Brandwave

How popular isBonne Maman?

In September 2026, people searched for Bonne Maman by name about 91,800 times worldwide, an 18% decrease from the previous year. These searches made up 5.4% of all global spread brand searches, placing Bonne Maman third out of nine brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Bonne Maman appeared in one of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Bonne Maman is the third most searched of 9 competitors and the fifth most recommended in AI answers.

  1. NutellaShare of searches 72.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. VegemiteShare of searches 17.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Bonne MamanShare of searches 5.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. JifShare of searches 2.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. Pic'sShare of searches 1.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+4 more

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Top spread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bonne Maman was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Bonne Maman is the fifth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Jif1st
  2. Nutella2nd
  3. Smucker's Natural3rd
  4. Justin’s4th
  5. Bonne Maman5th
  6. Peanut Butter & Co6th
  7. Vegemite–
  8. Pic's–
  9. Fix & Fogg–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Nutella3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jif3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Smucker's Natural3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Justin’s2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonne Maman1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peanut Butter & Co1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegemite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pic's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fix & Fogg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about spread brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which spread brands compete with Bonne Maman?

Bonne Maman against spread brands worldwide, by month

Share of searches by month for Nutella, Vegemite, Bonne Maman, Jif. The figures are in the table below the chart.

View monthly share of searches table
MonthNutellaVegemiteBonne MamanJifPic'sPeanut Butter & CoSmucker's NaturalFix & FoggJustin’s
Oct 202571.4%17.6%6.4%2.9%1.2%0.39%0.05%0.03%<0.01%
Nov 202564.4%23.7%7.1%3.2%1.2%0.43%0.06%0.04%<0.01%
Dec 202567.7%20.4%7.4%2.7%1.2%0.4%0.07%0.03%<0.01%
Jan 202665.8%24.2%4.9%3.3%1.3%0.46%0.11%0.04%<0.01%
Feb 202677.2%15.5%3.8%2.1%0.93%0.35%0.05%0.02%<0.01%
Mar 202669.5%21%5.2%2.8%1.1%0.38%0.06%0.03%<0.01%
Apr 202670.5%21.3%4.3%2.3%1%0.46%0.06%0.03%<0.01%
May 202670.5%21.3%4.3%2.3%1.1%0.39%0.05%0.03%<0.01%
Jun 202655.8%37.6%3.4%1.9%0.91%0.4%0.04%0.03%<0.01%
Jul 202666.2%24.4%4.9%2.7%1.3%0.46%0.06%0.04%<0.01%
Aug 202667.7%20.4%7.5%2.7%1.2%0.39%0.05%0.04%<0.01%
Sep 202672.1%17.8%5.4%2.9%1.3%0.42%0.04%0.03%<0.01%

  1. 1.Nutella

    72.1%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +4.5 points.

  2. 2.Vegemite

    17.8%

    Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -2.6 points.

  3. 3.Bonne Maman

    5.4%

    Held 3rd. 90.5K estimated branded searches, -33% vs prior month. Share -2.1 points.

  4. 4.Jif

    2.9%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Pic's

    1.3%

    Held 5th. 22K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Peanut Butter & Co

    0.42%

    Held 6th. 7K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Smucker's Natural

    0.04%

    Held 7th. 720 estimated branded searches, -18.2% vs prior month. Share 0 points.

  8. 8.Fix & Fogg

    0.03%

    Held 8th. 590 estimated branded searches, -18.1% vs prior month. Share 0 points.

  9. 9.Justin’s

    <0.01%

    Held 9th. 80 estimated branded searches, -11.1% vs prior month. Share 0 points.

Compare popularity between Bonne Maman and its closest rivals

Every comparison with Bonne Maman

12 comparisons

How has branded search demand for Bonne Maman changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bonne Maman worldwide fell from 112K to 91.8K.
  • Across the 12 months ending September 2026, Bonne Maman’s share of searches among spread brands worldwide decreased from 6.4% to 5.4%.
  • Across the 12 months ending September 2026, Bonne Maman’s share of searches among spread brands worldwide peaked at 7.5% in August 2026 and was lowest at 3.4% in June 2026.

How did search popularity change for spread brands worldwide in September 2026?

6 changes

  1. In September 2026, Nutella gained share of searches among spread brands worldwide, from 67.7% to 72.1%.

  2. In September 2026, Vegemite lost share of searches among spread brands worldwide, from 20.4% to 17.8%.

  3. In September 2026, Bonne Maman lost share of searches among spread brands worldwide, from 7.5% to 5.4%.

  4. Jif’s share of searches among spread brands worldwide has gained ground for 3 months in a row, from 1.9% to 2.9% in September 2026.

  5. Estimated monthly branded searches for Justin’s worldwide rose 60% over 12 measured months, from 50 to 80 in September 2026.

  6. Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.

How are Bonne Maman’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bonne Maman’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bonne maman
  • bonne maman chocolate spread

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How the Brand Demand Index is measured

Where does Bonne Maman compete?

Bonne Maman is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Chocolate spreads6th of 60.05%Show ranking
Spread brands3rd of 95.4%Shown above
Creator with pink hair and a pink jacket

Is Bonne Maman your brand?

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