Why big-money strikers are struggling to keep pace with Erling Haaland in the Golden Boot race – but Man United and Arsenal’s fees could work out

His closest challenger is perhaps the unlikely name of Brentford’s Igor Thiago. He has four goals on a 16-goal differential.

As we approach the final third of the campaign, more than three players have yet to reach double digits.

This is perhaps an unusual statistic, given the huge amounts of money spent last summer, especially on first-team attacking players.

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Reigning champions Liverpool have strengthened their front line with the signing of Alexander Isak for a record £125m, Hugo Ekitike for £79m and Florian Wirtz for £100m.

Similarly, rivals Manchester United spent big on Benjamin Sesco for £74m, Brian Mbeumo for £71m and Matheus Cunha for £62.5m.

Elsewhere, Arsenal made a big splash by spending £63m to sign Victor Gokeres, while Newcastle United broke a transfer record by signing Nick Waltemaid for £69m to replace Isak.

Chelsea spent a total of around £90 million to sign Joao Pedro and Liam Delap.

With such extensive investment in attacking personnel, one would have expected the player in question to potentially provide some challenge to Haaland for goalscoring, but that hasn’t happened yet.

Peter Crouch, who scored 108 Premier League goals during his career, said in an interview with TNT Sports that he believes the growth of teams outside of the traditional powerhouses is making it generally harder for strikers to stand out.

“I think it’s a big improvement in the middle group of the team as well,” he said. “Brighton and Bournemouth have had great seasons and Aston Villa are improving all the time.

“But it seems like there are inconsistencies across the Premier League and perhaps a decline in quality across the league.

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“I think the middle half of the league is improving and the top half of the league is a bit sluggish.

“So it’s probably going to be an even game most weeks and if that’s the case, the players aren’t getting hat-tricks, they’re not getting three or four goals in some games.

Premier League top scorer 2025/26

As of January 26th:

Players Games played Goals per 90 minutes John Philippe Mateta 2380.560.38 Ollie Watkins 2380.470.41 Harry Wilson 2280.210.43 João Pedro 2380.390.43 Bruno Guimarães 2180.200.39 Danny Welbeck 2280.550.56 Hugo Equitique 2080.460.57

Judging by the current number of goals per 90 minutes this season, only Haaland and Thiago will end the season with more than 20 goals, making it the first time since the 2021/22 season that they are the only two to have achieved this goal.

Haaland’s current strike rate would theoretically mean he would end the season with 14 more goals to his name, meaning he would end the season with 34 goals, two goals shy of his 2022-23 record of 36.

But even the Manchester City striker himself has struggled in front of goal, scoring just once in his last six league games, and it’s not just new players who are struggling.

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“I think this year has been inconsistent for a lot of teams,” Crouch added. “City is not the City it used to be.

“It’s the same with Liverpool and the same with Arsenal to some extent. They’re not invincible, but I think they’re the most consistent and I think that’s across the board.”

“Gökeres and Sesco are good players… it’s just a sign of confidence.”

Despite being top of the league at Arsenal, Gokeres, signed in the summer, has only scored five league goals so far and hasn’t scored since scoring the winning goal from a penalty against Everton in December.

Crouch believes both players will eventually settle at their respective clubs, but it could take time for them and others to fully adapt to their new surroundings.

“I think it’s tough,” he said. “A lot of players want to come to the Premier League. It’s a tough league.

“Jokeres has been scoring goals every week in Portugal, but now he’s here he’s finding it tough. He’s still scoring goals. I think he’ll need some time to settle down. Same goes for Sesco.”

“In Isaac’s case, it was the lack of pre-season that killed him. Woltemade came in and did well.

“It’s taking time to settle down, but it hasn’t reached the heights we expected.”

Former England striker Crouch recalled when he moved to Liverpool in 2005, failing to find a target in his first 19 games for the Reds.

He claims that the support of his fans was the key to his eventual goal and ultimately allowing his country to finish the season leading the way to qualify for the World Cup.

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“At Liverpool I had some problems at the beginning but I was playing well, that was the problem. And the fans were with me and I think that helped.”

“I don’t want my fans to be against me. It’s definitely my fans.

“At clubs like Manchester United and Arsenal there is pressure for Sesco and Jorkeles, but it’s obviously an incredible feeling to perform for a big club.

“(But) once you start scoring, you start winning and playing well, there’s no better feeling.

“I have also seen Gokeres and Sesco enough to know that they are not bad players, they are good players.

“I was watching Sesco recently and he scored really well (against Burnley) and it just shows his confidence.”

“Obviously it’s difficult to bring in a new player when a team is struggling, as Manchester United have been this season, but I’m sure he’ll do well.”