--- title: "Nairn's: search popularity worldwide" description: "Nairn's makes oatcakes and oat biscuits. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/nairns" publisher: "Brandwave" --- # Nairn's: search popularity worldwide Nairn's makes oatcakes and oat biscuits. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Nairn's - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among biscuit brands**: 1.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Biscuit brands | 4 | 1.1% | 49.5K | | Cracker brands | 2 | 28.4% | 49.5K | - [Biscuit brands](/demand/global-en/categories/biscuit-brands) - [Cracker brands](/demand/global-en/categories/cracker-brands) ## 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%. - Across the 12 months ending September 2026, Nairn's’ estimated Share of Search among cracker brands worldwide increased from 21% to 28.4%. - Across the 12 months ending September 2026, Nairn's’ estimated Share of Search among cracker brands worldwide peaked at 32.6% in August 2026 and was lowest at 13.3% in December 2025. ## How did search popularity change for biscuit brands worldwide in September 2026? - 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. - Estimated monthly branded searches for Nairn's worldwide rose 49.5% over 12 measured months, from 33.1K to 49.5K in September 2026. - Estimated monthly branded searches for Huntley & Palmers worldwide fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026. - Estimated monthly branded searches for Cookie Time worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026. - 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 did search popularity change for cracker brands worldwide in September 2026? - In September 2026, Ritz gained estimated Share of Search among cracker brands worldwide, from 59.4% to 63.1%. - In September 2026, Ryvita gained estimated Share of Search among cracker brands worldwide, from 8% to 8.5%. - In September 2026, Nairn's lost estimated Share of Search among cracker brands worldwide, from 32.6% to 28.4%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Biscuit brands | 33.1K | 0.63% | 4 | | Nov 2025 | Biscuit brands | 27.1K | 0.53% | 5 | | Dec 2025 | Biscuit brands | 22.2K | 0.43% | 5 | | Jan 2026 | Biscuit brands | 33.1K | 0.63% | 4 | | Feb 2026 | Biscuit brands | 27.1K | 0.54% | 4 | | Mar 2026 | Biscuit brands | 40.5K | 0.78% | 4 | | Apr 2026 | Biscuit brands | 40.5K | 0.78% | 4 | | May 2026 | Biscuit brands | 49.5K | 0.95% | 4 | | Jun 2026 | Biscuit brands | 40.5K | 0.78% | 4 | | Jul 2026 | Biscuit brands | 49.5K | 0.98% | 4 | | Aug 2026 | Biscuit brands | 60.5K | 1.4% | 4 | | Sep 2026 | Biscuit brands | 49.5K | 1.1% | 4 | | Oct 2025 | Cracker brands | 33.1K | 21% | 2 | | Nov 2025 | Cracker brands | 27.1K | 17.8% | 2 | | Dec 2025 | Cracker brands | 22.2K | 13.3% | 2 | | Jan 2026 | Cracker brands | 33.1K | 17.8% | 2 | | Feb 2026 | Cracker brands | 27.1K | 17.8% | 2 | | Mar 2026 | Cracker brands | 40.5K | 24.5% | 2 | | Apr 2026 | Cracker brands | 40.5K | 24.5% | 2 | | May 2026 | Cracker brands | 49.5K | 28.4% | 2 | | Jun 2026 | Cracker brands | 40.5K | 27.8% | 2 | | Jul 2026 | Cracker brands | 49.5K | 32% | 2 | | Aug 2026 | Cracker brands | 60.5K | 32.6% | 2 | | Sep 2026 | Cracker brands | 49.5K | 28.4% | 2 | ## 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. - “nairns” ## Which biscuit brands compete with Nairn's? - [Fox's](/demand/global-en/brands/foxs): Head-to-head: /demand/global-en/compare/foxs-vs-nairns - [Oreo](/demand/global-en/brands/oreo): Head-to-head: /demand/global-en/compare/nairns-vs-oreo - [Arnott's](/demand/global-en/brands/arnotts): Head-to-head: /demand/global-en/compare/arnotts-vs-nairns - [Cookie Time](/demand/global-en/brands/cookie-time): Head-to-head: /demand/global-en/compare/cookie-time-vs-nairns - [Ryvita](/demand/global-en/brands/ryvita): Head-to-head: /demand/global-en/compare/nairns-vs-ryvita - [Huntley & Palmers](/demand/global-en/brands/huntley-and-palmers) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Nairn's: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/nairns This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/nairns. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.