Brandwave

Crackers:Which brands are most popular in search?

In August 2026, Premier was the most searched among crackers worldwide, with an estimated 3.4M branded searches and 76.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Premier76.1%
  2. Jacob's15.3%
  3. Carr's3.1%
  4. Ritz2.5%
  5. Tuc2.5%
  6. Water Crackers0.5%

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Share of SearchLeaderboard

Compare the crackers people buy. 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.

Share of Search among crackers worldwide, by month

Share of Search by month for Premier, Jacob's, Carr's, Ritz, Tuc. The figures are in the table below the chart.

View monthly share of search table
MonthPremierJacob'sCarr'sRitzTucWater Crackers
Oct 202581.4%11%2.7%2.2%2.2%0.54%
Nov 202584.6%9.3%2.3%1.9%1.5%0.46%
Dec 202586.4%7.8%1.9%1.9%1.6%0.47%
Jan 202686.5%7.8%1.9%1.9%1.6%0.38%
Feb 202684.7%9.3%1.9%1.9%1.9%0.38%
Mar 202684.4%9.3%2.3%1.9%1.9%0.37%
Apr 202686.8%7.8%1.9%1.6%1.6%0.32%
May 202690%5.4%1.6%1.3%1.3%0.27%
Jun 202664.2%19.2%7.1%3.9%4.7%0.95%
Jul 202666.8%20.1%4.9%3.3%4%0.81%
Aug 202676.1%15.3%3.1%2.5%2.5%0.5%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Premier

    76.1%

    Held 1st. 3.4M estimated branded searches, +83.1% vs prior month. Share +9.3 points.

  2. 2.Jacob's

    15.3%

    Held 2nd. 673K estimated branded searches, +22.4% vs prior month. Share -4.8 points.

  3. 3.Carr's

    3.1%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share -1.9 points.

  4. 4.Ritz

    2.5%

    Moved from 5th to 4th. 110K estimated branded searches, +21.5% vs prior month. Share -0.8 points.

  5. 5.Tuc

    2.5%

    Moved from 4th to 5th. 110K estimated branded searches, 0% vs prior month. Share -1.5 points.

  6. 6.Water Crackers

    0.5%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.3 points.

Compare search popularity between leading brands

Which brand is most popular in search among crackers worldwide?

In August 2026, Premier was the most searched among crackers worldwide, with an estimated 3.4M branded searches and 76.1% estimated Share of Search within this set. Jacob's is in 2nd place, 60.8 percentage points behind at 15.3% Share of Search.

Global crackers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Premier81.4% → 76.1%90%May 202664.2%Jun 20261st
Jacob's11% → 15.3%20.1%Jul 20265.4%May 20262nd
Carr's2.7% → 3.1%7.1%Jun 20261.6%May 20263rd
Ritz2.2% → 2.5%3.9%Jun 20261.3%May 20264th
Tuc2.2% → 2.5%4.7%Jun 20261.3%May 20265th
Water Crackers0.54% → 0.5%0.95%Jun 20260.27%May 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Premier’s estimated Share of Search among crackers worldwide decreased from 81.4% to 76.1%.
  • Across the 11 months ending August 2026, Jacob's’ estimated Share of Search among crackers worldwide increased from 11% to 15.3%.
  • Across the 11 months ending August 2026, Premier’s estimated Share of Search among crackers worldwide peaked at 90% in May 2026 and was lowest at 64.2% in June 2026.
  • Across the 11 months ending August 2026, Jacob's’ estimated Share of Search among crackers worldwide peaked at 20.1% in July 2026 and was lowest at 5.4% in May 2026.
  • Across the 11 months ending August 2026, Carr's’ estimated Share of Search among crackers worldwide peaked at 7.1% in June 2026 and was lowest at 1.6% in May 2026.
  • Across the 11 months ending August 2026, Ritz’s estimated Share of Search among crackers worldwide peaked at 3.9% in June 2026 and was lowest at 1.3% in May 2026.
  • Across the 11 months ending August 2026, Tuc’s estimated Share of Search among crackers worldwide peaked at 4.7% in June 2026 and was lowest at 1.3% in May 2026.
  • Across the 11 months ending August 2026, Carr's, Ritz, Tuc and Water Crackers held steady: their estimated Share of Search among crackers worldwide each moved less than 0.5 percentage points.

How did search popularity change for crackers worldwide in August 2026?

  1. In August 2026, Premier gained estimated Share of Search among crackers worldwide, from 66.8% to 76.1%.

  2. In August 2026, Jacob's lost estimated Share of Search among crackers worldwide, from 20.1% to 15.3%.

  3. In August 2026, Carr's lost estimated Share of Search among crackers worldwide, from 4.9% to 3.1%.

  4. In August 2026, Tuc lost estimated Share of Search among crackers worldwide, from 4% to 2.5%.

  5. In August 2026, Ritz lost estimated Share of Search among crackers worldwide, from 3.3% to 2.5%.

  6. Estimated monthly branded searches for Water Crackers worldwide fell 18.1% over 11 measured months, from 27.1K to 22.2K in August 2026.

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