How popular isZebra?
In September 2026, people searched for Zebra by name about 84,100 times worldwide, a 6.2% increase from the previous year. These searches made up 8.2% of all global highlighter brand searches, placing Zebra third out of five brands. When we asked both ChatGPT and Google AI Overviews about highlighter brands, Zebra appeared in one of the four answers.
Zebra is the third most searched of 5 competitors.
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Top highlighter brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Zebra was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Sharpie1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Stabilo1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Zebra1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
BIC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mr. Pen0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about highlighter brands
4 answers
Asked ChatGPT
“Which highlighter brand should I buy?”
Asked ChatGPT
“What are the best highlighter brands?”
Asked ChatGPT
“What's the best highlighter brand for school notes?”
Searched Google, AI Overview
“best highlighters”
Searched Google, AI Overview
“pastel highlighters”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which highlighter brands compete with Zebra?
Share of searches by month for Sharpie, Stabilo, Zebra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sharpie | Stabilo | Zebra | BIC | Mr. Pen |
|---|---|---|---|---|---|
| Oct 2025 | 45.9% | 45.9% | 7% | 0.53% | 0.81% |
| Nov 2025 | 44.8% | 44.8% | 9% | 0.43% | 0.98% |
| Dec 2025 | 44.8% | 44.8% | 9% | 0.43% | 0.98% |
| Jan 2026 | 40% | 48.8% | 9.9% | 0.46% | 0.87% |
| Feb 2026 | 40.8% | 49.8% | 8.2% | 0.48% | 0.72% |
| Mar 2026 | 50.6% | 41.5% | 6.9% | 0.4% | 0.6% |
| Apr 2026 | 50.6% | 41.4% | 6.8% | 0.49% | 0.74% |
| May 2026 | 49.9% | 40.8% | 8.2% | 0.48% | 0.57% |
| Jun 2026 | 49% | 39.9% | 9.9% | 0.47% | 0.69% |
| Jul 2026 | 43.9% | 43.9% | 10.8% | 0.62% | 0.78% |
| Aug 2026 | 39.4% | 48.1% | 10.9% | 0.86% | 0.69% |
| Sep 2026 | 45.2% | 45.2% | 8.2% | 0.66% | 0.66% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 45.2% | 165K | 0% | +5.8 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 45.2% | 165K | -17.9% | -2.8 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 8.2% | 29.9K | -34.7% | -2.7 points | |
| 4, held 4th | 0.66% | 2.4K | -33.3% | -0.2 points | |
| 5, held 5th | 0.66% | 2.4K | -17.2% | 0 points |
1.
Sharpie45.2%
Moved from 2nd to 1st. 165K estimated branded searches, 0% vs prior month. Share +5.8 points.
2.
Stabilo45.2%
Moved from 1st to 2nd. 165K estimated branded searches, -17.9% vs prior month. Share -2.8 points.
3.
Zebra8.2%
Held 3rd. 29.9K estimated branded searches, -34.7% vs prior month. Share -2.7 points.
4.
BIC0.66%
Held 4th. 2.4K estimated branded searches, -33.3% vs prior month. Share -0.2 points.
5.
Mr. Pen0.66%
Held 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.
Compare popularity between Zebra and its closest rivals
Every comparison with Zebra
17 comparisons
How has branded search demand for Zebra changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Zebra worldwide rose from 79.2K to 84.1K.
- Across the 12 months ending September 2026, Zebra’s share of searches among highlighter brands worldwide increased from 7% to 8.2%.
- Across the 12 months ending September 2026, Zebra’s share of searches among highlighter brands worldwide peaked at 10.9% in August 2026 and was lowest at 6.8% in April 2026.
How did search popularity change for highlighter brands worldwide in September 2026?
5 changes
In September 2026, Sharpie overtook Stabilo to become the leader among highlighter brands worldwide, with 45.2% of the searches.
In September 2026, Stabilo lost share of searches among highlighter brands worldwide, from 48.1% to 45.2%.
In September 2026, Zebra lost share of searches among highlighter brands worldwide, from 10.9% to 8.2%.
Estimated monthly branded searches for BIC worldwide rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.
Estimated monthly branded searches for Mr. Pen worldwide fell 17.2% over 12 measured months, from 2.9K to 2.4K in September 2026.
How are Zebra’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Zebra’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- mildliner
- zebra highlighter
- zebra mildliner
- zebra pen
- zebra pens
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Where does Zebra compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Pen and stationery brands | 9th of 13 | 3% | Show ranking |
| Pen brands | 8th of 9 | 1.8% | Show ranking |
| Ballpoint pen brands | 8th of 10 | 1.8% | Show ranking |
| Highlighter brands | 3rd of 5 | 8.2% | Shown above |
Is Zebra your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.