--- title: "UGG: search popularity in the United Kingdom" description: "UGG is a boot brand. 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/uk/brands/ugg" publisher: "Brandwave" --- # UGG: search popularity in the United Kingdom UGG is a boot brand. 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 - **Brand**: UGG - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among boot brands**: 20.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Boot brands | 2 | 20.9% | 110K | - [Boot brands in the UK](/demand/uk/categories/uk-boot-brands) ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Dr. Martens | 1 of 3 | 1 of 1 | 2 of 4 | | UGG | 0 of 3 | 0 of 1 | 0 of 4 | | Timberland | 1 of 3 | 0 of 1 | 1 of 4 | | Hunter | 0 of 3 | 0 of 1 | 0 of 4 | | Blundstone | 1 of 3 | 0 of 1 | 1 of 4 | | R.M. Williams | 2 of 3 | 0 of 1 | 2 of 4 | | Red Wing | 1 of 3 | 0 of 1 | 1 of 4 | | Grenson | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about boot brands - Asked ChatGPT "What are the best boot brands in the UK?": 1. R.M. Williams, 2. Grenson, 3. Red Wing, 4. Dr. Martens, 5. Blundstone, 6. Timberland - Asked ChatGPT "Which Chelsea boots last the longest?": 1. R.M. Williams - Asked ChatGPT "What are good waterproof boots for walking in the UK?": named none of the brands we track - Searched Google, AI Overview "boots for women": 1. Dr. Martens Not named in any answer: UGG and Hunter. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for UGG changed in the United Kingdom over the last 12 months? - 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? - In September 2026, UGG overtook Timberland to rank 2nd among boot brands in the United Kingdom, with 20.9% of the searches. - 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. - In September 2026, Dr. Martens lost share of searches among boot brands in the United Kingdom, from 55.9% to 46.8%. - In September 2026, R.M. Williams lost share of searches among boot brands in the United Kingdom, from 5% to 4.2%. - 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. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Boot brands | 201K | 27.3% | 2 | | Nov 2025 | Boot brands | 301K | 28.1% | 2 | | Dec 2025 | Boot brands | 246K | 27.8% | 2 | | Jan 2026 | Boot brands | 135K | 20.8% | 2 | | Feb 2026 | Boot brands | 49.5K | 12.8% | 3 | | Mar 2026 | Boot brands | 27.1K | 7.9% | 3 | | Apr 2026 | Boot brands | 18.1K | 6.8% | 4 | | May 2026 | Boot brands | 12.1K | 4.7% | 5 | | Jun 2026 | Boot brands | 12.1K | 5.5% | 5 | | Jul 2026 | Boot brands | 18.1K | 7.2% | 4 | | Aug 2026 | Boot brands | 49.5K | 13.8% | 3 | | Sep 2026 | Boot brands | 110K | 20.9% | 2 | ## How are UGG’s branded searches counted? 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. - “ugg boots” ## Which boot brands compete with UGG? - [Dr. Martens](/demand/uk/brands/dr-martens): Head-to-head: /demand/uk/compare/dr-martens-vs-ugg - [Timberland](/demand/uk/brands/timberland): Head-to-head: /demand/uk/compare/timberland-vs-ugg - [Hunter](/demand/uk/brands/hunter): Head-to-head: /demand/uk/compare/hunter-vs-ugg - [Blundstone](/demand/uk/brands/blundstone): Head-to-head: /demand/uk/compare/blundstone-vs-ugg - [R.M. Williams](/demand/uk/brands/rm-williams): Head-to-head: /demand/uk/compare/rm-williams-vs-ugg - [Red Wing](/demand/uk/brands/red-wing) - [Grenson](/demand/uk/brands/grenson) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "UGG: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/ugg This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/ugg. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.