Brandwave

How popular isHerschel in search?

In August 2026, there were an estimated 850 branded searches for Herschel in New Zealand which is down 13.3% over the last 11 months. Herschel holds 7.6% estimated Share of Search among New Zealand backpack brands and is ranked 3rd of 5 competitors for search popularity.

Share of Search, August 2026
  1. Bellroy52.9%
  2. Osprey33.8%
  3. Herschel7.6%
  4. Deuter5.3%
  5. NOMATIC0.36%
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Which backpack brands compete with Herschel?

Herschel against backpack brands in New Zealand, by month

Share of Search by month for Bellroy, Osprey, Herschel, Deuter. The figures are in the table below the chart.

View monthly share of search table
MonthBellroyOspreyHerschelDeuterNOMATIC
Oct 202553.6%30.8%9.5%5.6%0.58%
Nov 202556.5%27.9%9.6%5.7%0.29%
Dec 202554.7%29.1%10.4%5.4%0.44%
Jan 202646.1%34%13%6.3%0.57%
Feb 202647.4%35.8%9.9%6.3%0.61%
Mar 202650.7%33.8%8.7%6.3%0.45%
Apr 202652.8%34.1%6.7%5.7%0.65%
May 202651.2%36.1%6.5%5.6%0.54%
Jun 202651.9%36%8%3.6%0.45%
Jul 202650%36.5%9.2%3.8%0.39%
Aug 202652.9%33.8%7.6%5.3%0.36%
Sep 2026—————

  1. 1.Bellroy

    52.9%

    held 1st · 5.9K estimated branded searches · +15.7% vs prior month · +2.9 points

  2. 2.Osprey

    33.8%

    held 2nd · 3.8K estimated branded searches · +1.1% vs prior month · -2.8 points

  3. 3.Herschel

    7.6%

    held 3rd · 850 estimated branded searches · -9.6% vs prior month · -1.6 points

  4. 4.Deuter

    5.3%

    held 4th · 590 estimated branded searches · +51.3% vs prior month · +1.5 points

  5. 5.NOMATIC

    0.36%

    held 5th · 40 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between Herschel and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Herschel in New Zealand fell from 980 to 850.
  • Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands in New Zealand decreased from 9.5% to 7.6%.
  • Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands in New Zealand peaked at 13% in January 2026 and was lowest at 6.5% in May 2026.

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

  1. In August 2026, Bellroy gained estimated Share of Search among backpack brands in New Zealand, from 50% to 52.9%.

  2. In August 2026, Deuter gained estimated Share of Search among backpack brands in New Zealand, from 3.8% to 5.3%.

  3. In August 2026, Osprey lost estimated Share of Search among backpack brands in New Zealand, from 36.5% to 33.8%.

  4. In August 2026, Herschel lost estimated Share of Search among backpack brands in New Zealand, from 9.2% to 7.6%.

  5. Estimated monthly branded searches for NOMATIC in New Zealand fell 33.3% over 11 measured months, from 60 to 40 in August 2026.

How is Herschel measured?

Brandwave collects information about searches that people make online using Herschel’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.

9 branded search terms

  • herschel america backpack
  • herschel backpack
  • herschel bag
  • herschel duffle backpack
  • herschel heritage backpack
  • herschel little america backpack
  • herschel navy backpack
  • herschel pack
  • herschel travel backpack

Do you work for Herschel? 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

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