---
title: "Chip brands in Australia: Which are searched most?"
description: "Compare the potato chip and corn chip brands people buy. Share of Search among Doritos, Smith's, Kettle, Red Rock Deli and Thins, the chip brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/au/categories/au-chip-brands"
publisher: "Brandwave"
---

# Chip brands in Australia: Which are searched most?

Compare the potato chip and corn chip brands people buy. Share of Search among Doritos, Smith's, Kettle, Red Rock Deli and Thins, the chip brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Chip brands
- **Market**: Australia
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Doritos, 34.6%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Smith's | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Kettle | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Red Rock Deli | 3rd | 3 of 3 | 0 of 1 | 3 of 4 |
| Thins | 4th | 2 of 3 | 1 of 1 | 3 of 4 |
| Doritos | 5th | 2 of 3 | 0 of 1 | 2 of 4 |

## Every AI answer about chip brands

- Asked ChatGPT "What's the best chip brand in Australia?": 1. Smith's, 2. Kettle, 3. Red Rock Deli, 4. Thins, 5. Doritos
- Asked ChatGPT "Which brand of potato chips in Australia tastes best?": 1. Kettle, 2. Red Rock Deli, 3. Smith's
- Asked ChatGPT "What are the most popular chip brands in Australia?": 1. Smith's, 2. Red Rock Deli, 3. Kettle, 4. Thins, 5. Doritos
- Searched Google, AI Overview "potato chips": 1. Smith's, 2. Thins, 3. Kettle

Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026.

