Brandwave

How popular isThule?

In September 2026, people searched for Thule by name about 4,160 times in New Zealand, a 19.2% decrease from the previous year. These searches made up 2.6% of all New Zealand laptop backpack brand searches, placing Thule fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about laptop backpack brands, Thule appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Thule is the fourth most searched of 5 competitors and the most recommended in AI answers.

  1. SamsoniteShare of searches 80.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. BellroyShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. OspreyShare of searches 6.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. ThuleShare of searches 2.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. OgioShare of searches 1.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top laptop backpack brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Thule1st
  2. Samsonite2nd
  3. Bellroy3rd
  4. Osprey3rd
  5. Ogio–

Mentioned by AI

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

  • Samsonite5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bellroy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Osprey3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thule3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop 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 21, 2026.

Which laptop backpack brands compete with Thule?

Thule against laptop backpack brands in New Zealand, by month

Share of searches by month for Samsonite, Bellroy, Osprey, Thule. The figures are in the table below the chart.

View monthly share of searches table
MonthSamsoniteBellroyOspreyThuleOgio
Oct 202579.9%8.8%4.7%4.1%2.5%
Nov 202583.1%7.8%5.2%2.4%1.4%
Dec 202583%6%6%3.4%1.6%
Jan 202679%8.2%6.6%3.8%2.3%
Feb 202677.9%7.6%7.6%4.4%2.6%
Mar 202679.1%8.5%6.9%3.2%2.4%
Apr 202677.7%9.5%7.7%3%2.1%
May 202678.4%8.8%7.1%3.3%2.5%
Jun 202678.6%10.5%5.7%3.2%1.9%
Jul 202675.6%10.6%8.7%3.3%1.9%
Aug 202675.5%10.2%8.3%4.2%1.8%
Sep 202680.9%8.4%6.8%2.6%1.3%

  1. 1.Samsonite

    80.9%

    Held 1st. 3.1K estimated branded searches, +6.9% vs prior month. Share +5.4 points.

  2. 2.Bellroy

    8.4%

    Held 2nd. 320 estimated branded searches, -17.9% vs prior month. Share -1.8 points.

  3. 3.Osprey

    6.8%

    Held 3rd. 260 estimated branded searches, -18.8% vs prior month. Share -1.5 points.

  4. 4.Thule

    2.6%

    Held 4th. 100 estimated branded searches, -37.5% vs prior month. Share -1.6 points.

  5. 5.Ogio

    1.3%

    Held 5th. 50 estimated branded searches, -28.6% vs prior month. Share -0.5 points.

Compare popularity between Thule and its closest rivals

Every comparison with Thule

13 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Thule in New Zealand fell from 5.2K to 4.2K.
  • Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands in New Zealand decreased from 4.1% to 2.6%.
  • Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands in New Zealand peaked at 4.4% in February 2026 and was lowest at 2.4% in November 2025.

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

5 changes

  1. In September 2026, Samsonite gained share of searches among laptop backpack brands in New Zealand, from 75.5% to 80.9%.

  2. In September 2026, Bellroy lost share of searches among laptop backpack brands in New Zealand, from 10.2% to 8.4%.

  3. In September 2026, Thule lost share of searches among laptop backpack brands in New Zealand, from 4.2% to 2.6%.

  4. In September 2026, Osprey lost share of searches among laptop backpack brands in New Zealand, from 8.3% to 6.8%.

  5. In September 2026, Ogio lost share of searches among laptop backpack brands in New Zealand, from 1.8% to 1.3%.

How are Thule’s branded searches counted?

10 search terms

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

  • thule
  • thule 4x4
  • thule backpack
  • thule bike rack
  • thule canopy
  • thule car rack
  • thule laptop backpack
  • thule roof box
  • thule urban
  • thule urban glide

Do you work for Thule? 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 Thule compete?

Thule is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
4x4 accessory brands2nd of 79.8%Show ranking
Roof rack and bike rack brands1st of 452.5%Show ranking
Cargo basket brands1st of 364.8%Show ranking
Roof box brands1st of 364.8%Show ranking
Laptop backpack brands4th of 52.6%Shown above
Boot bag brands1st of 577.5%Show ranking
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