Chip brands in Australia:Which are most popular?

Name: Chip brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Doritos was the most searched chip brand in Australia, accounting for 34.6% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Smith's and Kettle showed up in every answer. Smith's was recommended most often, coming first in three out of four responses.

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Top chip brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Smith's and Kettle appeared every time. Smith's was recommended most often, coming first in three out of four answers. Kettle was second, and Red Rock Deli was third.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Smith's	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Kettle	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Red Rock Deli	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Thins	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Doritos	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4

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

Asked ChatGPT
“What's the best chip brand in Australia?”
1. 1Smith's
2. 2Kettle
3. 3Red Rock Deli
4. 4Thins
5. 5Doritos
Asked ChatGPT
“Which brand of potato chips in Australia tastes best?”
1. 1Kettle
2. 2Red Rock Deli
3. 3Smith's
Asked ChatGPT
“What are the most popular chip brands in Australia?”
1. 1Smith's
2. 2Red Rock Deli
3. 3Kettle
4. 4Thins
5. 5Doritos
Searched Google, AI Overview
“chips”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“potato chips”
1. 1Smith's
2. 2Thins
3. 3Kettle

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

Which chip brands do people search for most?

This chart shows how often people search Google for each chip brand by name. Each line represents a brand's share of searches for all five chip brands we track, month by month, from searches in Australia.

Share of searches among chip brands in Australia, by month

Month	Doritos	Smith's	Kettle	Red Rock Deli	Thins
Oct 2025	34.8%	28.5%	15.5%	15.5%	5.6%
Nov 2025	34%	27.8%	15.2%	18.6%	4.4%
Dec 2025	33.7%	27.6%	15%	18.4%	5.3%
Jan 2026	32.6%	26.7%	17.8%	17.8%	5.1%
Feb 2026	39.6%	26.5%	14.4%	14.4%	5.1%
Mar 2026	34.8%	28.5%	15.5%	15.5%	5.6%
Apr 2026	35.8%	29.3%	16%	13.1%	5.8%
May 2026	32.7%	32.7%	14.6%	14.6%	5.3%
Jun 2026	35.4%	35.4%	12.9%	10.6%	5.7%
Jul 2026	30.2%	36.9%	13.5%	13.5%	5.9%
Aug 2026	36.4%	29.8%	13.3%	13.3%	7.2%
Sep 2026	34.6%	28.3%	18.9%	12.6%	5.5%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Doritos	34.6%	18.1K	0%	-1.8 points
2, held 2nd	Smith's	28.3%	14.8K	0%	-1.5 points
3, held 3rd	Kettle	18.9%	9.9K	+50%	+5.6 points
4, held 4th	Red Rock Deli	12.6%	6.6K	0%	-0.7 points
5, held 5th	Thins	5.5%	2.9K	-19.4%	-1.7 points

1.Doritos
34.6%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share -1.8 points.
2.Smith's
28.3%
Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.
3.Kettle
18.9%
Held 3rd. 9.9K estimated branded searches, +50% vs prior month. Share +5.6 points.
4.Red Rock Deli
12.6%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.7 points.
5.Thins
5.5%
Held 5th. 2.9K estimated branded searches, -19.4% vs prior month. Share -1.7 points.

Which brand is most popular in search among chip brands in Australia?

5 brands

In September 2026, Doritos was the most searched among chip brands in Australia, with an estimated 18.1K branded searches, 34.6% of all searches for the five we track. Smith's is in 2nd place, 6.3 percentage points behind at 28.3%.

Australia chip brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Doritos	34.8% → 34.6%	39.6%Feb 2026	30.2%Jul 2026	1st
Smith's	28.5% → 28.3%	36.9%Jul 2026	26.5%Feb 2026	2nd
Kettle	15.5% → 18.9%	18.9%Sep 2026	12.9%Jun 2026	3rd
Red Rock Deli	15.5% → 12.6%	18.6%Nov 2025	10.6%Jun 2026	4th
Thins	5.6% → 5.5%	7.2%Aug 2026	4.4%Nov 2025	5th

Each finding as a sentence

Across the 12 months ending September 2026, Kettle’s share of searches among chip brands in Australia increased from 15.5% to 18.9%.
Across the 12 months ending September 2026, Red Rock Deli’s share of searches among chip brands in Australia decreased from 15.5% to 12.6%.
Across the 12 months ending September 2026, Doritos’ share of searches among chip brands in Australia peaked at 39.6% in February 2026 and was lowest at 30.2% in July 2026.
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.
Across the 12 months ending September 2026, Kettle’s share of searches among chip brands in Australia peaked at 18.9% in September 2026 and was lowest at 12.9% in June 2026.
Across the 12 months ending September 2026, Red Rock Deli’s share of searches among chip brands in Australia peaked at 18.6% in November 2025 and was lowest at 10.6% in June 2026.
Across the 12 months ending September 2026, Thins’ share of searches among chip brands in Australia peaked at 7.2% in August 2026 and was lowest at 4.4% in November 2025.
Across the 12 months ending September 2026, Doritos, Smith's and Thins held steady: their share of searches among chip brands in Australia each moved less than 0.5 percentage points.

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

5 changes

In September 2026, Kettle gained share of searches among chip brands in Australia, from 13.3% to 18.9%.
In September 2026, Doritos lost share of searches among chip brands in Australia, from 36.4% to 34.6%.
In September 2026, Thins lost share of searches among chip brands in Australia, from 7.2% to 5.5%.
In September 2026, Smith's lost share of searches among chip brands in Australia, from 29.8% to 28.3%.
In September 2026, Red Rock Deli lost share of searches among chip brands in Australia, from 13.3% to 12.6%.

How are branded searches counted for chip brands?

5 search terms

Each brand's share of searches among chip brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.