McVitie's vs Nairn's:Which is more popular?
In September 2026, McVitie's had more branded searches than Nairn's among biscuit brands worldwide. McVitie's had about 60,500 branded searches, while Nairn's had 49,500. McVitie's made up 1.3% of all biscuit brand searches we track, and Nairn's accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about biscuit brands, McVitie's appeared in three of the five answers and Nairn's in none.
Who do people search for more?
McVitie's, about 22% more searches than Nairn's
Who does AI mention more?
McVitie's, mentioned in 3 of 5 answers, Nairn's in 0
Who does AI recommend more?
McVitie's, the only one of the two named
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Top biscuit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, McVitie's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Nairn's did not appear in any of the five 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.
- McVitie's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Oreo2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lotus Biscoff2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Fox's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Arnott's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nairn's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cookie Time0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ryvita0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Huntley & Palmers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about biscuit brands
5 answers
Asked ChatGPT
“Which biscuit brand should I buy?”
Asked ChatGPT
“What are the best biscuit brands?”
Asked ChatGPT
“What's the best biscuit brand for snacking?”
Searched Google, AI Overview
“biscuit brands”
Searched Google, AI Overview
“best biscuits”
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 20, 2026.
Is McVitie's or Nairn's more popular in search?
This chart shows how often people search Google for McVitie's and Nairn's by name. Each line represents a brand's share of searches for all nine biscuit brands we track, month by month, from English-language searches worldwide.
Share of searches by month for McVitie's, Nairn's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fox's | Oreo | Arnott's | Lotus Biscoff | McVitie's | Nairn's | Cookie Time | Ryvita | Huntley & Palmers |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 75% | 15% | 3.7% | 3.7% | 1.3% | 0.6% | 0.4% | 0.27% | 0.07% |
| Nov 2025 | 76% | 12.4% | 4.5% | 4.5% | 1.1% | 0.5% | 0.5% | 0.27% | 0.12% |
| Dec 2025 | 73.9% | 12% | 5.4% | 6.6% | 1.1% | 0.4% | 0.48% | 0.18% | 0.06% |
| Jan 2026 | 72.8% | 14.5% | 3.6% | 6.5% | 1.3% | 0.58% | 0.32% | 0.32% | 0.06% |
| Feb 2026 | 77.8% | 12.7% | 2.5% | 4.6% | 1.1% | 0.51% | 0.34% | 0.28% | 0.05% |
| Mar 2026 | 75% | 15% | 3% | 4.5% | 1.1% | 0.74% | 0.33% | 0.27% | 0.05% |
| Apr 2026 | 75.6% | 15.1% | 3% | 3.7% | 1.1% | 0.74% | 0.33% | 0.27% | 0.05% |
| May 2026 | 75.3% | 15.1% | 3% | 3.7% | 1.4% | 0.91% | 0.33% | 0.27% | 0.05% |
| Jun 2026 | 76.1% | 15.2% | 3.1% | 3.1% | 1.1% | 0.75% | 0.34% | 0.27% | 0.07% |
| Jul 2026 | 78.2% | 12.8% | 3.1% | 3.1% | 1.2% | 0.94% | 0.34% | 0.28% | 0.05% |
| Aug 2026 | 72% | 17.6% | 3.5% | 3.5% | 1.3% | 1.3% | 0.47% | 0.32% | 0.06% |
| Sep 2026 | 72.2% | 17.6% | 3.5% | 3.5% | 1.3% | 1.1% | 0.39% | 0.32% | 0.06% |
How has the McVitie's and Nairn's comparison changed over the last 12 months?
3 findings
- McVitie's was ahead of Nairn's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, McVitie's’ share of searches among biscuit brands worldwide held steady at 1.3%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, Nairn's’ share of searches among biscuit brands worldwide moved from 0.6% to 1.1%, and its estimated monthly branded searches moved from 33.1K to 49.5K.
How did search popularity change for biscuit brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using McVitie'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.
Other head-to-heads among biscuit brands
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