Deuter vs Herschel:Which is more popular by branded search in New Zealand?
In August 2026, Herschel had more branded searches than Deuter among backpack brands in New Zealand. Herschel was estimated to have 850 branded searches compared to Deuter’s 590, and held a 7.6% Share of Search versus Deuter’s 5.3%.
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Which is more popular in search, Deuter 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 Herschel, Deuter. 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 Deuter and Herschel comparison changed over the last 12 months?
3 findings
- Herschel was ahead of Deuter in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Deuter’s estimated Share of Search among backpack brands in New Zealand moved from 5.6% to 5.3%, and its estimated monthly branded searches moved from 580 to 590.
- 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, Deuter gained estimated Share of Search among backpack brands in New Zealand, from 3.8% to 5.3%.
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 Deuter’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.
Deuter
11 branded search terms
- deuter
- deuter backpack
- deuter com
- deuter fox 30
- deuter fox 40
- deuter hiking pack
- deuter near me
- deuter nz
- deuter online
- deuter pack
- deuter travel backpack
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.