--- title: "Deuter vs Fjällräven: Which is searched more?" description: "Is Deuter or Fjällräven 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/compare/deuter-vs-fjallraven" publisher: "Brandwave" --- # Deuter vs Fjällräven: Which is searched more? Is Deuter or Fjällräven 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**: Deuter and Fjällräven - **Competitive set**: Backpack brands - **Market**: Global - **Month measured**: Sep 2026 - **Deuter Share of Search**: 0.29% - **Fjällräven Share of Search**: 10.9% ## Is Deuter or Fjällräven more popular in search? - 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%. - 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. ## 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. 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, Deuter fell from 10th to 11th among backpack brands worldwide. ## Month by month | Month | Deuter estimated searches | Deuter Share of Search | Deuter rank | Fjällräven estimated searches | Fjällräven Share of Search | Fjällräven rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 0.21% | 11 | 673K | 7.9% | 2 | | Nov 2025 | 18.1K | 0.13% | 11 | 1M | 7.4% | 2 | | Dec 2025 | 14.8K | 0.13% | 11 | 823K | 7.3% | 2 | | Jan 2026 | 18.1K | 0.19% | 11 | 673K | 7.1% | 2 | | Feb 2026 | 14.8K | 0.22% | 11 | 550K | 8.2% | 2 | | Mar 2026 | 18.1K | 0.33% | 11 | 550K | 9.9% | 2 | | Apr 2026 | 18.1K | 0.42% | 11 | 450K | 10.3% | 2 | | May 2026 | 18.1K | 0.35% | 11 | 550K | 10.5% | 2 | | Jun 2026 | 18.1K | 0.38% | 11 | 450K | 9.5% | 3 | | Jul 2026 | 22.2K | 0.34% | 10 | 550K | 8.5% | 3 | | Aug 2026 | 22.2K | 0.3% | 10 | 673K | 9.2% | 3 | | Sep 2026 | 18.1K | 0.29% | 11 | 673K | 10.9% | 2 | ## How each brand is measured 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**: Measured on the search term “deuter backpack”. - **Fjällräven**: Measured on the search term “fjallraven”. - [Deuter profile](/demand/global-en/brands/deuter) - [Fjällräven profile](/demand/global-en/brands/fjallraven) - [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 Deuter or Fjällräven more popular in search? 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%. ## Cite this page Brandwave. "Deuter vs Fjällräven: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/deuter-vs-fjallraven This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/deuter-vs-fjallraven. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.