Herschel vs Osprey:Which is more popular?
In September 2026, Osprey had more branded searches than Herschel among backpack brands in Australia. Osprey had about 8,100 branded searches, while Herschel had 3,600. Osprey made up 27.8% of all backpack brand searches we track, and Herschel accounted for 12.3%. When we asked ChatGPT and Google AI Overviews about backpack brands, Osprey appeared in four of the five answers and Herschel in none.
Who do people search for more?
Osprey, about 2 searches for every 1 for Herschel
Who does AI mention more?
Osprey, mentioned in 4 of 5 answers, Herschel in 0
Who does AI recommend more?
Osprey, the only one of the two named
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Top backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Osprey was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Herschel did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Osprey1st
The North Face2nd
Peak Design3rd
Fjällräven4th
Deuter5th
JanSport6th
Bellroy7th
Kathmandu8th
Herschel–
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
Asked ChatGPT
“Which backpack should I buy in Australia?”
Asked ChatGPT
“What are the best backpack brands?”
Asked ChatGPT
“What is the best travel backpack?”
Searched Google, AI Overview
“backpack”
Searched Google, AI Overview
“travel backpack”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Herschel or Osprey more popular in search?
This chart shows how often people search Google for Herschel and Osprey 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 by month for Osprey, Herschel. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Herschel and Osprey comparison changed over the last 12 months?
3 findings
- Osprey was ahead of Herschel in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands in Australia moved from 13.1% to 12.3%, and its estimated monthly branded searches held steady at 3.6K.
- Across the 12 months ending September 2026, Osprey’s share of searches among backpack brands in Australia moved from 24% to 27.8%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
How did search popularity change for Australia backpack brands in September 2026?
3 changes
In September 2026, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches.
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Herschel’s and Osprey’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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