--- title: "Fjällräven vs The North Face: Which is searched more?" description: "Is Fjällräven or The North Face more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Backpack brands set worldwide. 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/compare/fjallraven-vs-the-north-face" publisher: "Brandwave" --- # Fjällräven vs The North Face: Which is searched more? Is Fjällräven or The North Face more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Backpack brands set worldwide. 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 - **Compared**: Fjällräven and The North Face - **Competitive set**: Backpack brands - **Market**: Global - **Month measured**: Sep 2026 - **Fjällräven Share of Search**: 10.9% - **The North Face Share of Search**: 65.9% ## Is Fjällräven or The North Face more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aer | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Osprey | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | JanSport | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Bellroy | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Peak Design | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | GORUCK | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Fjällräven | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Herschel | 9th | 2 of 3 | 1 of 2 | 3 of 5 | | Deuter | 10th | 2 of 3 | 0 of 2 | 2 of 5 | | NOMATIC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about backpack brands - Asked ChatGPT "Which backpack brand should I buy?": 1. Osprey, 2. The North Face, 3. JanSport, 4. Aer, 5. Herschel, 6. Deuter - Asked ChatGPT "What are the best backpack brands?": 1. Osprey, 2. Peak Design, 3. Aer, 4. The North Face, 5. JanSport, 6. Fjällräven, 7. Herschel, 8. Deuter - Asked ChatGPT "What's the best backpack brand for everyday carry?": 1. Aer, 2. GORUCK, 3. Bellroy, 4. Osprey - Searched Google, AI Overview "backpack brands": 1. Aer, 2. Bellroy, 3. The North Face, 4. Osprey, 5. Fjällräven, 6. JanSport, 7. Herschel, 8. GORUCK, 9. Peak Design - Searched Google, AI Overview "best backpack": 1. The North Face, 2. Aer, 3. Osprey Not named in any answer: NOMATIC. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for backpack brands worldwide in September 2026? - In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches. - In September 2026, The North Face gained share of searches among backpack brands worldwide, from 50% to 65.9%. ## Month by month | Month | Fjällräven estimated searches | Fjällräven Share of Search | Fjällräven rank | The North Face estimated searches | The North Face Share of Search | The North Face rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 7.9% | 2 | 6.7M | 78.4% | 1 | | Nov 2025 | 1M | 7.4% | 2 | 11.1M | 82.1% | 1 | | Dec 2025 | 823K | 7.3% | 2 | 9.1M | 80.9% | 1 | | Jan 2026 | 673K | 7.1% | 2 | 7.4M | 78.5% | 1 | | Feb 2026 | 550K | 8.2% | 2 | 5M | 74% | 1 | | Mar 2026 | 550K | 9.9% | 2 | 3.7M | 67.3% | 1 | | Apr 2026 | 450K | 10.3% | 2 | 2.7M | 62.4% | 1 | | May 2026 | 550K | 10.5% | 2 | 3.3M | 63.9% | 1 | | Jun 2026 | 450K | 9.5% | 3 | 2.7M | 57.2% | 1 | | Jul 2026 | 550K | 8.5% | 3 | 3.3M | 51.5% | 1 | | Aug 2026 | 673K | 9.2% | 3 | 3.7M | 50% | 1 | | Sep 2026 | 673K | 10.9% | 2 | 4.1M | 65.9% | 1 | ## How each brand is measured 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**: Measured on the search term “fjallraven”. - **The North Face**: Measured on the search terms “north face”, “the north face” and “thenorthface”, summed into one figure. - [Fjällräven profile](/demand/global-en/brands/fjallraven) - [The North Face profile](/demand/global-en/brands/the-north-face) - [All backpack brands worldwide](/demand/global-en/categories/backpack-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Fjällräven or The North Face more popular in search? 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%. ## Cite this page Brandwave. "Fjällräven vs The North Face: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/backpack-brands/compare/fjallraven-vs-the-north-face This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/backpack-brands/compare/fjallraven-vs-the-north-face. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.