Brandwave

Fjällräven vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Fjällräven among backpack brands worldwide. The North Face had about 4.1 million branded searches, while Fjällräven had 673,000. The North Face made up 65.9% of all backpack brand searches we track, and Fjällräven accounted for 10.9%. When we asked ChatGPT and Google AI Overviews about backpack brands, The North Face appeared in four of the five answers and Fjällräven in two. The North Face was mentioned before Fjällräven in every answer that named either.

Among backpack brands worldwide in September 2026

Who do people search for more?

The North Face, about 6 searches for every 1 for Fjällräven

The North Face 4.1M searchesFjällräven 673K searches

Who does AI mention more?

The North Face, mentioned in 4 of 5 answers, Fjällräven in 2

The North Face in 4 of 5Fjällräven in 2 of 5

Who does AI recommend more?

The North Face, named ahead of Fjällräven in 4 of 4 answers

The North Face first in 4Fjällräven never first

Follow Fjällräven vs The North Face and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. The North Face was listed before Fjällräven in every answer 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 The North Face more popular in search?

This chart shows how often people search Google for Fjällräven and The North Face 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 The North Face among backpack brands worldwide, by month

Share of searches by month for The North Face, Fjällräven. 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 The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of Fjällräven in every measured month of the 12 months ending 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, The North Face’s share of searches among backpack brands worldwide moved from 78.4% to 65.9%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

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, The North Face gained share of searches among backpack brands worldwide, from 50% to 65.9%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Fjällräven’s and The North Face’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

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free