Brandwave

How popular isSmith's?

In September 2026, people searched for Smith's by name about 14,800 times in Australia, a 22.3% increase from the previous year. These searches made up 28.3% of all Australia chip brand searches, placing Smith's second out of five brands. When we asked both ChatGPT and Google AI Overviews about chip brands, Smith's appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Smith's is the second most searched of 5 competitors and the most recommended in AI answers.

  1. DoritosShare of searches 34.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  2. Smith'sShare of searches 28.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. KettleShare of searches 18.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. Red Rock DeliShare of searches 12.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. ThinsShare of searches 5.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
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Top chip brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Smith's appeared in all four answers. Smith's is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Smith's1st
  2. Kettle2nd
  3. Red Rock Deli3rd
  4. Thins4th
  5. Doritos5th

Mentioned by AI

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

  • Smith's4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Kettle4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Rock Deli3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Thins3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Doritos2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about chip brands

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which chip brands compete with Smith's?

Smith's against chip brands in Australia, by month

Share of searches by month for Doritos, Smith's, Kettle, Red Rock Deli, Thins. The figures are in the table below the chart.

View monthly share of searches table
MonthDoritosSmith'sKettleRed Rock DeliThins
Oct 202534.8%28.5%15.5%15.5%5.6%
Nov 202534%27.8%15.2%18.6%4.4%
Dec 202533.7%27.6%15%18.4%5.3%
Jan 202632.6%26.7%17.8%17.8%5.1%
Feb 202639.6%26.5%14.4%14.4%5.1%
Mar 202634.8%28.5%15.5%15.5%5.6%
Apr 202635.8%29.3%16%13.1%5.8%
May 202632.7%32.7%14.6%14.6%5.3%
Jun 202635.4%35.4%12.9%10.6%5.7%
Jul 202630.2%36.9%13.5%13.5%5.9%
Aug 202636.4%29.8%13.3%13.3%7.2%
Sep 202634.6%28.3%18.9%12.6%5.5%

  1. 1.Doritos

    34.6%

    Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share -1.8 points.

  2. 2.Smith's

    28.3%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.

  3. 3.Kettle

    18.9%

    Held 3rd. 9.9K estimated branded searches, +50% vs prior month. Share +5.6 points.

  4. 4.Red Rock Deli

    12.6%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.7 points.

  5. 5.Thins

    5.5%

    Held 5th. 2.9K estimated branded searches, -19.4% vs prior month. Share -1.7 points.

Compare popularity between Smith's and its closest rivals

Every comparison with Smith's

4 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smith's in Australia rose from 12.1K to 14.8K.
  • Across the 12 months ending September 2026, Smith's’ share of searches among chip brands in Australia peaked at 36.9% in July 2026 and was lowest at 26.5% in February 2026.

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

5 changes

  1. In September 2026, Kettle gained share of searches among chip brands in Australia, from 13.3% to 18.9%.

  2. In September 2026, Doritos lost share of searches among chip brands in Australia, from 36.4% to 34.6%.

  3. In September 2026, Thins lost share of searches among chip brands in Australia, from 7.2% to 5.5%.

  4. In September 2026, Smith's lost share of searches among chip brands in Australia, from 29.8% to 28.3%.

  5. In September 2026, Red Rock Deli lost share of searches among chip brands in Australia, from 13.3% to 12.6%.

How are Smith's’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Smith'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.

  • smiths chips

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How the Brand Demand Index is measured

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