Brandwave

How popular isGORUCK?

In September 2026, people searched for GORUCK by name about 60,500 times worldwide, an 18.2% decrease from the previous year. These searches made up 0.98% of all global backpack brand searches, placing GORUCK eighth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about backpack brands, GORUCK appeared in two of the five answers and was the seventh most recommended of the 11.

Search and AI answers in September 2026

GORUCK is the eighth most searched of 11 competitors and the seventh most recommended in AI answers.

  1. The North FaceShare of searches 65.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. FjällrävenShare of searches 10.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  3. JanSportShare of searches 7.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. HerschelShare of searches 4.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 9th
  5. GORUCKShare of searches 0.98%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

+6 more

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, GORUCK was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. GORUCK is the seventh most recommended of the 11.

Most recommended by AI

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

  1. Aer1st
  2. Osprey2nd
  3. The North Face3rd
  4. JanSport4th
  5. Bellroy5th
  6. Peak Design6th
  7. GORUCK7th
  8. Fjällräven8th
  9. Herschel9th
  10. Deuter10th
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Osprey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The North Face4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JanSport3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herschel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fjällräven2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peak Design2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GORUCK2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

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 the United States on October 19, 2026.

Which backpack brands compete with GORUCK?

GORUCK against backpack brands worldwide, by month

Share of searches by month for The North Face, Fjällräven, JanSport, Herschel, Bellroy, Peak Design, Osprey, GORUCK. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FaceFjällrävenJanSportHerschelBellroyPeak DesignOspreyGORUCKAerNOMATICDeuter
Oct 202578.4%7.9%3.5%2.5%2.4%2.4%1.3%0.87%0.32%0.32%0.21%
Nov 202582.1%7.4%2.4%1.9%1.8%1.8%1%0.81%0.3%0.2%0.13%
Dec 202580.9%7.3%2.9%2.3%2.2%1.8%1.2%0.66%0.24%0.24%0.13%
Jan 202678.5%7.1%4.3%2.9%2.1%2.1%1.4%0.78%0.29%0.29%0.19%
Feb 202674%8.2%5.7%3.1%2.5%2.5%2%1.1%0.4%0.4%0.22%
Mar 202667.3%9.9%6.6%3.9%3.6%3.6%2.5%1.3%0.6%0.4%0.33%
Apr 202662.4%10.3%7.6%4.9%4.6%3.8%3.2%1.7%0.62%0.51%0.42%
May 202663.9%10.5%7.7%4.1%3.9%3.9%3.2%1.4%0.63%0.43%0.35%
Jun 202657.2%9.5%12.9%5.4%4.2%4.2%3.5%1.6%0.7%0.47%0.38%
Jul 202651.5%8.5%24%5.3%3.1%2.6%2.6%1.4%0.51%0.28%0.34%
Aug 202650%9.2%22.9%6.9%3.4%2.7%2.8%1%0.55%0.3%0.3%
Sep 202665.9%10.9%7.2%4.6%3.3%3.3%2.7%0.98%0.54%0.36%0.29%

  1. 1.The North Face

    65.9%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +15.9 points.

  2. 2.Fjällräven

    10.9%

    Moved from 3rd to 2nd. 673K estimated branded searches, 0% vs prior month. Share +1.7 points.

  3. 3.JanSport

    7.2%

    Moved from 2nd to 3rd. 447K estimated branded searches, -73.3% vs prior month. Share -15.6 points.

  4. 4.Herschel

    4.6%

    Held 4th. 283K estimated branded searches, -43.8% vs prior month. Share -2.3 points.

  5. 5.Bellroy

    3.3%

    Held 5th. 201K estimated branded searches, -18.3% vs prior month. Share -0.1 points.

  6. 6.Peak Design

    3.3%

    Moved from 7th to 6th. 201K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Osprey

    2.7%

    Moved from 6th to 7th. 167K estimated branded searches, -17.9% vs prior month. Share -0.1 points.

  8. 8.GORUCK

    0.98%

    Held 8th. 60.5K estimated branded searches, -18.2% vs prior month. Share 0 points.

  9. 9.Aer

    0.54%

    Held 9th. 33.1K estimated branded searches, -18.3% vs prior month. Share 0 points.

  10. 10.NOMATIC

    0.36%

    Moved from 11th to 10th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Deuter

    0.29%

    Moved from 10th to 11th. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.

Compare popularity between GORUCK and its closest rivals

Every comparison with GORUCK

10 comparisons

How has branded search demand for GORUCK changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for GORUCK worldwide fell from 74K to 60.5K.
  • Across the 12 months ending September 2026, GORUCK’s share of searches among backpack brands worldwide peaked at 1.7% in April 2026 and was lowest at 0.66% in December 2025.

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

6 changes

  1. In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches.

  2. In September 2026, Peak Design overtook Osprey to rank 6th among backpack brands worldwide, with 3.3% of the searches.

  3. In September 2026, The North Face gained share of searches among backpack brands worldwide, from 50% to 65.9%.

  4. In September 2026, JanSport lost share of searches among backpack brands worldwide, from 22.9% to 7.2%.

  5. In September 2026, Herschel lost share of searches among backpack brands worldwide, from 6.9% to 4.6%.

  6. GORUCK’s share of searches among backpack brands worldwide has lost ground for 3 months in a row, from 1.6% to 0.98% in September 2026.

How are GORUCK’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using GORUCK’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • goruck

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How the Brand Demand Index is measured

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