BUILT vs Herschel:Which is searched more?
In September 2026, Herschel had more branded searches than BUILT among lunch bag brands worldwide. Herschel was estimated to have 192K branded searches compared to BUILT’s 147K, and held a 19.4% Share of Search versus BUILT’s 14.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, BUILT or Herschel?
Compare the lunch bag brands 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 by month for Herschel, BUILT. The figures are in the table below the chart.
View monthly share of search table
| Month | Hydro Flask | JanSport | Herschel | BUILT |
|---|---|---|---|---|
| Oct 2025 | 50.2% | 15.1% | 14.8% | 20% |
| Nov 2025 | 54.5% | 13.4% | 16% | 16.1% |
| Dec 2025 | 55.5% | 13.6% | 16.3% | 14.6% |
| Jan 2026 | 42.6% | 19.1% | 14.9% | 23.4% |
| Feb 2026 | 40.9% | 22.3% | 14.3% | 22.5% |
| Mar 2026 | 42.4% | 18.9% | 15.3% | 23.4% |
| Apr 2026 | 45.4% | 16.7% | 15.9% | 22.1% |
| May 2026 | 45.3% | 20.3% | 16.3% | 18.1% |
| Jun 2026 | 43.1% | 23.6% | 16.1% | 17.2% |
| Jul 2026 | 37.6% | 37.6% | 13.6% | 11.2% |
| Aug 2026 | 37.5% | 37.5% | 16% | 9.1% |
| Sep 2026 | 45.5% | 20.3% | 19.4% | 14.8% |
How has the BUILT and Herschel comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Herschel took it in December 2025, BUILT took it in January 2026, Herschel took it in July 2026.
- Across the 12 months ending September 2026, BUILT’s estimated Share of Search among lunch bag brands worldwide moved from 20% to 14.8%, and its estimated monthly branded searches moved from 219K to 147K.
- Across the 12 months ending September 2026, Herschel’s estimated Share of Search among lunch bag brands worldwide moved from 14.8% to 19.4%, and its estimated monthly branded searches moved from 162K to 192K.
How did search popularity change for lunch bag brands worldwide in September 2026?
2 changes
In September 2026, BUILT gained estimated Share of Search among lunch bag brands worldwide, from 9.1% to 14.8%.
In September 2026, Herschel gained estimated Share of Search among lunch bag brands worldwide, from 16% to 19.4%.
Other head-to-heads among lunch bag brands
How each brand is measured
Brandwave collects information about searches that people make online using BUILT’s and Herschel’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.
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