Brandwave

How popular isFjällräven?

In September 2026, people searched for Fjällräven by name about 1,880 times in Australia, an 18.3% decrease from the previous year. These searches made up 6.4% of all Australia backpack brand searches, placing Fjällräven seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about backpack brands, Fjällräven appeared in one of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Fjällräven is the seventh most searched of 10 competitors and the fourth most recommended in AI answers.

  1. OspreyShare of searches 27.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. BellroyShare of searches 15.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. KathmanduShare of searches 15.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  4. HerschelShare of searches 12.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. FjällrävenShare of searches 6.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fjällräven was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fjällräven is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Osprey1st
  2. The North Face2nd
  3. Peak Design3rd
  4. Fjällräven4th
  5. Deuter5th
  6. JanSport6th
  7. Bellroy7th
  8. Kathmandu8th
  9. Herschel–
  10. NOMATIC–

Mentioned by AI

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

  • Osprey4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peak Design2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellroy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JanSport1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fjällräven1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Deuter1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which backpack brands compete with Fjällräven?

Fjällräven against backpack brands in Australia, by month

Share of searches by month for Osprey, Bellroy, Kathmandu, Herschel, JanSport, The North Face, Fjällräven, Deuter, Peak Design. The figures are in the table below the chart.

View monthly share of searches table
MonthOspreyBellroyKathmanduHerschelJanSportThe North FaceFjällrävenDeuterPeak DesignNOMATIC
Oct 202524%13.1%16%13.1%8.7%8.7%8.4%3.2%3.2%1.7%
Nov 202526.9%14.7%14.7%14.7%7.9%6.5%7.9%2.4%2.7%1.6%
Dec 202525.2%13.7%16.8%13.7%9%7.5%8.1%2.7%2.2%1.2%
Jan 202625.6%11.4%14%14%14%7.5%7.5%2.3%1.9%1.9%
Feb 202627.4%14.9%14.9%12.2%8.1%8.1%7.4%3%2.4%1.6%
Mar 202630.5%13.6%13.6%13.6%7.4%8.9%5.8%2.7%2.7%1.2%
Apr 202633.3%12.1%14.8%12.1%6.4%8.1%6.3%3%2.4%1.6%
May 202630.9%13.7%16.8%11.2%7.5%7.5%5.9%2.7%2.7%1%
Jun 202634.4%12.5%15.4%12.5%6.8%6.8%5.4%2.5%2.5%1.1%
Jul 202634.7%12.6%12.6%12.6%8.3%6.9%6.2%2.9%2.1%1.1%
Aug 202629.8%13.3%13.3%13.3%10.8%7.1%6.4%2.5%2.5%0.96%
Sep 202627.8%15.1%15.1%12.3%8.2%8.2%6.4%3%2.5%1.3%

  1. 1.Osprey

    27.8%

    Held 1st. 8.1K estimated branded searches, -33.1% vs prior month. Share -2 points.

  2. 2.Bellroy

    15.1%

    Held 2nd. 4.4K estimated branded searches, -18.5% vs prior month. Share +1.8 points.

  3. 3.Kathmandu

    15.1%

    Moved from 4th to 3rd. 4.4K estimated branded searches, -18.5% vs prior month. Share +1.8 points.

  4. 4.Herschel

    12.3%

    Moved from 3rd to 4th. 3.6K estimated branded searches, -33.3% vs prior month. Share -1 points.

  5. 5.JanSport

    8.2%

    Held 5th. 2.4K estimated branded searches, -45.5% vs prior month. Share -2.6 points.

  6. 6.The North Face

    8.2%

    Held 6th. 2.4K estimated branded searches, -17.2% vs prior month. Share +1.1 points.

  7. 7.Fjällräven

    6.4%

    Held 7th. 1.9K estimated branded searches, -27.7% vs prior month. Share 0 points.

  8. 8.Deuter

    3%

    Held 8th. 880 estimated branded searches, -12% vs prior month. Share +0.6 points.

  9. 9.Peak Design

    2.5%

    Held 9th. 720 estimated branded searches, -28% vs prior month. Share 0 points.

  10. 10.NOMATIC

    1.3%

    Held 10th. 390 estimated branded searches, 0% vs prior month. Share +0.4 points.

Kathmandu sells other things too, so only its searches that name this product count here, like “kathmandu backpack”.

Compare popularity between Fjällräven and its closest rivals

Every comparison with Fjällräven

9 comparisons

How has branded search demand for Fjällräven changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fjällräven in Australia fell from 2.3K to 1.9K.
  • Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands in Australia decreased from 8.4% to 6.4%.
  • Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands in Australia peaked at 8.4% in October 2025 and was lowest at 5.4% in June 2026.

How did search popularity change for Australia backpack brands in September 2026?

6 changes

  1. In September 2026, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches.

  2. In September 2026, Bellroy gained share of searches among backpack brands in Australia, from 13.3% to 15.1%.

  3. In September 2026, The North Face gained share of searches among backpack brands in Australia, from 7.1% to 8.2%.

  4. In September 2026, Deuter gained share of searches among backpack brands in Australia, from 2.5% to 3%.

  5. In September 2026, JanSport lost share of searches among backpack brands in Australia, from 10.8% to 8.2%.

  6. In September 2026, Osprey lost share of searches among backpack brands in Australia, from 29.8% to 27.8%.

How are Fjällräven’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Fjällräven’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • fjallraven kanken
  • kanken

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How the Brand Demand Index is measured

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