Fjällräven vs GORUCK:Which is searched more?
In September 2026, Fjällräven had more branded searches than GORUCK among backpack brands worldwide. Fjällräven had about 673,000 branded searches, while GORUCK had 60,500. Fjällräven made up 10.9% of all backpack brand searches we track, and GORUCK accounted for 0.98%. These are worldwide searches for English-language branded terms.
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Is Fjällräven or GORUCK more popular in search?
Compare the backpack 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 searches by month for Fjällräven, GORUCK. 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 Fjällräven and GORUCK comparison changed over the last 12 months?
3 findings
- Fjällräven was ahead of GORUCK 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, GORUCK’s share of searches among backpack brands worldwide moved from 0.87% to 0.98%, and its estimated monthly branded searches moved from 74K to 60.5K.
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.
GORUCK’s share of searches among backpack brands worldwide has lost ground for 3 months in a row, from 1.6% to 0.98% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fjällräven’s and GORUCK’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
1 branded search term
- fjallraven
GORUCK
1 branded search term
- goruck
Other head-to-heads among backpack brands
The North Face vs Fjällräven: compare search popularity
The North Face vs JanSport: compare search popularity
The North Face vs Herschel: compare search popularity
The North Face vs Bellroy: compare search popularity- Fjällräven vs JanSport: compare search popularity
- Fjällräven vs Herschel: compare search popularity
Put your own brand in this comparison
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