Brandwave

How popular isSkippy in search?

In August 2026, there were an estimated 60.5K branded searches for Skippy worldwide which is down 18.2% over the last 11 months. Skippy holds 21% estimated Share of Search among peanut butter brands worldwide and is ranked 2nd 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 Skippy?

Skippy 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 Skippy and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Skippy worldwide fell from 74K to 60.5K.
  • Across the 11 months ending August 2026, Skippy’s estimated Share of Search among peanut butter brands worldwide decreased from 24.8% to 21%.
  • Across the 11 months ending August 2026, Skippy’s estimated Share of Search among peanut butter brands worldwide peaked at 29.7% in February 2026 and was lowest at 21% in August 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.

How is Skippy measured?

Brandwave collects information about searches that people make online using Skippy’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

  • skippy

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How the Brand Demand Index is measured

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