Smucker's Natural vs Vegemite:Which is more popular?

Name: Smucker's Natural vs Vegemite: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Vegemite had more branded searches than Smucker's Natural among spread brands worldwide. Vegemite had about 301,000 branded searches, while Smucker's Natural had 720. Vegemite made up 17.8% of all spread brand searches we track, and Smucker's Natural accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about spread brands, Smucker's Natural appeared in three of the five answers and Vegemite in none.

Among spread brands worldwide in September 2026

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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. Vegemite 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.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Nutella	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Jif	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Smucker's Natural	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Justin’s	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Bonne Maman	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Peanut Butter & Co	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Vegemite	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Pic's	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Fix & Fogg	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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?”
1. 1Smucker's Natural
Asked ChatGPT
“What are the best spread brands?”
1. 1Jif
2. 2Nutella
3. 3Smucker's Natural
Asked ChatGPT
“What's the best spread brand for toast and sandwiches?”
1. 1Nutella
Searched Google, AI Overview
“peanut butter brands”
Searched Google, AI Overview
“chocolate spread brands”
1. 1Nutella
2. 2Bonne Maman
3. 3Justin’s
4. 4Jif

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 Smucker's Natural or Vegemite more popular in search?

This chart shows how often people search Google for Smucker's Natural and Vegemite 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.

Smucker's Natural and Vegemite among spread brands worldwide, by month

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 Smucker's Natural and Vegemite comparison changed over the last 12 months?

3 findings

Vegemite was ahead of Smucker's Natural in every measured month of the 12 months ending September 2026.
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.
Across the 12 months ending September 2026, Vegemite’s share of searches among spread brands worldwide moved from 17.6% to 17.8%, and its estimated monthly branded searches held steady at 301K.

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

2 changes

In September 2026, Vegemite lost share of searches among spread brands worldwide, from 20.4% to 17.8%.
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 Smucker's Natural’s and Vegemite’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.