Jif vs Vegemite:Which is more popular?
In September 2026, Vegemite had more branded searches than Jif among spread brands worldwide. Vegemite had about 301,000 branded searches, while Jif had 49,500. Vegemite made up 17.8% of all spread brand searches we track, and Jif accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about spread brands, Jif appeared in three of the five answers and Vegemite in none.
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Jif was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Vegemite did not appear in any of the five answers.
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.
Is Jif or Vegemite more popular in search?
This chart shows how often people search Google for Jif and Vegemite by name. Each line represents a brand's share of searches for all nine spread brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Vegemite, Jif. 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% |
How has the Jif and Vegemite comparison changed over the last 12 months?
3 findings
- Vegemite was ahead of Jif in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jif’s share of searches among spread brands worldwide held steady at 2.9%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Vegemite’s share of searches among spread brands worldwide moved from 17.6% to 17.8%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for spread brands worldwide in September 2026?
2 changes
In September 2026, Vegemite lost share of searches among spread brands worldwide, from 20.4% to 17.8%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jif’s and Vegemite’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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