Brandwave

Ghirardelli vs KitKat:Which is more popular?

In September 2026, Ghirardelli and KitKat were level in searches among chocolate brands in the United States, with an estimated 110K branded searches each, at 11% of the total each. When we asked ChatGPT and Google AI Overviews about chocolate brands, Ghirardelli appeared in three of the five answers and KitKat in none.

Among chocolate brands in the United States in September 2026

Who do people search for more?

Ghirardelli and KitKat are searched for about as often as each other.

Ghirardelli 110K searchesKitKat 110K searches

Who does AI mention more?

Ghirardelli, mentioned in 3 of 5 answers, KitKat in 0

Ghirardelli in 3 of 5KitKat in 0 of 5

Who does AI recommend more?

Ghirardelli, the only one of the two named

Ghirardelli first in 3KitKat never named

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Top chocolate brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Ghirardelli was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. KitKat did not appear in any of the five answers.

Most recommended by AI

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

  1. Lindt1st
  2. Ghirardelli2nd
  3. Valrhona3rd
  4. Hershey's4th
  5. Hu4th
  6. Tony's Chocolonely6th
  7. Snickers7th
  8. Twix8th
  9. M&M's–
  10. +1 more
  11. KitKat–

Mentioned by AI

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

  • Ghirardelli3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lindt3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Valrhona3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hershey's2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snickers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Twix2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tony's Chocolonely2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Reese's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hu1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KitKat0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about chocolate brands

5 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.

Is Ghirardelli or KitKat more popular in search?

This chart shows how often people search Google for Ghirardelli and KitKat by name. Each line represents a brand's share of searches for all 11 chocolate brands we track, month by month, from searches in United States.

Ghirardelli and KitKat among chocolate brands in the United States, by month

Share of searches by month for Ghirardelli, KitKat. The figures are in the table below the chart.

View monthly share of searches table
MonthHershey'sM&M'sReese'sGhirardelliKitKatSnickersTwixTony's ChocolonelyHuLindtValrhona
Oct 202513.4%16.4%16.4%9%13.4%13.4%9%3.3%1.8%3.3%0.44%
Nov 202513.9%13.9%13.9%13.9%11.4%11.4%9.3%4.2%2.3%5.1%0.68%
Dec 202514%11.4%14%20.8%9.3%9.3%6.3%5.1%2.8%6.3%0.84%
Jan 202616%13.1%13.1%16%10.6%10.6%7.2%4.8%3.2%4.8%0.78%
Feb 202615.1%15.1%15.1%15.1%10.1%10.1%6.8%4.5%3%4.5%0.6%
Mar 202614.1%14.1%11.6%9.4%25.8%9.4%6.3%2.8%2.3%3.5%0.57%
Apr 202614.9%14.9%14.9%10%18.2%10%6.7%3.7%3%3%0.73%
May 202616.3%16.3%13.3%10.9%10.9%10.9%7.3%4.9%2.7%6%0.65%
Jun 202613.3%36.2%8.9%8.9%10.8%8.9%4.9%3.3%2.2%2.2%0.43%
Jul 202617.6%14.4%11.8%14.4%14.4%9.7%6.5%4.3%2.9%3.5%0.57%
Aug 202618.4%15%15%12.2%10.1%12.2%6.7%3.7%3%3%0.6%
Sep 202620.1%16.5%13.5%11%11%11%7.4%3.3%2.7%2.7%0.54%

How has the Ghirardelli and KitKat comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Ghirardelli took it in November 2025, KitKat took it in March 2026, Ghirardelli took it in August 2026.
  • Across the 12 months ending September 2026, Ghirardelli’s share of searches among chocolate brands in the United States moved from 9% to 11%, and its estimated monthly branded searches moved from 135K to 110K.
  • Across the 12 months ending September 2026, KitKat’s share of searches among chocolate brands in the United States moved from 13.4% to 11%, and its estimated monthly branded searches moved from 201K to 110K.

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

2 changes

  1. In September 2026, KitKat overtook Snickers to rank 5th among chocolate brands in the United States, with 11% of the searches.

  2. In September 2026, Ghirardelli lost share of searches among chocolate brands in the United States, from 12.2% to 11%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Ghirardelli’s and KitKat’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.

Ghirardelli

1 branded search term

  • ghirardelli

KitKat

1 branded search term

  • kitkat

How the Brand Demand Index is measured

Other head-to-heads among chocolate brands

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