Brandwave

How popular isSkippy?

In September 2026, people searched for Skippy by name about 18,100 times in the United States, a 22.3% increase from the previous year. These searches made up 24.1% of all United States peanut butter brand searches, placing Skippy first out of six brands. When we asked both ChatGPT and Google AI Overviews about peanut butter brands, Skippy appeared in one of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Skippy is the most searched of 6 competitors and the fourth most recommended in AI answers.

  1. SkippyShare of searches 24.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. JifShare of searches 19.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. Peter PanShare of searches 16.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. TeddieShare of searches 16.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Crazy Richard'sShare of searches 13.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top peanut butter brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Skippy was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Skippy is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Crazy Richard's1st
  2. Jif2nd
  3. Teddie3rd
  4. Skippy4th
  5. Peter Pan–
  6. Justin’s–

Mentioned by AI

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

  • Crazy Richard's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jif2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Teddie2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skippy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peter Pan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Justin’s0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about peanut butter brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which peanut butter brands compete with Skippy?

Skippy against peanut butter brands in the United States, by month

Share of searches by month for Skippy, Jif, Peter Pan, Teddie, Crazy Richard's, Justin’s. The figures are in the table below the chart.

View monthly share of searches table
MonthSkippyJifPeter PanTeddieCrazy Richard'sJustin’s
Oct 202520.8%17%17%17%17%11.4%
Nov 202522.1%18.1%18.1%14.8%14.8%12.1%
Dec 202521.9%17.9%17.9%14.6%17.9%9.8%
Jan 202615.8%12.9%15.8%15.8%29%10.6%
Feb 202621.7%14.5%14.5%17.8%21.7%9.7%
Mar 202619.3%15.8%15.8%19.3%19.3%10.6%
Apr 202622.6%15.1%15.1%18.5%18.5%10.1%
May 202620.8%17%17%17%17%11.4%
Jun 202620.6%13.8%20.6%16.9%16.9%11.3%
Jul 202624.1%13.2%16.1%16.1%19.7%10.8%
Aug 202622.6%18.5%15.1%18.5%15.1%10.1%
Sep 202624.1%19.7%16.1%16.1%13.2%10.8%

  1. 1.Skippy

    24.1%

    Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +1.5 points.

  2. 2.Jif

    19.7%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.

  3. 3.Peter Pan

    16.1%

    Moved from 5th to 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +1 points.

  4. 4.Teddie

    16.1%

    Moved from 3rd to 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -2.4 points.

  5. 5.Crazy Richard's

    13.2%

    Moved from 4th to 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  6. 6.Justin’s

    10.8%

    Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

Compare popularity between Skippy and its closest rivals

Every comparison with Skippy

5 comparisons

How has branded search demand for Skippy changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Skippy in the United States rose from 14.8K to 18.1K.
  • Across the 12 months ending September 2026, Skippy’s share of searches among peanut butter brands in the United States increased from 20.8% to 24.1%.
  • Across the 12 months ending September 2026, Skippy’s share of searches among peanut butter brands in the United States peaked at 24.1% in July 2026 and was lowest at 15.8% in January 2026.

How did search popularity change for United States peanut butter brands in September 2026?

6 changes

  1. In September 2026, Peter Pan overtook Teddie and Crazy Richard's to rank 3rd among peanut butter brands in the United States, with 16.1% of the searches.

  2. In September 2026, Skippy gained share of searches among peanut butter brands in the United States, from 22.6% to 24.1%.

  3. In September 2026, Jif gained share of searches among peanut butter brands in the United States, from 18.5% to 19.7%.

  4. In September 2026, Justin’s gained share of searches among peanut butter brands in the United States, from 10.1% to 10.8%.

  5. In September 2026, Teddie lost share of searches among peanut butter brands in the United States, from 18.5% to 16.1%.

  6. In September 2026, Crazy Richard's lost share of searches among peanut butter brands in the United States, from 15.1% to 13.2%.

How are Skippy’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Skippy’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • skippy

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How the Brand Demand Index is measured

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