Brandwave

How popular isJif?

In September 2026, people searched for Jif by name about 49,500 times worldwide, about the same as the previous year. These searches made up 2.9% of all global spread brand searches, placing Jif fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Jif appeared in three of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Jif is the fourth most searched of 9 competitors and the 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 –

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Top spread brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jif was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Jif is the 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 Jif?

Jif 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 Jif and its closest rivals

Every comparison with Jif

10 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Jif worldwide held steady at 49.5K.
  • Across the 12 months ending September 2026, Jif’s share of searches among spread brands worldwide peaked at 3.3% in January 2026 and was lowest at 1.9% 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 Jif’s branded searches counted?

1 search term

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

  • jif

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How the Brand Demand Index is measured

Where does Jif compete?

Jif 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
Spread brands4th of 92.9%Shown above
Peanut butter brands3rd of 514.3%Show ranking
Creator with pink hair and a pink jacket

Is Jif your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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