---
title: "Laptop backpack brands in New Zealand: Which are searched most?"
description: "Compare the laptop backpack brands people buy. Share of Search among Samsonite, Bellroy, Osprey, Thule and Ogio, the laptop 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-laptop-backpack-brands"
publisher: "Brandwave"
---

# Laptop backpack brands in New Zealand: Which are searched most?

Compare the laptop backpack brands people buy. Share of Search among Samsonite, Bellroy, Osprey, Thule and Ogio, the laptop 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**: Laptop backpack brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Samsonite, 80.9%

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

- In September 2026, Samsonite was the most searched among laptop backpack brands in New Zealand, with an estimated 3.1K branded searches, 80.9% of all searches for the five we track.
- Bellroy is in 2nd place, 72.6 percentage points behind at 8.4%.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop backpack brands in New Zealand increased from 79.9% to 80.9%.
- Across the 12 months ending September 2026, Osprey’s share of searches among laptop backpack brands in New Zealand increased from 4.7% to 6.8%.
- 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, Ogio’s share of searches among laptop backpack brands in New Zealand decreased from 2.5% to 1.3%.
- Across the 12 months ending September 2026, Samsonite’s share of searches among laptop backpack brands in New Zealand peaked at 83.1% in November 2025 and was lowest at 75.5% in August 2026.
- Across the 12 months ending September 2026, Bellroy’s share of searches among laptop backpack brands in New Zealand peaked at 10.6% in July 2026 and was lowest at 6% in December 2025.
- Across the 12 months ending September 2026, Osprey’s share of searches among laptop backpack brands in New Zealand peaked at 8.7% in July 2026 and was lowest at 4.7% in October 2025.
- 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.
- Across the 12 months ending September 2026, Ogio’s share of searches among laptop backpack brands in New Zealand peaked at 2.6% in February 2026 and was lowest at 1.3% in September 2026.
- Across the 12 months ending September 2026, Bellroy held steady: its share of searches among laptop backpack brands in New Zealand moved less than 0.5 percentage points.

## Top laptop backpack brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Samsonite appeared every time. Thule was recommended most often, coming first in two out of three answers that gave a list. Samsonite was second, and Bellroy and Osprey tied for third. Ogio, which ranked fifth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Thule | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Samsonite | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Bellroy | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Osprey | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Ogio | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about laptop backpack brands

- Asked ChatGPT "Which laptop backpack brand should I buy in New Zealand?": 1. Thule, 2. Osprey, 3. Samsonite, 4. Bellroy
- Asked ChatGPT "What are the best laptop backpack brands in New Zealand?": 1. Samsonite, 2. Thule, 3. Bellroy, 4. Osprey
- Asked ChatGPT "What's the best laptop backpack brand in New Zealand for a laptop?": 1. Thule, 2. Samsonite, 3. Bellroy, 4. Osprey
- Searched Google, AI Overview "laptop backpack nz": 1. Samsonite, 2. Bellroy
- Searched Google, AI Overview "laptop bag for work": 1. Samsonite

Not named in any answer: Ogio.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Samsonite vs Bellroy: compare search popularity](/demand/nz/compare/bellroy-vs-samsonite): 80.9% against 8.4% Share of Search.
- [Samsonite vs Osprey: compare search popularity](/demand/nz/compare/osprey-vs-samsonite): 80.9% against 6.8% Share of Search.
- [Samsonite vs Thule: compare search popularity](/demand/nz/compare/samsonite-vs-thule): 80.9% against 2.6% Share of Search.
- [Bellroy vs Osprey: compare search popularity](/demand/nz/compare/bellroy-vs-osprey): 8.4% against 6.8% Share of Search.
- [Bellroy vs Thule: compare search popularity](/demand/nz/compare/bellroy-vs-thule): 8.4% against 2.6% Share of Search.
- [Osprey vs Thule: compare search popularity](/demand/nz/compare/osprey-vs-thule): 6.8% against 2.6% Share of Search.

