Brandwave

How popular isThule?

In September 2026, people searched for Thule by name about 447,000 times worldwide, about the same as the previous year. These searches made up 6.4% of all global laptop bag brand searches, placing Thule fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about laptop bag brands, Thule did not appear in any of the answers.

Search and AI answers in September 2026

Thule is the fourth most searched of 7 competitors and not listed in any AI answer.

  1. SamsoniteShare of searches 32.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. TargusShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. TumiShare of searches 26.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. ThuleShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. HerschelShare of searches 4.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top laptop bag brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thule 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. Samsonite1st
  2. Bellroy1st
  3. Targus3rd
  4. Tumi4th
  5. Dagne Dover5th
  6. Herschel6th
  7. Thule–

Mentioned by AI

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

  • Samsonite2 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
  • Targus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tumi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dagne Dover1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop bag brands

5 answers

  • Asked ChatGPT

    “Which laptop bag should I buy?”

    1. Asked ChatGPT

      “What are the best laptop bag brands?”

      1. 1Bellroy
      2. 2Tumi
      3. 3Samsonite
      4. 4Herschel

    2. Asked ChatGPT

      “What's the best laptop bag for work and travel?”

      1. Searched Google, AI Overview

        “laptop bag”

        1. 1Targus
        2. 2Dagne Dover

      2. Searched Google, AI Overview

        “best laptop bag”

        1. 1Samsonite
        2. 2Bellroy

      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 26, 2026.

      Which laptop bag brands compete with Thule?

      Thule against laptop bag brands worldwide, by month

      Share of searches by month for Samsonite, Targus, Tumi, Thule, Herschel, Bellroy. The figures are in the table below the chart.

      View monthly share of searches table
      MonthSamsoniteTargusTumiThuleHerschelBellroyDagne Dover
      Oct 202532.6%26.6%26.6%6.4%4.2%2.9%0.7%
      Nov 202532.3%26.4%26.4%6.3%4.1%3.5%1%
      Dec 202531.5%21.1%31.5%6.2%5.1%2.8%1.9%
      Jan 202627.6%33.8%27.6%5.5%2.9%2%0.59%
      Feb 202640.4%22%26.9%5.3%2.9%1.8%0.58%
      Mar 202639.5%21.6%26.4%6.3%3.5%2.2%0.57%
      Apr 202619.6%16%35.9%4.7%2.6%1.6%19.6%
      May 202623.5%19.2%19.2%4.6%2.5%2.1%28.8%
      Jun 202634.5%23.1%28.2%6.8%3.7%3%0.61%
      Jul 202632.5%26.6%26.6%6.4%4.2%2.9%0.86%
      Aug 202632%26.2%26.2%6.3%5.2%3.5%0.69%
      Sep 202632.6%26.6%26.6%6.4%4.2%2.9%0.7%

      1. 1.Samsonite

        32.6%

        Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

      2. 2.Targus

        26.6%

        Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      3. 3.Tumi

        26.6%

        Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

      4. 4.Thule

        6.4%

        Held 4th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      5. 5.Herschel

        4.2%

        Held 5th. 1.9K estimated branded searches, -20.8% vs prior month. Share -1 points.

      6. 6.Bellroy

        2.9%

        Held 6th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.6 points.

      7. 7.Dagne Dover

        0.7%

        Held 7th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

      Thule, Samsonite and 4 other brands sell other things too, so only their searches that name this product count here, like “thule laptop bag”.

      Compare popularity between Thule and its closest rivals

      Every comparison with Thule

      61 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Thule worldwide held steady, from 426K to 447K.
      • Across the 12 months ending September 2026, Thule’s share of searches among laptop bag brands worldwide peaked at 6.8% in June 2026 and was lowest at 4.6% in May 2026.

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

      3 changes

      1. In September 2026, Samsonite gained share of searches among laptop bag brands worldwide, from 32% to 32.6%.

      2. In September 2026, Herschel lost share of searches among laptop bag brands worldwide, from 5.2% to 4.2%.

      3. In September 2026, Bellroy lost share of searches among laptop bag brands worldwide, from 3.5% to 2.9%.

      How are Thule’s branded searches counted?

      26 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 bike rack
      • thule bike tailgate pad
      • thule boot bag
      • thule caravan
      • thule cargo basket
      • thule cargo box
      • thule cargo carrier
      • thule crossbars
      • thule laptop backpack
      • thule laptop bag
      • thule laptop case
      • thule laptop sleeve
      • thule load bar
      • thule load bars
      • thule macbook case
      • thule packing cube
      • thule packing cubes
      • thule roof basket
      • thule roof box
      • thule roof rack
      • thule roof tent
      • thule rv
      • thule rv accessories
      • thule ski boot bag
      • thule tailgate pad

      Do you work for Thule? To request corrections or removal please contact us via our support page and we will be happy to assist.

      How the Brand Demand Index is measured

      Where does Thule compete?

      Thule is ranked in 13 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Laptop backpack brands7th of 80.26%Show ranking
      Bike racks1st of 629.6%Show ranking
      RV accessories6th of 90.28%Show ranking
      Roof racks1st of 743.3%Show ranking
      Roof tents6th of 124.1%Show ranking
      Laptop bag brands4th of 76.4%Shown above
      Roof box brands1st of 875.3%Show ranking
      Laptop case brands3rd of 1112.3%Show ranking
      Packing cube brands3rd of 712.2%Show ranking
      Bike tailgate pad brands3rd of 411.5%Show ranking
      Boot bag brands2nd of 614.9%Show ranking
      Roof basket brands1st of 546%Show ranking
      Cargo carrier brands1st of 467.8%Show ranking
      Creator with pink hair and a pink jacket

      Is Thule your brand?

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