--- title: "GO Outdoors vs Millets: Which is searched more in the United Kingdom?" description: "Is GO Outdoors or Millets more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. 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/compare/go-outdoors-vs-millets" publisher: "Brandwave" --- # GO Outdoors vs Millets: Which is searched more in the United Kingdom? Is GO Outdoors or Millets more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. 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**: GO Outdoors and Millets - **Competitive set**: Outdoor retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **GO Outdoors Share of Search**: 25.2% - **Millets Share of Search**: 2.3% ## Is GO Outdoors or Millets more popular in search? - In September 2026, GO Outdoors had more branded searches than Millets among outdoor retailers in the United Kingdom. GO Outdoors had about 550,000 branded searches, while Millets had 49,500. GO Outdoors made up 25.2% of all outdoor retailer searches we track, and Millets accounted for 2.3%. - GO Outdoors was ahead of Millets in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, GO Outdoors’ share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 25.2%, and its estimated monthly branded searches moved from 823K to 550K. - Across the 12 months ending September 2026, Millets’ share of searches among outdoor retailers in the United Kingdom moved from 2.8% to 2.3%, and its estimated monthly branded searches moved from 74K to 49.5K. ## Top outdoor retailers in ChatGPT and Google AI Overviews In three ChatGPT questions, GO Outdoors appeared in all three answers. Millets did not appear in any of the three 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 | All answers that named it | | --- | --- | --- | --- | | Cotswold Outdoor | 1st | 3 of 3 | 3 of 3 | | GO Outdoors | 2nd | 3 of 3 | 3 of 3 | | Ellis Brigham | 3rd | 2 of 3 | 2 of 3 | | Decathlon | 4th | 2 of 3 | 2 of 3 | | Mountain Warehouse | 5th | 2 of 3 | 2 of 3 | | Trespass | 6th | 1 of 3 | 1 of 3 | | Millets | Not ranked | 0 of 3 | 0 of 3 | | Snow+Rock | Not ranked | 0 of 3 | 0 of 3 | | Blacks | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about outdoor retailers - Asked ChatGPT "Where should I buy walking boots and camping gear in the UK?": 1. Cotswold Outdoor, 2. GO Outdoors, 3. Decathlon, 4. Mountain Warehouse, 5. Trespass - Asked ChatGPT "What are the best outdoor shops in the UK?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors, 4. Decathlon, 5. Mountain Warehouse - Asked ChatGPT "Which outdoor shop in the UK has the best waterproof jackets?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors Not named in any answer: Millets, Snow+Rock and Blacks. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom outdoor retailers in September 2026? - In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%. - Estimated monthly branded searches for Millets in the United Kingdom fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026. ## Month by month | Month | GO Outdoors estimated searches | GO Outdoors Share of Search | GO Outdoors rank | Millets estimated searches | Millets Share of Search | Millets rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 31.1% | 2 | 74K | 2.8% | 5 | | Nov 2025 | 1M | 31% | 2 | 74K | 2.3% | 5 | | Dec 2025 | 1M | 31.9% | 1 | 90.5K | 2.9% | 5 | | Jan 2026 | 1M | 30.5% | 2 | 90.5K | 2.8% | 5 | | Feb 2026 | 823K | 32.3% | 2 | 60.5K | 2.4% | 5 | | Mar 2026 | 673K | 30.1% | 2 | 60.5K | 2.7% | 5 | | Apr 2026 | 673K | 28.5% | 2 | 49.5K | 2.1% | 5 | | May 2026 | 823K | 31.4% | 2 | 60.5K | 2.3% | 5 | | Jun 2026 | 823K | 31.9% | 2 | 49.5K | 1.9% | 5 | | Jul 2026 | 1M | 33.6% | 2 | 49.5K | 1.7% | 5 | | Aug 2026 | 1M | 31.2% | 2 | 74K | 2.3% | 5 | | Sep 2026 | 550K | 25.2% | 2 | 49.5K | 2.3% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using GO Outdoors’ and Millets’ 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. - **GO Outdoors**: Measured on the search term “go outdoors”. - **Millets**: Measured on the search term “millets”. - [GO Outdoors profile](/demand/uk/brands/go-outdoors) - [Millets profile](/demand/uk/brands/millets) - [All outdoor retailers in the United Kingdom](/demand/uk/categories/uk-outdoor-retailers): The set both shares are measured inside, 9 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 GO Outdoors or Millets more popular in search? In September 2026, GO Outdoors had more branded searches than Millets among outdoor retailers in the United Kingdom. GO Outdoors had about 550,000 branded searches, while Millets had 49,500. GO Outdoors made up 25.2% of all outdoor retailer searches we track, and Millets accounted for 2.3%. ## Cite this page Brandwave. "GO Outdoors vs Millets: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/go-outdoors-vs-millets This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/go-outdoors-vs-millets. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.