---
title: "Backpack brands: Which brands are most popular in search?"
description: "Compare the backpack brands people buy. Share of Search among The North Face, JanSport, Bellroy, Herschel and Osprey, the backpack brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/backpack-brands"
publisher: "Brandwave"
---

# Backpack brands: Which brands are most popular in search?

Compare the backpack brands people buy. Share of Search among The North Face, JanSport, Bellroy, Herschel and Osprey, the backpack brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Backpack brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: The North Face, 64%

## 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.
- 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.

## Compare search popularity between leading brands

- [The North Face vs JanSport: compare search popularity](/demand/global-en/compare/jansport-vs-the-north-face): 64% against 23.5% Share of Search.
- [The North Face vs Bellroy: compare search popularity](/demand/global-en/compare/bellroy-vs-the-north-face): 64% against 9.6% Share of Search.
- [JanSport vs Bellroy: compare search popularity](/demand/global-en/compare/bellroy-vs-jansport): 23.5% against 9.6% Share of Search.

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

- In August 2026, JanSport gained estimated Share of Search among backpack brands worldwide, from 20.4% to 23.5%.
- In August 2026, Bellroy gained estimated Share of Search among backpack brands worldwide, from 8.5% to 9.6%.
- In August 2026, The North Face lost estimated Share of Search among backpack brands worldwide, from 68% to 64%.
- In August 2026, Herschel rose from 5th to 4th among backpack brands worldwide.
- In August 2026, Osprey fell from 4th to 5th among backpack brands worldwide.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | The North Face | 64% | 1.8M | 0.0% | The North Face |
| 2 | JanSport | 23.5% | 673K | +22.4% | JanSport |
| 3 | Bellroy | 9.6% | 274K | +19.7% | Bellroy |
| 4 | Herschel | 1.4% | 40.5K | +22.4% | Herschel |
| 5 | Osprey | 1.4% | 40.5K | -18.2% | Osprey |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | The North Face | 3.4M | 88.4% | 1 |
| Oct 2025 | Bellroy | 220K | 5.8% | 2 |
| Oct 2025 | JanSport | 165K | 4.4% | 3 |
| Oct 2025 | Herschel | 27.1K | 0.72% | 4 |
| Oct 2025 | Osprey | 27.1K | 0.72% | 5 |
| Nov 2025 | The North Face | 5M | 90.9% | 1 |
| Nov 2025 | Bellroy | 270K | 4.9% | 2 |
| Nov 2025 | JanSport | 165K | 3% | 3 |
| Nov 2025 | Herschel | 33.1K | 0.6% | 4 |
| Nov 2025 | Osprey | 33.1K | 0.6% | 5 |
| Dec 2025 | The North Face | 4.1M | 89.1% | 1 |
| Dec 2025 | Bellroy | 269K | 5.9% | 2 |
| Dec 2025 | JanSport | 165K | 3.6% | 3 |
| Dec 2025 | Herschel | 33.1K | 0.72% | 4 |
| Dec 2025 | Osprey | 33.1K | 0.72% | 5 |
| Jan 2026 | The North Face | 4.1M | 88.6% | 1 |
| Jan 2026 | JanSport | 246K | 5.3% | 2 |
| Jan 2026 | Bellroy | 220K | 4.8% | 3 |
| Jan 2026 | Osprey | 33.1K | 0.72% | 4 |
| Jan 2026 | Herschel | 27.1K | 0.59% | 5 |
| Feb 2026 | The North Face | 2.7M | 85.1% | 1 |
| Feb 2026 | JanSport | 246K | 7.6% | 2 |
| Feb 2026 | Bellroy | 184K | 5.7% | 3 |
| Feb 2026 | Osprey | 27.1K | 0.84% | 4 |
| Feb 2026 | Herschel | 22.2K | 0.69% | 5 |
| Mar 2026 | The North Face | 2.2M | 82.4% | 1 |
| Mar 2026 | Bellroy | 224K | 8.2% | 2 |
| Mar 2026 | JanSport | 201K | 7.4% | 3 |
| Mar 2026 | Herschel | 27.1K | 1% | 4 |
| Mar 2026 | Osprey | 27.1K | 1% | 5 |
| Apr 2026 | The North Face | 1.5M | 77.4% | 1 |
| Apr 2026 | Bellroy | 224K | 11.6% | 2 |
| Apr 2026 | JanSport | 165K | 8.5% | 3 |
| Apr 2026 | Osprey | 27.1K | 1.4% | 4 |
| Apr 2026 | Herschel | 22.2K | 1.1% | 5 |
| May 2026 | The North Face | 1.8M | 79% | 1 |
| May 2026 | Bellroy | 224K | 9.7% | 2 |
| May 2026 | JanSport | 201K | 8.7% | 3 |
| May 2026 | Osprey | 33.1K | 1.4% | 4 |
| May 2026 | Herschel | 27.1K | 1.2% | 5 |
| Jun 2026 | The North Face | 1.5M | 73.7% | 1 |
| Jun 2026 | JanSport | 246K | 12.1% | 2 |
| Jun 2026 | Bellroy | 224K | 11% | 3 |
| Jun 2026 | Herschel | 33.1K | 1.6% | 4 |
| Jun 2026 | Osprey | 33.1K | 1.6% | 5 |
| Jul 2026 | The North Face | 1.8M | 68% | 1 |
| Jul 2026 | JanSport | 550K | 20.4% | 2 |
| Jul 2026 | Bellroy | 229K | 8.5% | 3 |
| Jul 2026 | Osprey | 49.5K | 1.8% | 4 |
| Jul 2026 | Herschel | 33.1K | 1.2% | 5 |
| Aug 2026 | The North Face | 1.8M | 64% | 1 |
| Aug 2026 | JanSport | 673K | 23.5% | 2 |
| Aug 2026 | Bellroy | 274K | 9.6% | 3 |
| Aug 2026 | Herschel | 40.5K | 1.4% | 4 |
| Aug 2026 | Osprey | 40.5K | 1.4% | 5 |
| Sep 2026 | Bellroy | — | — | — |
| Sep 2026 | Herschel | — | — | — |
| Sep 2026 | JanSport | — | — | — |
| Sep 2026 | Osprey | — | — | — |
| Sep 2026 | The North Face | — | — | — |

## What is being compared

- **Bellroy**: Measured on the search terms “bellroy”, “bellroy backpack”, “bellroy com”, “bellroy travel backpack” and “travel backpack bellroy”, summed into one figure.
- **Herschel**: Measured on the search term “herschel bag”.
- **JanSport**: Measured on the search term “jansport”.
- **Osprey**: Measured on the search term “osprey bag”.
- **The North Face**: Measured on the search term “the north face”.

- [Bellroy](/demand/global-en/brands/bellroy)
- [Herschel](/demand/global-en/brands/herschel)
- [JanSport](/demand/global-en/brands/jansport)
- [Osprey](/demand/global-en/brands/osprey)
- [The North Face](/demand/global-en/brands/the-north-face)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Backpack brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/backpack-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/backpack-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.