Deuter vs Fjällräven:Which is more popular?
In September 2026, Fjällräven had more branded searches than Deuter among backpack brands in Australia. Fjällräven had about 1,880 branded searches, while Deuter had 880. Fjällräven made up 6.4% of all backpack brand searches we track, and Deuter accounted for 3%. When we asked ChatGPT and Google AI Overviews about backpack brands, Deuter and Fjällräven each appeared in one of the five answers.
Who do people search for more?
Fjällräven, about 2 searches for every 1 for Deuter
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
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Top backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Deuter 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.
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 Deuter or Fjällräven more popular in search?
This chart shows how often people search Google for Deuter and Fjällräven 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 Fjällräven, Deuter. 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 Deuter and Fjällräven comparison changed over the last 12 months?
3 findings
- Fjällräven was ahead of Deuter in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Deuter’s share of searches among backpack brands in Australia moved from 3.2% to 3%, and its estimated monthly branded searches held steady at 880.
- 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.
How did search popularity change for Australia backpack brands in September 2026?
2 changes
In September 2026, Deuter gained share of searches among backpack brands in Australia, from 2.5% to 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?
3 search terms
Brandwave collects information about searches that people make online using Deuter’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.
Deuter
1 branded search term
- deuter backpack
Fjällräven
2 branded search terms
- fjallraven kanken
- kanken
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