Kettle vs Smith's:Which is more popular?
In September 2026, Smith's had more branded searches than Kettle among chip brands in Australia. Smith's had about 14,800 branded searches, while Kettle had 9,900. Smith's made up 28.3% of all chip brand searches we track, and Kettle accounted for 18.9%. When we asked ChatGPT and Google AI Overviews about chip brands, both Kettle and Smith's appeared in all four answers. Smith's was mentioned before Kettle in three out of four answers.
Who do people search for more?
Smith's, about 49% more searches than Kettle
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Smith's, named ahead of Kettle in 3 of 4 answers
Follow Kettle vs Smith's and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top chip brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, both Kettle and Smith's showed up in all four answers. Smith's was listed before Kettle in three of them.
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 Kettle or Smith's more popular in search?
This chart shows how often people search Google for Kettle 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 Smith's, Kettle. 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 Kettle and Smith's comparison changed over the last 12 months?
3 findings
- Smith's was ahead of Kettle in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kettle’s share of searches among chip brands in Australia moved from 15.5% to 18.9%, and its estimated monthly branded searches moved from 6.6K to 9.9K.
- 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, Kettle gained share of searches among chip brands in Australia, from 13.3% to 18.9%.
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 Kettle’s 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.
Other head-to-heads among chip brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.