Smucker's vs Wilkin & Sons:Which is more popular by branded search?
In August 2026, Smucker's and Wilkin & Sons were level on Share of Search among jam brands worldwide, with an estimated 5.4K branded searches each, at 15.5% estimated Share of Search each. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Smucker's or Wilkin & Sons?
Compare the jam brands shoppers choose between. 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 Smucker's, Wilkin & Sons. The figures are in the table below the chart.
View monthly share of search table
| Month | St Dalfour | Smucker's | Wilkin & Sons | Cottee's | Hartley's | Bonne Maman |
|---|---|---|---|---|---|---|
| Oct 2025 | 50% | 12.2% | 14.9% | 18.2% | 4.4% | 0.25% |
| Nov 2025 | 50% | 12.2% | 18.2% | 14.9% | 4.4% | 0.25% |
| Dec 2025 | 48.7% | 14.5% | 17.7% | 14.5% | 4.3% | 0.24% |
| Jan 2026 | 40.2% | 14.7% | 22% | 17.9% | 5.2% | 0.14% |
| Feb 2026 | 45.1% | 13.4% | 20.1% | 16.4% | 4.9% | 0.12% |
| Mar 2026 | 45.4% | 16.5% | 16.5% | 16.5% | 4.9% | 0.09% |
| Apr 2026 | 46.8% | 17.1% | 17.1% | 13.9% | 5.1% | 0.13% |
| May 2026 | 45.3% | 16.5% | 16.5% | 16.5% | 4.9% | 0.15% |
| Jun 2026 | 44.9% | 16.4% | 16.4% | 16.4% | 5.8% | 0.09% |
| Jul 2026 | 48.3% | 14.4% | 17.6% | 14.4% | 5.2% | 0.13% |
| Aug 2026 | 51.8% | 15.5% | 15.5% | 12.6% | 4.6% | 0.14% |
| Sep 2026 | — | — | — | — | — | — |
How has the Smucker's and Wilkin & Sons comparison changed over the last 12 months?
3 findings
- Smucker's was ahead of Wilkin & Sons in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Smucker's’ estimated Share of Search among jam brands worldwide moved from 12.2% to 15.5%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
- Across the 11 months ending August 2026, Wilkin & Sons’ estimated Share of Search among jam brands worldwide moved from 14.9% to 15.5%, and its estimated monthly branded searches held steady at 5.4K.
How did search popularity change for jam brands worldwide in August 2026?
2 changes
In August 2026, Smucker's overtook Cottee's to rank 2nd among jam brands worldwide, at 15.5%.
In August 2026, Wilkin & Sons lost estimated Share of Search among jam brands worldwide, from 17.6% to 15.5%.
How each brand is measured
Brandwave collects information about searches that people make online using Smucker's’ and Wilkin & Sons’ 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.
Smucker's
1 branded search term
- smuckers jam
Wilkin & Sons
1 branded search term
- wilkin and sons
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