Brandwave

How popular isSkittles?

In September 2026, people searched for Skittles by name about 165,000 times in the United States, a 17.9% decrease from the previous year. These searches made up 31.9% of all United States candy brand searches, placing Skittles first out of eight brands. When we asked both ChatGPT and Google AI Overviews about candy brands, Skittles appeared in two of the four answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Skittles is the most searched of 8 competitors and the fifth most recommended in AI answers.

  1. SkittlesShare of searches 31.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  2. Sour Patch KidsShare of searches 26.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. TwizzlersShare of searches 11.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Swedish FishShare of searches 9.6%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  5. HariboShare of searches 7.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st

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Top candy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Skittles was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Skittles is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Haribo1st
  2. Sour Patch Kids2nd
  3. Trolli3rd
  4. Nerds4th
  5. Skittles5th
  6. Swedish Fish6th
  7. Twizzlers–
  8. Starburst–

Mentioned by AI

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

  • Sour Patch Kids3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Haribo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Skittles2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Nerds2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Trolli2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Swedish Fish1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Twizzlers0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Starburst0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about candy brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

Which candy brands compete with Skittles?

Skittles against candy brands in the United States, by month

Share of searches by month for Skittles, Sour Patch Kids, Twizzlers, Swedish Fish, Haribo, Nerds, Trolli, Starburst. The figures are in the table below the chart.

View monthly share of searches table
MonthSkittlesSour Patch KidsTwizzlersSwedish FishHariboNerdsTrolliStarburst
Oct 202529.6%24.3%13.3%8.9%7.3%7.3%6%3.3%
Nov 202528.4%23.2%15.6%8.5%8.5%7%5.7%3.1%
Dec 202527.2%27.2%12.2%10%8.2%6.7%5.5%3%
Jan 202627.6%27.6%12.4%8.3%8.3%6.8%5.5%3.7%
Feb 202631.9%26.1%11.7%7.8%7.8%6.4%5.2%2.9%
Mar 202631.4%25.7%11.5%9.4%7.7%6.3%5.2%2.8%
Apr 202627.2%27.2%12.2%10%8.2%6.7%5.5%3%
May 202627.1%27.1%12.1%9.9%8.1%6.6%6.6%2.4%
Jun 202628.7%23.6%12.9%10.6%8.6%7.1%5.8%2.6%
Jul 202625.3%25.3%13.9%11.3%9.3%7.6%5.1%2.3%
Aug 202630.1%24.6%13.5%9%9%5%6.1%2.7%
Sep 202631.9%26.1%11.7%9.6%7.8%5.2%5.2%2.3%

  1. 1.Skittles

    31.9%

    Held 1st. 165K estimated branded searches, +22.2% vs prior month. Share +1.8 points.

  2. 2.Sour Patch Kids

    26.1%

    Held 2nd. 135K estimated branded searches, +22.7% vs prior month. Share +1.6 points.

  3. 3.Twizzlers

    11.7%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -1.8 points.

  4. 4.Swedish Fish

    9.6%

    Moved from 5th to 4th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  5. 5.Haribo

    7.8%

    Moved from 4th to 5th. 40.5K estimated branded searches, 0% vs prior month. Share -1.2 points.

  6. 6.Nerds

    5.2%

    Moved from 7th to 6th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.3 points.

  7. 7.Trolli

    5.2%

    Moved from 6th to 7th. 27.1K estimated branded searches, 0% vs prior month. Share -0.8 points.

  8. 8.Starburst

    2.3%

    Held 8th. 12.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare popularity between Skittles and its closest rivals

Every comparison with Skittles

7 comparisons

How has branded search demand for Skittles changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Skittles in the United States fell from 201K to 165K.
  • Across the 12 months ending September 2026, Skittles’ share of searches among candy brands in the United States increased from 29.6% to 31.9%.
  • Across the 12 months ending September 2026, Skittles’ share of searches among candy brands in the United States peaked at 31.9% in February 2026 and was lowest at 25.3% in July 2026.

How did search popularity change for United States candy brands in September 2026?

6 changes

  1. In September 2026, Swedish Fish overtook Haribo to rank 4th among candy brands in the United States, with 9.6% of the searches.

  2. In September 2026, Skittles gained share of searches among candy brands in the United States, from 30.1% to 31.9%.

  3. In September 2026, Sour Patch Kids gained share of searches among candy brands in the United States, from 24.6% to 26.1%.

  4. In September 2026, Twizzlers lost share of searches among candy brands in the United States, from 13.5% to 11.7%.

  5. In September 2026, Haribo lost share of searches among candy brands in the United States, from 9% to 7.8%.

  6. In September 2026, Trolli lost share of searches among candy brands in the United States, from 6.1% to 5.2%.

How are Skittles’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Skittles’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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How the Brand Demand Index is measured

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