Brandwave

Herschel vs JanSport:Which is more popular?

In September 2026, Herschel had more branded searches than JanSport among backpack brands in Australia. Herschel had about 3,600 branded searches, while JanSport had 2,400. Herschel made up 12.3% of all backpack brand searches we track, and JanSport accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about backpack brands, JanSport appeared in one of the five answers and Herschel in none.

Among backpack brands in Australia in September 2026

Who do people search for more?

Herschel, about 50% more searches than JanSport

Herschel 3.6K searchesJanSport 2.4K searches

Who does AI mention more?

JanSport, mentioned in 1 of 5 answers, Herschel in 0

JanSport in 1 of 5Herschel in 0 of 5

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JanSport 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.

  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 Herschel or JanSport more popular in search?

This chart shows how often people search Google for Herschel and JanSport 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.

Herschel and JanSport among backpack brands in Australia, by month

Share of searches by month for Herschel, JanSport. 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 Herschel and JanSport comparison changed over the last 12 months?

3 findings
  • Herschel was ahead of JanSport in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, JanSport’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?

3 changes

  1. In September 2026, Kathmandu overtook Herschel to rank 3rd among backpack brands in Australia, with 15.1% of the searches.

  2. In September 2026, JanSport lost share of searches among backpack brands in Australia, from 10.8% to 8.2%.

  3. In September 2026, Herschel lost share of searches among backpack brands in Australia, from 13.3% to 12.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Herschel’s and JanSport’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.

Herschel

1 branded search term

  • herschel backpack

JanSport

1 branded search term

  • jansport

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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