--- title: "How popular is Nairn's? Searches and AI answers in New Zealand" description: "Nairn's makes oatcakes and oat biscuits. 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." canonical: "https://gobrandwave.com/demand/nz/brands/nairns" publisher: "Brandwave" --- # How popular is Nairn's? Searches and AI answers in New Zealand Nairn's makes oatcakes and oat biscuits. 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. ## Key facts - **Brand**: Nairn's - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among cracker brands**: 6.5% ## Where does Nairn's compete? | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Cracker brands | 3 | 6.5% | 610 | - [Cracker brands](/demand/nz/categories/nz-cracker-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Huntley & Palmers | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Jatz | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Vita-Weat | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Ryvita | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Ritz | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Nairn's | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about cracker brands - Asked ChatGPT "Which cracker brand should I buy in New Zealand?": 1. Huntley & Palmers, 2. Ryvita, 3. Jatz, 4. Ritz - Asked ChatGPT "What are the best cracker brands in New Zealand?": 1. Huntley & Palmers, 2. Vita-Weat, 3. Jatz, 4. Ryvita - Asked ChatGPT "What's the best cracker brand in New Zealand for snacking?": 1. Jatz, 2. Huntley & Palmers, 3. Vita-Weat - Searched Google, AI Overview "healthy crackers nz": 1. Ryvita, 2. Vita-Weat - Searched Google, AI Overview "gluten free crackers nz": named none of the brands we track Not named in any answer: Nairn's. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Nairn's changed in New Zealand over the last 12 months? - 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? - 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. - In September 2026, Ritz lost share of searches among cracker brands in New Zealand, from 27.5% to 10%. - In September 2026, Nairn's lost share of searches among cracker brands in New Zealand, from 23% to 6.5%. - In September 2026, Ryvita lost share of searches among cracker brands in New Zealand, from 18.4% to 6.1%. - In September 2026, Vita-Weat lost share of searches among cracker brands in New Zealand, from 10.2% to 2.7%. - In September 2026, Huntley & Palmers lost share of searches among cracker brands in New Zealand, from 8.5% to 3.4%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Nov 2025 | Cracker brands | 470 | 23.9% | 2 | | Dec 2025 | Cracker brands | 370 | 18.5% | 2 | | Jan 2026 | Cracker brands | 530 | 21.6% | 2 | | Feb 2026 | Cracker brands | 470 | 21.9% | 2 | | Mar 2026 | Cracker brands | 520 | 21% | 2 | | Apr 2026 | Cracker brands | 550 | 23.9% | 2 | | May 2026 | Cracker brands | 580 | 23% | 2 | | Jun 2026 | Cracker brands | 580 | 25.6% | 2 | | Jul 2026 | Cracker brands | 590 | 23% | 2 | | Aug 2026 | Cracker brands | 700 | 23% | 2 | | Sep 2026 | Cracker brands | 610 | 6.5% | 3 | | Oct 2026 | Cracker brands | — | — | — | ## How are Nairn's’ branded searches counted? 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” ## Which cracker brands compete with Nairn's? - [Jatz](/demand/nz/brands/jatz): Head-to-head: /demand/nz/compare/jatz-vs-nairns - [Ritz](/demand/nz/brands/ritz): Head-to-head: /demand/nz/compare/nairns-vs-ritz - [Ryvita](/demand/nz/brands/ryvita): Head-to-head: /demand/nz/compare/nairns-vs-ryvita - [Huntley & Palmers](/demand/nz/brands/huntley-and-palmers): Head-to-head: /demand/nz/compare/huntley-and-palmers-vs-nairns - [Vita-Weat](/demand/nz/brands/vita-weat): Head-to-head: /demand/nz/compare/nairns-vs-vita-weat ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "How popular is Nairn's? Searches and AI answers in New Zealand". https://gobrandwave.com/demand/nz/brands/nairns This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/nairns. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.