How popular isSmucker's Natural?
In September 2026, people searched for Smucker's Natural by name about 720 times worldwide, an 18.2% decrease from the previous year. These searches made up 0.04% of all global spread brand searches, placing Smucker's Natural seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about spread brands, Smucker's Natural appeared in three of the five answers and was the third most recommended of the nine.
Smucker's Natural is the seventh most searched of 9 competitors and the third most recommended in AI answers.
NutellaShare of searches 72.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
VegemiteShare of searches 17.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Bonne MamanShare of searches 5.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
JifShare of searches 2.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st- Smucker's NaturalShare of searches 0.04%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Smucker's Natural was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Smucker's Natural is the third most recommended of the nine.
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.
- 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
Asked ChatGPT
“Which spread brand should I buy?”
Asked ChatGPT
“What are the best spread brands?”
Asked ChatGPT
“What's the best spread brand for toast and sandwiches?”
Searched Google, AI Overview
“peanut butter brands”
Searched Google, AI Overview
“chocolate spread brands”
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 Smucker's Natural?
Share of searches by month for Nutella, Vegemite, Bonne Maman, Jif, Smucker's Natural. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nutella | Vegemite | Bonne Maman | Jif | Pic's | Peanut Butter & Co | Smucker's Natural | Fix & Fogg | Justin’s |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 71.4% | 17.6% | 6.4% | 2.9% | 1.2% | 0.39% | 0.05% | 0.03% | <0.01% |
| Nov 2025 | 64.4% | 23.7% | 7.1% | 3.2% | 1.2% | 0.43% | 0.06% | 0.04% | <0.01% |
| Dec 2025 | 67.7% | 20.4% | 7.4% | 2.7% | 1.2% | 0.4% | 0.07% | 0.03% | <0.01% |
| Jan 2026 | 65.8% | 24.2% | 4.9% | 3.3% | 1.3% | 0.46% | 0.11% | 0.04% | <0.01% |
| Feb 2026 | 77.2% | 15.5% | 3.8% | 2.1% | 0.93% | 0.35% | 0.05% | 0.02% | <0.01% |
| Mar 2026 | 69.5% | 21% | 5.2% | 2.8% | 1.1% | 0.38% | 0.06% | 0.03% | <0.01% |
| Apr 2026 | 70.5% | 21.3% | 4.3% | 2.3% | 1% | 0.46% | 0.06% | 0.03% | <0.01% |
| May 2026 | 70.5% | 21.3% | 4.3% | 2.3% | 1.1% | 0.39% | 0.05% | 0.03% | <0.01% |
| Jun 2026 | 55.8% | 37.6% | 3.4% | 1.9% | 0.91% | 0.4% | 0.04% | 0.03% | <0.01% |
| Jul 2026 | 66.2% | 24.4% | 4.9% | 2.7% | 1.3% | 0.46% | 0.06% | 0.04% | <0.01% |
| Aug 2026 | 67.7% | 20.4% | 7.5% | 2.7% | 1.2% | 0.39% | 0.05% | 0.04% | <0.01% |
| Sep 2026 | 72.1% | 17.8% | 5.4% | 2.9% | 1.3% | 0.42% | 0.04% | 0.03% | <0.01% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 72.1% | 1.2M | 0% | +4.5 points | |
| 2, held 2nd | 17.8% | 301K | -18.2% | -2.6 points | |
| 3, held 3rd | 5.4% | 90.5K | -33% | -2.1 points | |
| 4, held 4th | 2.9% | 49.5K | 0% | +0.2 points | |
| 5, held 5th | 1.3% | 22K | 0% | +0.1 points | |
| 6, held 6th | 0.42% | 7K | 0% | 0 points | |
| 7, held 7th | 0.04% | 720 | -18.2% | 0 points | |
| 8, held 8th | 0.03% | 590 | -18.1% | 0 points | |
| 9, held 9th | <0.01% | 80 | -11.1% | 0 points |
1.
Nutella72.1%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +4.5 points.
2.
Vegemite17.8%
Held 2nd. 301K estimated branded searches, -18.2% vs prior month. Share -2.6 points.
5.4%
Held 3rd. 90.5K estimated branded searches, -33% vs prior month. Share -2.1 points.
4.
Jif2.9%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.
Pic's1.3%
Held 5th. 22K estimated branded searches, 0% vs prior month. Share +0.1 points.
0.42%
Held 6th. 7K estimated branded searches, 0% vs prior month. Share 0 points.
0.04%
Held 7th. 720 estimated branded searches, -18.2% vs prior month. Share 0 points.
0.03%
Held 8th. 590 estimated branded searches, -18.1% vs prior month. Share 0 points.
9.
Justin’s<0.01%
Held 9th. 80 estimated branded searches, -11.1% vs prior month. Share 0 points.
Compare popularity between Smucker's Natural and its closest rivals
Every comparison with Smucker's Natural
8 comparisons
How has branded search demand for Smucker's Natural changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Smucker's Natural worldwide fell from 880 to 720.
- Across the 12 months ending September 2026, Smucker's Natural’s share of searches among spread brands worldwide held steady, from 0.05% to 0.04%.
How did search popularity change for spread brands worldwide in September 2026?
6 changes
In September 2026, Nutella gained share of searches among spread brands worldwide, from 67.7% to 72.1%.
In September 2026, Vegemite lost share of searches among spread brands worldwide, from 20.4% to 17.8%.
In September 2026, Bonne Maman lost share of searches among spread brands worldwide, from 7.5% to 5.4%.
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.
Estimated monthly branded searches for Justin’s worldwide rose 60% over 12 measured months, from 50 to 80 in September 2026.
Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.
How are Smucker's Natural’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Smucker's Natural’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.
- smuckers natural
Who owns Smucker's Natural?
Smucker's Natural is owned by Smucker's. Brandwave does not track any other brands owned by Smucker's.
Do you work for Smucker's Natural? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Smucker's Natural your brand?
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