---
title: "Peanut butter brands: Which brands are most popular in search?"
description: "Compare the peanut butter brands people buy. Share of Search among Kraft, Skippy, Jif, Pic's and Fix & Fogg, the peanut butter brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/peanut-butter-brands"
publisher: "Brandwave"
---

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

Compare the peanut butter brands people buy. Share of Search among Kraft, Skippy, Jif, Pic's and Fix & Fogg, the peanut butter brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Peanut butter brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kraft, 57.3%

## 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.
- 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.

## Compare search popularity between leading brands

- [Kraft vs Skippy: compare search popularity](/demand/global-en/compare/kraft-vs-skippy): 57.3% against 21% Share of Search.
- [Kraft vs Jif: compare search popularity](/demand/global-en/compare/jif-vs-kraft): 57.3% against 17.2% Share of Search.
- [Kraft vs Pic's: compare search popularity](/demand/global-en/compare/kraft-vs-pics): 57.3% against 4.2% Share of Search.
- [Skippy vs Jif: compare search popularity](/demand/global-en/compare/jif-vs-skippy): 21% against 17.2% Share of Search.
- [Skippy vs Pic's: compare search popularity](/demand/global-en/compare/pics-vs-skippy): 21% against 4.2% Share of Search.
- [Jif vs Pic's: compare search popularity](/demand/global-en/compare/jif-vs-pics): 17.2% against 4.2% Share of Search.

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

- In August 2026, Kraft gained estimated Share of Search among peanut butter brands worldwide, from 54.8% to 57.3%.
- In August 2026, Jif gained estimated Share of Search among peanut butter brands worldwide, from 16.4% to 17.2%.
- In August 2026, Skippy lost estimated Share of Search among peanut butter brands worldwide, from 24.5% to 21%.
- Estimated monthly branded searches for Fix & Fogg worldwide rose 50% over 11 measured months, from 480 to 720 in August 2026.
- Estimated monthly branded searches for Pic's worldwide rose 22.2% over 11 measured months, from 9.9K to 12.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kraft | 57.3% | 165K | +22.2% | Kraft |
| 2 | Skippy | 21% | 60.5K | 0.0% | Skippy |
| 3 | Jif | 17.2% | 49.5K | +22.2% | Jif |
| 4 | Pic's | 4.2% | 12.1K | +22.2% | Pic's |
| 5 | Fix & Fogg | 0.25% | 720 | +22.0% | Fix & Fogg |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kraft | 165K | 55.2% | 1 |
| Oct 2025 | Skippy | 74K | 24.8% | 2 |
| Oct 2025 | Jif | 49.5K | 16.6% | 3 |
| Oct 2025 | Pic's | 9.9K | 3.3% | 4 |
| Oct 2025 | Fix & Fogg | 480 | 0.16% | 5 |
| Nov 2025 | Kraft | 201K | 60.3% | 1 |
| Nov 2025 | Skippy | 74K | 22.2% | 2 |
| Nov 2025 | Jif | 49.5K | 14.9% | 3 |
| Nov 2025 | Pic's | 8.1K | 2.4% | 4 |
| Nov 2025 | Fix & Fogg | 590 | 0.18% | 5 |
| Dec 2025 | Kraft | 201K | 62% | 1 |
| Dec 2025 | Skippy | 74K | 22.8% | 2 |
| Dec 2025 | Jif | 40.5K | 12.5% | 3 |
| Dec 2025 | Pic's | 8.1K | 2.5% | 4 |
| Dec 2025 | Fix & Fogg | 480 | 0.15% | 5 |
| Jan 2026 | Kraft | 165K | 55.2% | 1 |
| Jan 2026 | Skippy | 74K | 24.7% | 2 |
| Jan 2026 | Jif | 49.5K | 16.6% | 3 |
| Jan 2026 | Pic's | 9.9K | 3.3% | 4 |
| Jan 2026 | Fix & Fogg | 590 | 0.2% | 5 |
| Feb 2026 | Kraft | 165K | 54.2% | 1 |
| Feb 2026 | Skippy | 90.5K | 29.7% | 2 |
| Feb 2026 | Jif | 40.5K | 13.3% | 3 |
| Feb 2026 | Pic's | 8.1K | 2.7% | 4 |
| Feb 2026 | Fix & Fogg | 480 | 0.16% | 5 |
| Mar 2026 | Kraft | 165K | 55.2% | 1 |
| Mar 2026 | Skippy | 74K | 24.8% | 2 |
| Mar 2026 | Jif | 49.5K | 16.6% | 3 |
| Mar 2026 | Pic's | 9.9K | 3.3% | 4 |
| Mar 2026 | Fix & Fogg | 480 | 0.16% | 5 |
| Apr 2026 | Kraft | 135K | 55.2% | 1 |
| Apr 2026 | Skippy | 60.5K | 24.7% | 2 |
| Apr 2026 | Jif | 40.5K | 16.6% | 3 |
| Apr 2026 | Pic's | 8.1K | 3.3% | 4 |
| Apr 2026 | Fix & Fogg | 480 | 0.2% | 5 |
| May 2026 | Kraft | 135K | 54.8% | 1 |
| May 2026 | Skippy | 60.5K | 24.5% | 2 |
| May 2026 | Jif | 40.5K | 16.4% | 3 |
| May 2026 | Pic's | 9.9K | 4% | 4 |
| May 2026 | Fix & Fogg | 590 | 0.24% | 5 |
| Jun 2026 | Kraft | 135K | 54.8% | 1 |
| Jun 2026 | Skippy | 60.5K | 24.5% | 2 |
| Jun 2026 | Jif | 40.5K | 16.4% | 3 |
| Jun 2026 | Pic's | 9.9K | 4% | 4 |
| Jun 2026 | Fix & Fogg | 590 | 0.24% | 5 |
| Jul 2026 | Kraft | 135K | 54.8% | 1 |
| Jul 2026 | Skippy | 60.5K | 24.5% | 2 |
| Jul 2026 | Jif | 40.5K | 16.4% | 3 |
| Jul 2026 | Pic's | 9.9K | 4% | 4 |
| Jul 2026 | Fix & Fogg | 590 | 0.24% | 5 |
| Aug 2026 | Kraft | 165K | 57.3% | 1 |
| Aug 2026 | Skippy | 60.5K | 21% | 2 |
| Aug 2026 | Jif | 49.5K | 17.2% | 3 |
| Aug 2026 | Pic's | 12.1K | 4.2% | 4 |
| Aug 2026 | Fix & Fogg | 720 | 0.25% | 5 |
| Sep 2026 | Fix & Fogg | — | — | — |
| Sep 2026 | Jif | — | — | — |
| Sep 2026 | Kraft | — | — | — |
| Sep 2026 | Pic's | — | — | — |
| Sep 2026 | Skippy | — | — | — |

## What is being compared

- **Fix & Fogg**: Measured on the search term “fix & fogg”.
- **Jif**: Measured on the search term “jif”.
- **Kraft**: Measured on the search term “kraft”.
- **Pic's**: Measured on the search term “pic's peanut butter”.
- **Skippy**: Measured on the search term “skippy”.

- [Fix & Fogg](/demand/global-en/brands/fix-and-fogg)
- [Jif](/demand/global-en/brands/jif)
- [Kraft](/demand/global-en/brands/kraft)
- [Pic's](/demand/global-en/brands/pics)
- [Skippy](/demand/global-en/brands/skippy)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Peanut butter brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/peanut-butter-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/peanut-butter-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.