Nairn's vs Vita-Weat:Which is more popular in New Zealand?
In September 2026, Nairn's had more branded searches than Vita-Weat among cracker brands in New Zealand. Nairn's had about 610 branded searches, while Vita-Weat had 250. Nairn's made up 6.5% of all cracker brand searches we track, and Vita-Weat accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about cracker brands, Vita-Weat appeared in three of the five answers and Nairn's in none.
Who do people search for more?
Nairn's, about 2 searches for every 1 for Vita-Weat
Who does AI mention more?
Vita-Weat, mentioned in 3 of 5 answers, Nairn's in 0
Who does AI recommend more?
Vita-Weat, 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, Vita-Weat was mentioned in three out of five: in two of the three ChatGPT answers and in one 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.
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 Nairn's or Vita-Weat more popular in search?
This chart shows how often people search Google for Nairn's and Vita-Weat 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, Vita-Weat. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nairn's | Vita-Weat |
|---|---|---|
| Nov 2025 | 23.9% | 7.6% |
| Dec 2025 | 18.5% | 7.5% |
| Jan 2026 | 21.6% | 13.5% |
| Feb 2026 | 21.9% | 11.2% |
| Mar 2026 | 21% | 11.3% |
| Apr 2026 | 23.9% | 11.7% |
| May 2026 | 23% | 11.9% |
| Jun 2026 | 25.6% | 10.1% |
| Jul 2026 | 23% | 10.1% |
| Aug 2026 | 23% | 10.2% |
| Sep 2026 | 6.5% | 2.7% |
| Oct 2026 | — | — |
How has branded search for Nairn's and Vita-Weat changed in New Zealand over the last 12 months?
3 findings
- Nairn's was ahead of Vita-Weat in every measured month of the 11 months ending September 2026.
- 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.
- Across the 11 months ending September 2026, Vita-Weat’s share of searches among cracker brands in New Zealand moved from 7.6% to 2.7%, and its estimated monthly branded searches moved from 150 to 250.
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, Vita-Weat lost share of searches among cracker brands in New Zealand, from 10.2% to 2.7%.
How are Nairn's’ and Vita-Weat’s branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Nairn's’ and Vita-Weat’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.
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