Brandwave

Peanut butter brands:Which brands are most popular in search?

In August 2026, Kraft was the most searched among peanut butter brands worldwide, with an estimated 165K branded searches and 57.3% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the peanut butter brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among 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—————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among peanut butter brands worldwide?

In August 2026, Kraft was the most searched among peanut butter brands worldwide, with an estimated 165K branded searches and 57.3% estimated Share of Search within this set. Skippy is in 2nd place, 36.3 percentage points behind at 21% Share of Search.

Global peanut butter brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Kraft55.2% → 57.3%62%Dec 202554.2%Feb 20261st
Skippy24.8% → 21%29.7%Feb 202621%Aug 20262nd
Jif16.6% → 17.2%17.2%Aug 202612.5%Dec 20253rd
Pic's3.3% → 4.2%4.2%Aug 20262.4%Nov 20254th
Fix & Fogg0.16% → 0.25%0.25%Aug 20260.15%Dec 20255th

Each finding as a sentence

  • 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, Skippy’s estimated Share of Search among peanut butter brands worldwide decreased from 24.8% to 21%.
  • Across the 11 months ending August 2026, Jif’s estimated Share of Search among peanut butter brands worldwide increased from 16.6% to 17.2%.
  • Across the 11 months ending August 2026, Pic's’ estimated Share of Search among peanut butter brands worldwide increased from 3.3% to 4.2%.
  • 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.
  • 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.
  • Across the 11 months ending August 2026, Jif’s estimated Share of Search among peanut butter brands worldwide peaked at 17.2% in August 2026 and was lowest at 12.5% in December 2025.
  • Across the 11 months ending August 2026, Pic's’ estimated Share of Search among peanut butter brands worldwide peaked at 4.2% in August 2026 and was lowest at 2.4% in November 2025.
  • Across the 11 months ending August 2026, Fix & Fogg held steady: its estimated Share of Search among peanut butter brands worldwide moved less than 0.5 percentage points.

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.

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