--- title: "Bellroy vs Thule: Which is searched more in New Zealand?" description: "Is Bellroy or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laptop backpack brands set in New Zealand. 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/compare/bellroy-vs-thule" publisher: "Brandwave" --- # Bellroy vs Thule: Which is searched more in New Zealand? Is Bellroy or Thule more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Laptop backpack brands set in New Zealand. 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 - **Compared**: Bellroy and Thule - **Competitive set**: Laptop backpack brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bellroy Share of Search**: 8.4% - **Thule Share of Search**: 2.6% ## Is Bellroy or Thule more popular in search? - In September 2026, Bellroy had more branded searches than Thule among laptop backpack brands in New Zealand. Bellroy had about 320 branded searches, while Thule had 100. Bellroy made up 8.4% of all laptop backpack brand searches we track, and Thule accounted for 2.6%. - Bellroy was ahead of Thule in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Bellroy’s share of searches among laptop backpack brands in New Zealand moved from 8.8% to 8.4%, and its estimated monthly branded searches held steady at 320. - Across the 12 months ending September 2026, Thule’s share of searches among laptop backpack brands in New Zealand moved from 4.1% to 2.6%, and its estimated monthly branded searches moved from 150 to 100. ## Top laptop backpack brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bellroy was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Thule was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before Bellroy in every answer. 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. ## How did search popularity change for New Zealand laptop backpack brands in September 2026? - 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%. ## Month by month | Month | Bellroy estimated searches | Bellroy Share of Search | Bellroy rank | Thule estimated searches | Thule Share of Search | Thule rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 320 | 8.8% | 2 | 150 | 4.1% | 4 | | Nov 2025 | 390 | 7.8% | 2 | 120 | 2.4% | 4 | | Dec 2025 | 260 | 6% | 2 | 150 | 3.4% | 4 | | Jan 2026 | 320 | 8.2% | 2 | 150 | 3.8% | 4 | | Feb 2026 | 260 | 7.6% | 2 | 150 | 4.4% | 4 | | Mar 2026 | 320 | 8.5% | 2 | 120 | 3.2% | 4 | | Apr 2026 | 320 | 9.5% | 2 | 100 | 3% | 4 | | May 2026 | 320 | 8.8% | 2 | 120 | 3.3% | 4 | | Jun 2026 | 390 | 10.5% | 2 | 120 | 3.2% | 4 | | Jul 2026 | 390 | 10.6% | 2 | 120 | 3.3% | 4 | | Aug 2026 | 390 | 10.2% | 2 | 160 | 4.2% | 4 | | Sep 2026 | 320 | 8.4% | 2 | 100 | 2.6% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Bellroy’s and Thule’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**: Measured on the search term “bellroy backpack”. - **Thule**: Measured on the search terms “thule backpack” and “thule laptop backpack”, summed into one figure. - [Bellroy profile](/demand/nz/brands/bellroy) - [Thule profile](/demand/nz/brands/thule) - [All laptop backpack brands in New Zealand](/demand/nz/categories/nz-laptop-backpack-brands): The set both shares are measured inside, 5 brands. ## 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 ### Is Bellroy or Thule more popular in search? In September 2026, Bellroy had more branded searches than Thule among laptop backpack brands in New Zealand. Bellroy had about 320 branded searches, while Thule had 100. Bellroy made up 8.4% of all laptop backpack brand searches we track, and Thule accounted for 2.6%. ## Cite this page Brandwave. "Bellroy vs Thule: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/bellroy-vs-thule This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/bellroy-vs-thule. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.