---
title: "Chocolate brands in the United States: Which are searched most?"
description: "Compare the chocolate bar and candy bar brands people in the US buy. Share of Search among Hershey's, M&M's, Reese's, Ghirardelli, KitKat, Snickers, Twix, Tony's Chocolonely, Hu, Lindt and Valrhona, the chocolate brands Brandwave compares in the United States, 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/us/categories/us-chocolate-brands"
publisher: "Brandwave"
---

# Chocolate brands in the United States: Which are searched most?

Compare the chocolate bar and candy bar brands people in the US buy. Share of Search among Hershey's, M&M's, Reese's, Ghirardelli, KitKat, Snickers, Twix, Tony's Chocolonely, Hu, Lindt and Valrhona, the chocolate brands Brandwave compares in the United States, 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**: Chocolate brands
- **Market**: United States
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Hershey's, 20.1%

## Which brand is most popular in search among chocolate brands in the United States?

- In September 2026, Hershey's was the most searched among chocolate brands in the United States, with an estimated 201K branded searches, 20.1% of all searches for the 11 we track.
- M&M's is in 2nd place, 3.6 percentage points behind at 16.5%.
- Across the 12 months ending September 2026, Hershey's’ share of searches among chocolate brands in the United States increased from 13.4% to 20.1%.
- Across the 12 months ending September 2026, Reese's’ share of searches among chocolate brands in the United States decreased from 16.4% to 13.5%.
- Across the 12 months ending September 2026, Ghirardelli’s share of searches among chocolate brands in the United States increased from 9% to 11%.
- Across the 12 months ending September 2026, KitKat’s share of searches among chocolate brands in the United States decreased from 13.4% to 11%.
- Across the 12 months ending September 2026, Snickers’ share of searches among chocolate brands in the United States decreased from 13.4% to 11%.
- Across the 12 months ending September 2026, Twix’s share of searches among chocolate brands in the United States decreased from 9% to 7.4%.
- Across the 12 months ending September 2026, Hu’s share of searches among chocolate brands in the United States increased from 1.8% to 2.7%.
- Across the 12 months ending September 2026, Lindt’s share of searches among chocolate brands in the United States decreased from 3.3% to 2.7%.
- Across the 12 months ending September 2026, Hershey's’ share of searches among chocolate brands in the United States peaked at 20.1% in September 2026 and was lowest at 13.3% in June 2026.
- Across the 12 months ending September 2026, M&M's’ share of searches among chocolate brands in the United States peaked at 36.2% in June 2026 and was lowest at 11.4% in December 2025.
- Across the 12 months ending September 2026, Reese's’ share of searches among chocolate brands in the United States peaked at 16.4% in October 2025 and was lowest at 8.9% in June 2026.
- Across the 12 months ending September 2026, Ghirardelli’s share of searches among chocolate brands in the United States peaked at 20.8% in December 2025 and was lowest at 8.9% in June 2026.
- Across the 12 months ending September 2026, KitKat’s share of searches among chocolate brands in the United States peaked at 25.8% in March 2026 and was lowest at 9.3% in December 2025.
- Across the 12 months ending September 2026, Snickers’ share of searches among chocolate brands in the United States peaked at 13.4% in October 2025 and was lowest at 8.9% in June 2026.
- Across the 12 months ending September 2026, Twix’s share of searches among chocolate brands in the United States peaked at 9.3% in November 2025 and was lowest at 4.9% in June 2026.
- Across the 12 months ending September 2026, Tony's Chocolonely’s share of searches among chocolate brands in the United States peaked at 5.1% in December 2025 and was lowest at 2.8% in March 2026.
- Across the 12 months ending September 2026, Hu’s share of searches among chocolate brands in the United States peaked at 3.2% in January 2026 and was lowest at 1.8% in October 2025.
- Across the 12 months ending September 2026, Lindt’s share of searches among chocolate brands in the United States peaked at 6.3% in December 2025 and was lowest at 2.2% in June 2026.
- Across the 12 months ending September 2026, Hershey's rose from 3rd to 1st among chocolate brands in the United States.
- Across the 12 months ending September 2026, M&M's fell from 1st to 2nd among chocolate brands in the United States.
- Across the 12 months ending September 2026, Reese's fell from 2nd to 3rd among chocolate brands in the United States.
- Across the 12 months ending September 2026, Ghirardelli rose from 6th to 4th among chocolate brands in the United States.
- Across the 12 months ending September 2026, KitKat fell from 4th to 5th among chocolate brands in the United States.
- Across the 12 months ending September 2026, Snickers fell from 5th to 6th among chocolate brands in the United States.
- Across the 12 months ending September 2026, Tony's Chocolonely rose from 9th to 8th among chocolate brands in the United States.
- Across the 12 months ending September 2026, Hu rose from 10th to 9th among chocolate brands in the United States.
- Across the 12 months ending September 2026, Lindt fell from 8th to 10th among chocolate brands in the United States.
- Across the 12 months ending September 2026, Valrhona held steady: its share of searches among chocolate brands in the United States moved less than 0.5 percentage points.

