Brandwave

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 0.89% of all global packing cube brand searches, placing Thule fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about packing cube brands, Thule appeared in three of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Thule is the fifth most searched of 7 competitors and the third most recommended in AI answers.

  1. Peak DesignShare of searches 61.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Sea to SummitShare of searches 22.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Eagle CreekShare of searches 12.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. GonexShare of searches 1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. ThuleShare of searches 0.89%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top packing cube 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 third most recommended of the seven.

Most recommended by AI

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

  1. Eagle Creek1st
  2. Peak Design2nd
  3. Thule3rd
  4. Sea to Summit–
  5. Gonex–
  6. TravelWise–
  7. AmazonBasics–

Mentioned by AI

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

  • Peak Design5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Eagle Creek5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sea to Summit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gonex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TravelWise0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AmazonBasics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about packing cube 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 21, 2026.

Which packing cube brands compete with Thule?

Thule against packing cube brands worldwide, by month

Share of searches by month for Peak Design, Sea to Summit, Eagle Creek, Thule. The figures are in the table below the chart.

View monthly share of searches table
MonthPeak DesignSea to SummitEagle CreekGonexThuleTravelWiseAmazonBasics
Oct 202563.9%19.2%12.9%1.1%0.76%1.1%0.96%
Nov 202565.7%19.8%10.8%0.94%0.96%0.96%0.8%
Dec 202563.5%19.1%12.8%1.3%1.1%0.92%1.2%
Jan 202660.9%22.4%12.3%1.2%0.88%1.1%1.1%
Feb 202660.9%22.3%12.2%1.2%0.89%1.3%1.1%
Mar 202661.1%22.5%12.3%1.2%0.88%1.1%0.92%
Apr 202656.5%25.4%13.9%1.2%0.99%0.99%1.1%
May 202656.7%25.5%14%1.1%1%0.82%0.88%
Jun 202656.8%25.6%14%1.2%1%0.82%0.73%
Jul 202647.7%31.8%14.3%1%3.5%0.84%0.75%
Aug 202653.7%29.4%13.2%1%1.2%0.78%0.7%
Sep 202661.4%22.6%12.4%1%0.89%0.89%0.8%

  1. 1.Peak Design

    61.4%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share +7.7 points.

  2. 2.Sea to Summit

    22.6%

    Held 2nd. 74K estimated branded searches, -32.7% vs prior month. Share -6.8 points.

  3. 3.Eagle Creek

    12.4%

    Held 3rd. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  4. 4.Gonex

    1%

    Moved from 5th to 4th. 3.4K estimated branded searches, -10.6% vs prior month. Share 0 points.

  5. 5.Thule

    0.89%

    Moved from 4th to 5th. 2.9K estimated branded searches, -34.1% vs prior month. Share -0.3 points.

  6. 6.TravelWise

    0.89%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.AmazonBasics

    0.8%

    Held 7th. 2.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Thule and its closest rivals

Every comparison with Thule

63 comparisons

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

3 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 packing cube brands worldwide peaked at 3.5% in July 2026 and was lowest at 0.76% in October 2025.
  • Across the 12 months ending September 2026, Thule rose from 7th to 5th among packing cube brands worldwide.

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

6 changes

  1. In September 2026, Peak Design gained share of searches among packing cube brands worldwide, from 53.7% to 61.4%.

  2. In September 2026, Sea to Summit lost share of searches among packing cube brands worldwide, from 29.4% to 22.6%.

  3. In September 2026, Eagle Creek lost share of searches among packing cube brands worldwide, from 13.2% to 12.4%.

  4. In September 2026, Gonex rose from 5th to 4th among packing cube brands worldwide.

  5. In September 2026, Thule fell from 4th to 5th among packing cube brands worldwide.

  6. Estimated monthly branded searches for TravelWise worldwide fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

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

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How the Brand Demand Index is measured

Where does Thule compete?

Thule is ranked in 18 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 brands3rd of 814.6%Show ranking
Laptop case brands2nd of 720%Show ranking
Laptop sleeve brands1st of 933.2%Show ranking
4x4 accessory brands2nd of 933.9%Show ranking
Caravan accessories1st of 546.9%Show ranking
Boot bag brands1st of 651.2%Show ranking
RV accessories1st of 668.2%Show ranking
Bike racks1st of 675.1%Show ranking
Load bars brands1st of 575.2%Show ranking
Roof tents1st of 676.3%Show ranking
Roof basket brands1st of 578.4%Show ranking
Cargo basket brands1st of 578.7%Show ranking
Bike tailgate pad brands1st of 480.8%Show ranking
Roof box brands1st of 886.4%Show ranking
Tow bars1st of 688%Show ranking
Roof racks1st of 688%Show ranking
Packing cube brands5th of 70.89%Shown above
Cargo carrier brands1st of 497.8%Show ranking
Creator with pink hair and a pink jacket

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