---
title: "Kraft vs Pic's: Which is more popular by branded search?"
description: "Which is more popular in search, Kraft or Pic's? Compare estimated monthly branded-search demand and Share of Search inside the Peanut butter brands set worldwide. 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/compare/kraft-vs-pics"
publisher: "Brandwave"
---

# Kraft vs Pic's: Which is more popular by branded search?

Which is more popular in search, Kraft or Pic's? Compare estimated monthly branded-search demand and Share of Search inside the Peanut butter brands set worldwide. 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

- **Compared**: Kraft and Pic's
- **Competitive set**: Peanut butter brands
- **Market**: Global
- **Month measured**: Aug 2026
- **Kraft Share of Search**: 55.4%
- **Pic's Share of Search**: 7.4%

## Which is more popular in search, Kraft or Pic's?

- 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’ 22K, and held a 55.4% Share of Search versus Pic's’ 7.4%.
- 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 53.4% to 55.4%, 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 6.4% to 7.4%, and its estimated monthly branded searches moved from 19.8K to 22K.

## 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 52.7% to 55.4%.
- Estimated monthly branded searches for Pic's worldwide rose 11.1% over 11 measured months, from 19.8K to 22K in August 2026.

## Month by month

| Month | Kraft estimated searches | Kraft Share of Search | Kraft rank | Pic's estimated searches | Pic's Share of Search | Pic's rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 165K | 53.4% | 1 | 19.8K | 6.4% | 4 |
| Nov 2025 | 201K | 58.6% | 1 | 18K | 5.2% | 4 |
| Dec 2025 | 201K | 60.2% | 1 | 18K | 5.4% | 4 |
| Jan 2026 | 165K | 53.4% | 1 | 19.8K | 6.4% | 4 |
| Feb 2026 | 165K | 52.5% | 1 | 18K | 5.7% | 4 |
| Mar 2026 | 165K | 53.4% | 1 | 19.8K | 6.4% | 4 |
| Apr 2026 | 135K | 53% | 1 | 18K | 7.1% | 4 |
| May 2026 | 135K | 52.7% | 1 | 19.8K | 7.7% | 4 |
| Jun 2026 | 135K | 52.7% | 1 | 19.8K | 7.7% | 4 |
| Jul 2026 | 135K | 52.7% | 1 | 19.8K | 7.7% | 4 |
| Aug 2026 | 165K | 55.4% | 1 | 22K | 7.4% | 4 |
| Sep 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.

- **Kraft**: Measured on the search term “kraft”.
- **Pic's**: Measured on the search terms “pic s” and “pic's peanut butter”, summed into one figure.

- [Kraft profile](/demand/global-en/brands/kraft)
- [Pic's profile](/demand/global-en/brands/pics)
- [All peanut butter brands worldwide](/demand/global-en/categories/peanut-butter-brands): The set both shares are measured inside, 5 brands.

## 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 is more popular in search, Kraft or Pic's?

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’ 22K, and held a 55.4% Share of Search versus Pic's’ 7.4%.

## Cite this page

Brandwave. "Kraft vs Pic's: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/kraft-vs-pics

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/kraft-vs-pics. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.