Brandwave

Bellroy vs Kathmandu:Which is more popular?

In September 2026, Kathmandu had more branded searches than Bellroy among backpack brands in New Zealand. Kathmandu had about 57,600 branded searches, while Bellroy had 4,130. Kathmandu made up 47.7% of all backpack brand searches we track, and Bellroy accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about backpack brands, Kathmandu appeared in four of the five answers and Bellroy in two. Kathmandu was mentioned before Bellroy in four out of five answers.

Among backpack brands in New Zealand in September 2026

Who do people search for more?

Kathmandu, about 14 searches for every 1 for Bellroy

Kathmandu 57.6K searchesBellroy 4.1K searches

Who does AI mention more?

Kathmandu, mentioned in 4 of 5 answers, Bellroy in 2

Kathmandu in 4 of 5Bellroy in 2 of 5

Who does AI recommend more?

Kathmandu, named ahead of Bellroy in 4 of 5 answers

Kathmandu first in 4Bellroy first in 1

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kathmandu was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bellroy was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kathmandu was listed before Bellroy in four out of five answers.

Most recommended by AI

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

  1. Osprey1st
  2. Macpac2nd
  3. Kathmandu3rd
  4. Deuter4th
  5. Bellroy5th
  6. The North Face6th
  7. Herschel–
  8. NOMATIC–

Mentioned by AI

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

  • Kathmandu4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Osprey4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NOMATIC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about backpack 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 20, 2026.

Is Bellroy or Kathmandu more popular in search?

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

Bellroy and Kathmandu among backpack brands in New Zealand, by month

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

View monthly share of searches table
MonthKathmanduMacpacThe North FaceBellroyOspreyHerschelDeuterNOMATIC
Oct 202544.5%46.3%3.5%3.2%1.4%0.71%0.34%0.05%
Nov 202549.1%42.2%3%3.4%1.2%0.73%0.32%0.02%
Dec 202546.4%46.9%2.8%2.1%0.99%0.58%0.23%0.03%
Jan 202645%45.5%4.1%2.5%1.6%0.93%0.34%0.04%
Feb 202644.6%46.5%3.6%2.6%1.6%0.7%0.36%0.05%
Mar 202644.9%46.4%3.6%2.7%1.5%0.58%0.36%0.03%
Apr 202648.9%42.8%3.9%2.4%1.3%0.39%0.28%0.04%
May 202644.9%45.8%4.6%2.7%1.3%0.39%0.3%0.04%
Jun 202645.6%45.4%5.1%2.3%0.91%0.4%0.17%0.03%
Jul 202649.8%40.8%5.2%2.3%1.2%0.5%0.18%0.02%
Aug 202647.7%41.1%5.8%3.1%1.4%0.55%0.28%0.03%
Sep 202647.7%41.7%4.7%3.4%1.5%0.65%0.33%0.03%

How has the Bellroy and Kathmandu comparison changed over the last 12 months?

3 findings
  • Kathmandu was ahead of Bellroy in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bellroy’s share of searches among backpack brands in New Zealand moved from 3.2% to 3.4%, and its estimated monthly branded searches held steady at 4.1K.
  • Across the 12 months ending September 2026, Kathmandu’s share of searches among backpack brands in New Zealand moved from 44.5% to 47.7%, and its estimated monthly branded searches moved from 57.4K to 57.6K.

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

1 change

  1. Bellroy’s share of searches among backpack brands in New Zealand has gained ground for 3 months in a row, from 2.3% to 3.4% in September 2026.

How are branded searches counted?

32 search terms

Brandwave collects information about searches that people make online using Bellroy’s and Kathmandu’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

13 branded search terms

  • backpack bellroy
  • bellroy
  • bellroy aus
  • bellroy backpack
  • bellroy bag
  • bellroy laptop sleeve
  • bellroy outlet
  • bellroy pack
  • bellroy tech kit
  • bellroy tokyo tote
  • bellroy tote
  • bellroy transit workpack
  • bellroy travel backpack

Kathmandu

19 branded search terms

  • Kathmandu
  • kathmandu bayfair
  • kathmandu beach shelter
  • kathmandu beach trolley
  • kathmandu botany
  • kathmandu gloves
  • kathmandu lyall bay
  • kathmandu northland
  • kathmandu outlet
  • kathmandu retreat 280
  • kathmandu retreat 80
  • kathmandu socks
  • kathmandu st lukes
  • kathmandu sylvia park
  • kathmandu tower junction
  • kathmandu trolley
  • kathmandu vest
  • kathmandu waitakere
  • kathmandu westgate

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

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