---
title: "Backpack brands in Australia: Which are searched most?"
description: "Compare the backpack brands Australians buy for travel, work and hiking. Share of Search among Osprey, Bellroy, Kathmandu, Herschel, JanSport, The North Face, Fjällräven, Deuter, Peak Design and NOMATIC, the backpack brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-backpack-brands"
publisher: "Brandwave"
---

# Backpack brands in Australia: Which are searched most?

Compare the backpack brands Australians buy for travel, work and hiking. Share of Search among Osprey, Bellroy, Kathmandu, Herschel, JanSport, The North Face, Fjällräven, Deuter, Peak Design and NOMATIC, the backpack brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Backpack brands
- **Market**: Australia
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Osprey, 27.8%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Osprey vs Bellroy: compare search popularity](/demand/au/compare/bellroy-vs-osprey): 27.8% against 15.1% Share of Search.
- [Osprey vs Kathmandu: compare search popularity](/demand/au/compare/kathmandu-vs-osprey): 27.8% against 15.1% Share of Search.
- [Osprey vs Herschel: compare search popularity](/demand/au/compare/herschel-vs-osprey): 27.8% against 12.3% Share of Search.
- [Osprey vs JanSport: compare search popularity](/demand/au/compare/jansport-vs-osprey): 27.8% against 8.2% Share of Search.
- [Bellroy vs Kathmandu: compare search popularity](/demand/au/compare/bellroy-vs-kathmandu): 15.1% Share of Search each.
- [Bellroy vs Herschel: compare search popularity](/demand/au/compare/bellroy-vs-herschel): 15.1% against 12.3% Share of Search.
- [Bellroy vs JanSport: compare search popularity](/demand/au/compare/bellroy-vs-jansport): 15.1% against 8.2% Share of Search.
- [Kathmandu vs Herschel: compare search popularity](/demand/au/compare/herschel-vs-kathmandu): 15.1% against 12.3% Share of Search.
- [Kathmandu vs JanSport: compare search popularity](/demand/au/compare/jansport-vs-kathmandu): 15.1% against 8.2% Share of Search.
- [Herschel vs JanSport: compare search popularity](/demand/au/compare/herschel-vs-jansport): 12.3% against 8.2% Share of Search.

## 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%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Osprey | 27.8% | 8.1K | -33.1% | Osprey |
| 2 | Bellroy | 15.1% | 4.4K | -18.5% | Bellroy |
| 3 | Kathmandu | 15.1% | 4.4K | -18.5% | KATHMANDU LIMITED |
| 4 | Herschel | 12.3% | 3.6K | -33.3% | Herschel |
| 5 | JanSport | 8.2% | 2.4K | -45.5% | JanSport |
| 6 | The North Face | 8.2% | 2.4K | -17.2% | The North Face |
| 7 | Fjällräven | 6.4% | 1.9K | -27.7% | Fjällräven |
| 8 | Deuter | 3% | 880 | -12.0% | Deuter |
| 9 | Peak Design | 2.5% | 720 | -28.0% | Peak Design |
| 10 | NOMATIC | 1.3% | 390 | 0.0% | NOMATIC |