## Top chocolate brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Ghirardelli, Lindt and Valrhona were mentioned most often, in three of the five answers. Lindt was recommended most often, coming first in one out of three answers that gave a list. Ghirardelli was second, and Valrhona was third. M&M's, which ranked second in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Lindt | 1st | 1 of 3 | 2 of 2 | 3 of 5 |
| Ghirardelli | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| Valrhona | 3rd | 1 of 3 | 2 of 2 | 3 of 5 |
| Hershey's | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Hu | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| Tony's Chocolonely | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Snickers | 7th | 1 of 3 | 1 of 2 | 2 of 5 |
| Twix | 8th | 1 of 3 | 1 of 2 | 2 of 5 |
| M&M's | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Reese's | Not ranked | 1 of 3 | 0 of 2 | 1 of 5 |
| KitKat | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about chocolate brands

- Asked ChatGPT "What's the best chocolate brand?": 1. Lindt, 2. Ghirardelli, 3. Valrhona, 4. Tony's Chocolonely
- Asked ChatGPT "Which candy bar is the most popular in the US?": 1. Snickers, 2. Reese's, 3. Hershey's, 4. Twix
- Asked ChatGPT "What's the best chocolate to give as a gift?": named none of the brands we track
- Searched Google, AI Overview "chocolate brands": 1. Hershey's, 2. Lindt, 3. Ghirardelli, 4. Tony's Chocolonely, 5. Valrhona, 6. Snickers, 7. Twix
- Searched Google, AI Overview "best chocolate": 1. Hu, 2. Valrhona, 3. Lindt, 4. Ghirardelli

Not named in any answer: M&M's and KitKat.

Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026.

## Compare search popularity between leading brands

- [Hershey's vs M&M's: compare search popularity](/demand/us/compare/hersheys-vs-m-and-ms): 20.1% against 16.5% Share of Search.
- [Hershey's vs Reese's: compare search popularity](/demand/us/compare/hersheys-vs-reeses): 20.1% against 13.5% Share of Search.
- [Hershey's vs Ghirardelli: compare search popularity](/demand/us/compare/ghirardelli-vs-hersheys): 20.1% against 11% Share of Search.
- [Hershey's vs KitKat: compare search popularity](/demand/us/compare/hersheys-vs-kitkat-us): 20.1% against 11% Share of Search.
- [M&M's vs Reese's: compare search popularity](/demand/us/compare/m-and-ms-vs-reeses): 16.5% against 13.5% Share of Search.
- [M&M's vs Ghirardelli: compare search popularity](/demand/us/compare/ghirardelli-vs-m-and-ms): 16.5% against 11% Share of Search.
- [M&M's vs KitKat: compare search popularity](/demand/us/compare/kitkat-us-vs-m-and-ms): 16.5% against 11% Share of Search.
- [Reese's vs Ghirardelli: compare search popularity](/demand/us/compare/ghirardelli-vs-reeses): 13.5% against 11% Share of Search.
- [Reese's vs KitKat: compare search popularity](/demand/us/compare/kitkat-us-vs-reeses): 13.5% against 11% Share of Search.
- [Ghirardelli vs KitKat: compare search popularity](/demand/us/compare/ghirardelli-vs-kitkat-us): 11% Share of Search each.

