Doritos vs Smith's:Which is more popular?
In September 2026, Doritos had more branded searches than Smith's among chip brands in Australia. Doritos had about 18,100 branded searches, while Smith's had 14,800. Doritos made up 34.6% of all chip brand searches we track, and Smith's accounted for 28.3%. When we asked ChatGPT and Google AI Overviews about chip brands, Smith's appeared in all four answers and Doritos in two. Smith's was mentioned before Doritos in every answer.
Who do people search for more?
Doritos, about 22% more searches than Smith's
Who does AI mention more?
Smith's, mentioned in every answer we collected
Who does AI recommend more?
Smith's, named ahead of Doritos in every answer
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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. Doritos was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Smith's was listed before Doritos in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Smith's1st
- Kettle2nd
Red Rock Deli3rd
Thins4th- 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
Asked ChatGPT
“What's the best chip brand in Australia?”
Asked ChatGPT
“Which brand of potato chips in Australia tastes best?”
Asked ChatGPT
“What are the most popular chip brands in Australia?”
Searched Google, AI Overview
“chips”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“potato chips”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Doritos or Smith's more popular in search?
This chart shows how often people search Google for Doritos and Smith's 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 by month for Doritos, Smith's. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Doritos and Smith's comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Smith's took it in July 2026, Doritos took it in August 2026.
- Across the 12 months ending September 2026, Doritos’ share of searches among chip brands in Australia moved from 34.8% to 34.6%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
- Across the 12 months ending September 2026, Smith's’ share of searches among chip brands in Australia moved from 28.5% to 28.3%, and its estimated monthly branded searches moved from 12.1K to 14.8K.
How did search popularity change for Australia chip brands in September 2026?
2 changes
In September 2026, Doritos lost share of searches among chip brands in Australia, from 36.4% to 34.6%.
In September 2026, Smith's lost share of searches among chip brands in Australia, from 29.8% to 28.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Doritos’ and Smith'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.
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