---
title: "Backpack brands in New Zealand: Which brands are most popular in search?"
description: "Compare the hiking, travel and everyday backpack brands New Zealanders carry. Share of Search among Bellroy, Osprey, Herschel, Deuter and NOMATIC, the backpack brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-backpack-brands"
publisher: "Brandwave"
---

# Backpack brands in New Zealand: Which brands are most popular in search?

Compare the hiking, travel and everyday backpack brands New Zealanders carry. Share of Search among Bellroy, Osprey, Herschel, Deuter and NOMATIC, the backpack brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Backpack brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Bellroy, 52.9%

## Which brand is most popular in search among backpack brands in New Zealand?

- 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.
- 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.

## Compare search popularity between leading brands

- [Bellroy vs Osprey: compare search popularity](/demand/nz/compare/bellroy-vs-osprey): 52.9% against 33.8% Share of Search.
- [Bellroy vs Herschel: compare search popularity](/demand/nz/compare/bellroy-vs-herschel): 52.9% against 7.6% Share of Search.
- [Bellroy vs Deuter: compare search popularity](/demand/nz/compare/bellroy-vs-deuter): 52.9% against 5.3% Share of Search.
- [Osprey vs Herschel: compare search popularity](/demand/nz/compare/herschel-vs-osprey): 33.8% against 7.6% Share of Search.
- [Osprey vs Deuter: compare search popularity](/demand/nz/compare/deuter-vs-osprey): 33.8% against 5.3% Share of Search.
- [Herschel vs Deuter: compare search popularity](/demand/nz/compare/deuter-vs-herschel): 7.6% against 5.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bellroy | 52.9% | 5.9K | +15.7% | Bellroy |
| 2 | Osprey | 33.8% | 3.8K | +1.1% | Osprey |
| 3 | Herschel | 7.6% | 850 | -9.6% | Herschel |
| 4 | Deuter | 5.3% | 590 | +51.3% | Deuter |
| 5 | NOMATIC | 0.36% | 40 | 0.0% | NOMATIC |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bellroy | 5.5K | 53.6% | 1 |
| Oct 2025 | Osprey | 3.2K | 30.8% | 2 |
| Oct 2025 | Herschel | 980 | 9.5% | 3 |
| Oct 2025 | Deuter | 580 | 5.6% | 4 |
| Oct 2025 | NOMATIC | 60 | 0.58% | 5 |
| Nov 2025 | Bellroy | 7.8K | 56.5% | 1 |
| Nov 2025 | Osprey | 3.8K | 27.9% | 2 |
| Nov 2025 | Herschel | 1.3K | 9.6% | 3 |
| Nov 2025 | Deuter | 780 | 5.7% | 4 |
| Nov 2025 | NOMATIC | 40 | 0.29% | 5 |
| Dec 2025 | Bellroy | 6.2K | 54.7% | 1 |
| Dec 2025 | Osprey | 3.3K | 29.1% | 2 |
| Dec 2025 | Herschel | 1.2K | 10.4% | 3 |
| Dec 2025 | Deuter | 610 | 5.4% | 4 |
| Dec 2025 | NOMATIC | 50 | 0.44% | 5 |
| Jan 2026 | Bellroy | 5.7K | 46.1% | 1 |
| Jan 2026 | Osprey | 4.2K | 34% | 2 |
| Jan 2026 | Herschel | 1.6K | 13% | 3 |
| Jan 2026 | Deuter | 770 | 6.3% | 4 |
| Jan 2026 | NOMATIC | 70 | 0.57% | 5 |
| Feb 2026 | Bellroy | 4.6K | 47.4% | 1 |
| Feb 2026 | Osprey | 3.5K | 35.8% | 2 |
| Feb 2026 | Herschel | 970 | 9.9% | 3 |
| Feb 2026 | Deuter | 620 | 6.3% | 4 |
| Feb 2026 | NOMATIC | 60 | 0.61% | 5 |
| Mar 2026 | Bellroy | 5.6K | 50.7% | 1 |
| Mar 2026 | Osprey | 3.8K | 33.8% | 2 |
| Mar 2026 | Herschel | 970 | 8.7% | 3 |
| Mar 2026 | Deuter | 700 | 6.3% | 4 |
| Mar 2026 | NOMATIC | 50 | 0.45% | 5 |
| Apr 2026 | Bellroy | 5.7K | 52.8% | 1 |
| Apr 2026 | Osprey | 3.7K | 34.1% | 2 |
| Apr 2026 | Herschel | 730 | 6.7% | 3 |
| Apr 2026 | Deuter | 620 | 5.7% | 4 |
| Apr 2026 | NOMATIC | 70 | 0.65% | 5 |
| May 2026 | Bellroy | 5.7K | 51.2% | 1 |
| May 2026 | Osprey | 4K | 36.1% | 2 |
| May 2026 | Herschel | 720 | 6.5% | 3 |
| May 2026 | Deuter | 620 | 5.6% | 4 |
| May 2026 | NOMATIC | 60 | 0.54% | 5 |
| Jun 2026 | Bellroy | 5.7K | 51.9% | 1 |
| Jun 2026 | Osprey | 4K | 36% | 2 |
| Jun 2026 | Herschel | 880 | 8% | 3 |
| Jun 2026 | Deuter | 400 | 3.6% | 4 |
| Jun 2026 | NOMATIC | 50 | 0.45% | 5 |
| Jul 2026 | Bellroy | 5.1K | 50% | 1 |
| Jul 2026 | Osprey | 3.7K | 36.5% | 2 |
| Jul 2026 | Herschel | 940 | 9.2% | 3 |
| Jul 2026 | Deuter | 390 | 3.8% | 4 |
| Jul 2026 | NOMATIC | 40 | 0.39% | 5 |
| Aug 2026 | Bellroy | 5.9K | 52.9% | 1 |
| Aug 2026 | Osprey | 3.8K | 33.8% | 2 |
| Aug 2026 | Herschel | 850 | 7.6% | 3 |
| Aug 2026 | Deuter | 590 | 5.3% | 4 |
| Aug 2026 | NOMATIC | 40 | 0.36% | 5 |
| Sep 2026 | Bellroy | — | — | — |
| Sep 2026 | Deuter | — | — | — |
| Sep 2026 | Herschel | — | — | — |
| Sep 2026 | NOMATIC | — | — | — |
| Sep 2026 | Osprey | — | — | — |

