Backpack brands in Australia:Which are most popular?

Name: Backpack brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Osprey was the most searched backpack brand in Australia, accounting for 27.8% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Osprey was mentioned most often, in four of the five answers. Osprey was recommended most often, coming first in two out of three responses that gave a list.

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Top backpack brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Osprey was mentioned most often, in four of the five answers. Osprey was recommended most often, coming first in two out of three answers that gave a list. The North Face was second, and Peak Design was third. Herschel, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Osprey	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
The North Face	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Peak Design	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Bellroy	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Kathmandu	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
JanSport	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Fjällräven	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Deuter	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Herschel	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
NOMATIC	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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

Asked ChatGPT
“Which backpack should I buy in Australia?”
1. 1The North Face
2. 2Osprey
Asked ChatGPT
“What are the best backpack brands?”
1. 1Osprey
2. 2The North Face
3. 3Peak Design
4. 4Fjällräven
5. 5Deuter
6. 6JanSport
7. 7Bellroy
8. 8Kathmandu
Asked ChatGPT
“What is the best travel backpack?”
1. 1Osprey
2. 2Peak Design
Searched Google, AI Overview
“backpack”
1. 1The North Face
Searched Google, AI Overview
“travel backpack”
1. 1Osprey

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 do people search for most?

This chart shows how often people search Google for each backpack brand by name. Each line represents a brand's share of searches for all ten backpack brands we track, month by month, from searches in Australia.

Share of searches among backpack brands in Australia, by month

Month	Osprey	Bellroy	Kathmandu	Herschel	JanSport	The North Face	Fjällräven	Deuter	Peak Design	NOMATIC
Oct 2025	24%	13.1%	16%	13.1%	8.7%	8.7%	8.4%	3.2%	3.2%	1.7%
Nov 2025	26.9%	14.7%	14.7%	14.7%	7.9%	6.5%	7.9%	2.4%	2.7%	1.6%
Dec 2025	25.2%	13.7%	16.8%	13.7%	9%	7.5%	8.1%	2.7%	2.2%	1.2%
Jan 2026	25.6%	11.4%	14%	14%	14%	7.5%	7.5%	2.3%	1.9%	1.9%
Feb 2026	27.4%	14.9%	14.9%	12.2%	8.1%	8.1%	7.4%	3%	2.4%	1.6%
Mar 2026	30.5%	13.6%	13.6%	13.6%	7.4%	8.9%	5.8%	2.7%	2.7%	1.2%
Apr 2026	33.3%	12.1%	14.8%	12.1%	6.4%	8.1%	6.3%	3%	2.4%	1.6%
May 2026	30.9%	13.7%	16.8%	11.2%	7.5%	7.5%	5.9%	2.7%	2.7%	1%
Jun 2026	34.4%	12.5%	15.4%	12.5%	6.8%	6.8%	5.4%	2.5%	2.5%	1.1%
Jul 2026	34.7%	12.6%	12.6%	12.6%	8.3%	6.9%	6.2%	2.9%	2.1%	1.1%
Aug 2026	29.8%	13.3%	13.3%	13.3%	10.8%	7.1%	6.4%	2.5%	2.5%	0.96%
Sep 2026	27.8%	15.1%	15.1%	12.3%	8.2%	8.2%	6.4%	3%	2.5%	1.3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Osprey	27.8%	8.1K	-33.1%	-2 points
2, held 2nd	Bellroy	15.1%	4.4K	-18.5%	+1.8 points
3, moved from 4th to 3rd	Kathmandu	15.1%	4.4K	-18.5%	+1.8 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Herschel	12.3%	3.6K	-33.3%	-1 pointsmoved from 3rd to 4th
5, held 5th	JanSport	8.2%	2.4K	-45.5%	-2.6 points
6, held 6th	The North Face	8.2%	2.4K	-17.2%	+1.1 points
7, held 7th	Fjällräven	6.4%	1.9K	-27.7%	0 points
8, held 8th	Deuter	3%	880	-12%	+0.6 points
9, held 9th	Peak Design	2.5%	720	-28%	0 points
10, held 10th	NOMATIC	1.3%	390	0%	+0.4 points

