Brandwave

How popular isProper Crisps in search?

In August 2026, there were an estimated 1.9K branded searches for Proper Crisps in New Zealand which held steady over the last 11 months. Proper Crisps holds 17% estimated Share of Search among New Zealand potato chip brands and is ranked 3rd of 6 competitors for search popularity.

Share of Search, August 2026
  1. Bluebird33.5%
  2. Heartland17.1%
  3. Proper Crisps17%
  4. Copper Kettle14.3%
  5. Delisio10.9%
  6. Eta7.2%
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Which potato chip brands compete with Proper Crisps?

Proper Crisps against potato chip brands in New Zealand, by month

Share of Search by month for Bluebird, Heartland, Proper Crisps, Copper Kettle, Delisio, Eta. The figures are in the table below the chart.

View monthly share of search table
MonthBluebirdHeartlandProper CrispsCopper KettleDelisioEta
Oct 202528%18.3%21.4%9.9%13.6%8.8%
Nov 202527.3%14.3%22.4%12.3%14.7%9%
Dec 202525.8%17.2%24.8%11.5%12.3%8.5%
Jan 202626.7%17.9%21.8%12%12.8%8.7%
Feb 202628%22.9%18.4%12.4%10.9%7.5%
Mar 202632.8%21.1%17.5%10.9%10.8%6.9%
Apr 202628.1%18.9%18.7%14.3%12.3%7.6%
May 202631.3%20.6%16.5%12.7%10.9%8%
Jun 202631.7%16.9%16.7%16.7%11.1%6.9%
Jul 202626.1%31.7%14%11.4%11.2%5.5%
Aug 202633.5%17.1%17%14.3%10.9%7.2%
Sep 2026——————

  1. 1.Bluebird

    33.5%

    moved from 2nd to 1st · 3.7K estimated branded searches · +25.2% vs prior month · +7.3 points

  2. 2.Heartland

    17.1%

    moved from 1st to 2nd · 1.9K estimated branded searches · -47.1% vs prior month · -14.5 points

  3. 3.Proper Crisps

    17%

    held 3rd · 1.9K estimated branded searches · +18.8% vs prior month · +3 points

  4. 4.Copper Kettle

    14.3%

    held 4th · 1.6K estimated branded searches · +23.1% vs prior month · +2.9 points

  5. 5.Delisio

    10.9%

    held 5th · 1.2K estimated branded searches · -5.5% vs prior month · -0.4 points

  6. 6.Eta

    7.2%

    held 6th · 800 estimated branded searches · +27% vs prior month · +1.6 points

Compare search popularity between Proper Crisps and its closest rivals

How has branded search demand for Proper Crisps changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Proper Crisps in New Zealand held steady at 1.9K.
  • Across the 11 months ending August 2026, Proper Crisps’ estimated Share of Search among potato chip brands in New Zealand decreased from 21.4% to 17%.
  • Across the 11 months ending August 2026, Proper Crisps’ estimated Share of Search among potato chip brands in New Zealand peaked at 24.8% in December 2025 and was lowest at 14% in July 2026.
  • Across the 11 months ending August 2026, Proper Crisps fell from 2nd to 3rd among potato chip brands in New Zealand.

How did search popularity change for New Zealand potato chip brands in August 2026?

  1. In August 2026, Bluebird overtook Heartland to take the highest estimated Share of Search among potato chip brands in New Zealand, at 33.5%.

  2. In August 2026, Proper Crisps gained estimated Share of Search among potato chip brands in New Zealand, from 14% to 17%.

  3. In August 2026, Copper Kettle gained estimated Share of Search among potato chip brands in New Zealand, from 11.4% to 14.3%.

  4. In August 2026, Eta gained estimated Share of Search among potato chip brands in New Zealand, from 5.5% to 7.2%.

  5. In August 2026, Heartland lost estimated Share of Search among potato chip brands in New Zealand, from 31.7% to 17.1%.

How is Proper Crisps measured?

Brandwave collects information about searches that people make online using Proper Crisps’ 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.

3 branded search terms

  • proper chips
  • proper crisps
  • proper crisps nz

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How the Brand Demand Index is measured

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