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

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Osprey | 6.6K | 24% | 1 |
| Oct 2025 | Kathmandu | 4.4K | 16% | 2 |
| Oct 2025 | Bellroy | 3.6K | 13.1% | 3 |
| Oct 2025 | Herschel | 3.6K | 13.1% | 4 |
| Oct 2025 | JanSport | 2.4K | 8.7% | 5 |
| Oct 2025 | The North Face | 2.4K | 8.7% | 6 |
| Oct 2025 | Fjällräven | 2.3K | 8.4% | 7 |
| Oct 2025 | Deuter | 880 | 3.2% | 8 |
| Oct 2025 | Peak Design | 880 | 3.2% | 9 |
| Oct 2025 | NOMATIC | 480 | 1.7% | 10 |
| Nov 2025 | Osprey | 9.9K | 26.9% | 1 |
| Nov 2025 | Bellroy | 5.4K | 14.7% | 2 |
| Nov 2025 | Herschel | 5.4K | 14.7% | 3 |
| Nov 2025 | Kathmandu | 5.4K | 14.7% | 4 |
| Nov 2025 | Fjällräven | 2.9K | 7.9% | 5 |
| Nov 2025 | JanSport | 2.9K | 7.9% | 6 |
| Nov 2025 | The North Face | 2.4K | 6.5% | 7 |
| Nov 2025 | Peak Design | 1K | 2.7% | 8 |
| Nov 2025 | Deuter | 880 | 2.4% | 9 |
| Nov 2025 | NOMATIC | 590 | 1.6% | 10 |
| Dec 2025 | Osprey | 8.1K | 25.2% | 1 |
| Dec 2025 | Kathmandu | 5.4K | 16.8% | 2 |
| Dec 2025 | Bellroy | 4.4K | 13.7% | 3 |
| Dec 2025 | Herschel | 4.4K | 13.7% | 4 |
| Dec 2025 | JanSport | 2.9K | 9% | 5 |
| Dec 2025 | Fjällräven | 2.6K | 8.1% | 6 |
| Dec 2025 | The North Face | 2.4K | 7.5% | 7 |
| Dec 2025 | Deuter | 880 | 2.7% | 8 |
| Dec 2025 | Peak Design | 720 | 2.2% | 9 |
| Dec 2025 | NOMATIC | 390 | 1.2% | 10 |
| Jan 2026 | Osprey | 9.9K | 25.6% | 1 |
| Jan 2026 | Herschel | 5.4K | 14% | 2 |
| Jan 2026 | JanSport | 5.4K | 14% | 3 |
| Jan 2026 | Kathmandu | 5.4K | 14% | 4 |
| Jan 2026 | Bellroy | 4.4K | 11.4% | 5 |
| Jan 2026 | Fjällräven | 2.9K | 7.5% | 6 |
| Jan 2026 | The North Face | 2.9K | 7.5% | 7 |
| Jan 2026 | Deuter | 880 | 2.3% | 8 |
| Jan 2026 | NOMATIC | 720 | 1.9% | 9 |
| Jan 2026 | Peak Design | 720 | 1.9% | 10 |
| Feb 2026 | Osprey | 8.1K | 27.4% | 1 |
| Feb 2026 | Bellroy | 4.4K | 14.9% | 2 |
| Feb 2026 | Kathmandu | 4.4K | 14.9% | 3 |
| Feb 2026 | Herschel | 3.6K | 12.2% | 4 |
| Feb 2026 | JanSport | 2.4K | 8.1% | 5 |
| Feb 2026 | The North Face | 2.4K | 8.1% | 6 |
| Feb 2026 | Fjällräven | 2.2K | 7.4% | 7 |
| Feb 2026 | Deuter | 880 | 3% | 8 |
| Feb 2026 | Peak Design | 720 | 2.4% | 9 |
| Feb 2026 | NOMATIC | 480 | 1.6% | 10 |
| Mar 2026 | Osprey | 9.9K | 30.5% | 1 |
| Mar 2026 | Bellroy | 4.4K | 13.6% | 2 |
| Mar 2026 | Herschel | 4.4K | 13.6% | 3 |
| Mar 2026 | Kathmandu | 4.4K | 13.6% | 4 |
| Mar 2026 | The North Face | 2.9K | 8.9% | 5 |
| Mar 2026 | JanSport | 2.4K | 7.4% | 6 |
| Mar 2026 | Fjällräven | 1.9K | 5.8% | 7 |
| Mar 2026 | Deuter | 880 | 2.7% | 8 |
| Mar 2026 | Peak Design | 880 | 2.7% | 9 |
| Mar 2026 | NOMATIC | 390 | 1.2% | 10 |
| Apr 2026 | Osprey | 9.9K | 33.3% | 1 |
| Apr 2026 | Kathmandu | 4.4K | 14.8% | 2 |
| Apr 2026 | Bellroy | 3.6K | 12.1% | 3 |
| Apr 2026 | Herschel | 3.6K | 12.1% | 4 |
| Apr 2026 | The North Face | 2.4K | 8.1% | 5 |
| Apr 2026 | JanSport | 1.9K | 6.4% | 6 |
| Apr 2026 | Fjällräven | 1.9K | 6.3% | 7 |
| Apr 2026 | Deuter | 880 | 3% | 8 |
| Apr 2026 | Peak Design | 720 | 2.4% | 9 |
| Apr 2026 | NOMATIC | 480 | 1.6% | 10 |
| May 2026 | Osprey | 9.9K | 30.9% | 1 |
| May 2026 | Kathmandu | 5.4K | 16.8% | 2 |
| May 2026 | Bellroy | 4.4K | 13.7% | 3 |
| May 2026 | Herschel | 3.6K | 11.2% | 4 |
| May 2026 | JanSport | 2.4K | 7.5% | 5 |
| May 2026 | The North Face | 2.4K | 7.5% | 6 |
| May 2026 | Fjällräven | 1.9K | 5.9% | 7 |
| May 2026 | Deuter | 880 | 2.7% | 8 |
| May 2026 | Peak Design | 880 | 2.7% | 9 |
| May 2026 | NOMATIC | 320 | 1% | 10 |
| Jun 2026 | Osprey | 12.1K | 34.4% | 1 |
| Jun 2026 | Kathmandu | 5.4K | 15.4% | 2 |
| Jun 2026 | Bellroy | 4.4K | 12.5% | 3 |
| Jun 2026 | Herschel | 4.4K | 12.5% | 4 |
| Jun 2026 | JanSport | 2.4K | 6.8% | 5 |
| Jun 2026 | The North Face | 2.4K | 6.8% | 6 |
| Jun 2026 | Fjällräven | 1.9K | 5.4% | 7 |
| Jun 2026 | Deuter | 880 | 2.5% | 8 |
| Jun 2026 | Peak Design | 880 | 2.5% | 9 |
| Jun 2026 | NOMATIC | 390 | 1.1% | 10 |
| Jul 2026 | Osprey | 12.1K | 34.7% | 1 |
| Jul 2026 | Bellroy | 4.4K | 12.6% | 2 |
| Jul 2026 | Herschel | 4.4K | 12.6% | 3 |
| Jul 2026 | Kathmandu | 4.4K | 12.6% | 4 |
| Jul 2026 | JanSport | 2.9K | 8.3% | 5 |
| Jul 2026 | The North Face | 2.4K | 6.9% | 6 |
| Jul 2026 | Fjällräven | 2.2K | 6.2% | 7 |
| Jul 2026 | Deuter | 1K | 2.9% | 8 |
| Jul 2026 | Peak Design | 720 | 2.1% | 9 |
| Jul 2026 | NOMATIC | 390 | 1.1% | 10 |
| Aug 2026 | Osprey | 12.1K | 29.8% | 1 |
| Aug 2026 | Bellroy | 5.4K | 13.3% | 2 |
| Aug 2026 | Herschel | 5.4K | 13.3% | 3 |
| Aug 2026 | Kathmandu | 5.4K | 13.3% | 4 |
| Aug 2026 | JanSport | 4.4K | 10.8% | 5 |
| Aug 2026 | The North Face | 2.9K | 7.1% | 6 |
| Aug 2026 | Fjällräven | 2.6K | 6.4% | 7 |
| Aug 2026 | Deuter | 1K | 2.5% | 8 |
| Aug 2026 | Peak Design | 1K | 2.5% | 9 |
| Aug 2026 | NOMATIC | 390 | 0.96% | 10 |
| Sep 2026 | Osprey | 8.1K | 27.8% | 1 |
| Sep 2026 | Bellroy | 4.4K | 15.1% | 2 |
| Sep 2026 | Kathmandu | 4.4K | 15.1% | 3 |
| Sep 2026 | Herschel | 3.6K | 12.3% | 4 |
| Sep 2026 | JanSport | 2.4K | 8.2% | 5 |
| Sep 2026 | The North Face | 2.4K | 8.2% | 6 |
| Sep 2026 | Fjällräven | 1.9K | 6.4% | 7 |
| Sep 2026 | Deuter | 880 | 3% | 8 |
| Sep 2026 | Peak Design | 720 | 2.5% | 9 |
| Sep 2026 | NOMATIC | 390 | 1.3% | 10 |

