Incase vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than Incase among laptop case brands worldwide. Thule had about 301,000 branded searches, while Incase had 90,500. Thule made up 20% of all laptop case brand searches we track, and Incase accounted for 6%. When we asked ChatGPT and Google AI Overviews about laptop case brands, Thule appeared in four of the five answers and Incase in two. Incase and Thule were each mentioned first in two of the four answers.
Who do people search for more?
Thule, about 3 searches for every 1 for Incase
Who does AI mention more?
Thule, mentioned in 4 of 5 answers, Incase in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top laptop case brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thule was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Incase was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Incase and Thule were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Thule4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
tomtoc4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pelican2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Incase2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- MOSISO2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about laptop case brands
5 answers
Asked ChatGPT
“Which laptop case brand should I buy?”
Asked ChatGPT
“What are the best laptop case brands?”
Asked ChatGPT
“What's the best laptop case brand for protecting a laptop?”
Searched Google, AI Overview
“best laptop case”
Searched Google, AI Overview
“protective laptop case”
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 21, 2026.
Is Incase or Thule more popular in search?
This chart shows how often people search Google for Incase and Thule by name. Each line represents a brand's share of searches for all seven laptop case brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Thule, Incase. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tumi | Thule | Bellroy | Pelican | Incase | tomtoc | MOSISO |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.5% | 20.1% | 13.4% | 9.1% | 7.3% | 4.3% | 0.29% |
| Nov 2025 | 47.4% | 21% | 14% | 7.8% | 5.2% | 4.4% | 0.25% |
| Dec 2025 | 47.7% | 21.1% | 14.1% | 7.9% | 5.2% | 3.7% | 0.29% |
| Jan 2026 | 41.8% | 27.6% | 12.3% | 8.4% | 5.6% | 4% | 0.32% |
| Feb 2026 | 46.6% | 21.1% | 11.6% | 9.6% | 6.3% | 4.5% | 0.32% |
| Mar 2026 | 42.4% | 23.5% | 12.8% | 8.8% | 7% | 5% | 0.49% |
| Apr 2026 | 43.5% | 24.1% | 13.1% | 9% | 5.9% | 4.2% | 0.26% |
| May 2026 | 41.4% | 27.4% | 12.2% | 8.3% | 5.5% | 4.8% | 0.34% |
| Jun 2026 | 42.9% | 23.8% | 13% | 8.8% | 5.8% | 5.4% | 0.26% |
| Jul 2026 | 41.4% | 27.4% | 12.2% | 8.3% | 5.5% | 4.9% | 0.25% |
| Aug 2026 | 42.7% | 22.8% | 15.2% | 8.5% | 5.6% | 5% | 0.31% |
| Sep 2026 | 45.9% | 20% | 13.4% | 9.1% | 6% | 5.3% | 0.33% |
How has the Incase and Thule comparison changed over the last 12 months?
3 findings
- Thule was ahead of Incase in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Incase’s share of searches among laptop case brands worldwide moved from 7.3% to 6%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Thule’s share of searches among laptop case brands worldwide moved from 20.1% to 20%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for laptop case brands worldwide in September 2026?
2 changes
In September 2026, Thule lost share of searches among laptop case brands worldwide, from 22.8% to 20%.
Estimated monthly branded searches for Incase worldwide fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Incase’s and Thule’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.
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