Brandwave

Fjällräven vs JanSport:Which is more popular?

In September 2026, Fjällräven had more branded searches than JanSport among backpack brands worldwide. Fjällräven had about 673,000 branded searches, while JanSport had 447,000. Fjällräven made up 10.9% of all backpack brand searches we track, and JanSport accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about backpack brands, JanSport appeared in three of the five answers and Fjällräven in two. JanSport was mentioned before Fjällräven in two out of three answers that named either.

Among backpack brands worldwide in September 2026

Who do people search for more?

Fjällräven, about 51% more searches than JanSport

Fjällräven 673K searchesJanSport 447K searches

Who does AI mention more?

JanSport, mentioned in 3 of 5 answers, Fjällräven in 2

JanSport in 3 of 5Fjällräven in 2 of 5

Who does AI recommend more?

JanSport, named ahead of Fjällräven in 2 of 3 answers

JanSport first in 2Fjällräven first in 1

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JanSport was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Fjällräven was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. JanSport was listed before Fjällräven in two out of three answers that named either.

Most recommended by AI

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

  1. Aer1st
  2. Osprey2nd
  3. The North Face3rd
  4. JanSport4th
  5. Bellroy5th
  6. Peak Design6th
  7. GORUCK7th
  8. Fjällräven8th
  9. Herschel9th
  10. Deuter10th
  11. +1 more

Mentioned by AI

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

  • Osprey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The North Face4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JanSport3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herschel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fjällräven2 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
  • Peak Design2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GORUCK2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about backpack 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 19, 2026.

Is Fjällräven or JanSport more popular in search?

This chart shows how often people search Google for Fjällräven and JanSport by name. Each line represents a brand's share of searches for all 11 backpack brands we track, month by month, from English-language searches worldwide.

Fjällräven and JanSport among backpack brands worldwide, by month

Share of searches by month for Fjällräven, JanSport. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FaceFjällrävenJanSportHerschelBellroyPeak DesignOspreyGORUCKAerNOMATICDeuter
Oct 202578.4%7.9%3.5%2.5%2.4%2.4%1.3%0.87%0.32%0.32%0.21%
Nov 202582.1%7.4%2.4%1.9%1.8%1.8%1%0.81%0.3%0.2%0.13%
Dec 202580.9%7.3%2.9%2.3%2.2%1.8%1.2%0.66%0.24%0.24%0.13%
Jan 202678.5%7.1%4.3%2.9%2.1%2.1%1.4%0.78%0.29%0.29%0.19%
Feb 202674%8.2%5.7%3.1%2.5%2.5%2%1.1%0.4%0.4%0.22%
Mar 202667.3%9.9%6.6%3.9%3.6%3.6%2.5%1.3%0.6%0.4%0.33%
Apr 202662.4%10.3%7.6%4.9%4.6%3.8%3.2%1.7%0.62%0.51%0.42%
May 202663.9%10.5%7.7%4.1%3.9%3.9%3.2%1.4%0.63%0.43%0.35%
Jun 202657.2%9.5%12.9%5.4%4.2%4.2%3.5%1.6%0.7%0.47%0.38%
Jul 202651.5%8.5%24%5.3%3.1%2.6%2.6%1.4%0.51%0.28%0.34%
Aug 202650%9.2%22.9%6.9%3.4%2.7%2.8%1%0.55%0.3%0.3%
Sep 202665.9%10.9%7.2%4.6%3.3%3.3%2.7%0.98%0.54%0.36%0.29%

How has the Fjällräven and JanSport comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: JanSport took it in June 2026, Fjällräven took it in September 2026.
  • Across the 12 months ending September 2026, Fjällräven’s share of searches among backpack brands worldwide moved from 7.9% to 10.9%, and its estimated monthly branded searches held steady at 673K.
  • Across the 12 months ending September 2026, JanSport’s share of searches among backpack brands worldwide moved from 3.5% to 7.2%, and its estimated monthly branded searches moved from 300K to 447K.

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

2 changes

  1. In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches.

  2. In September 2026, JanSport lost share of searches among backpack brands worldwide, from 22.9% to 7.2%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fjällräven’s and JanSport’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Fjällräven

1 branded search term

  • fjallraven

JanSport

2 branded search terms

  • jansport
  • jansport backpack

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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