Forty Thieves vs Pic's:Which is more popular?
In September 2026, Pic's had more branded searches than Forty Thieves among spread brands in New Zealand. Pic's had about 5,490 branded searches, while Forty Thieves had 1,000. Pic's made up 21.2% of all spread brand searches we track, and Forty Thieves accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about spread brands, Pic's appeared in all five answers and Forty Thieves in two. Pic's was mentioned before Forty Thieves in every answer.
Who do people search for more?
Pic's, about 5 searches for every 1 for Forty Thieves
Who does AI mention more?
Pic's, mentioned in every answer we collected
Who does AI recommend more?
Pic's, named ahead of Forty Thieves in every answer
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Top spread brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pic's appeared in all five answers. Forty Thieves was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Pic's was listed before Forty Thieves in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Pic's1st
Fix & Fogg2nd
Marmite3rd
Vegemite4th
Forty Thieves5th
Nutella6th
Ceres Organics–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Pic's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fix & Fogg5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Marmite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Vegemite3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Forty Thieves2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nutella1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Ceres Organics0 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 in New Zealand?”
Asked ChatGPT
“What are the best spread brands in New Zealand?”
Asked ChatGPT
“What's the best spread brand in New Zealand for toast and sandwiches?”
Searched Google, AI Overview
“peanut butter nz”
Searched Google, AI Overview
“spread brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Forty Thieves or Pic's more popular in search?
This chart shows how often people search Google for Forty Thieves and Pic's by name. Each line represents a brand's share of searches for all seven spread brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pic's, Forty Thieves. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nutella | Pic's | Marmite | Ceres Organics | Vegemite | Fix & Fogg | Forty Thieves |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.4% | 17.6% | 14.7% | 13.9% | 12.1% | 12.5% | 4.8% |
| Nov 2025 | 23.9% | 14.4% | 18.5% | 14.2% | 12.3% | 10.3% | 6.4% |
| Dec 2025 | 23.1% | 16.7% | 17.2% | 13.5% | 14% | 9.9% | 5.6% |
| Jan 2026 | 22.1% | 19.3% | 16.2% | 15.3% | 13.8% | 8% | 5.3% |
| Feb 2026 | 25.4% | 15.1% | 19.6% | 14.7% | 13.2% | 7.5% | 4.5% |
| Mar 2026 | 23% | 16.1% | 17.8% | 15.8% | 13.6% | 9.3% | 4.4% |
| Apr 2026 | 28.1% | 14% | 16.1% | 17.1% | 12.2% | 8.3% | 4.2% |
| May 2026 | 26.7% | 13.3% | 18.1% | 16.2% | 11.6% | 9.7% | 4.5% |
| Jun 2026 | 22.6% | 10.2% | 11.1% | 12.3% | 34.5% | 5.9% | 3.4% |
| Jul 2026 | 28.3% | 15.9% | 18.1% | 15.6% | 11.4% | 6.4% | 4.3% |
| Aug 2026 | 25% | 16.9% | 16.4% | 13.6% | 9.8% | 14.6% | 3.8% |
| Sep 2026 | 24.4% | 21.2% | 15.9% | 13.9% | 10.7% | 10.1% | 3.9% |
How has the Forty Thieves and Pic's comparison changed over the last 12 months?
3 findings
- Pic's was ahead of Forty Thieves in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Forty Thieves’ share of searches among spread brands in New Zealand moved from 4.8% to 3.9%, and its estimated monthly branded searches held steady at 1K.
- Across the 12 months ending September 2026, Pic's’ share of searches among spread brands in New Zealand moved from 17.6% to 21.2%, and its estimated monthly branded searches moved from 3.7K to 5.5K.
How did search popularity change for New Zealand spread brands in September 2026?
1 change
In September 2026, Pic's gained share of searches among spread brands in New Zealand, from 16.9% to 21.2%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Forty Thieves’ 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.
Forty Thieves
1 branded search term
- forty thieves
Pic's
3 branded search terms
- pic s
- pic's peanut butter
- pics peanut butter
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