--- title: "Darrell Lea: search popularity in Australia" description: "Darrell Lea is a chocolate and liquorice brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/darrell-lea" publisher: "Brandwave" --- # Darrell Lea: search popularity in Australia Darrell Lea is a chocolate and liquorice brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Darrell Lea - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among chocolate brands**: 11.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Chocolate brands | 5 | 11.5% | 12.1K | | Lolly brands | 2 | 18.2% | 12.1K | - [Chocolate brands](/demand/au/categories/au-chocolate-brands) - [Lolly brands](/demand/au/categories/au-lolly-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Haigh's Chocolates | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Cadbury | 2nd | 1 of 3 | 1 of 1 | 2 of 4 | | Koko Black | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Darrell Lea | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Lindt | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Whittaker's | 6th | 2 of 3 | 0 of 1 | 2 of 4 | ## Every AI answer about chocolate brands - Asked ChatGPT "What's the best chocolate brand in Australia?": 1. Haigh's Chocolates, 2. Koko Black, 3. Darrell Lea, 4. Whittaker's - Asked ChatGPT "Which Australian chocolate brand makes the best gift box?": 1. Haigh's Chocolates, 2. Koko Black - Asked ChatGPT "What are the most popular chocolate brands in Australia?": 1. Cadbury, 2. Lindt, 3. Darrell Lea, 4. Haigh's Chocolates, 5. Whittaker's - Searched Google, AI Overview "chocolate": 1. Cadbury, 2. Haigh's Chocolates Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How has branded search demand for Darrell Lea changed in Australia over the last 12 months? - 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. - Across the 12 months ending September 2026, Darrell Lea’s share of searches among lolly brands in Australia increased from 16.7% to 18.2%. - Across the 12 months ending September 2026, Darrell Lea’s share of searches among lolly brands in Australia peaked at 27.7% in December 2025 and was lowest at 13.9% in June 2026. ## How did search popularity change for Australia chocolate brands in September 2026? - 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. - In September 2026, Darrell Lea overtook Lindt to rank 5th among chocolate brands in Australia, with 11.5% of the searches. - In September 2026, Koko Black gained share of searches among chocolate brands in Australia, from 29.3% to 31.5%. - In September 2026, Cadbury lost share of searches among chocolate brands in Australia, from 19.7% to 14.1%. - In September 2026, Whittaker's lost share of searches among chocolate brands in Australia, from 16% to 14.1%. - In September 2026, Lindt lost share of searches among chocolate brands in Australia, from 13.1% to 11.5%. ## How did search popularity change for Australia lolly brands in September 2026? - In September 2026, Skittles overtook Allens to become the leader among lolly brands in Australia, with 22.3% of the searches. - In September 2026, Darrell Lea overtook Allens to rank 2nd among lolly brands in Australia, with 18.2% of the searches. - In September 2026, Haribo overtook Starburst to rank 5th among lolly brands in Australia, with 9.9% of the searches. - In September 2026, Sour Patch Kids gained share of searches among lolly brands in Australia, from 14% to 14.9%. - In September 2026, Allens lost share of searches among lolly brands in Australia, from 21% to 14.9%. - In September 2026, Starburst lost share of searches among lolly brands in Australia, from 11.5% to 9.9%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Chocolate brands | 9.9K | 8.4% | 6 | | Nov 2025 | Chocolate brands | 14.8K | 8.7% | 6 | | Dec 2025 | Chocolate brands | 14.8K | 7.8% | 4 | | Jan 2026 | Chocolate brands | 8.1K | 9.9% | 6 | | Feb 2026 | Chocolate brands | 8.1K | 8.9% | 6 | | Mar 2026 | Chocolate brands | 14.8K | 10.6% | 5 | | Apr 2026 | Chocolate brands | 12.1K | 10.9% | 6 | | May 2026 | Chocolate brands | 9.9K | 10.2% | 6 | | Jun 2026 | Chocolate brands | 8.1K | 9.3% | 6 | | Jul 2026 | Chocolate brands | 9.9K | 9.5% | 6 | | Aug 2026 | Chocolate brands | 9.9K | 8.8% | 6 | | Sep 2026 | Chocolate brands | 12.1K | 11.5% | 5 | | Oct 2025 | Lolly brands | 9.9K | 16.7% | 2 | | Nov 2025 | Lolly brands | 14.8K | 23% | 1 | | Dec 2025 | Lolly brands | 14.8K | 27.7% | 1 | | Jan 2026 | Lolly brands | 8.1K | 18.5% | 1 | | Feb 2026 | Lolly brands | 8.1K | 18.2% | 2 | | Mar 2026 | Lolly brands | 14.8K | 25.6% | 1 | | Apr 2026 | Lolly brands | 12.1K | 22.4% | 1 | | May 2026 | Lolly brands | 9.9K | 15.7% | 3 | | Jun 2026 | Lolly brands | 8.1K | 13.9% | 4 | | Jul 2026 | Lolly brands | 9.9K | 17.1% | 3 | | Aug 2026 | Lolly brands | 9.9K | 14% | 3 | | Sep 2026 | Lolly brands | 12.1K | 18.2% | 2 | ## How are Darrell Lea’s branded searches counted? 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. - “darrell lea” ## Which chocolate brands compete with Darrell Lea? - [Koko Black](/demand/au/brands/koko-black): Head-to-head: /demand/au/compare/darrell-lea-vs-koko-black - [Haigh's Chocolates](/demand/au/brands/haighs): Head-to-head: /demand/au/compare/darrell-lea-vs-haighs - [Cadbury](/demand/au/brands/cadbury): Head-to-head: /demand/au/compare/cadbury-vs-darrell-lea - [Whittaker's](/demand/au/brands/whittakers): Head-to-head: /demand/au/compare/darrell-lea-vs-whittakers - [Lindt](/demand/au/brands/lindt): Head-to-head: /demand/au/compare/darrell-lea-vs-lindt ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Darrell Lea: search popularity in Australia". https://gobrandwave.com/demand/au/brands/darrell-lea This page is also available as HTML at https://gobrandwave.com/demand/au/brands/darrell-lea. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.