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

- In September 2026, KitKat overtook Snickers to rank 5th among chocolate brands in the United States, with 11% of the searches.
- In September 2026, Hershey's gained share of searches among chocolate brands in the United States, from 18.4% to 20.1%.
- In September 2026, M&M's gained share of searches among chocolate brands in the United States, from 15% to 16.5%.
- In September 2026, Twix gained share of searches among chocolate brands in the United States, from 6.7% to 7.4%.
- In September 2026, Reese's lost share of searches among chocolate brands in the United States, from 15% to 13.5%.
- In September 2026, Ghirardelli lost share of searches among chocolate brands in the United States, from 12.2% to 11%.
- In September 2026, Snickers lost share of searches among chocolate brands in the United States, from 12.2% to 11%.
- Estimated monthly branded searches for Lindt in the United States fell 45.3% over 12 measured months, from 49.5K to 27.1K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hershey's | 20.1% | 201K | +21.8% | The Hershey Company |
| 2 | M&M's | 16.5% | 165K | +22.2% | Mars |
| 3 | Reese's | 13.5% | 135K | 0.0% | The Hershey Company |
| 4 | Ghirardelli | 11% | 110K | 0.0% | Lindt & Sprüngli |
| 5 | KitKat | 11% | 110K | +21.5% | The Hershey Company |
| 6 | Snickers | 11% | 110K | 0.0% | Mars |
| 7 | Twix | 7.4% | 74K | +22.3% | Mars |
| 8 | Tony's Chocolonely | 3.3% | 33.1K | 0.0% | Tony's Chocolonely |
| 9 | Hu | 2.7% | 27.1K | 0.0% | Mondelez International |
| 10 | Lindt | 2.7% | 27.1K | 0.0% | Lindt |
| 11 | Valrhona | 0.54% | 5.4K | 0.0% | Valrhona |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | M&M's | 246K | 16.4% | 1 |
| Oct 2025 | Reese's | 246K | 16.4% | 2 |
| Oct 2025 | Hershey's | 201K | 13.4% | 3 |
| Oct 2025 | KitKat | 201K | 13.4% | 4 |
| Oct 2025 | Snickers | 201K | 13.4% | 5 |
| Oct 2025 | Ghirardelli | 135K | 9% | 6 |
| Oct 2025 | Twix | 135K | 9% | 7 |
| Oct 2025 | Lindt | 49.5K | 3.3% | 8 |
| Oct 2025 | Tony's Chocolonely | 49.5K | 3.3% | 9 |
| Oct 2025 | Hu | 27.1K | 1.8% | 10 |
| Oct 2025 | Valrhona | 6.6K | 0.44% | 11 |
| Nov 2025 | Ghirardelli | 165K | 13.9% | 1 |
| Nov 2025 | Hershey's | 165K | 13.9% | 2 |
| Nov 2025 | M&M's | 165K | 13.9% | 3 |
| Nov 2025 | Reese's | 165K | 13.9% | 4 |
| Nov 2025 | KitKat | 135K | 11.4% | 5 |
| Nov 2025 | Snickers | 135K | 11.4% | 6 |
| Nov 2025 | Twix | 110K | 9.3% | 7 |
| Nov 2025 | Lindt | 60.5K | 5.1% | 8 |
| Nov 2025 | Tony's Chocolonely | 49.5K | 4.2% | 9 |
| Nov 2025 | Hu | 27.1K | 2.3% | 10 |
| Nov 2025 | Valrhona | 8.1K | 0.68% | 11 |
| Dec 2025 | Ghirardelli | 246K | 20.8% | 1 |
| Dec 2025 | Hershey's | 165K | 14% | 2 |
| Dec 2025 | Reese's | 165K | 14% | 3 |
| Dec 2025 | M&M's | 135K | 11.4% | 4 |
| Dec 2025 | KitKat | 110K | 9.3% | 5 |
| Dec 2025 | Snickers | 110K | 9.3% | 6 |
| Dec 2025 | Lindt | 74K | 6.3% | 7 |
| Dec 2025 | Twix | 74K | 6.3% | 8 |
| Dec 2025 | Tony's Chocolonely | 60.5K | 5.1% | 9 |
| Dec 2025 | Hu | 33.1K | 2.8% | 10 |
| Dec 2025 | Valrhona | 9.9K | 0.84% | 11 |
| Jan 2026 | Ghirardelli | 165K | 16% | 1 |
| Jan 2026 | Hershey's | 165K | 16% | 2 |
| Jan 2026 | M&M's | 135K | 13.1% | 3 |
| Jan 2026 | Reese's | 135K | 13.1% | 4 |
| Jan 2026 | KitKat | 110K | 10.6% | 5 |
| Jan 2026 | Snickers | 110K | 10.6% | 6 |
| Jan 2026 | Twix | 74K | 7.2% | 7 |
| Jan 2026 | Lindt | 49.5K | 4.8% | 8 |
| Jan 2026 | Tony's Chocolonely | 49.5K | 4.8% | 9 |
| Jan 2026 | Hu | 33.1K | 3.2% | 10 |
| Jan 2026 | Valrhona | 8.1K | 0.78% | 11 |
| Feb 2026 | Ghirardelli | 165K | 15.1% | 1 |
| Feb 2026 | Hershey's | 165K | 15.1% | 2 |
