--- title: "Fjällräven: search popularity in Australia" description: "A Swedish outdoor clothing and backpack 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/au/brands/fjallraven" publisher: "Brandwave" --- # Fjällräven: search popularity in Australia A Swedish outdoor clothing and backpack 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**: Fjällräven - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among backpack brands**: 6.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Backpack brands | 7 | 6.4% | 1.9K | - [Backpack brands](/demand/au/categories/au-backpack-brands) ## 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. 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 | | --- | --- | --- | --- | --- | | Osprey | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | The North Face | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Peak Design | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Fjällräven | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Deuter | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | JanSport | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Bellroy | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Kathmandu | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Herschel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | NOMATIC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about backpack brands - Asked ChatGPT "Which backpack should I buy in Australia?": 1. The North Face, 2. Osprey - Asked ChatGPT "What are the best backpack brands?": 1. Osprey, 2. The North Face, 3. Peak Design, 4. Fjällräven, 5. Deuter, 6. JanSport, 7. Bellroy, 8. Kathmandu - Asked ChatGPT "What is the best travel backpack?": 1. Osprey, 2. Peak Design - Searched Google, AI Overview "backpack": 1. The North Face - Searched Google, AI Overview "travel backpack": 1. Osprey Not named in any answer: Herschel and NOMATIC. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Fjällräven changed in Australia over the last 12 months? - 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? - In September 2026, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches. - In September 2026, Bellroy gained share of searches among backpack brands in Australia, from 13.3% to 15.1%. - In September 2026, The North Face gained share of searches among backpack brands in Australia, from 7.1% to 8.2%. - In September 2026, Deuter gained share of searches among backpack brands in Australia, from 2.5% to 3%. - In September 2026, JanSport lost share of searches among backpack brands in Australia, from 10.8% to 8.2%. - In September 2026, Osprey lost share of searches among backpack brands in Australia, from 29.8% to 27.8%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Backpack brands | 2.3K | 8.4% | 7 | | Nov 2025 | Backpack brands | 2.9K | 7.9% | 5 | | Dec 2025 | Backpack brands | 2.6K | 8.1% | 6 | | Jan 2026 | Backpack brands | 2.9K | 7.5% | 6 | | Feb 2026 | Backpack brands | 2.2K | 7.4% | 7 | | Mar 2026 | Backpack brands | 1.9K | 5.8% | 7 | | Apr 2026 | Backpack brands | 1.9K | 6.3% | 7 | | May 2026 | Backpack brands | 1.9K | 5.9% | 7 | | Jun 2026 | Backpack brands | 1.9K | 5.4% | 7 | | Jul 2026 | Backpack brands | 2.2K | 6.2% | 7 | | Aug 2026 | Backpack brands | 2.6K | 6.4% | 7 | | Sep 2026 | Backpack brands | 1.9K | 6.4% | 7 | ## How are Fjällräven’s branded searches counted? 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” ## Which backpack brands compete with Fjällräven? - [Osprey](/demand/au/brands/osprey) - [Bellroy](/demand/au/brands/bellroy) - [Kathmandu](/demand/au/brands/kathmandu) - [Herschel](/demand/au/brands/herschel): Head-to-head: /demand/au/compare/fjallraven-vs-herschel - [JanSport](/demand/au/brands/jansport): Head-to-head: /demand/au/compare/fjallraven-vs-jansport - [The North Face](/demand/au/brands/the-north-face): Head-to-head: /demand/au/compare/fjallraven-vs-the-north-face - [Deuter](/demand/au/brands/deuter): Head-to-head: /demand/au/compare/deuter-vs-fjallraven - [Peak Design](/demand/au/brands/peak-design): Head-to-head: /demand/au/compare/fjallraven-vs-peak-design - [NOMATIC](/demand/au/brands/nomatic) ## 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. "Fjällräven: search popularity in Australia". https://gobrandwave.com/demand/au/brands/fjallraven This page is also available as HTML at https://gobrandwave.com/demand/au/brands/fjallraven. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.