Osprey vs The North Face:Which is more popular?
In September 2026, Osprey had more branded searches than The North Face among backpack brands in Australia. Osprey had about 8,100 branded searches, while The North Face had 2,400. Osprey made up 27.8% of all backpack brand searches we track, and The North Face accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about backpack brands, Osprey appeared in four of the five answers and The North Face in three. Osprey was mentioned before The North Face in two out of three answers.
Who do people search for more?
Osprey, about 3 searches for every 1 for The North Face
Who does AI mention more?
Osprey, mentioned in 4 of 5 answers, The North Face in 3
Who does AI recommend more?
Osprey, named ahead of The North Face in 2 of 3 answers
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Top backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Osprey was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Osprey was listed before The North Face in two out of three 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 Osprey or The North Face more popular in search?
This chart shows how often people search Google for Osprey 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.
Share of searches by month for Osprey, The North Face. 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 Osprey and The North Face comparison changed over the last 12 months?
3 findings
- Osprey was ahead of The North Face in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Osprey’s share of searches among backpack brands in Australia moved from 24% to 27.8%, and its estimated monthly branded searches moved from 6.6K to 8.1K.
- 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
In September 2026, The North Face gained share of searches among backpack brands in Australia, from 7.1% to 8.2%.
In September 2026, Osprey lost share of searches among backpack brands in Australia, from 29.8% to 27.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Osprey’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.
Osprey
1 branded search term
- osprey backpack
The North Face
1 branded search term
- the north face backpack
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