--- title: "Bellroy vs Fjällräven: Which is searched more in Australia?" description: "Is Bellroy or Fjällräven more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Backpack brands set in Australia. 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/compare/bellroy-vs-fjallraven" publisher: "Brandwave" --- # Bellroy vs Fjällräven: Which is searched more in Australia? Is Bellroy or Fjällräven more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Backpack brands set in Australia. 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 - **Compared**: Bellroy and Fjällräven - **Competitive set**: Backpack brands - **Market**: Australia - **Month measured**: Sep 2026 - **Bellroy Share of Search**: 15.1% - **Fjällräven Share of Search**: 6.4% ## Is Bellroy or Fjällräven more popular in search? - In September 2026, Bellroy had more branded searches than Fjällräven among backpack brands in Australia. Bellroy had about 4,400 branded searches, while Fjällräven had 1,880. Bellroy made up 15.1% of all backpack brand searches we track, and Fjällräven accounted for 6.4%. - Bellroy was ahead of Fjällräven in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in Australia moved from 13.1% to 15.1%, and its estimated monthly branded searches moved from 3.6K to 4.4K. - Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands in Australia moved from 8.4% to 6.4%, and its estimated monthly branded searches moved from 2.3K to 1.9K. ## Top backpack brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bellroy and Fjällräven were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. 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 did search popularity change for Australia backpack brands in September 2026? - In September 2026, Bellroy gained share of searches among backpack brands in Australia, from 13.3% to 15.1%. - 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. ## Month by month | Month | Bellroy estimated searches | Bellroy Share of Search | Bellroy rank | Fjällräven estimated searches | Fjällräven Share of Search | Fjällräven rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 13.1% | 3 | 2.3K | 8.4% | 7 | | Nov 2025 | 5.4K | 14.7% | 2 | 2.9K | 7.9% | 5 | | Dec 2025 | 4.4K | 13.7% | 3 | 2.6K | 8.1% | 6 | | Jan 2026 | 4.4K | 11.4% | 5 | 2.9K | 7.5% | 6 | | Feb 2026 | 4.4K | 14.9% | 2 | 2.2K | 7.4% | 7 | | Mar 2026 | 4.4K | 13.6% | 2 | 1.9K | 5.8% | 7 | | Apr 2026 | 3.6K | 12.1% | 3 | 1.9K | 6.3% | 7 | | May 2026 | 4.4K | 13.7% | 3 | 1.9K | 5.9% | 7 | | Jun 2026 | 4.4K | 12.5% | 3 | 1.9K | 5.4% | 7 | | Jul 2026 | 4.4K | 12.6% | 2 | 2.2K | 6.2% | 7 | | Aug 2026 | 5.4K | 13.3% | 2 | 2.6K | 6.4% | 7 | | Sep 2026 | 4.4K | 15.1% | 2 | 1.9K | 6.4% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Bellroy’s and Fjällräven’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. - **Bellroy**: Measured on the search term “bellroy backpack”. - **Fjällräven**: Measured on the search terms “fjallraven kanken” and “kanken”, summed into one figure. - [Bellroy profile](/demand/au/brands/bellroy) - [Fjällräven profile](/demand/au/brands/fjallraven) - [All backpack brands in Australia](/demand/au/categories/au-backpack-brands): The set both shares are measured inside, 10 brands. ## 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 ### Is Bellroy or Fjällräven more popular in search? In September 2026, Bellroy had more branded searches than Fjällräven among backpack brands in Australia. Bellroy had about 4,400 branded searches, while Fjällräven had 1,880. Bellroy made up 15.1% of all backpack brand searches we track, and Fjällräven accounted for 6.4%. ## Cite this page Brandwave. "Bellroy vs Fjällräven: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/bellroy-vs-fjallraven This page is also available as HTML at https://gobrandwave.com/demand/au/compare/bellroy-vs-fjallraven. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.