Brandwave

Fjällräven vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Fjällräven among backpack brands in Australia. The North Face had about 2,400 branded searches, while Fjällräven had 1,880. The North Face made up 8.2% of all backpack brand searches we track, and Fjällräven accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about backpack brands, The North Face appeared in three of the five answers and Fjällräven in one. The North Face was mentioned before Fjällräven in every answer that named either.

Among backpack brands in Australia in September 2026

Who do people search for more?

The North Face, about 28% more searches than Fjällräven

The North Face 2.4K searchesFjällräven 1.9K searches

Who does AI mention more?

The North Face, mentioned in 3 of 5 answers, Fjällräven in 1

The North Face in 3 of 5Fjällräven in 1 of 5

Who does AI recommend more?

The North Face, named ahead of Fjällräven in 2 of 2 answers

The North Face 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, The North Face was mentioned in three out of five: in two of the three ChatGPT answers and in one 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. The North Face 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 The North Face more popular in search?

This chart shows how often people search Google for Fjällräven and The North Face 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 The North Face among backpack brands in Australia, by month

Share of searches by month for The North Face, Fjällräven. 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 The North Face comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Fjällräven took it in November 2025, The North Face took it in February 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, The North Face’s share of searches among backpack brands in Australia moved from 8.7% to 8.2%, and its estimated monthly branded searches held steady at 2.4K.

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

2 changes

  1. In September 2026, The North Face gained share of searches among backpack brands in Australia, from 7.1% to 8.2%.

  2. 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 The North Face’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

The North Face

1 branded search term

  • the north face 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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