--- title: "Herschel vs Patagonia: Which is searched more?" description: "Is Herschel or Patagonia 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/herschel-vs-patagonia" publisher: "Brandwave" --- # Herschel vs Patagonia: Which is searched more? Is Herschel or Patagonia 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**: Herschel and Patagonia - **Competitive set**: Backpack brands - **Market**: Global - **Month measured**: Sep 2026 - **Herschel Share of Search**: 13.6% - **Patagonia Share of Search**: 4.4% ## Is Herschel or Patagonia more popular in search? - In September 2026, Herschel had more branded searches than Patagonia among backpack brands worldwide. Herschel had about 283,000 branded searches, while Patagonia had 90,500. Herschel made up 13.6% of all backpack brand searches we track, and Patagonia accounted for 4.4%. - Herschel was ahead of Patagonia in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands worldwide moved from 12% to 13.6%, and its estimated monthly branded searches moved from 217K to 283K. - Across the 12 months ending September 2026, Patagonia’s share of searches among backpack brands worldwide moved from 4.1% to 4.4%, and its estimated monthly branded searches moved from 74K to 90.5K. ## Top backpack brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Patagonia was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Herschel was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Patagonia was listed before Herschel in every answer 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 | | The North Face | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Osprey | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Patagonia | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | JanSport | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Bellroy | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | GORUCK | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Peak Design | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Fjällräven | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Herschel | 10th | 2 of 3 | 1 of 2 | 3 of 5 | | Deuter | 11th | 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. Patagonia, 4. JanSport, 5. Aer, 6. Herschel, 7. Deuter - Asked ChatGPT "What are the best backpack brands?": 1. Osprey, 2. Patagonia, 3. Peak Design, 4. Aer, 5. The North Face, 6. JanSport, 7. Fjällräven, 8. Herschel, 9. 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. Patagonia, 6. Fjällräven, 7. JanSport, 8. Herschel, 9. GORUCK, 10. Peak Design - Searched Google, AI Overview "best backpack": 1. The North Face, 2. Aer, 3. Patagonia, 4. 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, Patagonia gained share of searches among backpack brands worldwide, from 3.6% to 4.4%. - Estimated monthly branded searches for Herschel worldwide rose 30.4% over 12 measured months, from 217K to 283K in September 2026. ## Month by month | Month | Herschel estimated searches | Herschel Share of Search | Herschel rank | Patagonia estimated searches | Patagonia Share of Search | Patagonia rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 217K | 12% | 3 | 74K | 4.1% | 7 | | Nov 2025 | 264K | 11.2% | 3 | 90.5K | 3.9% | 7 | | Dec 2025 | 264K | 12.9% | 3 | 74K | 3.6% | 7 | | Jan 2026 | 270K | 13.6% | 3 | 74K | 3.7% | 7 | | Feb 2026 | 208K | 12% | 3 | 74K | 4.3% | 7 | | Mar 2026 | 216K | 12.2% | 3 | 74K | 4.2% | 7 | | Apr 2026 | 216K | 13.6% | 3 | 74K | 4.7% | 7 | | May 2026 | 216K | 11.8% | 3 | 74K | 4% | 7 | | Jun 2026 | 257K | 12.9% | 3 | 74K | 3.7% | 7 | | Jul 2026 | 340K | 10.7% | 3 | 110K | 3.5% | 6 | | Aug 2026 | 504K | 13.6% | 3 | 135K | 3.6% | 6 | | Sep 2026 | 283K | 13.6% | 3 | 90.5K | 4.4% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Herschel’s and Patagonia’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. - **Herschel**: Measured on the search terms “herschel”, “herschel america backpack” and “herschel backpack”, summed into one figure. - **Patagonia**: Measured on the search term “patagonia backpack”. - [Herschel profile](/demand/global-en/brands/herschel) - [Patagonia profile](/demand/global-en/brands/patagonia) - [All backpack brands worldwide](/demand/global-en/categories/backpack-brands): The set both shares are measured inside, 12 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 Herschel or Patagonia more popular in search? In September 2026, Herschel had more branded searches than Patagonia among backpack brands worldwide. Herschel had about 283,000 branded searches, while Patagonia had 90,500. Herschel made up 13.6% of all backpack brand searches we track, and Patagonia accounted for 4.4%. ## Cite this page Brandwave. "Herschel vs Patagonia: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/herschel-vs-patagonia This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/herschel-vs-patagonia. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.