How popular isThule?
In September 2026, people searched for Thule by name about 304,000 times worldwide, about the same as the previous year. These searches made up 14.6% of all global laptop backpack brand searches, placing Thule third out of eight brands. When we asked both ChatGPT and Google AI Overviews about laptop backpack brands, Thule appeared in three of the five answers and was the most recommended of the eight.
Thule is the third most searched of 8 competitors and the most recommended in AI answers.
SamsoniteShare of searches 39.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
JanSportShare of searches 21.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
ThuleShare of searches 14.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
BellroyShare of searches 9.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
OspreyShare of searches 8.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top laptop backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Thule is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Osprey3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Timbuk23 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Aer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Samsonite2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bellroy2 of 5Named in 2 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
Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laptop backpack brands
5 answers
Asked ChatGPT
“Which laptop backpack brand should I buy?”
Asked ChatGPT
“What are the best laptop backpack brands?”
Asked ChatGPT
“What's the best laptop backpack brand for everyday commuting?”
Searched Google, AI Overview
“best laptop backpack”
Searched Google, AI Overview
“light laptop backpack”
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 21, 2026.
Which laptop backpack brands compete with Thule?
Share of searches by month for Samsonite, JanSport, Thule, Bellroy, Osprey, Timbuk2. The figures are in the table below the chart.
View monthly share of searches table
| Month | Samsonite | JanSport | Thule | Bellroy | Osprey | Timbuk2 | Aer | Ogio |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.3% | 16.1% | 16.2% | 10.8% | 6% | 3.3% | 1.5% | 1.8% |
| Nov 2025 | 49.5% | 13.4% | 14.9% | 10% | 5.6% | 3.7% | 1.6% | 1.3% |
| Dec 2025 | 45.1% | 14.9% | 16.6% | 11.1% | 6.2% | 3.3% | 1.2% | 1.5% |
| Jan 2026 | 43.1% | 17.7% | 19.4% | 8.7% | 5.9% | 2.6% | 1.2% | 1.4% |
| Feb 2026 | 42.9% | 19.9% | 15.7% | 8.6% | 7.2% | 2.6% | 1.4% | 1.7% |
| Mar 2026 | 40.7% | 18.1% | 18.2% | 9.9% | 6.8% | 3% | 1.6% | 1.6% |
| Apr 2026 | 41.8% | 16.8% | 18.7% | 10.2% | 7% | 2.5% | 1.4% | 1.7% |
| May 2026 | 37.9% | 18.5% | 20.7% | 9.3% | 7.7% | 2.8% | 1.5% | 1.5% |
| Jun 2026 | 36% | 26.8% | 16.1% | 8.8% | 7.3% | 2.2% | 1.4% | 1.4% |
| Jul 2026 | 28.6% | 44.3% | 12.9% | 5.8% | 4.8% | 1.7% | 0.95% | 0.95% |
| Aug 2026 | 27.6% | 46.2% | 10.2% | 6.8% | 5.6% | 1.7% | 1.1% | 0.91% |
| Sep 2026 | 39.9% | 21.7% | 14.6% | 9.8% | 8.1% | 2.9% | 1.6% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 39.9% | 823K | -17.7% | +12.4 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 21.7% | 447K | -73.3% | -24.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 14.6% | 301K | -18.2% | +4.5 points | |
| 4, held 4th | 9.8% | 201K | -18.3% | +3 points | |
| 5, held 5th | 8.1% | 167K | -17.9% | +2.5 points | |
| 6, held 6th | 2.9% | 60.5K | 0% | +1.3 points | |
| 7, held 7th | 1.6% | 33.1K | -18.3% | +0.5 points | |
| 8, held 8th | 1.3% | 27.1K | -18.1% | +0.4 points |
39.9%
Moved from 2nd to 1st. 823K estimated branded searches, -17.7% vs prior month. Share +12.4 points.
2.
JanSport21.7%
Moved from 1st to 2nd. 447K estimated branded searches, -73.3% vs prior month. Share -24.5 points.
3.
Thule14.6%
Held 3rd. 301K estimated branded searches, -18.2% vs prior month. Share +4.5 points.
4.
Bellroy9.8%
Held 4th. 201K estimated branded searches, -18.3% vs prior month. Share +3 points.
5.
Osprey8.1%
Held 5th. 167K estimated branded searches, -17.9% vs prior month. Share +2.5 points.
6.
Timbuk22.9%
Held 6th. 60.5K estimated branded searches, 0% vs prior month. Share +1.3 points.
7.
Aer1.6%
Held 7th. 33.1K estimated branded searches, -18.3% vs prior month. Share +0.5 points.
8.
