--- title: "Deuter vs Herschel: Which is searched more in Australia?" description: "Is Deuter or Herschel 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/deuter-vs-herschel" publisher: "Brandwave" --- # Deuter vs Herschel: Which is searched more in Australia? Is Deuter or Herschel 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**: Deuter and Herschel - **Competitive set**: Backpack brands - **Market**: Australia - **Month measured**: Sep 2026 - **Deuter Share of Search**: 3% - **Herschel Share of Search**: 12.3% ## Is Deuter or Herschel more popular in search? - In September 2026, Herschel had more branded searches than Deuter among backpack brands in Australia. Herschel had about 3,600 branded searches, while Deuter had 880. Herschel made up 12.3% of all backpack brand searches we track, and Deuter accounted for 3%. - Herschel 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, 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. ## Top backpack brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Deuter was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Herschel did not appear in any of the five answers. 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, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches. - In September 2026, Deuter gained share of searches among backpack brands in Australia, from 2.5% to 3%. - In September 2026, Herschel lost share of searches among backpack brands in Australia, from 13.3% to 12.3%. ## Month by month | Month | Deuter estimated searches | Deuter Share of Search | Deuter rank | Herschel estimated searches | Herschel Share of Search | Herschel rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | 3.2% | 8 | 3.6K | 13.1% | 4 | | Nov 2025 | 880 | 2.4% | 9 | 5.4K | 14.7% | 3 | | Dec 2025 | 880 | 2.7% | 8 | 4.4K | 13.7% | 4 | | Jan 2026 | 880 | 2.3% | 8 | 5.4K | 14% | 2 | | Feb 2026 | 880 | 3% | 8 | 3.6K | 12.2% | 4 | | Mar 2026 | 880 | 2.7% | 8 | 4.4K | 13.6% | 3 | | Apr 2026 | 880 | 3% | 8 | 3.6K | 12.1% | 4 | | May 2026 | 880 | 2.7% | 8 | 3.6K | 11.2% | 4 | | Jun 2026 | 880 | 2.5% | 8 | 4.4K | 12.5% | 4 | | Jul 2026 | 1K | 2.9% | 8 | 4.4K | 12.6% | 3 | | Aug 2026 | 1K | 2.5% | 8 | 5.4K | 13.3% | 3 | | Sep 2026 | 880 | 3% | 8 | 3.6K | 12.3% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Deuter’s and Herschel’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**: Measured on the search term “deuter backpack”. - **Herschel**: Measured on the search term “herschel backpack”. - [Deuter profile](/demand/au/brands/deuter) - [Herschel profile](/demand/au/brands/herschel) - [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 Deuter or Herschel more popular in search? In September 2026, Herschel had more branded searches than Deuter among backpack brands in Australia. Herschel had about 3,600 branded searches, while Deuter had 880. Herschel made up 12.3% of all backpack brand searches we track, and Deuter accounted for 3%. ## Cite this page Brandwave. "Deuter vs Herschel: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/deuter-vs-herschel This page is also available as HTML at https://gobrandwave.com/demand/au/compare/deuter-vs-herschel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.