Kettle vs Thins:Which is more popular?
In September 2026, Kettle had more branded searches than Thins among chip brands in Australia. Kettle had about 9,900 branded searches, while Thins had 2,900. Kettle made up 18.9% of all chip brand searches we track, and Thins accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about chip brands, Kettle appeared in all four answers and Thins in three. Kettle was mentioned before Thins in three out of four answers.
Who do people search for more?
Kettle, about 3 searches for every 1 for Thins
Who does AI mention more?
Kettle, mentioned in every answer we collected
Who does AI recommend more?
Kettle, named ahead of Thins in 3 of 4 answers
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Top chip brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Kettle appeared in all four answers. Thins was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Kettle was listed before Thins in three out of four answers.
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 Thins more popular in search?
This chart shows how often people search Google for Kettle and Thins 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 Kettle, Thins. 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 Thins comparison changed over the last 12 months?
3 findings
- Kettle was ahead of Thins 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, Thins’ share of searches among chip brands in Australia moved from 5.6% to 5.5%, and its estimated monthly branded searches moved from 2.4K to 2.9K.
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, Thins lost share of searches among chip brands in Australia, from 7.2% to 5.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kettle’s and Thins’ 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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