Nairn's vs Wheat Thins:Which is more popular?
In September 2026, Nairn's had more branded searches than Wheat Thins among cracker brands worldwide. Nairn's had about 49,500 branded searches, while Wheat Thins had 40,500. Nairn's made up 2.4% of all cracker brand searches we track, and Wheat Thins accounted for 2%. When we asked ChatGPT and Google AI Overviews about cracker brands, Wheat Thins appeared in three of the four answers and Nairn's in none.
Who do people search for more?
Nairn's, about 22% more searches than Wheat Thins
Who does AI mention more?
Wheat Thins, mentioned in 3 of 4 answers, Nairn's in 0
Who does AI recommend more?
Wheat Thins, 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, Wheat Thins 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 Nairn's or Wheat Thins more popular in search?
This chart shows how often people search Google for Nairn's and Wheat Thins 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 Nairn's, 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% |
How has the Nairn's and Wheat Thins comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Nairn's took it in March 2026.
- 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.
- Across the 12 months ending September 2026, Wheat Thins’ share of searches among cracker brands worldwide moved from 2.6% to 2%, and its estimated monthly branded searches moved from 33.1K to 40.5K.
How did search popularity change for cracker brands worldwide in September 2026?
2 changes
In September 2026, Nairn's lost share of searches among cracker brands worldwide, from 3.9% to 2.4%.
In September 2026, Wheat Thins lost share of searches among cracker brands worldwide, from 2.6% to 2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Nairn's’ and Wheat Thins’ 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.
Nairn's
1 branded search term
- nairns
Wheat Thins
1 branded search term
- wheat thins
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