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 18.2% of all Australia lolly brand searches, placing Darrell Lea second out of eight brands. When we asked both ChatGPT and Google AI Overviews about lolly brands, Darrell Lea appeared in two of the five answers.

Search and AI answers in September 2026

Darrell Lea is the second most searched of 8 competitors.

  1. SkittlesShare of searches 22.3%Mentioned in 0 of 5 AI answers
  2. Darrell LeaShare of searches 18.2%Mentioned in 2 of 5 AI answers
  3. AllensShare of searches 14.9%Mentioned in 0 of 5 AI answers
  4. Sour Patch KidsShare of searches 14.9%Mentioned in 2 of 5 AI answers
  5. HariboShare of searches 9.9%Mentioned in 0 of 5 AI answers

+3 more

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Top lolly brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Darrell Lea was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

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

  • Darrell Lea2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sour Patch Kids2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Natural Confectionery Co.2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skittles0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Allens0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Haribo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Starburst0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nerds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lolly brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which lolly brands compete with Darrell Lea?

Darrell Lea against lolly brands in Australia, by month

Share of searches by month for Skittles, Darrell Lea, Allens, Sour Patch Kids, Haribo, Starburst, The Natural Confectionery Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthSkittlesDarrell LeaAllensSour Patch KidsHariboStarburstThe Natural Confectionery Co.Nerds
Oct 202525%16.7%11.1%13.7%11.1%13.7%6.6%2.2%
Nov 202523%23%10.3%15.4%10.3%10.3%5.3%2.5%
Dec 202518.5%27.7%12.3%15.1%8.2%10.1%6.1%1.9%
Jan 202618.5%18.5%15.1%12.3%12.3%15.1%6%2.3%
Feb 202622.2%18.2%14.8%14.8%9.9%12.1%5.9%2%
Mar 202620.9%25.6%11.4%14%9.3%11.4%5.7%1.7%
Apr 202622.4%22.4%12.2%15%10%10%6.1%1.9%
May 202623.4%15.7%15.7%15.7%10.4%10.4%6.6%2.1%
Jun 202620.7%13.9%17%17%11.3%11.3%6.7%2.2%
Jul 202620.9%17.1%17.1%14%9.3%11.4%6.7%3.3%
Aug 202621%14%21%14%9.3%11.5%7.4%1.8%
Sep 202622.3%18.2%14.9%14.9%9.9%9.9%7.8%2%

  1. 1.Skittles

    22.3%

    Moved from 2nd to 1st. 14.8K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Darrell Lea

    18.2%

    Moved from 3rd to 2nd. 12.1K estimated branded searches, +22.2% vs prior month. Share +4.2 points.

  3. 3.Allens

    14.9%

    Moved from 1st to 3rd. 9.9K estimated branded searches, -33.1% vs prior month. Share -6.1 points.

  4. 4.Sour Patch Kids

    14.9%

    Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Haribo

    9.9%

    Moved from 6th to 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Starburst

    9.9%

    Moved from 5th to 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.5 points.

  7. 7.The Natural Confectionery Co.

    7.8%

    Held 7th. 5.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

  8. 8.Nerds

    2%

    Held 8th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 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?

3 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 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 lolly brands in September 2026?

6 changes

  1. In September 2026, Skittles overtook Allens to become the leader among lolly brands in Australia, with 22.3% of the searches.

  2. In September 2026, Darrell Lea overtook Allens to rank 2nd among lolly brands in Australia, with 18.2% of the searches.

  3. In September 2026, Haribo overtook Starburst to rank 5th among lolly brands in Australia, with 9.9% of the searches.

  4. In September 2026, Sour Patch Kids gained share of searches among lolly brands in Australia, from 14% to 14.9%.

  5. In September 2026, Allens lost share of searches among lolly brands in Australia, from 21% to 14.9%.

  6. In September 2026, Starburst lost share of searches among lolly brands in Australia, from 11.5% to 9.9%.

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.

  • darrell lea

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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%Show ranking
Lolly brands2nd of 818.2%Shown above
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