Brandwave

How popular isNairn's in search?

In September 2026, there were an estimated 49.5K branded searches for Nairn's worldwide which is up 49.5% over the last 12 months. Nairn's holds 1.1% estimated Share of Search among biscuit brands worldwide and is ranked 4th of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Fox's75.9%
  2. Oreo18.5%
  3. Arnott's3.7%
  4. Nairn's1.1%
  5. Cookie Time0.41%
  6. Ryvita0.33%
  7. Huntley & Palmers0.07%
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Where does Nairn's compete?

Nairn's is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Biscuit brands4th of 71.1%Shown below
Cracker brands2nd of 328.4%Show ranking

Which biscuit brands compete with Nairn's?

Nairn's against biscuit brands worldwide, by month

Share of Search by month for Fox's, Oreo, Arnott's, Nairn's. The figures are in the table below the chart.

View monthly share of search table
MonthFox'sOreoArnott'sNairn'sCookie TimeRyvitaHuntley & Palmers
Oct 202579%15.8%3.8%0.63%0.42%0.28%0.07%
Nov 202580.6%13.1%4.8%0.53%0.53%0.29%0.13%
Dec 202580%13%5.8%0.43%0.52%0.19%0.07%
Jan 202679%15.8%3.9%0.63%0.35%0.35%0.07%
Feb 202682.5%13.5%2.7%0.54%0.36%0.3%0.06%
Mar 202679.5%15.9%3.2%0.78%0.35%0.29%0.06%
Apr 202679.4%15.9%3.2%0.78%0.35%0.29%0.06%
May 202679.3%15.9%3.2%0.95%0.35%0.29%0.06%
Jun 202679.4%15.9%3.2%0.78%0.35%0.29%0.07%
Jul 202681.7%13.4%3.3%0.98%0.36%0.29%0.05%
Aug 202675.6%18.4%3.7%1.4%0.5%0.33%0.06%
Sep 202675.9%18.5%3.7%1.1%0.41%0.33%0.07%

  1. 1.Fox's

    75.9%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Oreo

    18.5%

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

  3. 3.Arnott's

    3.7%

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

  4. 4.Nairn's

    1.1%

    Held 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  5. 5.Cookie Time

    0.41%

    Held 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  6. 6.Ryvita

    0.33%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Huntley & Palmers

    0.07%

    Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Nairn's and its closest rivals

Every comparison with Nairn's

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Nairn's worldwide rose from 33.1K to 49.5K.
  • Across the 12 months ending September 2026, Nairn's’ estimated Share of Search among biscuit brands worldwide held steady, from 0.63% to 1.1%.

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

  1. Arnott's’ estimated Share of Search among biscuit brands worldwide has gained ground for 3 months in a row, from 3.2% to 3.7% in September 2026.

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

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

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

How is Nairn's measured?

Brandwave collects information about searches that people make online using Nairn'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.

1 branded search term

  • nairns

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How the Brand Demand Index is measured

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