Backpack brands in New Zealand:Which brands are most popular in search?
In August 2026, Bellroy was the most searched among backpack brands in New Zealand, with an estimated 5.9K branded searches and 52.9% estimated Share of Search within this set.
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Share of SearchLeaderboard
Compare the hiking, travel and everyday backpack brands New Zealanders carry. 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.
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
| Month | Bellroy | Osprey | Herschel | Deuter | NOMATIC |
|---|---|---|---|---|---|
| Oct 2025 | 53.6% | 30.8% | 9.5% | 5.6% | 0.58% |
| Nov 2025 | 56.5% | 27.9% | 9.6% | 5.7% | 0.29% |
| Dec 2025 | 54.7% | 29.1% | 10.4% | 5.4% | 0.44% |
| Jan 2026 | 46.1% | 34% | 13% | 6.3% | 0.57% |
| Feb 2026 | 47.4% | 35.8% | 9.9% | 6.3% | 0.61% |
| Mar 2026 | 50.7% | 33.8% | 8.7% | 6.3% | 0.45% |
| Apr 2026 | 52.8% | 34.1% | 6.7% | 5.7% | 0.65% |
| May 2026 | 51.2% | 36.1% | 6.5% | 5.6% | 0.54% |
| Jun 2026 | 51.9% | 36% | 8% | 3.6% | 0.45% |
| Jul 2026 | 50% | 36.5% | 9.2% | 3.8% | 0.39% |
| Aug 2026 | 52.9% | 33.8% | 7.6% | 5.3% | 0.36% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 52.9% | 5.9K | +15.7% | +2.9 points | |
| 2, held 2nd | 33.8% | 3.8K | +1.1% | -2.8 points | |
| 3, held 3rd | 7.6% | 850 | -9.6% | -1.6 points | |
| 4, held 4th | 5.3% | 590 | +51.3% | +1.5 points | |
| 5, held 5th | 0.36% | 40 | 0% | 0 points |
1.
Bellroy52.9%
held 1st · 5.9K estimated branded searches · +15.7% vs prior month · +2.9 points
2.
Osprey33.8%
held 2nd · 3.8K estimated branded searches · +1.1% vs prior month · -2.8 points
3.
Herschel7.6%
held 3rd · 850 estimated branded searches · -9.6% vs prior month · -1.6 points
4.
Deuter5.3%
held 4th · 590 estimated branded searches · +51.3% vs prior month · +1.5 points
5.
NOMATIC0.36%
held 5th · 40 estimated branded searches · 0% vs prior month · 0 points
Compare search popularity between leading brands
Which brand is most popular in search among backpack brands in New Zealand?
5 brands
In August 2026, Bellroy was the most searched among backpack brands in New Zealand, with an estimated 5.9K branded searches and 52.9% estimated Share of Search within this set. Osprey is in 2nd place, 19.1 percentage points behind at 33.8% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Bellroy | 53.6% → 52.9% | 56.5%Nov 2025 | 46.1%Jan 2026 | 1st |
| Osprey | 30.8% → 33.8% | 36.5%Jul 2026 | 27.9%Nov 2025 | 2nd |
| Herschel | 9.5% → 7.6% | 13%Jan 2026 | 6.5%May 2026 | 3rd |
| Deuter | 5.6% → 5.3% | 6.3%Feb 2026 | 3.6%Jun 2026 | 4th |
| NOMATIC | 0.58% → 0.36% | 0.65%Apr 2026 | 0.29%Nov 2025 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands in New Zealand decreased from 53.6% to 52.9%.
- Across the 11 months ending August 2026, Osprey’s estimated Share of Search among backpack brands in New Zealand increased from 30.8% to 33.8%.
- 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, Bellroy’s estimated Share of Search among backpack brands in New Zealand peaked at 56.5% in November 2025 and was lowest at 46.1% in January 2026.
- Across the 11 months ending August 2026, Osprey’s estimated Share of Search among backpack brands in New Zealand peaked at 36.5% in July 2026 and was lowest at 27.9% in November 2025.
- 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.
- Across the 11 months ending August 2026, Deuter’s estimated Share of Search among backpack brands in New Zealand peaked at 6.3% in February 2026 and was lowest at 3.6% in June 2026.
- Across the 11 months ending August 2026, Deuter and NOMATIC held steady: their estimated Share of Search among backpack brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand backpack brands in August 2026?
5 changes
In August 2026, Bellroy gained estimated Share of Search among backpack brands in New Zealand, from 50% to 52.9%.
In August 2026, Deuter gained estimated Share of Search among backpack brands in New Zealand, from 3.8% to 5.3%.
In August 2026, Osprey lost estimated Share of Search among backpack brands in New Zealand, from 36.5% to 33.8%.
In August 2026, Herschel lost estimated Share of Search among backpack brands in New Zealand, from 9.2% to 7.6%.
Estimated monthly branded searches for NOMATIC in New Zealand fell 33.3% over 11 measured months, from 60 to 40 in August 2026.
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