--- title: "HOKA vs On: Which is searched more in the United Kingdom?" description: "Is HOKA or On more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Running shoe brands 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/hoka-vs-on" publisher: "Brandwave" --- # HOKA vs On: Which is searched more in the United Kingdom? Is HOKA or On more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Running shoe brands 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**: HOKA and On - **Competitive set**: Running shoe brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **HOKA Share of Search**: 9.7% - **On Share of Search**: 9.7% ## Is HOKA or On more popular in search? - In September 2026, HOKA and On were level in searches among running shoe brands in the United Kingdom, with an estimated 14.8K branded searches each, at 9.7% of the total each. - HOKA was ahead of On in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in the United Kingdom moved from 12.4% to 9.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K. - Across the 12 months ending September 2026, On’s share of searches among running shoe brands in the United Kingdom moved from 10.1% to 9.7%, and its estimated monthly branded searches held steady at 14.8K. ## Top running shoe brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, HOKA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. On was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HOKA was listed before On in every answer that named either. 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 | | --- | --- | --- | --- | --- | | ASICS | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | HOKA | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Brooks | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | New Balance | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Nike | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Adidas | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Puma | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Saucony | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Altra | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | On | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Inov-8 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mizuno | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about running shoe brands - Asked ChatGPT "Which running shoes should I buy?": 1. ASICS, 2. Puma, 3. HOKA, 4. Brooks - Asked ChatGPT "What are the best running shoe brands?": 1. ASICS, 2. Nike, 3. Brooks, 4. HOKA, 5. New Balance, 6. Saucony, 7. Adidas, 8. Altra, 9. On, 10. Puma - Asked ChatGPT "What are the best running shoes for beginners?": 1. ASICS, 2. Brooks, 3. HOKA, 4. Nike - Searched Google, AI Overview "running shoes": 1. ASICS, 2. HOKA, 3. Adidas, 4. Nike - Searched Google, AI Overview "best running shoes": 1. New Balance, 2. ASICS, 3. Adidas, 4. Puma Not named in any answer: Inov-8 and Mizuno. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026. ## How did search popularity change for United Kingdom running shoe brands in September 2026? - In September 2026, ASICS overtook HOKA and On to rank 3rd among running shoe brands in the United Kingdom, with 9.7% of the searches. - Estimated monthly branded searches for HOKA in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026. ## Month by month | Month | HOKA estimated searches | HOKA Share of Search | HOKA rank | On estimated searches | On Share of Search | On rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 12.4% | 3 | 14.8K | 10.1% | 4 | | Nov 2025 | 18.1K | 11.4% | 3 | 18.1K | 11.4% | 4 | | Dec 2025 | 18.1K | 11.4% | 3 | 18.1K | 11.4% | 4 | | Jan 2026 | 18.1K | 9.4% | 4 | 14.8K | 7.7% | 8 | | Feb 2026 | 14.8K | 9.7% | 5 | 12.1K | 7.9% | 7 | | Mar 2026 | 18.1K | 10.3% | 3 | 14.8K | 8.4% | 7 | | Apr 2026 | 18.1K | 9% | 4 | 14.8K | 7.4% | 7 | | May 2026 | 18.1K | 10.3% | 3 | 14.8K | 8.4% | 7 | | Jun 2026 | 14.8K | 10.3% | 3 | 12.1K | 8.5% | 6 | | Jul 2026 | 14.8K | 10.5% | 3 | 12.1K | 8.6% | 6 | | Aug 2026 | 14.8K | 10% | 3 | 14.8K | 10% | 4 | | Sep 2026 | 14.8K | 9.7% | 4 | 14.8K | 9.7% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using HOKA’s and On’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. - **HOKA**: Measured on the search term “hoka running shoes”. - **On**: Measured on the search term “on running shoes”. - [HOKA profile](/demand/uk/brands/hoka) - [On profile](/demand/uk/brands/on) - [All running shoe brands in the United Kingdom](/demand/uk/categories/uk-running-shoe-brands): The set both shares are measured inside, 12 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 HOKA or On more popular in search? In September 2026, HOKA and On were level in searches among running shoe brands in the United Kingdom, with an estimated 14.8K branded searches each, at 9.7% of the total each. ## Cite this page Brandwave. "HOKA vs On: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hoka-vs-on This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hoka-vs-on. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.