Brandwave

Heartland vs Proper Crisps:Which is more popular?

In September 2026, Heartland had more branded searches than Proper Crisps among potato chip brands in New Zealand. Heartland had about 2,420 branded searches, while Proper Crisps had 1,600. Heartland made up 19.3% of all potato chip brand searches we track, and Proper Crisps accounted for 12.8%. When we asked ChatGPT and Google AI Overviews about potato chip brands, both Heartland and Proper Crisps appeared in all five answers. Proper Crisps was mentioned before Heartland in three out of five answers.

Among potato chip brands in New Zealand in September 2026

Who do people search for more?

Heartland, about 51% more searches than Proper Crisps

Heartland 2.4K searchesProper Crisps 1.6K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Heartland in 5 of 5Proper Crisps in 5 of 5

Who does AI recommend more?

Proper Crisps, named ahead of Heartland in 3 of 5 answers

Proper Crisps first in 3Heartland first in 2

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Top potato chip brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Heartland and Proper Crisps showed up in all five answers. Proper Crisps was listed before Heartland in three of them.

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.

Is Heartland or Proper Crisps more popular in search?

This chart shows how often people search Google for Heartland and Proper Crisps by name. Each line represents a brand's share of searches for all seven potato chip brands we track, month by month, from searches in New Zealand.

Heartland and Proper Crisps among potato chip brands in New Zealand, by month

Share of searches by month for Heartland, Proper Crisps. 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%

How has the Heartland and Proper Crisps comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Heartland took it in February 2026.
  • Across the 12 months ending September 2026, Heartland’s share of searches among potato chip brands in New Zealand moved from 16.5% to 19.3%, and its estimated monthly branded searches moved from 1.6K to 2.4K.
  • Across the 12 months ending September 2026, Proper Crisps’ share of searches among potato chip brands in New Zealand moved from 19.3% to 12.8%, and its estimated monthly branded searches moved from 1.9K to 1.6K.

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

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

How are branded searches counted?

6 search terms

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

Heartland

3 branded search terms

  • heartland chips
  • heartland crisps
  • heartland potato chips

Proper Crisps

3 branded search terms

  • proper chips
  • proper crisps
  • proper crisps nz

How the Brand Demand Index is measured

Other head-to-heads among potato chip brands

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