Brandwave

Macpac vs Osprey:Which is more popular?

In September 2026, Macpac had more branded searches than Osprey among backpack brands in New Zealand. Macpac had about 50,400 branded searches, while Osprey had 1,780. Macpac made up 41.7% of all backpack brand searches we track, and Osprey accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about backpack brands, Macpac and Osprey each appeared in four of the five answers. Osprey was mentioned before Macpac in three out of five answers.

Among backpack brands in New Zealand in September 2026

Who do people search for more?

Macpac, about 28 searches for every 1 for Osprey

Macpac 50.4K searchesOsprey 1.8K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Macpac in 4 of 5Osprey in 4 of 5

Who does AI recommend more?

Osprey, named ahead of Macpac in 3 of 5 answers

Osprey first in 3Macpac first in 2

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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. Osprey was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Osprey was listed before Macpac in three 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 Macpac or Osprey more popular in search?

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

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

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

3 findings
  • Macpac was ahead of Osprey in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Osprey’s share of searches among backpack brands in New Zealand moved from 1.4% to 1.5%, and its estimated monthly branded searches held steady at 1.8K.

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. Osprey’s share of searches among backpack brands in New Zealand has gained ground for 3 months in a row, from 0.91% to 1.5% in September 2026.

How are branded searches counted?

22 search terms

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

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

Osprey

8 branded search terms

  • backpack hiking osprey
  • osprey backpack
  • osprey bag
  • osprey day pack
  • osprey hiking pack
  • osprey nebula backpack
  • osprey pack
  • osprey travel backpack

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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