Ogio1.3%
Held 8th. 27.1K estimated branded searches, -18.1% vs prior month. Share +0.4 points.
Compare popularity between Thule and its closest rivals
Every comparison with Thule
63 comparisons
- Rough Country vs Thule
- JanSport vs Thule
- Samsonite vs Thule
- Thule vs Tumi
- AL-KO vs Thule
- Bellroy vs Thule
- Lange vs Thule
- Osprey vs Thule
- Herschel vs Thule
- Pelican vs Thule
- Dometic vs Thule
- Front Runner vs Thule
- Incase vs Thule
- Thule vs tomtoc
- Thule vs Timbuk2
- Thule vs TJM
- Baja Designs vs Thule
- Dakine vs Thule
- Kuat vs Thule
- Native Union vs Thule
- RockyMounts vs Thule
- Rhino-Rack vs Thule
- Atomic vs Thule
- Aer vs Thule
- Ironman 4x4 vs Thule
- Bosal vs Thule
- Thule vs WARN
- Ogio vs Thule
- Race Face vs Thule
- Thetford vs Thule
- Blue Ox vs Thule
- Case Logic vs Thule
- Inateck vs Thule
- Saris vs Thule
- Hollywood Racks vs Thule
- Thule vs US Cargo Control
- MOSISO vs Thule
- SportRack vs Thule
- Carefree vs Thule
- Draw-Tite vs Thule
- Eagle Creek vs Thule
- Gonex vs Thule
- Peak Design vs Thule
- Sea to Summit vs Thule
- Thule vs TravelWise
- AmazonBasics vs Thule
- ARB vs Thule
- DC Cargo Mall vs Thule
- Curt vs Thule
- Roofnest vs Thule
- Brink vs Thule
- INNO vs Thule
- Tepui vs Thule
- Camco vs Thule
- Hapro vs Thule
- Kamei vs Thule
- iKamper vs Thule
- Kulkea vs Thule
- Camec vs Thule
- Cruz vs Thule
- Thule vs Westfalia
- Atera vs Thule
- Thule vs Truma
How has branded search demand for Thule changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Thule worldwide held steady, from 303K to 304K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands worldwide decreased from 16.2% to 14.6%.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands worldwide peaked at 20.7% in May 2026 and was lowest at 10.2% in August 2026.
- Across the 12 months ending September 2026, Thule fell from 2nd to 3rd among laptop backpack brands worldwide.
How did search popularity change for laptop backpack brands worldwide in September 2026?
6 changes
In September 2026, Samsonite overtook JanSport to become the leader among laptop backpack brands worldwide, with 39.9% of the searches.
In September 2026, Thule gained share of searches among laptop backpack brands worldwide, from 10.2% to 14.6%.
In September 2026, Bellroy gained share of searches among laptop backpack brands worldwide, from 6.8% to 9.8%.
In September 2026, Osprey gained share of searches among laptop backpack brands worldwide, from 5.6% to 8.1%.
In September 2026, Timbuk2 gained share of searches among laptop backpack brands worldwide, from 1.7% to 2.9%.
In September 2026, JanSport lost share of searches among laptop backpack brands worldwide, from 46.2% to 21.7%.
How are Thule’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Thule’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.
- thule
- thule packing cubes
Do you work for Thule? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Thule compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Laptop backpack brands | 3rd of 8 | 14.6% | Shown above |
| Laptop case brands | 2nd of 7 | 20% | Show ranking |
| Laptop sleeve brands | 1st of 9 | 33.2% | Show ranking |
| 4x4 accessory brands | 2nd of 9 | 33.9% | Show ranking |
| Caravan accessories | 1st of 5 | 46.9% | Show ranking |
| Boot bag brands | 1st of 6 | 51.2% | Show ranking |
| RV accessories | 1st of 6 | 68.2% | Show ranking |
| Bike racks | 1st of 6 | 75.1% | Show ranking |
| Load bars brands | 1st of 5 | 75.2% | Show ranking |
| Roof tents | 1st of 6 | 76.3% | Show ranking |
| Roof basket brands | 1st of 5 | 78.4% | Show ranking |
| Cargo basket brands | 1st of 5 | 78.7% | Show ranking |
| Bike tailgate pad brands | 1st of 4 | 80.8% | Show ranking |
| Roof box brands | 1st of 8 | 86.4% | Show ranking |
| Tow bars | 1st of 6 | 88% | Show ranking |
| Roof racks | 1st of 6 | 88% | Show ranking |
| Packing cube brands | 5th of 7 | 0.89% | Show ranking |
| Cargo carrier brands | 1st of 4 | 97.8% | Show ranking |
Is Thule 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.