Skittles vs Swedish Fish:Which is more popular?
In September 2026, Skittles had more branded searches than Swedish Fish among candy brands in the United States. Skittles had about 165,000 branded searches, while Swedish Fish had 49,500. Skittles made up 31.9% of all candy brand searches we track, and Swedish Fish accounted for 9.6%. When we asked ChatGPT and Google AI Overviews about candy brands, Skittles appeared in two of the four answers and Swedish Fish in one.
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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. Swedish Fish was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Haribo1st
Sour Patch Kids2nd
Trolli3rd
Nerds4th
Skittles5th
Swedish Fish6th
Twizzlers–
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
Asked ChatGPT
“What's the best candy to buy?”
Asked ChatGPT
“Which gummy candy brand is the best?”
Asked ChatGPT
“What's the most popular sour candy?”
Searched Google, AI Overview
“candy brands”
Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.
Is Skittles or Swedish Fish more popular in search?
This chart shows how often people search Google for Skittles and Swedish Fish by name. Each line represents a brand's share of searches for all eight candy brands we track, month by month, from searches in United States.
Share of searches by month for Skittles, Swedish Fish. The figures are in the table below the chart.
View monthly share of searches table
| Month | Skittles | Sour Patch Kids | Twizzlers | Swedish Fish | Haribo | Nerds | Trolli | Starburst |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29.6% | 24.3% | 13.3% | 8.9% | 7.3% | 7.3% | 6% | 3.3% |
| Nov 2025 | 28.4% | 23.2% | 15.6% | 8.5% | 8.5% | 7% | 5.7% | 3.1% |
| Dec 2025 | 27.2% | 27.2% | 12.2% | 10% | 8.2% | 6.7% | 5.5% | 3% |
| Jan 2026 | 27.6% | 27.6% | 12.4% | 8.3% | 8.3% | 6.8% | 5.5% | 3.7% |
| Feb 2026 | 31.9% | 26.1% | 11.7% | 7.8% | 7.8% | 6.4% | 5.2% | 2.9% |
| Mar 2026 | 31.4% | 25.7% | 11.5% | 9.4% | 7.7% | 6.3% | 5.2% | 2.8% |
| Apr 2026 | 27.2% | 27.2% | 12.2% | 10% | 8.2% | 6.7% | 5.5% | 3% |
| May 2026 | 27.1% | 27.1% | 12.1% | 9.9% | 8.1% | 6.6% | 6.6% | 2.4% |
| Jun 2026 | 28.7% | 23.6% | 12.9% | 10.6% | 8.6% | 7.1% | 5.8% | 2.6% |
| Jul 2026 | 25.3% | 25.3% | 13.9% | 11.3% | 9.3% | 7.6% | 5.1% | 2.3% |
| Aug 2026 | 30.1% | 24.6% | 13.5% | 9% | 9% | 5% | 6.1% | 2.7% |
| Sep 2026 | 31.9% | 26.1% | 11.7% | 9.6% | 7.8% | 5.2% | 5.2% | 2.3% |
How has the Skittles and Swedish Fish comparison changed over the last 12 months?
3 findings
- Skittles was ahead of Swedish Fish in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Skittles’ share of searches among candy brands in the United States moved from 29.6% to 31.9%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Swedish Fish’s share of searches among candy brands in the United States moved from 8.9% to 9.6%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United States candy brands in September 2026?
2 changes
In September 2026, Swedish Fish overtook Haribo to rank 4th among candy brands in the United States, with 9.6% of the searches.
In September 2026, Skittles gained share of searches among candy brands in the United States, from 30.1% to 31.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Skittles’ and Swedish Fish’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.
Skittles
1 branded search term
- skittles
Swedish Fish
1 branded search term
- swedish fish
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