1.Osprey
27.8%
Held 1st. 8.1K estimated branded searches, -33.1% vs prior month. Share -2 points.
2.Bellroy
15.1%
Held 2nd. 4.4K estimated branded searches, -18.5% vs prior month. Share +1.8 points.
3.Kathmandu
15.1%
Moved from 4th to 3rd. 4.4K estimated branded searches, -18.5% vs prior month. Share +1.8 points.
4.Herschel
12.3%
Moved from 3rd to 4th. 3.6K estimated branded searches, -33.3% vs prior month. Share -1 points.
5.JanSport
8.2%
Held 5th. 2.4K estimated branded searches, -45.5% vs prior month. Share -2.6 points.
6.The North Face
8.2%
Held 6th. 2.4K estimated branded searches, -17.2% vs prior month. Share +1.1 points.
7.Fjällräven
6.4%
Held 7th. 1.9K estimated branded searches, -27.7% vs prior month. Share 0 points.
8.Deuter
3%
Held 8th. 880 estimated branded searches, -12% vs prior month. Share +0.6 points.
9.Peak Design
2.5%
Held 9th. 720 estimated branded searches, -28% vs prior month. Share 0 points.
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”.

Which brand is most popular in search among backpack brands in Australia?

10 brands

In September 2026, Osprey was the most searched among backpack brands in Australia, with an estimated 8.1K branded searches, 27.8% of all searches for the ten we track. Bellroy is in 2nd place, 12.7 percentage points behind at 15.1%.

Australia backpack brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Osprey	24% → 27.8%	34.7%Jul 2026	24%Oct 2025	1st
Bellroy	13.1% → 15.1%	15.1%Sep 2026	11.4%Jan 2026	3rd → 2nd
Kathmandu	16% → 15.1%	16.8%May 2026	12.6%Jul 2026	2nd → 3rd
Herschel	13.1% → 12.3%	14.7%Nov 2025	11.2%May 2026	4th
JanSport	8.7% → 8.2%	14%Jan 2026	6.4%Apr 2026	5th
The North Face	8.7% → 8.2%	8.9%Mar 2026	6.5%Nov 2025	6th
Fjällräven	8.4% → 6.4%	8.4%Oct 2025	5.4%Jun 2026	7th
Deuter	3.2% → 3%	3.2%Oct 2025	2.3%Jan 2026	8th
Peak Design	3.2% → 2.5%	3.2%Oct 2025	1.9%Jan 2026	9th
NOMATIC	1.7% → 1.3%	1.9%Jan 2026	0.96%Aug 2026	10th

Each finding as a sentence

Across the 12 months ending September 2026, Osprey’s share of searches among backpack brands in Australia increased from 24% to 27.8%.
Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in Australia increased from 13.1% to 15.1%.
Across the 12 months ending September 2026, Kathmandu’s share of searches among backpack brands in Australia decreased from 16% to 15.1%.
Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands in Australia decreased from 13.1% to 12.3%.
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, Peak Design’s share of searches among backpack brands in Australia decreased from 3.2% to 2.5%.
Across the 12 months ending September 2026, Osprey’s share of searches among backpack brands in Australia peaked at 34.7% in July 2026 and was lowest at 24% in October 2025.
Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in Australia peaked at 15.1% in September 2026 and was lowest at 11.4% in January 2026.
Across the 12 months ending September 2026, Kathmandu’s share of searches among backpack brands in Australia peaked at 16.8% in May 2026 and was lowest at 12.6% in July 2026.
Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands in Australia peaked at 14.7% in November 2025 and was lowest at 11.2% in May 2026.
Across the 12 months ending September 2026, JanSport’s share of searches among backpack brands in Australia peaked at 14% in January 2026 and was lowest at 6.4% in April 2026.
Across the 12 months ending September 2026, The North Face’s share of searches among backpack brands in Australia peaked at 8.9% in March 2026 and was lowest at 6.5% in November 2025.
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.
Across the 12 months ending September 2026, Peak Design’s share of searches among backpack brands in Australia peaked at 3.2% in October 2025 and was lowest at 1.9% in January 2026.
Across the 12 months ending September 2026, Bellroy rose from 3rd to 2nd among backpack brands in Australia.
Across the 12 months ending September 2026, Kathmandu fell from 2nd to 3rd among backpack brands in Australia.
Across the 12 months ending September 2026, JanSport, The North Face, Deuter and NOMATIC held steady: their share of searches among backpack brands in Australia each moved less than 0.5 percentage points.

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

8 changes

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%.
In September 2026, Herschel lost share of searches among backpack brands in Australia, from 13.3% to 12.3%.
Fjällräven’s share of searches among backpack brands in Australia has gained ground for 3 months in a row, from 5.4% to 6.4% in September 2026.

How are branded searches counted for backpack brands?

11 search terms

Each brand's share of searches among backpack brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.