Rapala vs Ugly Stik:Which is more popular?
In September 2026, Rapala had more branded searches than Ugly Stik among fishing tackle brands worldwide. Rapala had about 60,500 branded searches, while Ugly Stik had 49,500. Rapala made up 7.6% of all fishing tackle brand searches we track, and Ugly Stik accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about fishing tackle brands, Ugly Stik appeared in all four answers and Rapala in two. Ugly Stik was mentioned before Rapala in every answer.
Who do people search for more?
Rapala, about 22% more searches than Ugly Stik
Who does AI mention more?
Ugly Stik, mentioned in every answer we collected
Who does AI recommend more?
Ugly Stik, named ahead of Rapala in every answer
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Top fishing tackle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Ugly Stik appeared in all four answers. Rapala was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Ugly Stik was listed before Rapala in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Shimano Fishing1st
Daiwa2nd
Penn3rd
Berkley4th- Ugly Stik5th
Abu Garcia6th- Rapala7th
Okuma8th
Black Magic–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Daiwa4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Shimano Fishing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Ugly Stik4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Penn3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Berkley3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Abu Garcia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Rapala2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Okuma1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Black Magic0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about fishing tackle brands
4 answers
Asked ChatGPT
“Which fishing tackle brand should I buy?”
Asked ChatGPT
“What are the best fishing tackle brands?”
Asked ChatGPT
“What's the best fishing tackle brand for freshwater fishing?”
Searched Google, AI Overview
“fishing tackle brands”
Searched Google, AI Overview
“best fishing tackle”
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.
Is Rapala or Ugly Stik more popular in search?
This chart shows how often people search Google for Rapala and Ugly Stik by name. Each line represents a brand's share of searches for all nine fishing tackle brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Rapala, Ugly Stik. The figures are in the table below the chart.
View monthly share of searches table
| Month | Black Magic | Daiwa | Abu Garcia | Shimano Fishing | Okuma | Rapala | Ugly Stik | Penn | Berkley |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.2% | 15.8% | 8.7% | 8.4% | 7.1% | 7.1% | 4.7% | 4.2% | 0.77% |
| Nov 2025 | 44.2% | 16.2% | 7.3% | 8.6% | 7.3% | 7.3% | 4% | 4.3% | 0.79% |
| Dec 2025 | 38.5% | 17.3% | 9.5% | 8.7% | 7.7% | 7.7% | 5.2% | 4.6% | 0.84% |
| Jan 2026 | 39.9% | 17.9% | 8% | 9.5% | 8% | 6.6% | 4.4% | 4.8% | 0.88% |
| Feb 2026 | 41.1% | 18.4% | 6.8% | 9.2% | 8.3% | 6.8% | 4.5% | 4% | 0.9% |
| Mar 2026 | 37.5% | 16.8% | 9.2% | 8.9% | 7.5% | 7.5% | 6.2% | 4.6% | 1.8% |
| Apr 2026 | 39.3% | 14.4% | 9.7% | 8.8% | 6.5% | 6.5% | 9.7% | 3.9% | 1.3% |
| May 2026 | 32.5% | 17.8% | 9.8% | 8.9% | 6.5% | 8% | 9.8% | 4.8% | 2% |
| Jun 2026 | 32.8% | 14.7% | 12% | 9% | 6.6% | 8.1% | 9.9% | 4.9% | 2% |
| Jul 2026 | 34.4% | 15.4% | 10.3% | 9.5% | 6.9% | 8.5% | 8.5% | 5.1% | 1.4% |
| Aug 2026 | 35.2% | 15.8% | 8.6% | 9.7% | 7.1% | 8.6% | 8.6% | 5.2% | 1.2% |
| Sep 2026 | 37.7% | 16.9% | 9.3% | 9% | 7.6% | 7.6% | 6.2% | 4.6% | 1.2% |
How has the Rapala and Ugly Stik comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Ugly Stik took it in April 2026, Rapala took it in September 2026.
- Across the 12 months ending September 2026, Rapala’s share of searches among fishing tackle brands worldwide moved from 7.1% to 7.6%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Ugly Stik’s share of searches among fishing tackle brands worldwide moved from 4.7% to 6.2%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
How did search popularity change for fishing tackle brands worldwide in September 2026?
3 changes
In September 2026, Okuma overtook Rapala and Ugly Stik to rank 5th among fishing tackle brands worldwide, with 7.6% of the searches.
In September 2026, Ugly Stik lost share of searches among fishing tackle brands worldwide, from 8.6% to 6.2%.
In September 2026, Rapala lost share of searches among fishing tackle brands worldwide, from 8.6% to 7.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Rapala’s and Ugly Stik’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.
Other head-to-heads among fishing tackle brands
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