Brandwave

How popular isKraft in search?

In August 2026, there were an estimated 165K branded searches for Kraft worldwide which held steady over the last 11 months. Kraft holds 57.3% estimated Share of Search among peanut butter brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Kraft57.3%
  2. Skippy21%
  3. Jif17.2%
  4. Pic's4.2%
  5. Fix & Fogg0.25%
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Which peanut butter brands compete with Kraft?

Kraft against peanut butter brands worldwide, by month

Share of Search by month for Kraft, Skippy, Jif, Pic's. The figures are in the table below the chart.

View monthly share of search table
MonthKraftSkippyJifPic'sFix & Fogg
Oct 202555.2%24.8%16.6%3.3%0.16%
Nov 202560.3%22.2%14.9%2.4%0.18%
Dec 202562%22.8%12.5%2.5%0.15%
Jan 202655.2%24.7%16.6%3.3%0.2%
Feb 202654.2%29.7%13.3%2.7%0.16%
Mar 202655.2%24.8%16.6%3.3%0.16%
Apr 202655.2%24.7%16.6%3.3%0.2%
May 202654.8%24.5%16.4%4%0.24%
Jun 202654.8%24.5%16.4%4%0.24%
Jul 202654.8%24.5%16.4%4%0.24%
Aug 202657.3%21%17.2%4.2%0.25%
Sep 2026—————

  1. 1.Kraft

    57.3%

    Held 1st. 165K estimated branded searches, +22.2% vs prior month. Share +2.6 points.

  2. 2.Skippy

    21%

    Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share -3.5 points.

  3. 3.Jif

    17.2%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  4. 4.Pic's

    4.2%

    Held 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  5. 5.Fix & Fogg

    0.25%

    Held 5th. 720 estimated branded searches, +22% vs prior month. Share 0 points.

Compare search popularity between Kraft and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Kraft worldwide held steady at 165K.
  • Across the 11 months ending August 2026, Kraft’s estimated Share of Search among peanut butter brands worldwide increased from 55.2% to 57.3%.
  • Across the 11 months ending August 2026, Kraft’s estimated Share of Search among peanut butter brands worldwide peaked at 62% in December 2025 and was lowest at 54.2% in February 2026.

How did search popularity change for peanut butter brands worldwide in August 2026?

  1. In August 2026, Kraft gained estimated Share of Search among peanut butter brands worldwide, from 54.8% to 57.3%.

  2. In August 2026, Jif gained estimated Share of Search among peanut butter brands worldwide, from 16.4% to 17.2%.

  3. In August 2026, Skippy lost estimated Share of Search among peanut butter brands worldwide, from 24.5% to 21%.

  4. Estimated monthly branded searches for Fix & Fogg worldwide rose 50% over 11 measured months, from 480 to 720 in August 2026.

  5. Estimated monthly branded searches for Pic's worldwide rose 22.2% over 11 measured months, from 9.9K to 12.1K in August 2026.

Where does Kraft compete?

Kraft 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 SearchRanking
Peanut butter brands1st of 557.3%Shown above
Salad dressings1st of 659.7%Show ranking

How is Kraft measured?

Brandwave collects information about searches that people make online using Kraft’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.

1 branded search term

  • kraft

Do you work for Kraft? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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