Brandwave

Fix & Fogg vs Smucker's Natural:Which is more popular?

In September 2026, Smucker's Natural had more branded searches than Fix & Fogg among spread brands worldwide. Smucker's Natural had about 720 branded searches, while Fix & Fogg had 590. Smucker's Natural made up 0.04% of all spread brand searches we track, and Fix & Fogg accounted for 0.03%. When we asked ChatGPT and Google AI Overviews about spread brands, Smucker's Natural appeared in three of the five answers and Fix & Fogg in none.

Among spread brands worldwide in September 2026

Who do people search for more?

Smucker's Natural, about 22% more searches than Fix & Fogg

Smucker's Natural 720 searchesFix & Fogg 590 searches

Who does AI mention more?

Smucker's Natural, mentioned in 3 of 5 answers, Fix & Fogg in 0

Smucker's Natural in 3 of 5Fix & Fogg in 0 of 5

Who does AI recommend more?

Smucker's Natural, the only one of the two named

Smucker's Natural first in 2Fix & Fogg never named

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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. Fix & Fogg 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.

  1. Jif1st
  2. Nutella2nd
  3. Smucker's Natural3rd
  4. Justin’s4th
  5. Bonne Maman5th
  6. Peanut Butter & Co6th
  7. Vegemite–
  8. Pic's–
  9. Fix & Fogg–

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

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 Fix & Fogg or Smucker's Natural more popular in search?

This chart shows how often people search Google for Fix & Fogg and Smucker's Natural 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.

Fix & Fogg and Smucker's Natural among spread brands worldwide, by month

Share of searches by month for Smucker's Natural, Fix & Fogg. The figures are in the table below the chart.

View monthly share of searches table
MonthNutellaVegemiteBonne MamanJifPic'sPeanut Butter & CoSmucker's NaturalFix & FoggJustin’s
Oct 202571.4%17.6%6.4%2.9%1.2%0.39%0.05%0.03%<0.01%
Nov 202564.4%23.7%7.1%3.2%1.2%0.43%0.06%0.04%<0.01%
Dec 202567.7%20.4%7.4%2.7%1.2%0.4%0.07%0.03%<0.01%
Jan 202665.8%24.2%4.9%3.3%1.3%0.46%0.11%0.04%<0.01%
Feb 202677.2%15.5%3.8%2.1%0.93%0.35%0.05%0.02%<0.01%
Mar 202669.5%21%5.2%2.8%1.1%0.38%0.06%0.03%<0.01%
Apr 202670.5%21.3%4.3%2.3%1%0.46%0.06%0.03%<0.01%
May 202670.5%21.3%4.3%2.3%1.1%0.39%0.05%0.03%<0.01%
Jun 202655.8%37.6%3.4%1.9%0.91%0.4%0.04%0.03%<0.01%
Jul 202666.2%24.4%4.9%2.7%1.3%0.46%0.06%0.04%<0.01%
Aug 202667.7%20.4%7.5%2.7%1.2%0.39%0.05%0.04%<0.01%
Sep 202672.1%17.8%5.4%2.9%1.3%0.42%0.04%0.03%<0.01%

How has the Fix & Fogg and Smucker's Natural comparison changed over the last 12 months?

3 findings
  • Smucker's Natural was ahead of Fix & Fogg in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Fix & Fogg’s share of searches among spread brands worldwide held steady at 0.03%, and its estimated monthly branded searches moved from 480 to 590.
  • Across the 12 months ending September 2026, Smucker's Natural’s share of searches among spread brands worldwide moved from 0.05% to 0.04%, and its estimated monthly branded searches moved from 880 to 720.

How did search popularity change for spread brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Fix & Fogg worldwide rose 22.9% over 12 measured months, from 480 to 590 in September 2026.

  2. Estimated monthly branded searches for Smucker's Natural worldwide fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Fix & Fogg’s and Smucker's Natural’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.

Fix & Fogg

1 branded search term

  • fix & fogg

Smucker's Natural

1 branded search term

  • smuckers natural

How the Brand Demand Index is measured

Other head-to-heads among spread brands

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