## What is being compared

- **Bellroy**: Measured on the search terms “backpack bellroy”, “bellroy”, “bellroy aus”, “bellroy bag”, “bellroy com”, “bellroy laptop sleeve”, “bellroy mens wallet”, “bellroy near me”, “bellroy nz”, “bellroy online”, “bellroy outlet”, “bellroy pack”, “bellroy tech kit”, “bellroy tokyo tote”, “bellroy tote”, “bellroy transit workpack”, “bellroy travel backpack”, “bellroy travel wallet” and “bellroy wallet”, summed into one figure.
- **Deuter**: Measured on the search terms “deuter”, “deuter backpack”, “deuter com”, “deuter fox 30”, “deuter fox 40”, “deuter hiking pack”, “deuter near me”, “deuter nz”, “deuter online”, “deuter pack” and “deuter travel backpack”, summed into one figure.
- **Herschel**: Measured on the search terms “herschel america backpack”, “herschel backpack”, “herschel bag”, “herschel duffle backpack”, “herschel heritage backpack”, “herschel little america backpack”, “herschel navy backpack”, “herschel pack” and “herschel travel backpack”, summed into one figure.
- **NOMATIC**: Measured on the search terms “nomatic backpack”, “nomatic pack” and “nomatic travel backpack”, summed into one figure.
- **Osprey**: Measured on the search terms “backpack hiking osprey”, “osprey ariel 65 pack”, “osprey atmos 50 backpack”, “osprey atmos ag 65 pack”, “osprey backpack”, “osprey bag”, “osprey day pack”, “osprey exos 48 backpack”, “osprey farpoint 40 backpack”, “osprey farpoint 55 backpack”, “osprey farpoint 70 backpack”, “osprey hiking pack”, “osprey nebula backpack”, “osprey pack”, “osprey talon 33 backpack”, “osprey talon 44 backpack”, “osprey travel backpack” and “osprey womens pack”, summed into one figure.

- [Bellroy](/demand/nz/brands/bellroy)
- [Deuter](/demand/nz/brands/deuter)
- [Herschel](/demand/nz/brands/herschel)
- [NOMATIC](/demand/nz/brands/nomatic)
- [Osprey](/demand/nz/brands/osprey)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among backpack brands in New Zealand?

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.

## Cite this page

Brandwave. "Backpack brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-backpack-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-backpack-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.