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 28.4% estimated Share of Search among cracker brands worldwide and is ranked 2nd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which cracker brands compete with Nairn's?
Share of Search by month for Ritz, Nairn's, Ryvita. The figures are in the table below the chart.
View monthly share of search table
| Month | Ritz | Nairn's | Ryvita |
|---|---|---|---|
| Oct 2025 | 69.7% | 21% | 9.4% |
| Nov 2025 | 72.4% | 17.8% | 9.7% |
| Dec 2025 | 80.8% | 13.3% | 5.9% |
| Jan 2026 | 72.5% | 17.8% | 9.7% |
| Feb 2026 | 72.4% | 17.8% | 9.7% |
| Mar 2026 | 66.5% | 24.5% | 9% |
| Apr 2026 | 66.5% | 24.5% | 9% |
| May 2026 | 63.1% | 28.4% | 8.5% |
| Jun 2026 | 62.1% | 27.8% | 10.2% |
| Jul 2026 | 58.5% | 32% | 9.6% |
| Aug 2026 | 59.4% | 32.6% | 8% |
| Sep 2026 | 63.1% | 28.4% | 8.5% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 63.1% | 110K | 0% | +3.7 points | |
| 2, held 2nd | 28.4% | 49.5K | -18.2% | -4.3 points | |
| 3, held 3rd | 8.5% | 14.8K | 0% | +0.5 points |
Compare search popularity between Nairn's and its closest rivals
Every comparison with Nairn's
7 comparisons
How has branded search demand for Nairn's changed worldwide over the last 12 months?
3 findings
- 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 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 cracker brands worldwide in September 2026?
3 changes
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%.
Where does Nairn's compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Biscuit brands | 4th of 7 | 1.1% | Show ranking |
| Cracker brands | 2nd of 3 | 28.4% | Shown above |
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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Is Nairn's your brand?
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