Fjällräven vs Herschel:Which is more popular?
In September 2026, Herschel had more branded searches than Fjällräven among backpack brands in Australia. Herschel had about 3,600 branded searches, while Fjällräven had 1,880. Herschel made up 12.3% of all backpack brand searches we track, and Fjällräven accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about backpack brands, Fjällräven appeared in one of the five answers and Herschel in none.
Who do people search for more?
Herschel, about 91% more searches than Fjällräven
Who does AI mention more?
Fjällräven, mentioned in 1 of 5 answers, Herschel in 0
Follow Fjällräven vs Herschel and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fjällräven 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.
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 Fjällräven or Herschel more popular in search?
This chart shows how often people search Google for Fjällräven and Herschel 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 Herschel, Fjällräven. 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 Fjällräven and Herschel comparison changed over the last 12 months?
3 findings
- Herschel was ahead of Fjällräven in every measured month of the 12 months ending September 2026.
- 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.
- 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.
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, 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.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Fjällräven’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.
Fjällräven
2 branded search terms
- fjallraven kanken
- kanken
Herschel
1 branded search term
- herschel backpack
Other head-to-heads among backpack brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.