--- title: "Huntley & Palmers vs Nairn's: Which is more popular in New Zealand?" description: "Is Huntley & Palmers or Nairn's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cracker brands set in New Zealand. 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/compare/huntley-and-palmers-vs-nairns" publisher: "Brandwave" --- # Huntley & Palmers vs Nairn's: Which is more popular in New Zealand? Is Huntley & Palmers or Nairn's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cracker brands set in New Zealand. 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 - **Compared**: Huntley & Palmers and Nairn's - **Competitive set**: Cracker brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Huntley & Palmers Share of Search**: 3.4% - **Nairn's Share of Search**: 6.5% ## Is Huntley & Palmers or Nairn's more popular in search? - 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%. - 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. ## 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. 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 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, 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 has branded search for Huntley & Palmers and Nairn's changed in New Zealand over the last 12 months? | Month | Huntley & Palmers estimated searches | Huntley & Palmers Share of Search | Huntley & Palmers rank | Nairn's estimated searches | Nairn's Share of Search | Nairn's rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 170 | 8.6% | 5 | 470 | 23.9% | 2 | | Dec 2025 | 140 | 7% | 6 | 370 | 18.5% | 2 | | Jan 2026 | 170 | 6.9% | 6 | 530 | 21.6% | 2 | | Feb 2026 | 170 | 7.9% | 6 | 470 | 21.9% | 2 | | Mar 2026 | 260 | 10.5% | 5 | 520 | 21% | 2 | | Apr 2026 | 210 | 9.1% | 5 | 550 | 23.9% | 2 | | May 2026 | 260 | 10.3% | 5 | 580 | 23% | 2 | | Jun 2026 | 210 | 9.3% | 5 | 580 | 25.6% | 2 | | Jul 2026 | 210 | 8.2% | 6 | 590 | 23% | 2 | | Aug 2026 | 260 | 8.5% | 6 | 700 | 23% | 2 | | Sep 2026 | 320 | 3.4% | 5 | 610 | 6.5% | 3 | | Oct 2026 | — | — | — | — | — | — | ## How are Huntley & Palmers’ and Nairn's’ branded searches counted? 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**: Measured on the search terms “huntley & palmers” and “huntley palmers”, summed into one figure. - **Nairn's**: Measured on the search terms “nairn oatcakes”, “nairns”, “nairns biscuits”, “nairns crackers”, “nairns oat biscuits”, “nairns oat crackers”, “nairns oats” and “nairns rough oatcakes”, summed into one figure. - [Huntley & Palmers profile](/demand/nz/brands/huntley-and-palmers) - [Nairn's profile](/demand/nz/brands/nairns) - [All cracker brands in New Zealand](/demand/nz/categories/nz-cracker-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Huntley & Palmers or Nairn's more popular in search? 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%. ## Cite this page Brandwave. "Huntley & Palmers vs Nairn's: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/huntley-and-palmers-vs-nairns This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/huntley-and-palmers-vs-nairns. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.