Jacob's vs Premier:Which is more popular by branded search?
In August 2026, Premier had more branded searches than Jacob's among crackers worldwide. Premier was estimated to have 3.4M branded searches compared to Jacob's’ 673K, and held a 76.1% Share of Search versus Jacob's’ 15.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Jacob's or Premier?
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 by month for Premier, Jacob's. The figures are in the table below the chart.
View monthly share of search table
| Month | Premier | Jacob's | Carr's | Ritz | Tuc | Water Crackers |
|---|---|---|---|---|---|---|
| Oct 2025 | 81.4% | 11% | 2.7% | 2.2% | 2.2% | 0.54% |
| Nov 2025 | 84.6% | 9.3% | 2.3% | 1.9% | 1.5% | 0.46% |
| Dec 2025 | 86.4% | 7.8% | 1.9% | 1.9% | 1.6% | 0.47% |
| Jan 2026 | 86.5% | 7.8% | 1.9% | 1.9% | 1.6% | 0.38% |
| Feb 2026 | 84.7% | 9.3% | 1.9% | 1.9% | 1.9% | 0.38% |
| Mar 2026 | 84.4% | 9.3% | 2.3% | 1.9% | 1.9% | 0.37% |
| Apr 2026 | 86.8% | 7.8% | 1.9% | 1.6% | 1.6% | 0.32% |
| May 2026 | 90% | 5.4% | 1.6% | 1.3% | 1.3% | 0.27% |
| Jun 2026 | 64.2% | 19.2% | 7.1% | 3.9% | 4.7% | 0.95% |
| Jul 2026 | 66.8% | 20.1% | 4.9% | 3.3% | 4% | 0.81% |
| Aug 2026 | 76.1% | 15.3% | 3.1% | 2.5% | 2.5% | 0.5% |
| Sep 2026 | — | — | — | — | — | — |
How has the Jacob's and Premier comparison changed over the last 12 months?
3 findings
- Premier was ahead of Jacob's in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Jacob's’ estimated Share of Search among crackers worldwide moved from 11% to 15.3%, and its estimated monthly branded searches moved from 550K to 673K.
- Across the 11 months ending August 2026, Premier’s estimated Share of Search among crackers worldwide moved from 81.4% to 76.1%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
How each brand is measured
Brandwave collects information about searches that people make online using Jacob's’ and Premier’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.