Brandwave

How popular isDarrell Lea?

In September 2026, people searched for Darrell Lea by name about 12,100 times in Australia, a 22.2% increase from the previous year. These searches made up 11.5% of all Australia chocolate brand searches, placing Darrell Lea fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about chocolate brands, Darrell Lea appeared in two of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Darrell Lea is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Koko BlackShare of searches 31.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  2. Haigh's ChocolatesShare of searches 17.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. CadburyShare of searches 14.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  4. Whittaker'sShare of searches 14.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  5. Darrell LeaShare of searches 11.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th

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Top chocolate brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Darrell Lea was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Darrell Lea 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. Haigh's Chocolates1st
  2. Cadbury2nd
  3. Koko Black3rd
  4. Darrell Lea4th
  5. Lindt5th
  6. Whittaker's6th

Mentioned by AI

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

  • Haigh's Chocolates4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Koko Black2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Cadbury2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Whittaker's2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Darrell Lea2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lindt1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about chocolate brands

4 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which chocolate brands compete with Darrell Lea?

Darrell Lea against chocolate brands in Australia, by month

Share of searches by month for Koko Black, Haigh's Chocolates, Cadbury, Whittaker's, Darrell Lea, Lindt. The figures are in the table below the chart.

View monthly share of searches table
MonthKoko BlackHaigh's ChocolatesCadburyWhittaker'sDarrell LeaLindt
Oct 202534.4%18.9%10.3%12.6%8.4%15.4%
Nov 202535.4%23.7%8.7%10.6%8.7%13%
Dec 202539%26.1%6.4%6.4%7.8%14.3%
Jan 202633.1%14.8%12.1%12.1%9.9%18.1%
Feb 202636.5%16.3%10.9%10.9%8.9%16.3%
Mar 202635.4%19.4%13%8.7%10.6%13%
Apr 202629.8%16.3%16.3%13.3%10.9%13.3%
May 202634.2%12.5%15.3%15.3%10.2%12.5%
Jun 202631.2%11.4%17.1%17.1%9.3%13.9%
Jul 202631.8%11.6%14.2%21.3%9.5%11.6%
Aug 202629.3%13.1%19.7%16%8.8%13.1%
Sep 202631.5%17.2%14.1%14.1%11.5%11.5%

  1. 1.Koko Black

    31.5%

    Held 1st. 33.1K estimated branded searches, 0% vs prior month. Share +2.2 points.

  2. 2.Haigh's Chocolates

    17.2%

    Moved from 4th to 2nd. 18.1K estimated branded searches, +22.3% vs prior month. Share +4.1 points.

  3. 3.Cadbury

    14.1%

    Moved from 2nd to 3rd. 14.8K estimated branded searches, -33.3% vs prior month. Share -5.6 points.

  4. 4.Whittaker's

    14.1%

    Moved from 3rd to 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  5. 5.Darrell Lea

    11.5%

    Moved from 6th to 5th. 12.1K estimated branded searches, +22.2% vs prior month. Share +2.8 points.

  6. 6.Lindt

    11.5%

    Moved from 5th to 6th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.6 points.

Compare popularity between Darrell Lea and its closest rivals

Every comparison with Darrell Lea

12 comparisons

How has branded search demand for Darrell Lea changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Darrell Lea in Australia rose from 9.9K to 12.1K.
  • Across the 12 months ending September 2026, Darrell Lea’s share of searches among chocolate brands in Australia increased from 8.4% to 11.5%.
  • Across the 12 months ending September 2026, Darrell Lea’s share of searches among chocolate brands in Australia peaked at 11.5% in September 2026 and was lowest at 7.8% in December 2025.
  • Across the 12 months ending September 2026, Darrell Lea rose from 6th to 5th among chocolate brands in Australia.

How did search popularity change for Australia chocolate brands in September 2026?

6 changes

  1. In September 2026, Haigh's Chocolates overtook Cadbury and Whittaker's to rank 2nd among chocolate brands in Australia, with 17.2% of the searches.

  2. In September 2026, Darrell Lea overtook Lindt to rank 5th among chocolate brands in Australia, with 11.5% of the searches.

  3. In September 2026, Koko Black gained share of searches among chocolate brands in Australia, from 29.3% to 31.5%.

  4. In September 2026, Cadbury lost share of searches among chocolate brands in Australia, from 19.7% to 14.1%.

  5. In September 2026, Whittaker's lost share of searches among chocolate brands in Australia, from 16% to 14.1%.

  6. In September 2026, Lindt lost share of searches among chocolate brands in Australia, from 13.1% to 11.5%.

How are Darrell Lea’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Darrell Lea’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.

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How the Brand Demand Index is measured

Where does Darrell Lea compete?

Darrell Lea is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Chocolate brands5th of 611.5%Shown above
Lolly brands2nd of 818.2%Show ranking
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