---
title: "Highlighter brands in New Zealand: Which are searched most?"
description: "Compare the highlighter brands New Zealanders buy. Share of Search among Sharpie, Stabilo, Faber-Castell and Zebra, the highlighter brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-highlighter-brands"
publisher: "Brandwave"
---

# Highlighter brands in New Zealand: Which are searched most?

Compare the highlighter brands New Zealanders buy. Share of Search among Sharpie, Stabilo, Faber-Castell and Zebra, the highlighter brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Highlighter brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Sharpie, 91.2%

## Which brand is most popular in search among highlighter brands in New Zealand?

- In September 2026, Sharpie was the most searched among highlighter brands in New Zealand, with an estimated 1.3K branded searches, 91.2% of all searches for the four we track.
- Stabilo is in 2nd place, 83.7 percentage points behind at 7.5%.
- 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, Stabilo’s share of searches among highlighter brands in New Zealand increased from 6.5% to 7.5%.
- Across the 12 months ending September 2026, Zebra’s share of searches among highlighter brands in New Zealand increased from 0% to 0.68%.
- 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.
- Across the 12 months ending September 2026, Stabilo’s share of searches among highlighter brands in New Zealand peaked at 8.7% in November 2025 and was lowest at 5.4% in April 2026.
- Across the 12 months ending September 2026, Faber-Castell’s share of searches among highlighter brands in New Zealand peaked at 2.6% in January 2026 and was lowest at 0.68% in September 2026.
- Across the 12 months ending September 2026, Faber-Castell held steady: its share of searches among highlighter brands in New Zealand moved less than 0.5 percentage points.

## Top highlighter brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Stabilo was mentioned most often, in four of the five answers. Stabilo was recommended most often, coming first in two out of three answers that gave a list. Zebra was second, and Faber-Castell was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Stabilo | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Zebra | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Faber-Castell | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Sharpie | 4th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about highlighter brands

- Asked ChatGPT "Which highlighter brand should I buy in New Zealand?": named none of the brands we track
- Asked ChatGPT "What are the best highlighter brands in New Zealand?": 1. Zebra, 2. Stabilo, 3. Faber-Castell, 4. Sharpie
- Asked ChatGPT "What's the best highlighter brand in New Zealand for school notes?": 1. Stabilo, 2. Zebra, 3. Faber-Castell
- Searched Google, AI Overview "highlighter brands": 1. Stabilo, 2. Faber-Castell
- Searched Google, AI Overview "best highlighters": 1. Stabilo

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Sharpie vs Stabilo: compare search popularity](/demand/nz/compare/sharpie-vs-stabilo): 91.2% against 7.5% Share of Search.

