Brandwave

Aer vs Herschel:Which is more popular?

In September 2026, Herschel had more branded searches than Aer among backpack brands worldwide. Herschel had about 283,000 branded searches, while Aer had 33,100. Herschel made up 4.6% of all backpack brand searches we track, and Aer accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about backpack brands, Aer appeared in all five answers and Herschel in three. Aer was mentioned before Herschel in every answer.

Among backpack brands worldwide in September 2026

Who do people search for more?

Herschel, about 9 searches for every 1 for Aer

Herschel 283K searchesAer 33.1K searches

Who does AI mention more?

Aer, mentioned in every answer we collected

Aer in 5 of 5Herschel in 3 of 5

Who does AI recommend more?

Aer, named ahead of Herschel in every answer

Aer first in 5Herschel never first

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aer appeared in all five answers. Herschel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Aer was listed before Herschel in every answer.

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 Aer or Herschel more popular in search?

This chart shows how often people search Google for Aer and Herschel 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.

Aer and Herschel among backpack brands worldwide, by month

Share of searches by month for Herschel, Aer. 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 Aer and Herschel comparison changed over the last 12 months?

3 findings
  • Herschel was ahead of Aer in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Aer’s share of searches among backpack brands worldwide moved from 0.32% to 0.54%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
  • Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands worldwide moved from 2.5% to 4.6%, and its estimated monthly branded searches moved from 217K to 283K.

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

2 changes

  1. In September 2026, Herschel lost share of searches among backpack brands worldwide, from 6.9% to 4.6%.

  2. Estimated monthly branded searches for Aer worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Aer’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.

Aer

1 branded search term

  • aer backpack

Herschel

3 branded search terms

  • herschel
  • herschel america backpack
  • herschel 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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