In supermarket sales of creamy peanut butter -- a $575.4 million portion of the market -- Procter & Gamble's Jif is the undisputed national leader with a 31% market share. In the San Francisco Bay area, however, Best Foods' Skippy is the brand of choice, with fully one-third of dollar sales. Hunt-Wesson's Peter Pan, which holds a strong fourth rank nationally, manages a less than 1% share in the Bay area. Brand Marketing's spot check of three supermarkets tells the tale: Peter Pan was not on the shelves at Lucky or Safeway, and the upscale Petrini's market carried only a reduced-fat variety.
