Brandwave

Fjällräven vs Osprey:Which is more popular?

In September 2026, Fjällräven had more branded searches than Osprey among backpack brands worldwide. Fjällräven had about 673,000 branded searches, while Osprey had 167,000. Fjällräven made up 10.9% of all backpack brand searches we track, and Osprey accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about backpack brands, Osprey appeared in all five answers and Fjällräven in two. Osprey was mentioned before Fjällräven in every answer.

Among backpack brands worldwide in September 2026

Who do people search for more?

Fjällräven, about 4 searches for every 1 for Osprey

Fjällräven 673K searchesOsprey 167K searches

Who does AI mention more?

Osprey, mentioned in every answer we collected

Osprey in 5 of 5Fjällräven in 2 of 5

Who does AI recommend more?

Osprey, named ahead of Fjällräven in every answer

Osprey first in 5Fjällräven never first

Follow Fjällräven vs Osprey and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Osprey appeared in all five answers. Fjällräven was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Osprey was listed before Fjällräven 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 Fjällräven or Osprey more popular in search?

This chart shows how often people search Google for Fjällräven and Osprey 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.

Fjällräven and Osprey among backpack brands worldwide, by month

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

3 findings
  • Fjällräven was ahead of Osprey 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, Osprey’s share of searches among backpack brands worldwide moved from 1.3% to 2.7%, and its estimated monthly branded searches moved from 112K to 167K.

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

3 changes

  1. In September 2026, Fjällräven overtook JanSport to rank 2nd among backpack brands worldwide, with 10.9% of the searches.

  2. In September 2026, Peak Design overtook Osprey to rank 6th among backpack brands worldwide, with 3.3% of the searches.

  3. Estimated monthly branded searches for Osprey worldwide rose 48.9% over 12 measured months, from 112K to 167K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fjällräven’s and Osprey’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

Osprey

2 branded search terms

  • osprey backpack
  • osprey laptop backpack

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free