Huntley & Palmers vs Nairn's:Which is more popular in New Zealand?
In September 2026, Nairn's had more branded searches than Huntley & Palmers among cracker brands in New Zealand. Nairn's had about 610 branded searches, while Huntley & Palmers had 320. Nairn's made up 6.5% of all cracker brand searches we track, and Huntley & Palmers accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about cracker brands, Huntley & Palmers appeared in three of the five answers and Nairn's in none.
Who do people search for more?
Nairn's, about 91% more searches than Huntley & Palmers
Who does AI mention more?
Huntley & Palmers, mentioned in 3 of 5 answers, Nairn's in 0
Who does AI recommend more?
Huntley & Palmers, the only one of the two named
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Top cracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Huntley & Palmers was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Huntley & Palmers3 of 5Named in 3 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
Asked ChatGPT
“Which cracker brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best cracker brands in New Zealand?”
Asked ChatGPT
“What's the best cracker brand in New Zealand for snacking?”
Searched Google, AI Overview
“healthy crackers nz”
Searched Google, AI Overview
“gluten free crackers nz”
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.
Is Huntley & Palmers or Nairn's more popular in search?
This chart shows how often people search Google for Huntley & Palmers and Nairn's by name. Each line represents a brand's share of searches for all six cracker brands we track, month by month, from searches in New Zealand.
Share of searches by month for Nairn's, Huntley & Palmers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nairn's | Huntley & Palmers |
|---|---|---|
| Nov 2025 | 23.9% | 8.6% |
| Dec 2025 | 18.5% | 7% |
| Jan 2026 | 21.6% | 6.9% |
| Feb 2026 | 21.9% | 7.9% |
| Mar 2026 | 21% | 10.5% |
| Apr 2026 | 23.9% | 9.1% |
| May 2026 | 23% | 10.3% |
| Jun 2026 | 25.6% | 9.3% |
| Jul 2026 | 23% | 8.2% |
| Aug 2026 | 23% | 8.5% |
| Sep 2026 | 6.5% | 3.4% |
| Oct 2026 | — | — |
How has branded search for Huntley & Palmers and Nairn's changed in New Zealand over the last 12 months?
3 findings
- Nairn's was ahead of Huntley & Palmers in every measured month of the 11 months ending September 2026.
- Across the 11 months ending September 2026, Huntley & Palmers’ share of searches among cracker brands in New Zealand moved from 8.6% to 3.4%, and its estimated monthly branded searches moved from 170 to 320.
- Across the 11 months ending September 2026, Nairn's’ share of searches among cracker brands in New Zealand moved from 23.9% to 6.5%, and its estimated monthly branded searches moved from 470 to 610.
How did search popularity change for New Zealand cracker brands in September 2026?
3 changes
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, Nairn's lost share of searches among cracker brands in New Zealand, from 23% to 6.5%.
In September 2026, Huntley & Palmers lost share of searches among cracker brands in New Zealand, from 8.5% to 3.4%.
How are Huntley & Palmers’ and Nairn's’ branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Huntley & Palmers’ and Nairn's’ 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.
Huntley & Palmers
2 branded search terms
- huntley & palmers
- huntley palmers
Nairn's
8 branded search terms
- nairn oatcakes
- nairns
- nairns biscuits
- nairns crackers
- nairns oat biscuits
- nairns oat crackers
- nairns oats
- nairns rough oatcakes
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