Brandwave

Macpac vs Osprey:Which is more popular?

In September 2026, Macpac had more branded searches than Osprey among tramping pack brands in New Zealand. Macpac had about 51,400 branded searches, while Osprey had 260. Macpac made up 44.9% of all tramping pack brand searches we track, and Osprey accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about tramping pack brands, Osprey appeared in all five answers and Macpac in four. Osprey was mentioned before Macpac in three out of five answers.

Among tramping pack brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 198 searches for every 1 for Osprey

Macpac 51.4K searchesOsprey 260 searches

Who does AI mention more?

Osprey, mentioned in every answer we collected

Osprey in 5 of 5Macpac in 4 of 5

Who does AI recommend more?

Osprey, named ahead of Macpac in 3 of 5 answers

Osprey first in 3Macpac first in 2

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Top tramping pack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Osprey appeared in all five answers. Macpac was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Osprey was listed before Macpac in three out of five answers.

Most recommended by AI

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

  1. Osprey1st
  2. Deuter2nd
  3. Macpac3rd
  4. Rab4th
  5. Gregory5th
  6. Kathmandu–
  7. Cactus Outdoor–
  8. Aarn–

Mentioned by AI

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

  • Osprey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Deuter5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gregory2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cactus Outdoor0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aarn0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tramping pack 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 19, 2026.

Is Macpac or Osprey more popular in search?

This chart shows how often people search Google for Macpac and Osprey by name. Each line represents a brand's share of searches for all eight tramping pack brands we track, month by month, from searches in New Zealand.

Macpac and Osprey among tramping pack brands in New Zealand, by month

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

View monthly share of searches table
MonthKathmanduMacpacCactus OutdoorAarnOspreyDeuterRabGregory
Oct 202546%48.7%4.3%0.43%0.14%0.17%0.09%0.1%
Nov 202551.5%45%2.7%0.32%0.16%0.16%0.07%0.06%
Dec 202547.9%49.1%2.4%0.27%0.14%0.11%0.06%0.07%
Jan 202647.1%48.5%3.4%0.48%0.16%0.13%0.08%0.11%
Feb 202646.3%49.2%3.5%0.46%0.2%0.17%0.09%0.12%
Mar 202646.2%48.6%4.3%0.39%0.17%0.17%0.11%0.1%
Apr 202650.5%44.8%3.9%0.35%0.15%0.12%0.1%0.06%
May 202646.6%48.2%4.3%0.52%0.17%0.14%0.08%0.07%
Jun 202647.6%48.1%3.6%0.31%0.12%0.08%0.07%0.05%
Jul 202652.1%43.3%3.9%0.34%0.19%0.08%0.08%0.04%
Aug 202650.8%44.4%3.9%0.28%0.23%0.12%0.12%0.09%
Sep 202650.3%44.9%3.8%0.36%0.23%0.18%0.13%0.12%

How has the Macpac and Osprey comparison changed over the last 12 months?

3 findings
  • Macpac was ahead of Osprey in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Macpac’s share of searches among tramping pack brands in New Zealand moved from 48.7% to 44.9%, and its estimated monthly branded searches moved from 60.8K to 51.4K.
  • Across the 12 months ending September 2026, Osprey’s share of searches among tramping pack brands in New Zealand moved from 0.14% to 0.23%, and its estimated monthly branded searches moved from 170 to 260.

How did search popularity change for New Zealand tramping pack brands in September 2026?

2 changes

  1. Estimated monthly branded searches for Osprey in New Zealand rose 52.9% over 12 measured months, from 170 to 260 in September 2026.

  2. Estimated monthly branded searches for Macpac in New Zealand fell 15.4% over 12 measured months, from 60.8K to 51.4K in September 2026.

How are branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Macpac’s and Osprey’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Macpac

15 branded search terms

  • Macpac
  • macpac bags
  • macpac colombo st
  • macpac fleece
  • macpac outlet
  • macpac packs
  • macpac queen st
  • macpac queensgate
  • macpac sale
  • macpac st lukes
  • macpac te rapa
  • macpac tents
  • macpac tower junction
  • macpac vest
  • macpac westgate

Osprey

1 branded search term

  • osprey bag

How the Brand Demand Index is measured

Other head-to-heads among tramping pack brands

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