Bellroy vs Herschel:Which is more popular by branded search in New Zealand?
In August 2026, Bellroy had more branded searches than Herschel among backpack brands in New Zealand. Bellroy was estimated to have 5.9K branded searches compared to Herschel’s 850, and held a 52.9% Share of Search versus Herschel’s 7.6%.
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Which is more popular in search, Bellroy or Herschel?
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, Herschel. 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 | — | — | — | — | — |
How has the Bellroy and Herschel comparison changed over the last 12 months?
3 findings
- Bellroy was ahead of Herschel in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Bellroy’s estimated Share of Search among backpack brands in New Zealand moved from 53.6% to 52.9%, and its estimated monthly branded searches moved from 5.5K to 5.9K.
- Across the 11 months ending August 2026, Herschel’s estimated Share of Search among backpack brands in New Zealand moved from 9.5% to 7.6%, and its estimated monthly branded searches moved from 980 to 850.
How did search popularity change for New Zealand backpack brands in August 2026?
2 changes
In August 2026, Bellroy gained estimated Share of Search among backpack brands in New Zealand, from 50% to 52.9%.
In August 2026, Herschel lost estimated Share of Search among backpack brands in New Zealand, from 9.2% to 7.6%.
How each brand is measured
Brandwave collects information about searches that people make online using Bellroy’s and Herschel’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.
Bellroy
19 branded 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
- bellroy wallet
Herschel
9 branded search terms
- herschel america backpack
- herschel backpack
- herschel bag
- herschel duffle backpack
- herschel heritage backpack
- herschel little america backpack
- herschel navy backpack
- herschel pack
- herschel travel backpack
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.