From the nuspec documentation (emphasis mine):
It is a path to an image file within the package, often shown in UIs like nuget.org as the package icon. Image file size is limited to 1 MB. Supported file formats include JPEG and PNG. We recommend an image resolution of 128x128.
However, as of Visual Studio 2019 (16.10.4) JPEG icons are not being displayed in the NuGet Package Manager UI:
I created two example NuGet packages using JPEG icons:
https://www.nuget.org/packages/PackageWithJpegIconEmbedded/
https://www.nuget.org/packages/PackageWithJpegIconUrl/
Related: NuGet/Home#8189 (comment)