| Feb 2026 | M&M's | 165K | 15.1% | 3 |
| Feb 2026 | Reese's | 165K | 15.1% | 4 |
| Feb 2026 | KitKat | 110K | 10.1% | 5 |
| Feb 2026 | Snickers | 110K | 10.1% | 6 |
| Feb 2026 | Twix | 74K | 6.8% | 7 |
| Feb 2026 | Lindt | 49.5K | 4.5% | 8 |
| Feb 2026 | Tony's Chocolonely | 49.5K | 4.5% | 9 |
| Feb 2026 | Hu | 33.1K | 3% | 10 |
| Feb 2026 | Valrhona | 6.6K | 0.6% | 11 |
| Mar 2026 | KitKat | 301K | 25.8% | 1 |
| Mar 2026 | Hershey's | 165K | 14.1% | 2 |
| Mar 2026 | M&M's | 165K | 14.1% | 3 |
| Mar 2026 | Reese's | 135K | 11.6% | 4 |
| Mar 2026 | Ghirardelli | 110K | 9.4% | 5 |
| Mar 2026 | Snickers | 110K | 9.4% | 6 |
| Mar 2026 | Twix | 74K | 6.3% | 7 |
| Mar 2026 | Lindt | 40.5K | 3.5% | 8 |
| Mar 2026 | Tony's Chocolonely | 33.1K | 2.8% | 9 |
| Mar 2026 | Hu | 27.1K | 2.3% | 10 |
| Mar 2026 | Valrhona | 6.6K | 0.57% | 11 |
| Apr 2026 | KitKat | 201K | 18.2% | 1 |
| Apr 2026 | Hershey's | 165K | 14.9% | 2 |
| Apr 2026 | M&M's | 165K | 14.9% | 3 |
| Apr 2026 | Reese's | 165K | 14.9% | 4 |
| Apr 2026 | Ghirardelli | 110K | 10% | 5 |
| Apr 2026 | Snickers | 110K | 10% | 6 |
| Apr 2026 | Twix | 74K | 6.7% | 7 |
| Apr 2026 | Tony's Chocolonely | 40.5K | 3.7% | 8 |
| Apr 2026 | Hu | 33.1K | 3% | 9 |
| Apr 2026 | Lindt | 33.1K | 3% | 10 |
| Apr 2026 | Valrhona | 8.1K | 0.73% | 11 |
| May 2026 | Hershey's | 165K | 16.3% | 1 |
| May 2026 | M&M's | 165K | 16.3% | 2 |
| May 2026 | Reese's | 135K | 13.3% | 3 |
| May 2026 | Ghirardelli | 110K | 10.9% | 4 |
| May 2026 | KitKat | 110K | 10.9% | 5 |
| May 2026 | Snickers | 110K | 10.9% | 6 |
| May 2026 | Twix | 74K | 7.3% | 7 |
| May 2026 | Lindt | 60.5K | 6% | 8 |
| May 2026 | Tony's Chocolonely | 49.5K | 4.9% | 9 |
| May 2026 | Hu | 27.1K | 2.7% | 10 |
| May 2026 | Valrhona | 6.6K | 0.65% | 11 |
| Jun 2026 | M&M's | 368K | 36.2% | 1 |
| Jun 2026 | Hershey's | 135K | 13.3% | 2 |
| Jun 2026 | KitKat | 110K | 10.8% | 3 |
| Jun 2026 | Ghirardelli | 90.5K | 8.9% | 4 |
| Jun 2026 | Reese's | 90.5K | 8.9% | 5 |
| Jun 2026 | Snickers | 90.5K | 8.9% | 6 |
| Jun 2026 | Twix | 49.5K | 4.9% | 7 |
| Jun 2026 | Tony's Chocolonely | 33.1K | 3.3% | 8 |
| Jun 2026 | Hu | 22.2K | 2.2% | 9 |
| Jun 2026 | Lindt | 22.2K | 2.2% | 10 |
| Jun 2026 | Valrhona | 4.4K | 0.43% | 11 |
| Jul 2026 | Hershey's | 135K | 17.6% | 1 |
| Jul 2026 | Ghirardelli | 110K | 14.4% | 2 |
| Jul 2026 | KitKat | 110K | 14.4% | 3 |
| Jul 2026 | M&M's | 110K | 14.4% | 4 |
| Jul 2026 | Reese's | 90.5K | 11.8% | 5 |
| Jul 2026 | Snickers | 74K | 9.7% | 6 |
| Jul 2026 | Twix | 49.5K | 6.5% | 7 |
| Jul 2026 | Tony's Chocolonely | 33.1K | 4.3% | 8 |
| Jul 2026 | Lindt | 27.1K | 3.5% | 9 |
| Jul 2026 | Hu | 22.2K | 2.9% | 10 |
| Jul 2026 | Valrhona | 4.4K | 0.57% | 11 |
| Aug 2026 | Hershey's | 165K | 18.4% | 1 |
| Aug 2026 | M&M's | 135K | 15% | 2 |
| Aug 2026 | Reese's | 135K | 15% | 3 |
| Aug 2026 | Ghirardelli | 110K | 12.2% | 4 |
| Aug 2026 | Snickers | 110K | 12.2% | 5 |
| Aug 2026 | KitKat | 90.5K | 10.1% | 6 |
| Aug 2026 | Twix | 60.5K | 6.7% | 7 |
| Aug 2026 | Tony's Chocolonely | 33.1K | 3.7% | 8 |
| Aug 2026 | Hu | 27.1K | 3% | 9 |
| Aug 2026 | Lindt | 27.1K | 3% | 10 |
| Aug 2026 | Valrhona | 5.4K | 0.6% | 11 |
| Sep 2026 | Hershey's | 201K | 20.1% | 1 |
| Sep 2026 | M&M's | 165K | 16.5% | 2 |
| Sep 2026 | Reese's | 135K | 13.5% | 3 |
| Sep 2026 | Ghirardelli | 110K | 11% | 4 |
| Sep 2026 | KitKat | 110K | 11% | 5 |
| Sep 2026 | Snickers | 110K | 11% | 6 |
| Sep 2026 | Twix | 74K | 7.4% | 7 |
| Sep 2026 | Tony's Chocolonely | 33.1K | 3.3% | 8 |
| Sep 2026 | Hu | 27.1K | 2.7% | 9 |
| Sep 2026 | Lindt | 27.1K | 2.7% | 10 |
| Sep 2026 | Valrhona | 5.4K | 0.54% | 11 |

