Brandwave

How popular isMcVitie's?

In September 2026, people searched for McVitie's by name about 1,900 times in Australia, an 18.8% increase from the previous year. These searches made up 1.7% of all Australia biscuit brand searches, placing McVitie's fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about biscuit brands, McVitie's did not appear in any of the answers.

Search and AI answers in September 2026

McVitie's is the fifth most searched of 7 competitors.

  1. Tim TamShare of searches 36.7%Mentioned in 3 of 4 AI answers
  2. Arnott'sShare of searches 33.5%Mentioned in 2 of 4 AI answers
  3. OreoShare of searches 16.4%Mentioned in 0 of 4 AI answers
  4. Byron Bay CookiesShare of searches 9%Mentioned in 0 of 4 AI answers
  5. McVitie'sShare of searches 1.7%Mentioned in 0 of 4 AI answers

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Top biscuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, McVitie's did not appear in any of the four answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Tim Tam3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Arnott's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oreo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Byron Bay Cookies0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • McVitie's0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lotus Biscoff0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kez's Kitchen0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about biscuit brands

4 answers

  • Asked ChatGPT

    “What are the most popular biscuits in Australia?”

    1. 1Tim Tam
    2. 2Arnott's

  • Asked ChatGPT

    “Which biscuit brand is the best in Australia?”

    1. 1Arnott's
    2. 2Tim Tam

  • Asked ChatGPT

    “What are the best Australian cookies?”

    1. 1Tim Tam

  • Searched Google, AI Overview

    “biscuits”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “cookies”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

    Which biscuit brands compete with McVitie's?

    McVitie's against biscuit brands in Australia, by month

    Share of searches by month for Tim Tam, Arnott's, Oreo, Byron Bay Cookies, McVitie's. The figures are in the table below the chart.

    View monthly share of searches table
    MonthTim TamArnott'sOreoByron Bay CookiesMcVitie'sLotus BiscoffKez's Kitchen
    Oct 202528.2%31.5%28.2%8.4%1.1%1.3%1.1%
    Nov 202542%31.4%12.6%10.3%1.1%1.6%1.1%
    Dec 202545.8%29.7%11.2%9.2%1.2%1.8%1.2%
    Jan 202635.6%36.8%13%8.7%1.4%3.1%1.4%
    Feb 202646.6%28.5%13.9%6.2%1.2%2.3%1.2%
    Mar 202636.6%35.4%16.4%7.3%1.2%1.7%1.4%
    Apr 202629.2%47.8%13%5.8%1.7%1.7%0.88%
    May 202635.1%32%15.7%12.8%1.6%1.6%1.1%
    Jun 202636.7%33.5%16.4%9%1.5%1.7%1.2%
    Jul 202636.8%35.6%13.5%9%2.2%1.7%1.2%
    Aug 202637.6%34.3%16.9%7.5%1.4%1.2%0.99%
    Sep 202636.7%33.5%16.4%9%1.7%1.5%1.2%

    1. 1.Tim Tam

      36.7%

      Held 1st. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

    2. 2.Arnott's

      33.5%

      Held 2nd. 37K estimated branded searches, -18.1% vs prior month. Share -0.8 points.

    3. 3.Oreo

      16.4%

      Held 3rd. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

    4. 4.Byron Bay Cookies

      9%

      Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share +1.5 points.

    5. 5.McVitie's

      1.7%

      Held 5th. 1.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

    6. 6.Lotus Biscoff

      1.5%

      Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

    7. 7.Kez's Kitchen

      1.2%

      Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

    Compare popularity between McVitie's and its closest rivals

    Every comparison with McVitie's

    6 comparisons

    How has branded search demand for McVitie's changed in Australia over the last 12 months?

    4 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for McVitie's in Australia rose from 1.6K to 1.9K.
    • Across the 12 months ending September 2026, McVitie's’ share of searches among biscuit brands in Australia increased from 1.1% to 1.7%.
    • Across the 12 months ending September 2026, McVitie's’ share of searches among biscuit brands in Australia peaked at 2.2% in July 2026 and was lowest at 1.1% in November 2025.
    • Across the 12 months ending September 2026, McVitie's rose from 7th to 5th among biscuit brands in Australia.

    How did search popularity change for Australia biscuit brands in September 2026?

    6 changes

    1. In September 2026, Byron Bay Cookies gained share of searches among biscuit brands in Australia, from 7.5% to 9%.

    2. In September 2026, Tim Tam lost share of searches among biscuit brands in Australia, from 37.6% to 36.7%.

    3. In September 2026, Arnott's lost share of searches among biscuit brands in Australia, from 34.3% to 33.5%.

    4. Estimated monthly branded searches for McVitie's in Australia rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

    5. Estimated monthly branded searches for Oreo in Australia fell 55.3% over 12 measured months, from 40.5K to 18.1K in September 2026.

    6. Estimated monthly branded searches for Kez's Kitchen in Australia fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

    How are McVitie's’ branded searches counted?

    1 search term

    Brandwave collects information about searches that people make online using McVitie's’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

    • mcvities

    How the Brand Demand Index is measured

    Who owns McVitie's?

    McVitie's is owned by pladis. Brandwave does not track any other brands owned by pladis.

    Do you work for McVitie's? To request corrections or removal please contact us via our support page and we will be happy to assist.

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