Brandwave

Fjällräven vs Peak Design:Which is more popular?

In September 2026, Fjällräven had more branded searches than Peak Design among backpack brands in Australia. Fjällräven had about 1,880 branded searches, while Peak Design had 720. Fjällräven made up 6.4% of all backpack brand searches we track, and Peak Design accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about backpack brands, Peak Design appeared in two of the five answers and Fjällräven in one. Peak Design was mentioned before Fjällräven in every answer that named either.

Among backpack brands in Australia in September 2026

Who do people search for more?

Fjällräven, about 3 searches for every 1 for Peak Design

Fjällräven 1.9K searchesPeak Design 720 searches

Who does AI mention more?

Peak Design, mentioned in 2 of 5 answers, Fjällräven in 1

Peak Design in 2 of 5Fjällräven in 1 of 5

Who does AI recommend more?

Peak Design, named ahead of Fjällräven in 2 of 2 answers

Peak Design first in 2Fjällräven never first

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Peak Design was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the 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. Peak Design was listed before Fjällräven in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Osprey1st
  2. The North Face2nd
  3. Peak Design3rd
  4. Fjällräven4th
  5. Deuter5th
  6. JanSport6th
  7. Bellroy7th
  8. Kathmandu8th
  9. Herschel–
  10. 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

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Fjällräven or Peak Design more popular in search?

This chart shows how often people search Google for Fjällräven and Peak Design 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.

Fjällräven and Peak Design among backpack brands in Australia, by month

Share of searches by month for Fjällräven, Peak Design. The figures are in the table below the chart.

View monthly share of searches table
MonthOspreyBellroyKathmanduHerschelJanSportThe North FaceFjällrävenDeuterPeak DesignNOMATIC
Oct 202524%13.1%16%13.1%8.7%8.7%8.4%3.2%3.2%1.7%
Nov 202526.9%14.7%14.7%14.7%7.9%6.5%7.9%2.4%2.7%1.6%
Dec 202525.2%13.7%16.8%13.7%9%7.5%8.1%2.7%2.2%1.2%
Jan 202625.6%11.4%14%14%14%7.5%7.5%2.3%1.9%1.9%
Feb 202627.4%14.9%14.9%12.2%8.1%8.1%7.4%3%2.4%1.6%
Mar 202630.5%13.6%13.6%13.6%7.4%8.9%5.8%2.7%2.7%1.2%
Apr 202633.3%12.1%14.8%12.1%6.4%8.1%6.3%3%2.4%1.6%
May 202630.9%13.7%16.8%11.2%7.5%7.5%5.9%2.7%2.7%1%
Jun 202634.4%12.5%15.4%12.5%6.8%6.8%5.4%2.5%2.5%1.1%
Jul 202634.7%12.6%12.6%12.6%8.3%6.9%6.2%2.9%2.1%1.1%
Aug 202629.8%13.3%13.3%13.3%10.8%7.1%6.4%2.5%2.5%0.96%
Sep 202627.8%15.1%15.1%12.3%8.2%8.2%6.4%3%2.5%1.3%

How has the Fjällräven and Peak Design comparison changed over the last 12 months?

3 findings
  • Fjällräven was ahead of Peak Design 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, Peak Design’s share of searches among backpack brands in Australia moved from 3.2% to 2.5%, and its estimated monthly branded searches moved from 880 to 720.

How did search popularity change for Australia backpack brands in September 2026?

2 changes

  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.

  2. Estimated monthly branded searches for Peak Design in Australia fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fjällräven’s and Peak Design’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

Peak Design

1 branded search term

  • peak design backpack

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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