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

- In September 2026, Sharpie gained share of searches among highlighter brands in New Zealand, from 89.6% to 91.2%.
- In September 2026, Faber-Castell lost share of searches among highlighter brands in New Zealand, from 1.5% to 0.68%.
- In September 2026, Stabilo lost share of searches among highlighter brands in New Zealand, from 8.1% to 7.5%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Sharpie | 91.2% | 1.3K | +10.7% | Sharpie |
| 2 | Stabilo | 7.5% | 110 | 0.0% | Stabilo |
| 3 | Faber-Castell | 0.68% | 10 | -50.0% | Faber-Castell |
| 4 | Zebra | 0.68% | 10 | 0.0% | Zebra |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sharpie | 1.3K | 92.8% | 1 |
| Oct 2025 | Stabilo | 90 | 6.5% | 2 |
| Oct 2025 | Faber-Castell | 10 | 0.72% | 3 |
| Oct 2025 | Zebra | 0 | 0% | 4 |
| Nov 2025 | Sharpie | 1.1K | 89.7% | 1 |
| Nov 2025 | Stabilo | 110 | 8.7% | 2 |
| Nov 2025 | Faber-Castell | 10 | 0.79% | 3 |
| Nov 2025 | Zebra | 10 | 0.79% | 4 |
| Dec 2025 | Sharpie | 1.1K | 91.6% | 1 |
| Dec 2025 | Stabilo | 80 | 6.7% | 2 |
| Dec 2025 | Faber-Castell | 20 | 1.7% | 3 |
| Dec 2025 | Zebra | 0 | 0% | 4 |
| Jan 2026 | Sharpie | 1.4K | 88.3% | 1 |
| Jan 2026 | Stabilo | 130 | 8.4% | 2 |
| Jan 2026 | Faber-Castell | 40 | 2.6% | 3 |
| Jan 2026 | Zebra | 10 | 0.65% | 4 |
| Feb 2026 | Sharpie | 1.2K | 89.4% | 1 |
| Feb 2026 | Stabilo | 110 | 8.3% | 2 |
| Feb 2026 | Faber-Castell | 20 | 1.5% | 3 |
| Feb 2026 | Zebra | 10 | 0.76% | 4 |
| Mar 2026 | Sharpie | 1.3K | 93.1% | 1 |
| Mar 2026 | Stabilo | 80 | 5.6% | 2 |
| Mar 2026 | Faber-Castell | 10 | 0.69% | 3 |
| Mar 2026 | Zebra | 10 | 0.69% | 4 |
| Apr 2026 | Sharpie | 1K | 92.8% | 1 |
| Apr 2026 | Stabilo | 60 | 5.4% | 2 |
| Apr 2026 | Faber-Castell | 10 | 0.9% | 3 |
| Apr 2026 | Zebra | 10 | 0.9% | 4 |
| May 2026 | Sharpie | 1.2K | 90.2% | 1 |
| May 2026 | Stabilo | 110 | 8.3% | 2 |
| May 2026 | Faber-Castell | 10 | 0.75% | 3 |
| May 2026 | Zebra | 10 | 0.75% | 4 |
| Jun 2026 | Sharpie | 1.2K | 91.3% | 1 |
| Jun 2026 | Stabilo | 80 | 6.3% | 2 |
| Jun 2026 | Faber-Castell | 20 | 1.6% | 3 |
| Jun 2026 | Zebra | 10 | 0.79% | 4 |
| Jul 2026 | Sharpie | 1.1K | 90.6% | 1 |
| Jul 2026 | Stabilo | 90 | 7.1% | 2 |
| Jul 2026 | Faber-Castell | 20 | 1.6% | 3 |
| Jul 2026 | Zebra | 10 | 0.79% | 4 |
| Aug 2026 | Sharpie | 1.2K | 89.6% | 1 |
| Aug 2026 | Stabilo | 110 | 8.1% | 2 |
| Aug 2026 | Faber-Castell | 20 | 1.5% | 3 |
| Aug 2026 | Zebra | 10 | 0.74% | 4 |
| Sep 2026 | Sharpie | 1.3K | 91.2% | 1 |
| Sep 2026 | Stabilo | 110 | 7.5% | 2 |
| Sep 2026 | Faber-Castell | 10 | 0.68% | 3 |
| Sep 2026 | Zebra | 10 | 0.68% | 4 |

## What is being compared

- **Faber-Castell**: Measured on the search term “faber castell highlighter”.
- **Sharpie**: Measured on the search terms “felt tip sharpie”, “fine tip sharpie”, “sharpie”, “sharpie highlighter”, “sharpie s gel” and “ultra fine sharpie”, summed into one figure.
- **Stabilo**: Measured on the search terms “stabilo” and “stabilo highlighter”, summed into one figure.
- **Zebra**: Measured on the search term “zebra highlighter”.

- [Faber-Castell](/demand/nz/brands/faber-castell)
- [Sharpie](/demand/nz/brands/sharpie)
- [Stabilo](/demand/nz/brands/stabilo)
- [Zebra](/demand/nz/brands/zebra)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among highlighter brands in New Zealand?

In September 2026, Sharpie was the most searched among highlighter brands in New Zealand, with an estimated 1.3K branded searches, 91.2% of all searches for the four we track.

## Cite this page

Brandwave. "Highlighter brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-highlighter-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-highlighter-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.