Brandwave

Herschel vs Macpac:Which is more popular?

In September 2026, Macpac had more branded searches than Herschel among backpack brands in New Zealand. Macpac had about 50,400 branded searches, while Herschel had 780. Macpac made up 41.7% of all backpack brand searches we track, and Herschel accounted for 0.65%. When we asked ChatGPT and Google AI Overviews about backpack brands, Macpac appeared in four of the five answers and Herschel in none.

Among backpack brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 65 searches for every 1 for Herschel

Macpac 50.4K searchesHerschel 780 searches

Who does AI mention more?

Macpac, mentioned in 4 of 5 answers, Herschel in 0

Macpac in 4 of 5Herschel in 0 of 5

Who does AI recommend more?

Macpac, the only one of the two named

Macpac first in 4Herschel never named

Follow Herschel vs Macpac and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Macpac was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Herschel did not appear in any of the 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 Herschel or Macpac more popular in search?

This chart shows how often people search Google for Herschel and Macpac 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.

Herschel and Macpac among backpack brands in New Zealand, by month

Share of searches by month for Macpac, Herschel. 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 Herschel and Macpac comparison changed over the last 12 months?

3 findings
  • Macpac was ahead of Herschel in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Herschel’s share of searches among backpack brands in New Zealand moved from 0.71% to 0.65%, and its estimated monthly branded searches moved from 910 to 780.
  • Across the 12 months ending September 2026, Macpac’s share of searches among backpack brands in New Zealand moved from 46.3% to 41.7%, and its estimated monthly branded searches moved from 59.8K to 50.4K.

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

2 changes

  1. In September 2026, Macpac gained share of searches among backpack brands in New Zealand, from 41.1% to 41.7%.

  2. Estimated monthly branded searches for Herschel in New Zealand fell 14.3% over 12 measured months, from 910 to 780 in September 2026.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Herschel’s and Macpac’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.

Herschel

7 branded search terms

  • herschel america backpack
  • herschel backpack
  • herschel bag
  • herschel duffle backpack
  • herschel heritage backpack
  • herschel pack
  • herschel travel backpack

Macpac

14 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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.

Start free