Jif vs Nutella:Which is more popular?
In September 2026, Nutella had more branded searches than Jif among spread brands worldwide. Nutella had about 1.2 million branded searches, while Jif had 49,500. Nutella made up 72.1% 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 and Nutella each appeared in three of the five answers. Jif was mentioned before Nutella in two out of three answers.
Who do people search for more?
Nutella, about 25 searches for every 1 for Jif
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Jif, named ahead of Nutella in 2 of 3 answers
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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. Nutella was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Jif was listed before Nutella in two out of three 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 Nutella more popular in search?
This chart shows how often people search Google for Jif and Nutella 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 Nutella, 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 Nutella comparison changed over the last 12 months?
3 findings
- Nutella 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, Nutella’s share of searches among spread brands worldwide moved from 71.4% to 72.1%, and its estimated monthly branded searches held steady at 1.2M.
How did search popularity change for spread brands worldwide in September 2026?
2 changes
In September 2026, Nutella gained share of searches among spread brands worldwide, from 67.7% to 72.1%.
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 Nutella’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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