## What is being compared

- **Ghirardelli**: Measured on the search term “ghirardelli”.
- **Hershey's**: Measured on the search term “hershey's”.
- **Hu**: Measured on the search term “hu chocolate”.
- **KitKat**: Measured on the search term “kitkat”.
- **Lindt**: Measured on the search term “lindt”.
- **M&M's**: Measured on the search term “m&ms”.
- **Reese's**: Measured on the search term “reese's”.
- **Snickers**: Measured on the search term “snickers”.
- **Tony's Chocolonely**: Measured on the search term “tony's chocolonely”.
- **Twix**: Measured on the search term “twix”.
- **Valrhona**: Measured on the search term “valrhona”.

- [Ghirardelli](/demand/us/brands/ghirardelli)
- [Hershey's](/demand/us/brands/hersheys)
- [Hu](/demand/us/brands/hu-chocolate)
- [KitKat](/demand/us/brands/kitkat-us)
- [Lindt](/demand/us/brands/lindt)
- [M&M's](/demand/us/brands/m-and-ms)
- [Reese's](/demand/us/brands/reeses)
- [Snickers](/demand/us/brands/snickers)
- [Tony's Chocolonely](/demand/us/brands/tonys-chocolonely)
- [Twix](/demand/us/brands/twix)
- [Valrhona](/demand/us/brands/valrhona)

## 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 chocolate brands in the United States?

In September 2026, Hershey's was the most searched among chocolate brands in the United States, with an estimated 201K branded searches, 20.1% of all searches for the 11 we track.

## Cite this page

Brandwave. "Chocolate brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-chocolate-brands

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