Brandwave

How popular isSharpie?

In September 2026, people searched for Sharpie by name about 2,100 times in New Zealand, about the same as the previous year. These searches made up 91.2% of all New Zealand highlighter brand searches, placing Sharpie first out of four brands. When we asked both ChatGPT and Google AI Overviews about highlighter brands, Sharpie appeared in one of the five answers and was the fourth most recommended of the four.

Search and AI answers in September 2026

Sharpie is the most searched of 4 competitors and the fourth most recommended in AI answers.

  1. SharpieShare of searches 91.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. StabiloShare of searches 7.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Faber-CastellShare of searches 0.68%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. ZebraShare of searches 0.68%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top highlighter brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sharpie was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sharpie is the fourth most recommended of the four.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Stabilo1st
  2. Zebra2nd
  3. Faber-Castell3rd
  4. Sharpie4th

Mentioned by AI

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

  • Stabilo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Faber-Castell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zebra2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sharpie1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about highlighter brands

5 answers

  • Asked ChatGPT

    “Which highlighter brand should I buy in New Zealand?”

    1. Asked ChatGPT

      “What are the best highlighter brands in New Zealand?”

      1. 1Zebra
      2. 2Stabilo
      3. 3Faber-Castell
      4. 4Sharpie

    2. Asked ChatGPT

      “What's the best highlighter brand in New Zealand for school notes?”

      1. 1Stabilo
      2. 2Zebra
      3. 3Faber-Castell

    3. Searched Google, AI Overview

      “highlighter brands”

      1. 1Stabilo
      2. 2Faber-Castell

    4. Searched Google, AI Overview

      “best highlighters”

      1. 1Stabilo

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Which highlighter brands compete with Sharpie?

    Sharpie against highlighter brands in New Zealand, by month

    Share of searches by month for Sharpie, Stabilo. The figures are in the table below the chart.

    View monthly share of searches table
    MonthSharpieStabiloFaber-CastellZebra
    Oct 202592.8%6.5%0.72%0%
    Nov 202589.7%8.7%0.79%0.79%
    Dec 202591.6%6.7%1.7%0%
    Jan 202688.3%8.4%2.6%0.65%
    Feb 202689.4%8.3%1.5%0.76%
    Mar 202693.1%5.6%0.69%0.69%
    Apr 202692.8%5.4%0.9%0.9%
    May 202690.2%8.3%0.75%0.75%
    Jun 202691.3%6.3%1.6%0.79%
    Jul 202690.6%7.1%1.6%0.79%
    Aug 202689.6%8.1%1.5%0.74%
    Sep 202691.2%7.5%0.68%0.68%

    1. 1.Sharpie

      91.2%

      Held 1st. 1.3K estimated branded searches, +10.7% vs prior month. Share +1.5 points.

    2. 2.Stabilo

      7.5%

      Held 2nd. 110 estimated branded searches, 0% vs prior month. Share -0.7 points.

    3. 3.Faber-Castell

      0.68%

      Held 3rd. 10 estimated branded searches, -50% vs prior month. Share -0.8 points.

    4. 4.Zebra

      0.68%

      Held 4th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

    Compare popularity between Sharpie and its closest rivals

    Every comparison with Sharpie

    14 comparisons

    How has branded search demand for Sharpie changed in New Zealand over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Sharpie in New Zealand held steady, from 2K to 2.1K.
    • Across the 12 months ending September 2026, Sharpie’s share of searches among highlighter brands in New Zealand decreased from 92.8% to 91.2%.
    • Across the 12 months ending September 2026, Sharpie’s share of searches among highlighter brands in New Zealand peaked at 93.1% in March 2026 and was lowest at 88.3% in January 2026.

    How did search popularity change for New Zealand highlighter brands in September 2026?

    3 changes

    1. In September 2026, Sharpie gained share of searches among highlighter brands in New Zealand, from 89.6% to 91.2%.

    2. In September 2026, Faber-Castell lost share of searches among highlighter brands in New Zealand, from 1.5% to 0.68%.

    3. In September 2026, Stabilo lost share of searches among highlighter brands in New Zealand, from 8.1% to 7.5%.

    How are Sharpie’s branded searches counted?

    13 search terms

    Brandwave collects information about searches that people make online using Sharpie’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.

    • felt tip sharpie
    • fine tip sharpie
    • marker permanent sharpie
    • sharpie
    • sharpie creative marker
    • sharpie highlighter
    • sharpie highlighters
    • sharpie laundry marker
    • sharpie markers
    • sharpie pencils
    • sharpie pens
    • sharpie s gel
    • ultra fine sharpie

    Do you work for Sharpie? To request corrections or removal please contact us via our support page and we will be happy to assist.

    How the Brand Demand Index is measured

    Where does Sharpie compete?

    Sharpie is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Pen and stationery brands1st of 1021.8%Show ranking
    Marker brands2nd of 725.7%Show ranking
    Highlighter brands1st of 491.2%Shown above
    Creator with pink hair and a pink jacket

    Is Sharpie your brand?

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