Brandwave

How popular isMcVitie's?

In September 2026, people searched for McVitie's by name about 60,500 times worldwide, an 18.2% decrease from the previous year. These searches made up 1.3% of all global biscuit brand searches, placing McVitie's fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about biscuit brands, McVitie's appeared in three of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

McVitie's is the fifth most searched of 9 competitors and the third most recommended in AI answers.

  1. Fox'sShare of searches 72.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. OreoShare of searches 17.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. Arnott'sShare of searches 3.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Lotus BiscoffShare of searches 3.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. McVitie'sShare of searches 1.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+4 more

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Top biscuit brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, McVitie's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. McVitie's is the third most recommended of the nine.

Most recommended by AI

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

  1. Oreo1st
  2. Lotus Biscoff1st
  3. McVitie's3rd
  4. Fox's–
  5. Arnott's–
  6. Nairn's–
  7. Cookie Time–
  8. Ryvita–
  9. Huntley & Palmers–

Mentioned by AI

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

  • McVitie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oreo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lotus Biscoff2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fox's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arnott's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nairn's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cookie Time0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryvita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huntley & Palmers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about biscuit brands

5 answers

  • Asked ChatGPT

    “Which biscuit brand should I buy?”

    1. 1McVitie's

  • Asked ChatGPT

    “What are the best biscuit brands?”

    1. Asked ChatGPT

      “What's the best biscuit brand for snacking?”

      1. 1Lotus Biscoff
      2. 2Oreo
      3. 3McVitie's

    2. Searched Google, AI Overview

      “biscuit brands”

      1. 1Oreo
      2. 2Lotus Biscoff
      3. 3McVitie's

    3. Searched Google, AI Overview

      “best biscuits”

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

      Which biscuit brands compete with McVitie's?

      McVitie's against biscuit brands worldwide, by month

      Share of searches by month for Fox's, Oreo, Arnott's, Lotus Biscoff, McVitie's. The figures are in the table below the chart.

      View monthly share of searches table
      MonthFox'sOreoArnott'sLotus BiscoffMcVitie'sNairn'sCookie TimeRyvitaHuntley & Palmers
      Oct 202575%15%3.7%3.7%1.3%0.6%0.4%0.27%0.07%
      Nov 202576%12.4%4.5%4.5%1.1%0.5%0.5%0.27%0.12%
      Dec 202573.9%12%5.4%6.6%1.1%0.4%0.48%0.18%0.06%
      Jan 202672.8%14.5%3.6%6.5%1.3%0.58%0.32%0.32%0.06%
      Feb 202677.8%12.7%2.5%4.6%1.1%0.51%0.34%0.28%0.05%
      Mar 202675%15%3%4.5%1.1%0.74%0.33%0.27%0.05%
      Apr 202675.6%15.1%3%3.7%1.1%0.74%0.33%0.27%0.05%
      May 202675.3%15.1%3%3.7%1.4%0.91%0.33%0.27%0.05%
      Jun 202676.1%15.2%3.1%3.1%1.1%0.75%0.34%0.27%0.07%
      Jul 202678.2%12.8%3.1%3.1%1.2%0.94%0.34%0.28%0.05%
      Aug 202672%17.6%3.5%3.5%1.3%1.3%0.47%0.32%0.06%
      Sep 202672.2%17.6%3.5%3.5%1.3%1.1%0.39%0.32%0.06%

      1. 1.Fox's

        72.2%

        Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.2 points.

      2. 2.Oreo

        17.6%

        Held 2nd. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.

      3. 3.Arnott's

        3.5%

        Held 3rd. 165K estimated branded searches, 0% vs prior month. Share 0 points.

      4. 4.Lotus Biscoff

        3.5%

        Held 4th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

      5. 5.McVitie's

        1.3%

        Held 5th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

      6. 6.Nairn's

        1.1%

        Held 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

      7. 7.Cookie Time

        0.39%

        Held 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

      8. 8.Ryvita

        0.32%

        Held 8th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

      9. 9.Huntley & Palmers

        0.06%

        Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

      Compare popularity between McVitie's and its closest rivals

      Every comparison with McVitie's

      8 comparisons

      How has branded search demand for McVitie's changed worldwide over the last 12 months?

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for McVitie's worldwide fell from 74K to 60.5K.
      • Across the 12 months ending September 2026, McVitie's’ share of searches among biscuit brands worldwide held steady at 1.3%.

      How did search popularity change for biscuit brands worldwide in September 2026?

      6 changes

      1. Estimated monthly branded searches for Nairn's worldwide rose 49.5% over 12 measured months, from 33.1K to 49.5K in September 2026.

      2. Estimated monthly branded searches for Huntley & Palmers worldwide fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

      3. Estimated monthly branded searches for Cookie Time worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

      4. Estimated monthly branded searches for McVitie's worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

      5. Estimated monthly branded searches for Fox's worldwide fell 18.2% over 12 measured months, from 4.1M to 3.4M in September 2026.

      6. Estimated monthly branded searches for Arnott's worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

      How are McVitie's’ branded searches counted?

      1 search term

      Brandwave collects information about searches that people make online using McVitie's’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

      • mcvities

      How the Brand Demand Index is measured

      Who owns McVitie's?

      McVitie's is owned by pladis. Brandwave does not track any other brands owned by pladis.

      Do you work for McVitie's? To request corrections or removal please contact us via our support page and we will be happy to assist.

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