How popular isWheat Thins?
In September 2026, people searched for Wheat Thins by name about 40,500 times worldwide, a 22.4% increase from the previous year. These searches made up 2% of all global cracker brand searches, placing Wheat Thins eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about cracker brands, Wheat Thins appeared in three of the four answers and was the fourth most recommended of the nine.
Wheat Thins is the eighth most searched of 9 competitors and the fourth most recommended in AI answers.
- Cheez-ItShare of searches 48.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Jacob'sShare of searches 26.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Carr'sShare of searches 6.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
RitzShare of searches 5.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st- Wheat ThinsShare of searches 2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
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Top cracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Wheat Thins was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Wheat Thins is the fourth most recommended of the nine.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Triscuit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Cheez-It3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Ritz3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wheat Thins3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Carr's1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Jacob's0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Tuc0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Nairn's0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Ryvita0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about cracker brands
4 answers
Asked ChatGPT
“Which cracker brand should I buy?”
Asked ChatGPT
“What are the best cracker brands?”
Asked ChatGPT
“What's the best cracker brand for snacking?”
Searched Google, AI Overview
“best crackers”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“healthy crackers”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Which cracker brands compete with Wheat Thins?
Share of searches by month for Cheez-It, Jacob's, Carr's, Ritz, Tuc, Nairn's, Triscuit, Wheat Thins. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cheez-It | Jacob's | Carr's | Ritz | Tuc | Nairn's | Triscuit | Wheat Thins | Ryvita |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 19.2% | 42.9% | 10.5% | 8.6% | 8.6% | 2.6% | 3.9% | 2.6% | 1.2% |
| Nov 2025 | 16.7% | 45.8% | 11.2% | 9.2% | 7.5% | 2.3% | 3.4% | 2.8% | 1.2% |
| Dec 2025 | 16.1% | 44.1% | 10.8% | 10.8% | 8.8% | 1.8% | 4% | 2.7% | 0.79% |
| Jan 2026 | 18.7% | 41.8% | 10.3% | 10.2% | 8.4% | 2.5% | 3.8% | 3.1% | 1.4% |
| Feb 2026 | 16.6% | 45.3% | 9.1% | 9.1% | 9.1% | 2.2% | 4.1% | 3.3% | 1.2% |
| Mar 2026 | 19.1% | 42.7% | 10.5% | 8.5% | 8.5% | 3.1% | 3.8% | 2.6% | 1.1% |
| Apr 2026 | 16.2% | 44.2% | 10.9% | 8.8% | 8.8% | 3.3% | 4% | 2.7% | 1.2% |
| May 2026 | 24.2% | 36.2% | 10.9% | 8.8% | 8.8% | 4% | 3.3% | 2.7% | 1.2% |
| Jun 2026 | 17.6% | 39.5% | 14.5% | 7.9% | 9.7% | 3.6% | 3.6% | 2.4% | 1.3% |
| Jul 2026 | 16.4% | 44.9% | 11% | 7.4% | 9% | 4% | 3.3% | 2.7% | 1.2% |
| Aug 2026 | 23.6% | 43.1% | 8.6% | 7% | 7% | 3.9% | 3.2% | 2.6% | 0.95% |
| Sep 2026 | 48.6% | 26.7% | 6.6% | 5.3% | 5.3% | 2.4% | 2.4% | 2% | 0.72% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 48.6% | 1M | +171.7% | +25 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 26.7% | 550K | -18.3% | -16.4 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 6.6% | 135K | +0.01% | -2.1 points | |
| 4, held 4th | 5.3% | 110K | 0% | -1.7 points | |
| 5, held 5th | 5.3% | 110K | 0% | -1.7 points | |
| 6, held 6th | 2.4% | 49.5K | -18.2% | -1.5 points | |
| 7, held 7th | 2.4% | 49.5K | 0% | -0.8 points | |
| 8, held 8th | 2% | 40.5K | 0% | -0.6 points | |
| 9, held 9th | 0.72% | 14.8K | 0% | -0.2 points |
1.Cheez-It
48.6%
Moved from 2nd to 1st. 1M estimated branded searches, +171.7% vs prior month. Share +25 points.
2.
Jacob's26.7%
Moved from 1st to 2nd. 550K estimated branded searches, -18.3% vs prior month. Share -16.4 points.
3.
Carr's6.6%
Held 3rd. 135K estimated branded searches, +0.01% vs prior month. Share -2.1 points.
4.
Ritz5.3%
Held 4th. 110K estimated branded searches, 0% vs prior month. Share -1.7 points.
5.Tuc
5.3%
Held 5th. 110K estimated branded searches, 0% vs prior month. Share -1.7 points.
6.
Nairn's2.4%
Held 6th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.5 points.
7.Triscuit
2.4%
Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share -0.8 points.
2%
Held 8th. 40.5K estimated branded searches, 0% vs prior month. Share -0.6 points.
9.
Ryvita0.72%
Held 9th. 14.8K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare popularity between Wheat Thins and its closest rivals
Every comparison with Wheat Thins
8 comparisons
How has branded search demand for Wheat Thins changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Wheat Thins worldwide rose from 33.1K to 40.5K.
- Across the 12 months ending September 2026, Wheat Thins’ share of searches among cracker brands worldwide decreased from 2.6% to 2%.
- Across the 12 months ending September 2026, Wheat Thins’ share of searches among cracker brands worldwide peaked at 3.3% in February 2026 and was lowest at 2% in September 2026.
How did search popularity change for cracker brands worldwide in September 2026?
6 changes
In September 2026, Cheez-It overtook Jacob's to become the leader among cracker brands worldwide, with 48.6% of the searches.
In September 2026, Jacob's lost share of searches among cracker brands worldwide, from 43.1% to 26.7%.
In September 2026, Carr's lost share of searches among cracker brands worldwide, from 8.6% to 6.6%.
In September 2026, Ritz lost share of searches among cracker brands worldwide, from 7% to 5.3%.
In September 2026, Tuc lost share of searches among cracker brands worldwide, from 7% to 5.3%.
In September 2026, Nairn's lost share of searches among cracker brands worldwide, from 3.9% to 2.4%.
How are Wheat Thins’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Wheat Thins’ 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.
- wheat thins
Who owns Wheat Thins?
Wheat Thins is owned by 
Mondelēz International. Brandwave also tracks 
Oreo and Triscuit, owned by the same company, worldwide.
Do you work for Wheat Thins? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Wheat Thins your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.