Cheez-It vs Nairn's:Which is more popular?
In September 2026, Cheez-It had more branded searches than Nairn's among cracker brands worldwide. Cheez-It had about 1 million branded searches, while Nairn's had 49,500. Cheez-It made up 48.6% of all cracker brand searches we track, and Nairn's accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about cracker brands, Cheez-It appeared in three of the four answers and Nairn's in none.
Who do people search for more?
Cheez-It, about 20 searches for every 1 for Nairn's
Who does AI mention more?
Cheez-It, mentioned in 3 of 4 answers, Nairn's in 0
Who does AI recommend more?
Cheez-It, the only one of the two named
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Top cracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Cheez-It was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Nairn's did not appear in any of the four answers.
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.
Is Cheez-It or Nairn's more popular in search?
This chart shows how often people search Google for Cheez-It and Nairn's by name. Each line represents a brand's share of searches for all nine cracker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Cheez-It, Nairn's. 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% |
How has the Cheez-It and Nairn's comparison changed over the last 12 months?
3 findings
- Cheez-It was ahead of Nairn's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cheez-It’s share of searches among cracker brands worldwide moved from 19.2% to 48.6%, and its estimated monthly branded searches moved from 246K to 1M.
- Across the 12 months ending September 2026, Nairn's’ share of searches among cracker brands worldwide moved from 2.6% to 2.4%, and its estimated monthly branded searches moved from 33.1K to 49.5K.
How did search popularity change for cracker brands worldwide in September 2026?
2 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, Nairn's lost share of searches among cracker brands worldwide, from 3.9% to 2.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cheez-It’s and Nairn's’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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