--- title: "Jatz vs Nairn's: Which is more popular in New Zealand?" description: "Is Jatz 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/jatz-vs-nairns" publisher: "Brandwave" --- # Jatz vs Nairn's: Which is more popular in New Zealand? Is Jatz 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**: Jatz and Nairn's - **Competitive set**: Cracker brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Jatz Share of Search**: 71.4% - **Nairn's Share of Search**: 6.5% ## Is Jatz or Nairn's more popular in search? - In September 2026, Jatz had more branded searches than Nairn's among cracker brands in New Zealand. Jatz had about 6,700 branded searches, while Nairn's had 610. Jatz made up 71.4% of all cracker brand searches we track, and Nairn's accounted for 6.5%. - The lead changed hands once in the 11 months ending September 2026: Jatz took it in September 2026. - Across the 11 months ending September 2026, Jatz’s share of searches among cracker brands in New Zealand moved from 11.7% to 71.4%, and its estimated monthly branded searches moved from 230 to 6.7K. - 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, Jatz 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%. ## How has branded search for Jatz and Nairn's changed in New Zealand over the last 12 months? | Month | Jatz estimated searches | Jatz Share of Search | Jatz rank | Nairn's estimated searches | Nairn's Share of Search | Nairn's rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 230 | 11.7% | 4 | 470 | 23.9% | 2 | | Dec 2025 | 280 | 14% | 4 | 370 | 18.5% | 2 | | Jan 2026 | 280 | 11.4% | 5 | 530 | 21.6% | 2 | | Feb 2026 | 200 | 9.3% | 5 | 470 | 21.9% | 2 | | Mar 2026 | 230 | 9.3% | 6 | 520 | 21% | 2 | | Apr 2026 | 200 | 8.7% | 6 | 550 | 23.9% | 2 | | May 2026 | 200 | 7.9% | 6 | 580 | 23% | 2 | | Jun 2026 | 210 | 9.3% | 6 | 580 | 25.6% | 2 | | Jul 2026 | 280 | 10.9% | 4 | 590 | 23% | 2 | | Aug 2026 | 380 | 12.5% | 4 | 700 | 23% | 2 | | Sep 2026 | 6.7K | 71.4% | 1 | 610 | 6.5% | 3 | | Oct 2026 | — | — | — | — | — | — | ## How are Jatz’s and Nairn's’ branded searches counted? Brandwave collects information about searches that people make online using Jatz’s 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. - **Jatz**: Measured on the search terms “jatz” and “jatz crackers”, 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. - [Jatz profile](/demand/nz/brands/jatz) - [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 Jatz or Nairn's more popular in search? In September 2026, Jatz had more branded searches than Nairn's among cracker brands in New Zealand. Jatz had about 6,700 branded searches, while Nairn's had 610. Jatz made up 71.4% of all cracker brand searches we track, and Nairn's accounted for 6.5%. ## Cite this page Brandwave. "Jatz vs Nairn's: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/jatz-vs-nairns This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/jatz-vs-nairns. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.