## Compare search popularity between leading brands

- [Doritos vs Smith's: compare search popularity](/demand/au/compare/doritos-vs-smiths-chips): 34.6% against 28.3% Share of Search.
- [Doritos vs Kettle: compare search popularity](/demand/au/compare/doritos-vs-kettle-chips): 34.6% against 18.9% Share of Search.
- [Doritos vs Red Rock Deli: compare search popularity](/demand/au/compare/doritos-vs-red-rock-deli): 34.6% against 12.6% Share of Search.
- [Doritos vs Thins: compare search popularity](/demand/au/compare/doritos-vs-thins-chips): 34.6% against 5.5% Share of Search.
- [Smith's vs Kettle: compare search popularity](/demand/au/compare/kettle-chips-vs-smiths-chips): 28.3% against 18.9% Share of Search.
- [Smith's vs Red Rock Deli: compare search popularity](/demand/au/compare/red-rock-deli-vs-smiths-chips): 28.3% against 12.6% Share of Search.
- [Smith's vs Thins: compare search popularity](/demand/au/compare/smiths-chips-vs-thins-chips): 28.3% against 5.5% Share of Search.
- [Kettle vs Red Rock Deli: compare search popularity](/demand/au/compare/kettle-chips-vs-red-rock-deli): 18.9% against 12.6% Share of Search.
- [Kettle vs Thins: compare search popularity](/demand/au/compare/kettle-chips-vs-thins-chips): 18.9% against 5.5% Share of Search.
- [Red Rock Deli vs Thins: compare search popularity](/demand/au/compare/red-rock-deli-vs-thins-chips): 12.6% against 5.5% Share of Search.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Doritos | 34.6% | 18.1K | 0.0% | Doritos |
| 2 | Smith's | 28.3% | 14.8K | 0.0% | Smith's |
| 3 | Kettle | 18.9% | 9.9K | +50.0% | Kettle |
| 4 | Red Rock Deli | 12.6% | 6.6K | 0.0% | Red Rock Deli |
| 5 | Thins | 5.5% | 2.9K | -19.4% | Thins |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Doritos | 14.8K | 34.8% | 1 |
| Oct 2025 | Smith's | 12.1K | 28.5% | 2 |
| Oct 2025 | Kettle | 6.6K | 15.5% | 3 |
| Oct 2025 | Red Rock Deli | 6.6K | 15.5% | 4 |
| Oct 2025 | Thins | 2.4K | 5.6% | 5 |
| Nov 2025 | Doritos | 14.8K | 34% | 1 |
| Nov 2025 | Smith's | 12.1K | 27.8% | 2 |
| Nov 2025 | Red Rock Deli | 8.1K | 18.6% | 3 |
| Nov 2025 | Kettle | 6.6K | 15.2% | 4 |
| Nov 2025 | Thins | 1.9K | 4.4% | 5 |
| Dec 2025 | Doritos | 12.1K | 33.7% | 1 |
| Dec 2025 | Smith's | 9.9K | 27.6% | 2 |
| Dec 2025 | Red Rock Deli | 6.6K | 18.4% | 3 |
| Dec 2025 | Kettle | 5.4K | 15% | 4 |
| Dec 2025 | Thins | 1.9K | 5.3% | 5 |
| Jan 2026 | Doritos | 12.1K | 32.6% | 1 |
| Jan 2026 | Smith's | 9.9K | 26.7% | 2 |
| Jan 2026 | Kettle | 6.6K | 17.8% | 3 |
| Jan 2026 | Red Rock Deli | 6.6K | 17.8% | 4 |
| Jan 2026 | Thins | 1.9K | 5.1% | 5 |
| Feb 2026 | Doritos | 14.8K | 39.6% | 1 |
| Feb 2026 | Smith's | 9.9K | 26.5% | 2 |
| Feb 2026 | Kettle | 5.4K | 14.4% | 3 |
| Feb 2026 | Red Rock Deli | 5.4K | 14.4% | 4 |
| Feb 2026 | Thins | 1.9K | 5.1% | 5 |
| Mar 2026 | Doritos | 14.8K | 34.8% | 1 |
| Mar 2026 | Smith's | 12.1K | 28.5% | 2 |
| Mar 2026 | Kettle | 6.6K | 15.5% | 3 |
| Mar 2026 | Red Rock Deli | 6.6K | 15.5% | 4 |
| Mar 2026 | Thins | 2.4K | 5.6% | 5 |
| Apr 2026 | Doritos | 14.8K | 35.8% | 1 |
| Apr 2026 | Smith's | 12.1K | 29.3% | 2 |
| Apr 2026 | Kettle | 6.6K | 16% | 3 |
| Apr 2026 | Red Rock Deli | 5.4K | 13.1% | 4 |
| Apr 2026 | Thins | 2.4K | 5.8% | 5 |
| May 2026 | Doritos | 14.8K | 32.7% | 1 |
| May 2026 | Smith's | 14.8K | 32.7% | 2 |
| May 2026 | Kettle | 6.6K | 14.6% | 3 |
| May 2026 | Red Rock Deli | 6.6K | 14.6% | 4 |
| May 2026 | Thins | 2.4K | 5.3% | 5 |
| Jun 2026 | Doritos | 18.1K | 35.4% | 1 |
| Jun 2026 | Smith's | 18.1K | 35.4% | 2 |
| Jun 2026 | Kettle | 6.6K | 12.9% | 3 |
| Jun 2026 | Red Rock Deli | 5.4K | 10.6% | 4 |
| Jun 2026 | Thins | 2.9K | 5.7% | 5 |
| Jul 2026 | Smith's | 18.1K | 36.9% | 1 |
| Jul 2026 | Doritos | 14.8K | 30.2% | 2 |
| Jul 2026 | Kettle | 6.6K | 13.5% | 3 |
| Jul 2026 | Red Rock Deli | 6.6K | 13.5% | 4 |
| Jul 2026 | Thins | 2.9K | 5.9% | 5 |
| Aug 2026 | Doritos | 18.1K | 36.4% | 1 |
| Aug 2026 | Smith's | 14.8K | 29.8% | 2 |
| Aug 2026 | Kettle | 6.6K | 13.3% | 3 |
| Aug 2026 | Red Rock Deli | 6.6K | 13.3% | 4 |
| Aug 2026 | Thins | 3.6K | 7.2% | 5 |
| Sep 2026 | Doritos | 18.1K | 34.6% | 1 |
| Sep 2026 | Smith's | 14.8K | 28.3% | 2 |
| Sep 2026 | Kettle | 9.9K | 18.9% | 3 |
| Sep 2026 | Red Rock Deli | 6.6K | 12.6% | 4 |
| Sep 2026 | Thins | 2.9K | 5.5% | 5 |

## What is being compared

- **Doritos**: Measured on the search term “doritos”.
- **Kettle**: Measured on the search term “kettle chips”.
- **Red Rock Deli**: Measured on the search term “red rock deli”.
- **Smith's**: Measured on the search term “smiths chips”.
- **Thins**: Measured on the search term “thins chips”.

- [Doritos](/demand/au/brands/doritos)
- [Kettle](/demand/au/brands/kettle-chips)
- [Red Rock Deli](/demand/au/brands/red-rock-deli)
- [Smith's](/demand/au/brands/smiths-chips)
- [Thins](/demand/au/brands/thins-chips)

## 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

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

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.

## Cite this page

Brandwave. "Chip brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-chip-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-chip-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.