Brandwave

How popular isProper Crisps?

In September 2026, people searched for Proper Crisps by name about 1,600 times in New Zealand, a 15.8% decrease from the previous year. These searches made up 12.8% of all New Zealand potato chip brand searches, placing Proper Crisps fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about potato chip brands, Proper Crisps appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Proper Crisps is the fourth most searched of 7 competitors and the second most recommended in AI answers.

  1. BluebirdShare of searches 23.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. HeartlandShare of searches 19.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. SnackachangiShare of searches 19.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Proper CrispsShare of searches 12.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Copper KettleShare of searches 10.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top potato chip brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Proper Crisps appeared in all five answers. Proper Crisps is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bluebird1st
  2. Proper Crisps2nd
  3. Heartland3rd
  4. Snackachangi4th
  5. Copper Kettle5th
  6. Eta6th
  7. Delisio7th

Mentioned by AI

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

  • Bluebird5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Heartland5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Proper Crisps5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Snackachangi3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Copper Kettle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Delisio3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Eta2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about potato chip brands

5 answers

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

Which potato chip brands compete with Proper Crisps?

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

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

View monthly share of searches table
MonthBluebirdHeartlandSnackachangiProper CrispsCopper KettleDelisioEta
Oct 202525.2%16.5%10.2%19.3%8.9%12.3%7.6%
Nov 202524.4%12.8%11%20%11%13.1%7.6%
Dec 202522.9%15.3%11.6%22%10.2%10.9%7.2%
Jan 202622.8%15.2%15.1%18.6%10.2%10.9%7.2%
Feb 202624.9%20.4%11.1%16.4%11.1%9.7%6.4%
Mar 202629.6%19.1%9.9%15.8%9.9%9.8%6%
Apr 202625%16.9%11.2%16.6%12.8%11%6.5%
May 202627.8%18.3%11.3%14.7%11.3%9.7%6.9%
Jun 202628.5%15.2%10.2%15.1%15.1%10%6%
Jul 202623.5%28.4%10.2%12.6%10.2%10.1%4.9%
Aug 202630%15.4%10.5%15.3%12.9%9.7%6.2%
Sep 202623.9%19.3%19.1%12.8%10.4%9.6%4.9%

  1. 1.Bluebird

    23.9%

    Held 1st. 3K estimated branded searches, -19.6% vs prior month. Share -6.1 points.

  2. 2.Heartland

    19.3%

    Held 2nd. 2.4K estimated branded searches, +26.7% vs prior month. Share +3.9 points.

  3. 3.Snackachangi

    19.1%

    Moved from 5th to 3rd. 2.4K estimated branded searches, +84.6% vs prior month. Share +8.7 points.

  4. 4.Proper Crisps

    12.8%

    Moved from 3rd to 4th. 1.6K estimated branded searches, -15.8% vs prior month. Share -2.5 points.

  5. 5.Copper Kettle

    10.4%

    Moved from 4th to 5th. 1.3K estimated branded searches, -18.8% vs prior month. Share -2.5 points.

  6. 6.Delisio

    9.6%

    Held 6th. 1.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Eta

    4.9%

    Held 7th. 610 estimated branded searches, -20.8% vs prior month. Share -1.3 points.

Compare popularity between Proper Crisps and its closest rivals

Every comparison with Proper Crisps

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Proper Crisps in New Zealand fell from 1.9K to 1.6K.
  • Across the 12 months ending September 2026, Proper Crisps’ share of searches among potato chip brands in New Zealand decreased from 19.3% to 12.8%.
  • Across the 12 months ending September 2026, Proper Crisps’ share of searches among potato chip brands in New Zealand peaked at 22% in December 2025 and was lowest at 12.6% in July 2026.
  • Across the 12 months ending September 2026, Proper Crisps fell from 2nd to 4th among potato chip brands in New Zealand.

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

6 changes

  1. In September 2026, Snackachangi overtook Proper Crisps and Copper Kettle to rank 3rd among potato chip brands in New Zealand, with 19.1% of the searches.

  2. In September 2026, Heartland gained share of searches among potato chip brands in New Zealand, from 15.4% to 19.3%.

  3. In September 2026, Bluebird lost share of searches among potato chip brands in New Zealand, from 30% to 23.9%.

  4. In September 2026, Proper Crisps lost share of searches among potato chip brands in New Zealand, from 15.3% to 12.8%.

  5. In September 2026, Copper Kettle lost share of searches among potato chip brands in New Zealand, from 12.9% to 10.4%.

  6. In September 2026, Eta lost share of searches among potato chip brands in New Zealand, from 6.2% to 4.9%.

How are Proper Crisps’ branded searches counted?

3 search terms

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.

  • proper chips
  • proper crisps
  • proper crisps nz

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How the Brand Demand Index is measured

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