Pic's vs Skippy:Which is more popular by branded search?
In August 2026, Skippy had more branded searches than Pic's among peanut butter brands worldwide. Skippy was estimated to have 60.5K branded searches compared to Pic's’ 12.1K, and held a 21% 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, Pic's or Skippy?
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 Skippy, 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 Pic's and Skippy comparison changed over the last 12 months?
3 findings
- Skippy was ahead of Pic's in every measured month of the 11 months ending August 2026.
- 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.
- Across the 11 months ending August 2026, Skippy’s estimated Share of Search among peanut butter brands worldwide moved from 24.8% to 21%, and its estimated monthly branded searches moved from 74K to 60.5K.
How did search popularity change for peanut butter brands worldwide in August 2026?
2 changes
In August 2026, Skippy lost estimated Share of Search among peanut butter brands worldwide, from 24.5% to 21%.
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 Pic's’ and Skippy’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.