## What is being compared

- **Bellroy**: Measured on the search term “bellroy backpack”.
- **Deuter**: Measured on the search term “deuter backpack”.
- **Fjällräven**: Measured on the search terms “fjallraven kanken” and “kanken”, summed into one figure.
- **Herschel**: Measured on the search term “herschel backpack”.
- **JanSport**: Measured on the search term “jansport”.
- **Kathmandu**: Measured on the search term “kathmandu backpack”.
- **NOMATIC**: Measured on the search term “nomatic backpack”.
- **Osprey**: Measured on the search term “osprey backpack”.
- **Peak Design**: Measured on the search term “peak design backpack”.
- **The North Face**: Measured on the search term “the north face backpack”.

- [Bellroy](/demand/au/brands/bellroy)
- [Deuter](/demand/au/brands/deuter)
- [Fjällräven](/demand/au/brands/fjallraven)
- [Herschel](/demand/au/brands/herschel)
- [JanSport](/demand/au/brands/jansport)
- [Kathmandu](/demand/au/brands/kathmandu)
- [NOMATIC](/demand/au/brands/nomatic)
- [Osprey](/demand/au/brands/osprey)
- [Peak Design](/demand/au/brands/peak-design)
- [The North Face](/demand/au/brands/the-north-face)

## 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

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

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.

## Cite this page

Brandwave. "Backpack brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-backpack-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-backpack-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.