Haigh's Chocolates vs Whittaker's:Which is more popular?
In September 2026, Haigh's Chocolates had more branded searches than Whittaker's among chocolate brands in Australia. Haigh's Chocolates had about 18,100 branded searches, while Whittaker's had 14,800. Haigh's Chocolates made up 17.2% of all chocolate brand searches we track, and Whittaker's accounted for 14.1%. When we asked ChatGPT and Google AI Overviews about chocolate brands, Haigh's Chocolates appeared in all four answers and Whittaker's in two. Haigh's Chocolates was mentioned before Whittaker's in every answer.
Who do people search for more?
Haigh's Chocolates, about 22% more searches than Whittaker's
Who does AI mention more?
Haigh's Chocolates, mentioned in every answer we collected
Who does AI recommend more?
Haigh's Chocolates, named ahead of Whittaker's in every answer
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Top chocolate brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Haigh's Chocolates appeared in all four answers. Whittaker's was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Haigh's Chocolates was listed before Whittaker's in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Haigh's Chocolates1st
Cadbury2nd
Koko Black3rd
Darrell Lea4th
Lindt5th
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
Asked ChatGPT
“What's the best chocolate brand in Australia?”
Asked ChatGPT
“Which Australian chocolate brand makes the best gift box?”
Asked ChatGPT
“What are the most popular chocolate brands in Australia?”
Searched Google, AI Overview
“chocolate”
Searched Google, AI Overview
“chocolate gifts”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Haigh's Chocolates or Whittaker's more popular in search?
This chart shows how often people search Google for Haigh's Chocolates and Whittaker's by name. Each line represents a brand's share of searches for all six chocolate brands we track, month by month, from searches in Australia.
Share of searches by month for Haigh's Chocolates, Whittaker's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Koko Black | Haigh's Chocolates | Cadbury | Whittaker's | Darrell Lea | Lindt |
|---|---|---|---|---|---|---|
| Oct 2025 | 34.4% | 18.9% | 10.3% | 12.6% | 8.4% | 15.4% |
| Nov 2025 | 35.4% | 23.7% | 8.7% | 10.6% | 8.7% | 13% |
| Dec 2025 | 39% | 26.1% | 6.4% | 6.4% | 7.8% | 14.3% |
| Jan 2026 | 33.1% | 14.8% | 12.1% | 12.1% | 9.9% | 18.1% |
| Feb 2026 | 36.5% | 16.3% | 10.9% | 10.9% | 8.9% | 16.3% |
| Mar 2026 | 35.4% | 19.4% | 13% | 8.7% | 10.6% | 13% |
| Apr 2026 | 29.8% | 16.3% | 16.3% | 13.3% | 10.9% | 13.3% |
| May 2026 | 34.2% | 12.5% | 15.3% | 15.3% | 10.2% | 12.5% |
| Jun 2026 | 31.2% | 11.4% | 17.1% | 17.1% | 9.3% | 13.9% |
| Jul 2026 | 31.8% | 11.6% | 14.2% | 21.3% | 9.5% | 11.6% |
| Aug 2026 | 29.3% | 13.1% | 19.7% | 16% | 8.8% | 13.1% |
| Sep 2026 | 31.5% | 17.2% | 14.1% | 14.1% | 11.5% | 11.5% |
How has the Haigh's Chocolates and Whittaker's comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Whittaker's took it in May 2026, Haigh's Chocolates took it in September 2026.
- Across the 12 months ending September 2026, Haigh's Chocolates’ share of searches among chocolate brands in Australia moved from 18.9% to 17.2%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Whittaker's’ share of searches among chocolate brands in Australia moved from 12.6% to 14.1%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for Australia chocolate brands in September 2026?
2 changes
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, Whittaker's lost share of searches among chocolate brands in Australia, from 16% to 14.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Haigh's Chocolates’ and Whittaker's’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Haigh's Chocolates
1 branded search term
- haighs
Whittaker's
1 branded search term
- whittakers
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