Brandwave

How popular isBellroy?

In September 2026, people searched for Bellroy by name about 4,410 times in New Zealand, about the same as the previous year. These searches made up 3.4% of all New Zealand backpack brand searches, placing Bellroy fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about backpack brands, Bellroy appeared in two of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Bellroy is the fourth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. KathmanduShare of searches 47.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. MacpacShare of searches 41.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. The North FaceShare of searches 4.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  4. BellroyShare of searches 3.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. OspreyShare of searches 1.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bellroy is the fifth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Osprey1st
  2. Macpac2nd
  3. Kathmandu3rd
  4. Deuter4th
  5. Bellroy5th
  6. The North Face6th
  7. Herschel–
  8. NOMATIC–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kathmandu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Osprey4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter3 of 5Named in 2 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
  • The North Face1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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 New Zealand on October 20, 2026.

Which backpack brands compete with Bellroy?

Bellroy against backpack brands in New Zealand, by month

Share of searches by month for Kathmandu, Macpac, The North Face, Bellroy. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacThe North FaceBellroyOspreyHerschelDeuterNOMATIC
Oct 202544.5%46.3%3.5%3.2%1.4%0.71%0.34%0.05%
Nov 202549.1%42.2%3%3.4%1.2%0.73%0.32%0.02%
Dec 202546.4%46.9%2.8%2.1%0.99%0.58%0.23%0.03%
Jan 202645%45.5%4.1%2.5%1.6%0.93%0.34%0.04%
Feb 202644.6%46.5%3.6%2.6%1.6%0.7%0.36%0.05%
Mar 202644.9%46.4%3.6%2.7%1.5%0.58%0.36%0.03%
Apr 202648.9%42.8%3.9%2.4%1.3%0.39%0.28%0.04%
May 202644.9%45.8%4.6%2.7%1.3%0.39%0.3%0.04%
Jun 202645.6%45.4%5.1%2.3%0.91%0.4%0.17%0.03%
Jul 202649.8%40.8%5.2%2.3%1.2%0.5%0.18%0.02%
Aug 202647.7%41.1%5.8%3.1%1.4%0.55%0.28%0.03%
Sep 202647.7%41.7%4.7%3.4%1.5%0.65%0.33%0.03%

  1. 1.Kathmandu

    47.7%

    Held 1st. 57.6K estimated branded searches, -17.6% vs prior month. Share -0.1 points.

  2. 2.Macpac

    41.7%

    Held 2nd. 50.4K estimated branded searches, -16.1% vs prior month. Share +0.7 points.

  3. 3.The North Face

    4.7%

    Held 3rd. 5.7K estimated branded searches, -33.6% vs prior month. Share -1.1 points.

  4. 4.Bellroy

    3.4%

    Held 4th. 4.1K estimated branded searches, -8.4% vs prior month. Share +0.3 points.

  5. 5.Osprey

    1.5%

    Held 5th. 1.8K estimated branded searches, -15.6% vs prior month. Share 0 points.

  6. 6.Herschel

    0.65%

    Held 6th. 780 estimated branded searches, -2.5% vs prior month. Share +0.1 points.

  7. 7.Deuter

    0.33%

    Held 7th. 400 estimated branded searches, -2.4% vs prior month. Share +0.1 points.

  8. 8.NOMATIC

    0.03%

    Held 8th. 40 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Bellroy and its closest rivals

Every comparison with Bellroy

13 comparisons

How has branded search demand for Bellroy changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bellroy in New Zealand held steady, from 4.5K to 4.4K.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in New Zealand peaked at 3.4% in November 2025 and was lowest at 2.1% in December 2025.

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

6 changes

  1. In September 2026, Macpac gained share of searches among backpack brands in New Zealand, from 41.1% to 41.7%.

  2. In September 2026, The North Face lost share of searches among backpack brands in New Zealand, from 5.8% to 4.7%.

  3. Bellroy’s share of searches among backpack brands in New Zealand has gained ground for 3 months in a row, from 2.3% to 3.4% in September 2026.

  4. Osprey’s share of searches among backpack brands in New Zealand has gained ground for 3 months in a row, from 0.91% to 1.5% in September 2026.

  5. Estimated monthly branded searches for NOMATIC in New Zealand fell 33.3% over 12 measured months, from 60 to 40 in September 2026.

  6. Estimated monthly branded searches for Herschel in New Zealand fell 14.3% over 12 measured months, from 910 to 780 in September 2026.

How are Bellroy’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Bellroy’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • backpack bellroy
  • bellroy
  • bellroy aus
  • bellroy backpack
  • bellroy bag
  • bellroy laptop sleeve
  • bellroy outlet
  • bellroy pack
  • bellroy tech kit
  • bellroy tokyo tote
  • bellroy tote
  • bellroy transit workpack
  • bellroy travel backpack
  • bellroy travel wallet
  • bellroy wallet

Do you work for Bellroy? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Bellroy compete?

Bellroy is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Backpack brands4th of 83.4%Shown above
Wallet brands2nd of 540.7%Show ranking
Laptop backpack brands2nd of 58.4%Show ranking
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