How popular isHerschel in search?
In September 2026, there were an estimated 310K branded searches for Herschel worldwide which is up 27% over the last 12 months. Herschel holds 22.1% estimated Share of Search among lunch bag brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
Hydro Flask33.6%
JanSport31.9%
Herschel22.1%
BUILT12.4%
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Which lunch bag brands compete with Herschel?
Share of Search by month for Hydro Flask, JanSport, Herschel, BUILT. The figures are in the table below the chart.
View monthly share of search table
| Month | Hydro Flask | JanSport | Herschel | BUILT |
|---|---|---|---|---|
| Oct 2025 | 41.7% | 22% | 17.9% | 18.4% |
| Nov 2025 | 45% | 21.3% | 19.2% | 14.6% |
| Dec 2025 | 45.8% | 21.6% | 19.4% | 13.3% |
| Jan 2026 | 35.1% | 25.2% | 18.2% | 21.5% |
| Feb 2026 | 34.1% | 27.9% | 16.8% | 21.1% |
| Mar 2026 | 34% | 26.7% | 17.7% | 21.7% |
| Apr 2026 | 36.3% | 25.4% | 18.3% | 20% |
| May 2026 | 35.4% | 30.3% | 18.3% | 16% |
| Jun 2026 | 29.6% | 38.7% | 18.3% | 13.4% |
| Jul 2026 | 21.2% | 57.6% | 13.9% | 7.3% |
| Aug 2026 | 22.4% | 53.8% | 17.5% | 6.3% |
| Sep 2026 | 33.6% | 31.9% | 22.1% | 12.4% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 33.6% | 470K | -32.4% | +11.2 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 31.9% | 447K | -73.3% | -21.9 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 22.1% | 310K | -43% | +4.6 points | |
| 4, held 4th | 12.4% | 174K | -11.5% | +6.1 points |
33.6%
Moved from 2nd to 1st. 470K estimated branded searches, -32.4% vs prior month. Share +11.2 points.
2.
JanSport31.9%
Moved from 1st to 2nd. 447K estimated branded searches, -73.3% vs prior month. Share -21.9 points.
3.
Herschel22.1%
Held 3rd. 310K estimated branded searches, -43% vs prior month. Share +4.6 points.
4.
BUILT12.4%
Held 4th. 174K estimated branded searches, -11.5% vs prior month. Share +6.1 points.
Compare search popularity between Herschel and its closest rivals
Every comparison with Herschel
19 comparisons
- Fossil vs Herschel
- Herschel vs Hydro Flask
- Herschel vs Ridge
- Herschel vs JanSport
- Herschel vs Nike
- Herschel vs The North Face
- Herschel vs Under Armour
- Herschel vs Secrid
- Herschel vs Smiggle
- Bellroy vs Herschel
- Herschel vs Osprey
- BUILT vs Herschel
- Herschel vs tomtoc
- Herschel vs NOMATIC
- Eastpak vs Herschel
- Deuter vs Herschel
- Case Logic vs Herschel
- Herschel vs Inateck
- Herschel vs MOSISO
How has branded search demand for Herschel changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Herschel worldwide rose from 244K to 310K.
- Across the 12 months ending September 2026, Herschel’s estimated Share of Search among lunch bag brands worldwide increased from 17.9% to 22.1%.
- Across the 12 months ending September 2026, Herschel’s estimated Share of Search among lunch bag brands worldwide peaked at 22.1% in September 2026 and was lowest at 13.9% in July 2026.
- Across the 12 months ending September 2026, Herschel rose from 4th to 3rd among lunch bag brands worldwide.
How did search popularity change for lunch bag brands worldwide in September 2026?
4 changes
In September 2026, Hydro Flask overtook JanSport to become the leader among lunch bag brands worldwide, with 33.6% estimated Share of Search.
In September 2026, BUILT gained estimated Share of Search among lunch bag brands worldwide, from 6.3% to 12.4%.
In September 2026, Herschel gained estimated Share of Search among lunch bag brands worldwide, from 17.5% to 22.1%.
In September 2026, JanSport lost estimated Share of Search among lunch bag brands worldwide, from 53.8% to 31.9%.
Where does Herschel compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| School bags | 4th of 6 | 1.1% | Show ranking |
| Backpack brands | 3rd of 7 | 5.8% | Show ranking |
| Wallet brands | 3rd of 5 | 13.6% | Show ranking |
| Lunch bag brands | 3rd of 4 | 22.1% | Shown above |
| Laptop sleeve brands | 1st of 6 | 48.2% | Show ranking |
How is Herschel measured?
Brandwave collects information about searches that people make online using Herschel’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
4 branded search terms
- herschel
- herschel america backpack
- herschel backpack
- herschel bag
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Is Herschel your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.