Brandwave

Stabilo vs Zebra:Which is more popular?

In September 2026, Stabilo had more branded searches than Zebra among highlighter brands in New Zealand. Stabilo had about 110 branded searches, while Zebra had 10. Stabilo made up 7.5% of all highlighter brand searches we track, and Zebra accounted for 0.68%. When we asked ChatGPT and Google AI Overviews about highlighter brands, Stabilo appeared in four of the five answers and Zebra in two. Stabilo was mentioned before Zebra in two out of three answers.

Among highlighter brands in New Zealand in September 2026

Who do people search for more?

Stabilo, about 11 searches for every 1 for Zebra

Stabilo 110 searchesZebra 10 searches

Who does AI mention more?

Stabilo, mentioned in 4 of 5 answers, Zebra in 2

Stabilo in 4 of 5Zebra in 2 of 5

Who does AI recommend more?

Stabilo, named ahead of Zebra in 2 of 3 answers

Stabilo first in 2Zebra first in 1

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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. Zebra was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Stabilo was listed before Zebra in two out of three answers.

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.

    Is Stabilo or Zebra more popular in search?

    This chart shows how often people search Google for Stabilo and Zebra 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.

    Stabilo and Zebra among highlighter brands in New Zealand, by month

    Share of searches by month for Stabilo, Zebra. 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%

    How has the Stabilo and Zebra comparison changed over the last 12 months?

    3 findings
    • Stabilo was ahead of Zebra in every measured month of the 12 months ending September 2026.
    • 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.
    • Across the 12 months ending September 2026, Zebra’s share of searches among highlighter brands in New Zealand moved from 0% to 0.68%, and its estimated monthly branded searches moved from 0 to 10.

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

    1 change

    1. 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?

    3 search terms

    Brandwave collects information about searches that people make online using Stabilo’s and Zebra’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.

    Stabilo

    2 branded search terms

    • stabilo
    • stabilo highlighter

    Zebra

    1 branded search term

    • zebra highlighter

    How the Brand Demand Index is measured

    Other head-to-heads among highlighter brands

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