--- title: "Macpac vs Osprey: Which is searched more in New Zealand?" description: "Is Macpac or Osprey more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the 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/macpac-vs-osprey" publisher: "Brandwave" --- # Macpac vs Osprey: Which is searched more in New Zealand? Is Macpac or Osprey more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the 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**: Macpac and Osprey - **Competitive set**: Backpack brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Macpac Share of Search**: 41.7% - **Osprey Share of Search**: 1.5% ## Is Macpac or Osprey more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Osprey | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Macpac | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Kathmandu | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Deuter | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Bellroy | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | The North Face | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Herschel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | NOMATIC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about backpack brands - Asked ChatGPT "Which backpack brand should I buy in New Zealand?": 1. Osprey, 2. The North Face, 3. Kathmandu, 4. Deuter - Asked ChatGPT "What are the best backpack brands in New Zealand?": 1. Macpac, 2. Kathmandu, 3. Osprey, 4. Deuter, 5. Bellroy - Asked ChatGPT "What's the best backpack brand in New Zealand for everyday carry?": 1. Bellroy, 2. Osprey, 3. Macpac - Searched Google, AI Overview "travel backpack nz": 1. Macpac, 2. Kathmandu - Searched Google, AI Overview "hiking backpack nz": 1. Osprey, 2. Deuter, 3. Macpac, 4. Kathmandu Not named in any answer: Herschel and NOMATIC. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand backpack brands in September 2026? - In September 2026, Macpac gained share of searches among backpack brands in New Zealand, from 41.1% to 41.7%. - 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. ## Month by month | Month | Macpac estimated searches | Macpac Share of Search | Macpac rank | Osprey estimated searches | Osprey Share of Search | Osprey rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 59.8K | 46.3% | 1 | 1.8K | 1.4% | 5 | | Nov 2025 | 72.8K | 42.2% | 2 | 2.1K | 1.2% | 5 | | Dec 2025 | 90.6K | 46.9% | 1 | 1.9K | 0.99% | 5 | | Jan 2026 | 74.9K | 45.5% | 1 | 2.6K | 1.6% | 5 | | Feb 2026 | 61.5K | 46.5% | 1 | 2.1K | 1.6% | 5 | | Mar 2026 | 72.7K | 46.4% | 1 | 2.3K | 1.5% | 5 | | Apr 2026 | 74.3K | 42.8% | 2 | 2.3K | 1.3% | 5 | | May 2026 | 73.8K | 45.8% | 1 | 2.1K | 1.3% | 5 | | Jun 2026 | 86.1K | 45.4% | 2 | 1.7K | 0.91% | 5 | | Jul 2026 | 71.9K | 40.8% | 2 | 2.1K | 1.2% | 5 | | Aug 2026 | 60.1K | 41.1% | 2 | 2.1K | 1.4% | 5 | | Sep 2026 | 50.4K | 41.7% | 2 | 1.8K | 1.5% | 5 | ## How each brand is measured 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**: Measured on the 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” and “macpac westgate”, summed into one figure. - **Osprey**: Measured on the search terms “backpack hiking osprey”, “osprey backpack”, “osprey bag”, “osprey day pack”, “osprey hiking pack”, “osprey nebula backpack”, “osprey pack” and “osprey travel backpack”, summed into one figure. - [Macpac profile](/demand/nz/brands/macpac) - [Osprey profile](/demand/nz/brands/osprey) - [All backpack brands in New Zealand](/demand/nz/categories/nz-backpack-brands): The set both shares are measured inside, 8 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 Macpac or Osprey more popular in search? 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%. ## Cite this page Brandwave. "Macpac vs Osprey: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/macpac-vs-osprey This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/macpac-vs-osprey. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.