Brandwave

How popular isNairn's?

In September 2026, people searched for Nairn's by name about 610 times in New Zealand, a 29.8% increase from 11 months earlier. These searches made up 6.5% of all New Zealand cracker brand searches, placing Nairn's third out of six brands. When we asked both ChatGPT and Google AI Overviews about cracker brands, Nairn's did not appear in any of the answers.

Search and AI answers in September 2026

Nairn's is the third most searched of 6 competitors and not named in the AI answers we collected.

  1. JatzShare of searches 71.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. RitzShare of searches 10%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. Nairn'sShare of searches 6.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. RyvitaShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Huntley & PalmersShare of searches 3.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

+1 more

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Top cracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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.

  1. Huntley & Palmers1st
  2. Jatz2nd
  3. Vita-Weat3rd
  4. Ryvita4th
  5. Ritz5th
  6. Nairn's–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Jatz3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryvita3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huntley & Palmers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vita-Weat3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ritz1 of 5Named in 1 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

See every answer about cracker brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

How often do people search for Nairn's compared with other New Zealand cracker brands?

Nairn's against cracker brands in New Zealand, by month

Share of searches by month for Jatz, Ritz, Nairn's, Ryvita, Huntley & Palmers, Vita-Weat. The figures are in the table below the chart.

View monthly share of searches table
MonthJatzRitzNairn'sRyvitaHuntley & PalmersVita-Weat
Nov 202511.7%33%23.9%15.2%8.6%7.6%
Dec 202514%38.5%18.5%14.5%7%7.5%
Jan 202611.4%26.5%21.6%20%6.9%13.5%
Feb 20269.3%32.6%21.9%17.2%7.9%11.2%
Mar 20269.3%33.1%21%14.9%10.5%11.3%
Apr 20268.7%29.1%23.9%17.4%9.1%11.7%
May 20267.9%31.3%23%15.5%10.3%11.9%
Jun 20269.3%30%25.6%15.9%9.3%10.1%
Jul 202610.9%31.1%23%16.7%8.2%10.1%
Aug 202612.5%27.5%23%18.4%8.5%10.2%
Sep 202671.4%10%6.5%6.1%3.4%2.7%
Oct 2026——————

  1. 1.Jatz

    71.4%

    Moved from 4th to 1st. 6.7K estimated branded searches, +1663.2% vs prior month. Share +58.9 points.

  2. 2.Ritz

    10%

    Moved from 1st to 2nd. 940 estimated branded searches, +11.9% vs prior month. Share -17.5 points.

  3. 3.Nairn's

    6.5%

    Moved from 2nd to 3rd. 610 estimated branded searches, -12.9% vs prior month. Share -16.5 points.

  4. 4.Ryvita

    6.1%

    Moved from 3rd to 4th. 570 estimated branded searches, +1.8% vs prior month. Share -12.3 points.

  5. 5.Huntley & Palmers

    3.4%

    Moved from 6th to 5th. 320 estimated branded searches, +23.1% vs prior month. Share -5.1 points.

  6. 6.Vita-Weat

    2.7%

    Moved from 5th to 6th. 250 estimated branded searches, -19.4% vs prior month. Share -7.5 points.

Compare popularity between Nairn's and its closest rivals

Every comparison with Nairn's

5 comparisons

How has branded search demand for Nairn's changed in New Zealand over the last 12 months?

4 findings
  • Across the 11 months ending September 2026, estimated monthly branded searches for Nairn's in New Zealand rose from 470 to 610.
  • Across the 11 months ending September 2026, Nairn's’ share of searches among cracker brands in New Zealand decreased from 23.9% to 6.5%.
  • Across the 11 months ending September 2026, Nairn's’ share of searches among cracker brands in New Zealand peaked at 25.6% in June 2026 and was lowest at 6.5% in September 2026.
  • Across the 11 months ending September 2026, Nairn's fell from 2nd to 3rd among cracker brands in New Zealand.

How did search popularity change for New Zealand cracker brands in September 2026?

6 changes

  1. In September 2026, Jatz overtook Ritz and 2 others to become the leader among cracker brands in New Zealand, with 71.4% of the searches.

  2. In September 2026, Ritz lost share of searches among cracker brands in New Zealand, from 27.5% to 10%.

  3. In September 2026, Nairn's lost share of searches among cracker brands in New Zealand, from 23% to 6.5%.

  4. In September 2026, Ryvita lost share of searches among cracker brands in New Zealand, from 18.4% to 6.1%.

  5. In September 2026, Vita-Weat lost share of searches among cracker brands in New Zealand, from 10.2% to 2.7%.

  6. In September 2026, Huntley & Palmers lost share of searches among cracker brands in New Zealand, from 8.5% to 3.4%.

How are Nairn's’ branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Nairn's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • nairn oatcakes
  • nairns
  • nairns biscuits
  • nairns crackers
  • nairns oat biscuits
  • nairns oat crackers
  • nairns oats
  • nairns rough oatcakes

Do you work for Nairn's? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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