Brandwave

How popular isRuffles?

In October 2026, people searched for Ruffles by name about 60,500 times worldwide, a 22.2% increase from the previous year. These searches made up 4% of all global potato chip brand searches, placing Ruffles fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about potato chip brands, Ruffles appeared in four of the five answers and was the fourth most recommended of the 11.

Search and AI answers in October 2026

Ruffles is the fourth most searched of 11 competitors and the fourth most recommended in the AI answers we collected.

  1. PringlesShare of searches 53.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. Lay'sShare of searches 22.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. KettleShare of searches 5.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. RufflesShare of searches 4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. WalkersShare of searches 3.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top potato chip brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ruffles was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Ruffles is the fourth most recommended of the 11.

Most recommended by AI

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

  1. Kettle1st
  2. Miss Vickie's2nd
  3. Lay's3rd
  4. Ruffles4th
  5. Cape Cod5th
  6. Pringles6th
  7. Boulder Canyon7th
  8. Utz8th
  9. Herr's9th
  10. Walkers–
  11. +1 more

Mentioned by AI

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

  • Kettle5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lay's4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ruffles4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Miss Vickie's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cape Cod3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pringles2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boulder Canyon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Utz2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herr's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Walkers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about potato chip brands

5 answers

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 25, 2026.

How often do people search for Ruffles compared with other potato chip brands worldwide?

Ruffles against potato chip brands worldwide, by month

Share of searches by month for Pringles, Lay's, Kettle, Ruffles, Walkers, Miss Vickie's, Boulder Canyon. The figures are in the table below the chart.

View monthly share of searches table
MonthPringlesLay'sKettleRufflesWalkersMiss Vickie'sBoulder CanyonCape CodUtzHerr'sTyrrells
Nov 202559.5%18.1%5.4%3.6%2.9%2.9%2%1.6%1.6%1.1%1.3%
Dec 202557.5%20.6%5.2%3.5%2.8%2.8%1.9%1.6%1.6%1%1.6%
Jan 202654.8%19.7%4.9%3.3%6%2.7%2.7%2.2%1.5%0.99%1.2%
Feb 202651.8%24.6%4.7%3.1%5.7%2.5%2.1%2.1%1.4%0.93%1.1%
Mar 202653.4%20.8%4.8%3.2%3.2%3.2%2.6%2.1%3.9%1.2%1.4%
Apr 202656%20.8%5%3.4%2.8%2.8%2.8%2.3%1.8%1.2%1.2%
May 202655.7%20.8%5%3.4%3.4%2.7%2.7%2.2%1.8%1%1.2%
Jun 202654.2%23.1%4.9%3.3%3.3%2.7%2.7%2.2%1.8%0.98%0.98%
Jul 202655.5%20.7%5%3.3%3.3%2.7%2.7%2.2%2.2%1.2%1%
Aug 202654.9%19.7%6%3.3%2.7%3.3%3.3%2.2%2.2%1.2%1.2%
Sep 202657.3%19.9%5.1%3.4%2.8%2.8%2.3%1.9%1.9%1.3%1.3%
Oct 202653.8%22.3%5.9%4%3.2%2.6%2.2%1.8%1.8%1.2%1.2%

  1. 1.Pringles

    53.8%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -3.4 points.

  2. 2.Lay's

    22.3%

    Held 2nd. 342K estimated branded searches, +19.2% vs prior month. Share +2.4 points.

  3. 3.Kettle

    5.9%

    Held 3rd. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.8 points.

  4. 4.Ruffles

    4%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  5. 5.Walkers

    3.2%

    Moved from 6th to 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.Miss Vickie's

    2.6%

    Moved from 5th to 6th. 40.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Boulder Canyon

    2.2%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Cape Cod

    1.8%

    Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Utz

    1.8%

    Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Herr's

    1.2%

    Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Tyrrells

    1.2%

    Held 11th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Ruffles and its closest rivals

Every comparison with Ruffles

10 comparisons

How has branded search demand for Ruffles changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Ruffles worldwide rose from 49.5K to 60.5K.
  • Across the 12 months ending October 2026, Ruffles’ share of searches among potato chip brands worldwide held steady, from 3.6% to 4%.

How did search popularity change for potato chip brands worldwide in October 2026?

6 changes

  1. In October 2026, Lay's gained share of searches among potato chip brands worldwide, from 19.9% to 22.3%.

  2. In October 2026, Kettle gained share of searches among potato chip brands worldwide, from 5.1% to 5.9%.

  3. In October 2026, Ruffles gained share of searches among potato chip brands worldwide, from 3.4% to 4%.

  4. In October 2026, Pringles lost share of searches among potato chip brands worldwide, from 57.3% to 53.8%.

  5. In October 2026, Walkers rose from 6th to 5th among potato chip brands worldwide.

  6. In October 2026, Miss Vickie's fell from 5th to 6th among potato chip brands worldwide.

How are Ruffles’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Ruffles’ 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.

  • ruffles chips

How the Brand Demand Index is measured

Who owns Ruffles?

Ruffles is owned by PepsiCo. Brandwave also tracks Poppi, Lay's, Miss Vickie's, Mountain Dew, Muscle Milk and Tostitos, owned by the same company, worldwide.

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

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