Kraft vs Pic's:Which is more popular?
In September 2026, Pic's had more branded searches than Kraft among spread brands in Australia. Pic's had about 4,400 branded searches, while Kraft had 1,300. Pic's made up 5% of all spread brand searches we track, and Kraft accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about spread brands, Pic's appeared in one of the four answers and Kraft in none.
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Pic's was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Kraft did not appear in any of the four 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.
- Mayver's3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Bega2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Vegemite1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Pic's1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Nutella0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Kraft0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
IXL0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about spread brands
4 answers
Asked ChatGPT
“Which peanut butter should I buy in Australia?”
Asked ChatGPT
“What are the best spreads for toast?”
Asked ChatGPT
“What's the healthiest peanut butter in Australia?”
Searched Google, AI Overview
“peanut butter”
Searched Google, AI Overview
“jam”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Kraft or Pic's more popular in search?
This chart shows how often people search Google for Kraft and Pic's by name. Each line represents a brand's share of searches for all seven spread brands we track, month by month, from searches in Australia.
Share of searches by month for Pic's, Kraft. The figures are in the table below the chart.
View monthly share of searches table
| Month | Vegemite | Nutella | Bega | Pic's | Mayver's | Kraft | IXL |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 51.9% | 34.7% | 4.6% | 3.7% | 3.1% | 1.1% | 0.92% |
| Nov 2025 | 52.1% | 34.8% | 3.7% | 3.7% | 3.7% | 1.1% | 0.76% |
| Dec 2025 | 52.4% | 35.2% | 3.8% | 3.8% | 2.5% | 1.1% | 1.1% |
| Jan 2026 | 49.4% | 33.1% | 4.3% | 5.4% | 5.4% | 1.3% | 1.1% |
| Feb 2026 | 56% | 30.7% | 4% | 4% | 3.3% | 1% | 1% |
| Mar 2026 | 56.1% | 30.7% | 4.1% | 4.1% | 3.3% | 1% | 0.82% |
| Apr 2026 | 46.5% | 38.1% | 4.1% | 5.1% | 4.1% | 1.2% | 1% |
| May 2026 | 49.9% | 33.4% | 4.4% | 5.4% | 3.6% | 2.3% | 0.89% |
| Jun 2026 | 59.4% | 26.6% | 5.3% | 3.5% | 3.5% | 0.98% | 0.71% |
| Jul 2026 | 49.5% | 33.1% | 6.6% | 5.4% | 3.5% | 1.2% | 0.72% |
| Aug 2026 | 50.2% | 33.6% | 6.7% | 4.5% | 2.9% | 1.3% | 0.73% |
| Sep 2026 | 45.9% | 37.5% | 6.1% | 5% | 3.3% | 1.5% | 0.82% |
How has the Kraft and Pic's comparison changed over the last 12 months?
3 findings
- Pic's was ahead of Kraft in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kraft’s share of searches among spread brands in Australia moved from 1.1% to 1.5%, and its estimated monthly branded searches moved from 880 to 1.3K.
- Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in Australia moved from 3.7% to 5%, and its estimated monthly branded searches moved from 2.9K to 4.4K.
How did search popularity change for Australia spread brands in September 2026?
2 changes
In September 2026, Pic's gained share of searches among spread brands in Australia, from 4.5% to 5%.
Estimated monthly branded searches for Kraft in Australia rose 47.7% over 12 measured months, from 880 to 1.3K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kraft’s and Pic'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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