Deuter vs Fjällräven:Which is more popular?
In September 2026, Fjällräven had more branded searches than Deuter among backpack brands worldwide. Fjällräven had about 673,000 branded searches, while Deuter had 18,100. Fjällräven made up 10.9% of all backpack brand searches we track, and Deuter accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about backpack brands, Deuter and Fjällräven each appeared in two of the five answers. Fjällräven was mentioned before Deuter in two out of three answers that named either.
Who do people search for more?
Fjällräven, about 37 searches for every 1 for Deuter
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Fjällräven, named ahead of Deuter in 2 of 3 answers
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Top backpack brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Deuter was mentioned in two out of five: in two of the three ChatGPT answers, but not in either 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. Fjällräven was listed before Deuter 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.
Aer1st
Osprey2nd
The North Face3rd
JanSport4th
Bellroy5th
Peak Design6th
GORUCK7th- Fjällräven8th
Herschel9th
Deuter10th- +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
See every answer about backpack brands
5 answers
Asked ChatGPT
“Which backpack brand should I buy?”
Asked ChatGPT
“What are the best backpack brands?”
Asked ChatGPT
“What's the best backpack brand for everyday carry?”
Searched Google, AI Overview
“backpack brands”
Searched Google, AI Overview
“best backpack”
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 Deuter or Fjällräven more popular in search?
This chart shows how often people search Google for Deuter and Fjällräven 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.
Share of searches by month for Fjällräven, Deuter. The figures are in the table below the chart.
View monthly share of searches table
| Month | The North Face | Fjällräven | JanSport | Herschel | Bellroy | Peak Design | Osprey | GORUCK | Aer | NOMATIC | Deuter |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 78.4% | 7.9% | 3.5% | 2.5% | 2.4% | 2.4% | 1.3% | 0.87% | 0.32% | 0.32% | 0.21% |
| Nov 2025 | 82.1% | 7.4% | 2.4% | 1.9% | 1.8% | 1.8% | 1% | 0.81% | 0.3% | 0.2% | 0.13% |
| Dec 2025 | 80.9% | 7.3% | 2.9% | 2.3% | 2.2% | 1.8% | 1.2% | 0.66% | 0.24% | 0.24% | 0.13% |
| Jan 2026 | 78.5% | 7.1% | 4.3% | 2.9% | 2.1% | 2.1% | 1.4% | 0.78% | 0.29% | 0.29% | 0.19% |
| Feb 2026 | 74% | 8.2% | 5.7% | 3.1% | 2.5% | 2.5% | 2% | 1.1% | 0.4% | 0.4% | 0.22% |
| Mar 2026 | 67.3% | 9.9% | 6.6% | 3.9% | 3.6% | 3.6% | 2.5% | 1.3% | 0.6% | 0.4% | 0.33% |
| Apr 2026 | 62.4% | 10.3% | 7.6% | 4.9% | 4.6% | 3.8% | 3.2% | 1.7% | 0.62% | 0.51% | 0.42% |
| May 2026 | 63.9% | 10.5% | 7.7% | 4.1% | 3.9% | 3.9% | 3.2% | 1.4% | 0.63% | 0.43% | 0.35% |
| Jun 2026 | 57.2% | 9.5% | 12.9% | 5.4% | 4.2% | 4.2% | 3.5% | 1.6% | 0.7% | 0.47% | 0.38% |
| Jul 2026 | 51.5% | 8.5% | 24% | 5.3% | 3.1% | 2.6% | 2.6% | 1.4% | 0.51% | 0.28% | 0.34% |
| Aug 2026 | 50% | 9.2% | 22.9% | 6.9% | 3.4% | 2.7% | 2.8% | 1% | 0.55% | 0.3% | 0.3% |
| Sep 2026 | 65.9% | 10.9% | 7.2% | 4.6% | 3.3% | 3.3% | 2.7% | 0.98% | 0.54% | 0.36% | 0.29% |
How has the Deuter and Fjällräven comparison changed over the last 12 months?
3 findings
- Fjällräven was ahead of Deuter in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Deuter’s share of searches among backpack brands worldwide moved from 0.21% to 0.29%, and its estimated monthly branded searches held steady at 18.1K.
- 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.
How did search popularity change for backpack brands worldwide in September 2026?
2 changes
In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches.
In September 2026, Deuter fell from 10th to 11th among backpack brands worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Deuter’s and Fjällräven’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.
Deuter
1 branded search term
- deuter backpack
Fjällräven
1 branded search term
- fjallraven
Other head-to-heads among backpack brands
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