Kraft vs Pic's:Which is more popular by branded search?
In August 2026, Kraft had more branded searches than Pic's among peanut butter brands worldwide. Kraft was estimated to have 165K branded searches compared to Pic's’ 12.1K, and held a 57.3% Share of Search versus Pic's’ 4.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kraft or Pic's?
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 by month for Kraft, Pic's. The figures are in the table below the chart.
View monthly share of search table
| Month | Kraft | Skippy | Jif | Pic's | Fix & Fogg |
|---|---|---|---|---|---|
| Oct 2025 | 55.2% | 24.8% | 16.6% | 3.3% | 0.16% |
| Nov 2025 | 60.3% | 22.2% | 14.9% | 2.4% | 0.18% |
| Dec 2025 | 62% | 22.8% | 12.5% | 2.5% | 0.15% |
| Jan 2026 | 55.2% | 24.7% | 16.6% | 3.3% | 0.2% |
| Feb 2026 | 54.2% | 29.7% | 13.3% | 2.7% | 0.16% |
| Mar 2026 | 55.2% | 24.8% | 16.6% | 3.3% | 0.16% |
| Apr 2026 | 55.2% | 24.7% | 16.6% | 3.3% | 0.2% |
| May 2026 | 54.8% | 24.5% | 16.4% | 4% | 0.24% |
| Jun 2026 | 54.8% | 24.5% | 16.4% | 4% | 0.24% |
| Jul 2026 | 54.8% | 24.5% | 16.4% | 4% | 0.24% |
| Aug 2026 | 57.3% | 21% | 17.2% | 4.2% | 0.25% |
| Sep 2026 | — | — | — | — | — |
How has the Kraft and Pic's comparison changed over the last 12 months?
3 findings
- Kraft was ahead of Pic's in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kraft’s estimated Share of Search among peanut butter brands worldwide moved from 55.2% to 57.3%, and its estimated monthly branded searches held steady at 165K.
- Across the 11 months ending August 2026, Pic's’ estimated Share of Search among peanut butter brands worldwide moved from 3.3% to 4.2%, and its estimated monthly branded searches moved from 9.9K to 12.1K.
How did search popularity change for peanut butter brands worldwide in August 2026?
2 changes
In August 2026, Kraft gained estimated Share of Search among peanut butter brands worldwide, from 54.8% to 57.3%.
Estimated monthly branded searches for Pic's worldwide rose 22.2% over 11 measured months, from 9.9K to 12.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Kraft’s and Pic'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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.