Sharpie vs Stabilo:Which is more popular?
In September 2026, Sharpie had more branded searches than Stabilo among highlighter brands in New Zealand. Sharpie had about 1,340 branded searches, while Stabilo had 110. Sharpie made up 91.2% of all highlighter brand searches we track, and Stabilo accounted for 7.5%. When we asked ChatGPT and Google AI Overviews about highlighter brands, Stabilo appeared in four of the five answers and Sharpie in one. Stabilo was mentioned before Sharpie in every answer.
Who do people search for more?
Sharpie, about 12 searches for every 1 for Stabilo
Who does AI mention more?
Stabilo, mentioned in 4 of 5 answers, Sharpie in 1
Who does AI recommend more?
Stabilo, named ahead of Sharpie in every answer
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Top highlighter brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Stabilo was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Stabilo was listed before Sharpie in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Stabilo1st
Zebra2nd
Faber-Castell3rd- 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?”
Asked ChatGPT
“What are the best highlighter brands in New Zealand?”
Asked ChatGPT
“What's the best highlighter brand in New Zealand for school notes?”
Searched Google, AI Overview
“highlighter brands”
Searched Google, AI Overview
“best highlighters”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Sharpie or Stabilo more popular in search?
This chart shows how often people search Google for Sharpie and Stabilo by name. Each line represents a brand's share of searches for all four highlighter brands we track, month by month, from searches in New Zealand.
Share of searches by month for Sharpie, Stabilo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sharpie | Stabilo | Faber-Castell | Zebra |
|---|---|---|---|---|
| Oct 2025 | 92.8% | 6.5% | 0.72% | 0% |
| Nov 2025 | 89.7% | 8.7% | 0.79% | 0.79% |
| Dec 2025 | 91.6% | 6.7% | 1.7% | 0% |
| Jan 2026 | 88.3% | 8.4% | 2.6% | 0.65% |
| Feb 2026 | 89.4% | 8.3% | 1.5% | 0.76% |
| Mar 2026 | 93.1% | 5.6% | 0.69% | 0.69% |
| Apr 2026 | 92.8% | 5.4% | 0.9% | 0.9% |
| May 2026 | 90.2% | 8.3% | 0.75% | 0.75% |
| Jun 2026 | 91.3% | 6.3% | 1.6% | 0.79% |
| Jul 2026 | 90.6% | 7.1% | 1.6% | 0.79% |
| Aug 2026 | 89.6% | 8.1% | 1.5% | 0.74% |
| Sep 2026 | 91.2% | 7.5% | 0.68% | 0.68% |
How has the Sharpie and Stabilo comparison changed over the last 12 months?
3 findings
- Sharpie was ahead of Stabilo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Sharpie’s share of searches among highlighter brands in New Zealand moved from 92.8% to 91.2%, and its estimated monthly branded searches held steady at 1.3K.
- Across the 12 months ending September 2026, Stabilo’s share of searches among highlighter brands in New Zealand moved from 6.5% to 7.5%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand highlighter brands in September 2026?
2 changes
In September 2026, Sharpie gained share of searches among highlighter brands in New Zealand, from 89.6% to 91.2%.
In September 2026, Stabilo lost share of searches among highlighter brands in New Zealand, from 8.1% to 7.5%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Sharpie’s and Stabilo’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.
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