How popular isPic's in search?
In August 2026, there were an estimated 6.8K branded searches for Pic's in New Zealand which held steady over the last 11 months. Pic's holds 20.7% estimated Share of Search among New Zealand spread brands and is ranked 2nd of 6 competitors for search popularity.
Nutella21.8%
Pic's20.7%
Fix & Fogg18.6%Marmite16.1%
Ceres Organics14.5%
Vegemite8.2%
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Which spread brands compete with Pic's?
Share of Search by month for Nutella, Pic's, Fix & Fogg, Marmite, Ceres Organics, Vegemite. The figures are in the table below the chart.
View monthly share of search table
| Month | Nutella | Pic's | Fix & Fogg | Marmite | Ceres Organics | Vegemite |
|---|---|---|---|---|---|---|
| Oct 2025 | 21.2% | 26.3% | 13.4% | 14.5% | 14.8% | 9.9% |
| Nov 2025 | 20.3% | 26.4% | 11.4% | 17.1% | 14.8% | 10% |
| Dec 2025 | 17.8% | 34.1% | 10.3% | 15% | 12.6% | 10.2% |
| Jan 2026 | 16.2% | 37.5% | 9% | 13.5% | 14.2% | 9.6% |
| Feb 2026 | 19.4% | 31.5% | 8.9% | 16.5% | 14% | 9.7% |
| Mar 2026 | 17.7% | 30% | 11% | 15.6% | 15.7% | 10% |
| Apr 2026 | 22.5% | 25% | 10.5% | 14.7% | 17.9% | 9.4% |
| May 2026 | 22.6% | 20.8% | 12.2% | 17% | 17.9% | 9.4% |
| Jun 2026 | 20.8% | 15.6% | 8.9% | 11.6% | 13.7% | 29.4% |
| Jul 2026 | 24.6% | 22.4% | 10.5% | 17% | 16.1% | 9.4% |
| Aug 2026 | 21.8% | 20.7% | 18.6% | 16.1% | 14.5% | 8.2% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 21.8% | 7.2K | +0.98% | -2.7 points | |
| 2, held 2nd | 20.7% | 6.8K | +5.1% | -1.7 points | |
| 3, moved from 5th to 3rd | 18.6% | 6.1K | +101.3% | +8.1 pointsmoved from 5th to 3rd | |
| 4, moved from 3rd to 4th | 16.1% | 5.3K | +7.1% | -1 pointsmoved from 3rd to 4th | |
| 5, moved from 4th to 5th | 14.5% | 4.8K | +2.4% | -1.6 pointsmoved from 4th to 5th | |
| 6, held 6th | 8.2% | 2.7K | -0.73% | -1.2 points |
1.
Nutella21.8%
held 1st · 7.2K estimated branded searches · +0.98% vs prior month · -2.7 points
2.
Pic's20.7%
held 2nd · 6.8K estimated branded searches · +5.1% vs prior month · -1.7 points
18.6%
moved from 5th to 3rd · 6.1K estimated branded searches · +101.3% vs prior month · +8.1 points
4.
16.1%
moved from 3rd to 4th · 5.3K estimated branded searches · +7.1% vs prior month · -1 points
14.5%
moved from 4th to 5th · 4.8K estimated branded searches · +2.4% vs prior month · -1.6 points
6.
Vegemite8.2%
held 6th · 2.7K estimated branded searches · -0.73% vs prior month · -1.2 points
Compare search popularity between Pic's and its closest rivals
How has branded search demand for Pic's changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Pic's in New Zealand held steady, from 7K to 6.8K.
- Across the 11 months ending August 2026, Pic's’ estimated Share of Search among spread brands in New Zealand decreased from 26.3% to 20.7%.
- Across the 11 months ending August 2026, Pic's’ estimated Share of Search among spread brands in New Zealand peaked at 37.5% in January 2026 and was lowest at 15.6% in June 2026.
- Across the 11 months ending August 2026, Pic's fell from 1st to 2nd among spread brands in New Zealand.
How did search popularity change for New Zealand spread brands in August 2026?
6 changes
In August 2026, Fix & Fogg overtook Ceres Organics to rank 3rd among spread brands in New Zealand, at 18.6%.
In August 2026, Nutella lost estimated Share of Search among spread brands in New Zealand, from 24.6% to 21.8%.
In August 2026, Pic's lost estimated Share of Search among spread brands in New Zealand, from 22.4% to 20.7%.
In August 2026, Ceres Organics lost estimated Share of Search among spread brands in New Zealand, from 16.1% to 14.5%.
In August 2026, Vegemite lost estimated Share of Search among spread brands in New Zealand, from 9.4% to 8.2%.
In August 2026, Marmite lost estimated Share of Search among spread brands in New Zealand, from 17% to 16.1%.
How is Pic's measured?
Brandwave collects information about searches that people make online using Pic's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
12 branded search terms
- pic's peanut butter
- pics chocolate peanut butter
- pics crunchy peanut butter
- pics peanut butter
- pics peanut butter 1kg
- pics peanut butter countdown
- pics peanut butter crunchy
- pics peanut butter pak n save
- pics peanut butter slug
- pics peanut butter smooth
- pics peanut butter world
- pics smooth peanut butter
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Is Pic's your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.