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

- In September 2026, Samsonite gained share of searches among laptop backpack brands in New Zealand, from 75.5% to 80.9%.
- In September 2026, Bellroy lost share of searches among laptop backpack brands in New Zealand, from 10.2% to 8.4%.
- In September 2026, Thule lost share of searches among laptop backpack brands in New Zealand, from 4.2% to 2.6%.
- In September 2026, Osprey lost share of searches among laptop backpack brands in New Zealand, from 8.3% to 6.8%.
- In September 2026, Ogio lost share of searches among laptop backpack brands in New Zealand, from 1.8% to 1.3%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Samsonite | 80.9% | 3.1K | +6.9% | Samsonite |
| 2 | Bellroy | 8.4% | 320 | -17.9% | Bellroy |
| 3 | Osprey | 6.8% | 260 | -18.8% | Osprey |
| 4 | Thule | 2.6% | 100 | -37.5% | Thule |
| 5 | Ogio | 1.3% | 50 | -28.6% | Ogio |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Samsonite | 2.9K | 79.9% | 1 |
| Oct 2025 | Bellroy | 320 | 8.8% | 2 |
| Oct 2025 | Osprey | 170 | 4.7% | 3 |
| Oct 2025 | Thule | 150 | 4.1% | 4 |
| Oct 2025 | Ogio | 90 | 2.5% | 5 |
| Nov 2025 | Samsonite | 4.1K | 83.1% | 1 |
| Nov 2025 | Bellroy | 390 | 7.8% | 2 |
| Nov 2025 | Osprey | 260 | 5.2% | 3 |
| Nov 2025 | Thule | 120 | 2.4% | 4 |
| Nov 2025 | Ogio | 70 | 1.4% | 5 |
| Dec 2025 | Samsonite | 3.6K | 83% | 1 |
| Dec 2025 | Bellroy | 260 | 6% | 2 |
| Dec 2025 | Osprey | 260 | 6% | 3 |
| Dec 2025 | Thule | 150 | 3.4% | 4 |
| Dec 2025 | Ogio | 70 | 1.6% | 5 |
| Jan 2026 | Samsonite | 3.1K | 79% | 1 |
| Jan 2026 | Bellroy | 320 | 8.2% | 2 |
| Jan 2026 | Osprey | 260 | 6.6% | 3 |
| Jan 2026 | Thule | 150 | 3.8% | 4 |
| Jan 2026 | Ogio | 90 | 2.3% | 5 |
| Feb 2026 | Samsonite | 2.7K | 77.9% | 1 |
| Feb 2026 | Bellroy | 260 | 7.6% | 2 |
| Feb 2026 | Osprey | 260 | 7.6% | 3 |
| Feb 2026 | Thule | 150 | 4.4% | 4 |
| Feb 2026 | Ogio | 90 | 2.6% | 5 |
| Mar 2026 | Samsonite | 3K | 79.1% | 1 |
| Mar 2026 | Bellroy | 320 | 8.5% | 2 |
| Mar 2026 | Osprey | 260 | 6.9% | 3 |
| Mar 2026 | Thule | 120 | 3.2% | 4 |
| Mar 2026 | Ogio | 90 | 2.4% | 5 |
| Apr 2026 | Samsonite | 2.6K | 77.7% | 1 |
| Apr 2026 | Bellroy | 320 | 9.5% | 2 |
| Apr 2026 | Osprey | 260 | 7.7% | 3 |
| Apr 2026 | Thule | 100 | 3% | 4 |
| Apr 2026 | Ogio | 70 | 2.1% | 5 |
| May 2026 | Samsonite | 2.9K | 78.4% | 1 |
| May 2026 | Bellroy | 320 | 8.8% | 2 |
| May 2026 | Osprey | 260 | 7.1% | 3 |
| May 2026 | Thule | 120 | 3.3% | 4 |
| May 2026 | Ogio | 90 | 2.5% | 5 |
| Jun 2026 | Samsonite | 2.9K | 78.6% | 1 |
| Jun 2026 | Bellroy | 390 | 10.5% | 2 |
| Jun 2026 | Osprey | 210 | 5.7% | 3 |
| Jun 2026 | Thule | 120 | 3.2% | 4 |
| Jun 2026 | Ogio | 70 | 1.9% | 5 |
| Jul 2026 | Samsonite | 2.8K | 75.6% | 1 |
| Jul 2026 | Bellroy | 390 | 10.6% | 2 |
| Jul 2026 | Osprey | 320 | 8.7% | 3 |
| Jul 2026 | Thule | 120 | 3.3% | 4 |
| Jul 2026 | Ogio | 70 | 1.9% | 5 |
| Aug 2026 | Samsonite | 2.9K | 75.5% | 1 |
| Aug 2026 | Bellroy | 390 | 10.2% | 2 |
| Aug 2026 | Osprey | 320 | 8.3% | 3 |
| Aug 2026 | Thule | 160 | 4.2% | 4 |
| Aug 2026 | Ogio | 70 | 1.8% | 5 |
| Sep 2026 | Samsonite | 3.1K | 80.9% | 1 |
| Sep 2026 | Bellroy | 320 | 8.4% | 2 |
| Sep 2026 | Osprey | 260 | 6.8% | 3 |
| Sep 2026 | Thule | 100 | 2.6% | 4 |
| Sep 2026 | Ogio | 50 | 1.3% | 5 |

## What is being compared

- **Bellroy**: Measured on the search term “bellroy backpack”.
- **Ogio**: Measured on the search term “ogio”.
- **Osprey**: Measured on the search term “osprey bag”.
- **Samsonite**: Measured on the search terms “samsonite”, “samsonite backpack”, “samsonite bags”, “samsonite c lite”, “samsonite cases”, “samsonite oc2lite” and “samsonite travel bag”, summed into one figure.
- **Thule**: Measured on the search terms “thule backpack” and “thule laptop backpack”, summed into one figure.

- [Bellroy](/demand/nz/brands/bellroy)
- [Ogio](/demand/nz/brands/ogio)
- [Osprey](/demand/nz/brands/osprey)
- [Samsonite](/demand/nz/brands/samsonite)
- [Thule](/demand/nz/brands/thule)

## Methodology

- [How is the Brand Demand Index 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 laptop backpack brands in New Zealand?

In September 2026, Samsonite was the most searched among laptop backpack brands in New Zealand, with an estimated 3.1K branded searches, 80.9% of all searches for the five we track.

## Cite this page

Brandwave. "Laptop backpack brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-laptop-backpack-brands

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