Brandwave

Backpack brands:Which brands are most popular in search?

In August 2026, The North Face was the most searched among backpack brands worldwide, with an estimated 1.8M branded searches and 64% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. The North Face64%
  2. JanSport23.5%
  3. Bellroy9.6%
  4. Herschel1.4%
  5. Osprey1.4%

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Share of SearchLeaderboard

Compare the backpack brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among backpack brands worldwide, by month

Share of Search by month for The North Face, JanSport, Bellroy. The figures are in the table below the chart.

View monthly share of search table
MonthThe North FaceJanSportBellroyHerschelOsprey
Oct 202588.4%4.4%5.8%0.72%0.72%
Nov 202590.9%3%4.9%0.6%0.6%
Dec 202589.1%3.6%5.9%0.72%0.72%
Jan 202688.6%5.3%4.8%0.59%0.72%
Feb 202685.1%7.6%5.7%0.69%0.84%
Mar 202682.4%7.4%8.2%1%1%
Apr 202677.4%8.5%11.6%1.1%1.4%
May 202679%8.7%9.7%1.2%1.4%
Jun 202673.7%12.1%11%1.6%1.6%
Jul 202668%20.4%8.5%1.2%1.8%
Aug 202664%23.5%9.6%1.4%1.4%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.The North Face

    64%

    Held 1st. 1.8M estimated branded searches, 0% vs prior month. Share -4 points.

  2. 2.JanSport

    23.5%

    Held 2nd. 673K estimated branded searches, +22.4% vs prior month. Share +3.1 points.

  3. 3.Bellroy

    9.6%

    Held 3rd. 274K estimated branded searches, +19.7% vs prior month. Share +1.1 points.

  4. 4.Herschel

    1.4%

    Moved from 5th to 4th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

  5. 5.Osprey

    1.4%

    Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

Compare search popularity between leading brands

Which brand is most popular in search among backpack brands worldwide?

In August 2026, The North Face was the most searched among backpack brands worldwide, with an estimated 1.8M branded searches and 64% estimated Share of Search within this set. JanSport is in 2nd place, 40.5 percentage points behind at 23.5% Share of Search.

Global backpack brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
The North Face88.4% → 64%90.9%Nov 202564%Aug 20261st
JanSport4.4% → 23.5%23.5%Aug 20263%Nov 20253rd → 2nd
Bellroy5.8% → 9.6%11.6%Apr 20264.8%Jan 20262nd → 3rd
Herschel0.72% → 1.4%1.6%Jun 20260.59%Jan 20264th
Osprey0.72% → 1.4%1.8%Jul 20260.6%Nov 20255th

Each finding as a sentence

  • Across the 11 months ending August 2026, The North Face’s estimated Share of Search among backpack brands worldwide decreased from 88.4% to 64%.
  • Across the 11 months ending August 2026, JanSport’s estimated Share of Search among backpack brands worldwide increased from 4.4% to 23.5%.
  • Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands worldwide increased from 5.8% to 9.6%.
  • Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands worldwide increased from 0.72% to 1.4%.
  • Across the 11 months ending August 2026, Osprey’s estimated Share of Search among backpack brands worldwide increased from 0.72% to 1.4%.
  • Across the 11 months ending August 2026, The North Face’s estimated Share of Search among backpack brands worldwide peaked at 90.9% in November 2025 and was lowest at 64% in August 2026.
  • Across the 11 months ending August 2026, JanSport’s estimated Share of Search among backpack brands worldwide peaked at 23.5% in August 2026 and was lowest at 3% in November 2025.
  • Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands worldwide peaked at 11.6% in April 2026 and was lowest at 4.8% in January 2026.
  • Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands worldwide peaked at 1.6% in June 2026 and was lowest at 0.59% in January 2026.
  • Across the 11 months ending August 2026, Osprey’s estimated Share of Search among backpack brands worldwide peaked at 1.8% in July 2026 and was lowest at 0.6% in November 2025.
  • Across the 11 months ending August 2026, JanSport rose from 3rd to 2nd among backpack brands worldwide.
  • Across the 11 months ending August 2026, Bellroy fell from 2nd to 3rd among backpack brands worldwide.

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

  1. In August 2026, JanSport gained estimated Share of Search among backpack brands worldwide, from 20.4% to 23.5%.

  2. In August 2026, Bellroy gained estimated Share of Search among backpack brands worldwide, from 8.5% to 9.6%.

  3. In August 2026, The North Face lost estimated Share of Search among backpack brands worldwide, from 68% to 64%.

  4. In August 2026, Herschel rose from 5th to 4th among backpack brands worldwide.

  5. In August 2026, Osprey fell from 4th to 5th among backpack brands worldwide.

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