunter0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about boot brands

4 answers

  • Asked ChatGPT

    “What are the best boot brands in the UK?”

    1. 1R.M. Williams
    2. 2Grenson
    3. 3Red Wing
    4. 4Dr. Martens
    5. 5Blundstone
    6. 6Timberland

  • Asked ChatGPT

    “Which Chelsea boots last the longest?”

    1. 1R.M. Williams

  • Asked ChatGPT

    “What are good waterproof boots for walking in the UK?”

    1. Searched Google, AI Overview

      “chelsea boots”

      Google showed no AI Overview for this search.

    2. Searched Google, AI Overview

      “boots for women”

      1. 1Dr. Martens

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

    Which boot brands compete with UGG?

    UGG against boot brands in the United Kingdom, by month

    Share of searches by month for Dr. Martens, UGG, Timberland, Hunter, Blundstone, R.M. Williams, Red Wing. The figures are in the table below the chart.

    View monthly share of searches table
    MonthDr. MartensUGGTimberlandHunterBlundstoneR.M. WilliamsRed WingGrenson
    Oct 202540.9%27.3%15%3.7%5.5%3.7%3%0.9%
    Nov 202542.1%28.1%15.4%3.1%4.6%3.8%2.1%0.76%
    Dec 202541.5%27.8%15.2%3.1%4.6%4.6%2.5%0.75%
    Jan 202646.4%20.8%17%3.4%5.1%3.4%2.8%1%
    Feb 202652.1%12.8%15.7%3.8%5.8%5.8%3.1%0.93%
    Mar 202658.7%7.9%14.5%2.9%5.3%6.5%3.5%0.7%
    Apr 202661.8%6.8%12.4%2.5%5.5%6.8%3.7%0.6%
    May 202664%4.7%12.8%2.1%5.7%7%3.1%0.5%
    Jun 202660.9%5.5%12.2%2.4%5.5%10%3%0.59%
    Jul 202665.4%7.2%10.7%2.6%3.9%7.2%2.6%0.4%
    Aug 202655.9%13.8%13.8%4.1%4.1%5%2.8%0.53%
    Sep 202646.8%20.9%14.1%6.3%4.2%4.2%2.8%0.68%

    1. 1.Dr. Martens

      46.8%

      Held 1st. 246K estimated branded searches, +22.4% vs prior month. Share -9.1 points.

    2. 2.UGG

      20.9%

      Moved from 3rd to 2nd. 110K estimated branded searches, +122.2% vs prior month. Share +7.1 points.

    3. 3.Timberland

      14.1%

      Moved from 2nd to 3rd. 74K estimated branded searches, +49.5% vs prior month. Share +0.3 points.

    4. 4.Hunter

      6.3%

      Moved from 6th to 4th. 33.1K estimated branded searches, +123.6% vs prior month. Share +2.2 points.

    5. 5.Blundstone

      4.2%

      Held 5th. 22.2K estimated branded searches, +50% vs prior month. Share +0.1 points.

    6. 6.R.M. Williams

      4.2%

      Moved from 4th to 6th. 22.2K estimated branded searches, +22.7% vs prior month. Share -0.8 points.

    7. 7.Red Wing

      2.8%

      Held 7th. 14.8K estimated branded searches, +49.5% vs prior month. Share +0.1 points.

    8. 8.Grenson

      0.68%

      Held 8th. 3.6K estimated branded searches, +89.5% vs prior month. Share +0.2 points.

    Compare popularity between UGG and its closest rivals

    Every comparison with UGG

    7 comparisons

    How has branded search demand for UGG changed in the United Kingdom over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for UGG in the United Kingdom fell from 201K to 110K.
    • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in the United Kingdom decreased from 27.3% to 20.9%.
    • Across the 12 months ending September 2026, UGG’s share of searches among boot brands in the United Kingdom peaked at 28.1% in November 2025 and was lowest at 4.7% in May 2026.

    How did search popularity change for United Kingdom boot brands in September 2026?

    6 changes

    1. In September 2026, UGG overtook Timberland to rank 2nd among boot brands in the United Kingdom, with 20.9% of the searches.

    2. In September 2026, Hunter overtook R.M. Williams and Blundstone to rank 4th among boot brands in the United Kingdom, with 6.3% of the searches.

    3. In September 2026, Dr. Martens lost share of searches among boot brands in the United Kingdom, from 55.9% to 46.8%.

    4. In September 2026, R.M. Williams lost share of searches among boot brands in the United Kingdom, from 5% to 4.2%.

    5. Estimated monthly branded searches for Grenson in the United Kingdom fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026.

    6. Estimated monthly branded searches for Blundstone in the United Kingdom fell 45.2% over 12 measured months, from 40.5K to 22.2K in September 2026.

    How are UGG’s branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using UGG’s 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.

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